Remember when 20 million sounded like a gigantic number? Tomorrow, the U.S. House of Representatives is set to try to *again* vote to delay the DTV transition. The voucher program ran out of money back near the end of last year and there are approximately 20 million HH (at least that is the current argument) that aren't prepared and/or not hooked in to cable or satellite. In class today, we discussed the implications of those 20 million HH -- do they really matter to marketers? Or the government? Think about the demographics of those HH -- elderly, poor, etc...Now think about current television programming. Any new shows targeted to the elderly or the poor? Does the local television broadcaster actively promote to clients: Hey, we are number one with the 75+ age demo AND we are strong with those with HH Incomes of less than $15,000!
Definitely feeling cynical. Apparently, the White House would go for the delay. Are you in favor or not?
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