In the latest of the NAB365 Thought Leadership series, NAB's top technical expert, Lynn Claudy, discusses digital media and the competitive media landscape, and NAB's Jonathan Collegio provides an update on the DTV transition.

Claudy addresses the need for broadcasters to focus on the long-term benefits of digital content to include multicasting and mobile delivery, as well as interactive and storage capabilities. He suggests broadcasters consider the following, 1) trying new projects during this time of innovation; 2) diversifying content; 3) exploiting the radio frequency (RF) channel and 4) continually educating themselves as to capabilities of new technologies.

Collegio provides an update on the percentage of TV stations broadcasting in digital and the current state of consumer awareness. He also discusses how NAB and its partners will continue to promote the benefits of sound and picture clarity, HD in its mass media ad campaign and the grassroots efforts well underway.