Response To Martin’s Agreement For Limited DTV Field Tests

[The following is a release from Centris]

March 6, 2008

Dr. Barry Goodstadt, Senior Vice President, Centris: In response to a call from FCC Commissioner Michael Copps for field tests of digital television before the DTV transition, Chairman Kevin Martin has agreed to coordinate DTV field tests aimed at identifying potential problems. Centris supports this decision and applauds both Copps and Martin for taking proactive steps that will provide valuable insight into potential issues consumers will face on a local level and allow time for any necessary mid-course adjustments to ensure the success of the DTV transition. Since the release of the Centris study, our position has been and remains to increase dialogue on the national, regional and local level with respect to the issue of digital TV receptivity and the need for consumers to consider antenna upgrades. Our research found there to be increased risk in receptivity in regional markets depending on various topographies, distances, and home antenna options. This is a local issue that needs to be addressed on a local level. Centris is currently working with and providing data to all segments of the television industry including broadcasters, multichannel providers, associations, equipment manufacturers and retailers. Our aim is to ensure that all issues impacting the DTV transition (including local reception issues, consumer awareness locating and profiling over-the-air-households on a local basis) are being addressed to achieve a successful move from analog to digital TV. The government’s response to conduct field tests in sample markets is an encouraging development toward seeing these issues addressed.

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