Consumer awareness of the transition to digital television (DTV) in the Wilmington, N.C., market continues to increase, according to a new survey commissioned by the National Association of Broadcasters (NAB).

A survey of 501 television households in the Wilmington designated market area (DMA) shows 89 percent of TV households in the DMA report having "seen, read or heard" about the television industry's switch to digital broadcasting. The Federal Communication Commission (FCC) designated Wilmington as the first market to go all-digital on September 8, 2008, five months ahead of the nation’s transition on February 17, 2009.

"Television viewers in Wilmington are learning quickly about the DTV transition," said Jonathan Collegio, NAB vice president of digital television. "But there is significant confusion about the date of the transition."

In the survey conducted by Smith Geiger Research, 26 percent of viewers incorrectly identified February 17, 2009, as the transition date, while 18 percent correctly identified September 8, 2008, as the date when Wilmington television stations go exclusively digital.

"This is likely due in part to the fact that the new date for the Wilmington market was just recently announced," said Collegio.

Members of the North Carolina House of Representatives learned firsthand of the survey results from NAB Executive Vice President for Television Marcellus Alexander, who testified before the Commerce Small Business and Entrepreneurship Committee on June 4, 2008. Alexander presented the full committee with the findings, a demonstration of the difference between analog and digital TV picture quality, as well as an overview of NAB's consumer outreach efforts in Wilmington and across the country.

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