Preparing Viewers for Your Station



Preparing Viewers for Your Station’s Rescan DayThis checklist will help you prepare for your station’s viewer education campaign when you move frequencies as a result of the spectrum incentive auction. There are numerous messaging tools and customizable spots available to you at Tools. NAB strongly recommends stations coordinate viewer education activities with other stations in the market to minimize viewer confusion and inaction.At 90 Days Out: Notify Your PartnersFCC Requirement: All stations transitioning to a new frequency must notify affected multichannel video programming distributors (MVPDs) by letter at least 90 days prior to their transition date. The notification must include the date and time of any channel changes; pre-auction and post-transition channel assignments; any modification to antenna position, location or power levels; stream identification information for channel sharing stations and engineering staff contact information. Click here for a sample letter. Contact your members of Congress to inform them that your station’s rescan day is coming and what you are doing to prepare their constituents. Click here for a sample letter.Reach out to general managers in your market and ask them to help spread the word about your station’s transition. Ask them to share information with their viewers. Click here for a sample PSA script.Contact local emergency services providers to inform them that your station’s rescan day is coming and ask them to share information with their audiences. Click here for sample messaging.Contact local government offices and providers of social services and aging services to inform them that your station’s rescan day is coming and ask them to share information with their communities. Click here for sample messaging.Contact local community groups, minority groups, religious organizations to inform them that your station’s rescan day is coming and ask them to share information with their communities. Click here for sample messaging.Days: Start Sharing Information Review the summary of FCC consumer education requirements and plan appropriately. Meet with your key station personnel to ensure everyone is aware of your rescan day and viewer education campaign. Click here for FCC consumer education summary.Include information about your upcoming rescan day on your station’s automated phone system and provide messaging points to your receptionist to respond to viewer calls. Click here for a sample phone script.Post information about your upcoming rescan day on your website. Link to NAB’s web tutorial that instructs viewers how to rescan, as well as . Develop printed flyers for local grocery stores, libraries and major retailers. Encourage them to post these to help spread the word. Click here for a sample flyer.30 Days: Drive AwarenessFCC Requirement: Air 60 seconds of on-air consumer education public service announcements (PSAs) or 60 seconds of crawls per day for 30 days prior to termination of operations on pre-auction channels. PSAs must be at least 15 seconds and crawls must run during programming for no less than 60 consecutive seconds across the bottom or top of the viewing area. Both must be provided in the same language as a majority of the programming carried by the station. Click here for TV spots and a radio toolkit. Click here for a sample PSA script. Click here for a sample script.NOTE: NAB recommends stations air :30 spots, crawls and snipes frequently during the week leading up to rescan day. Distribute press release to local media announcing rescan day and what time viewers should rescan their TVs. Click here for a sample press release.Share information on local programming, including morning shows, newscasts and radio shows, etc. to ensure your over the air audience knows what to do and when to do it. This could include:Interviews with station manager regarding the upcoming rescan day.Interviews with emergency services providers, stressing the need to rescan to continue to receive access to emergency information.Walking a viewer through the rescan process to show others how to do it. Segments to encourage viewers to help spread the word to friends and family.Post messages on social media (both the station account and anchor accounts) on a regular basis to spread the word about rescan day. Urge followers to share and retweet the posts so their family and friends will be prepared. Push information through your station’s mobile app, text alert system and other digital platforms to ensure viewers know the date and time of your rescan day.Place an op-ed in local papers explaining the transition and urging preparedness and action. Click here for a sample op-ed. Click here for a sample letter to the editor.Remind your members of Congress that your station’s rescan day is coming soon. Click here for a sample letter.Remind local emergency services providers and ask them to share information with their audiences. Click here for sample messaging.Remind local government offices and providers of social services and aging services and ask them to share information with their communities. Click here for sample messaging.Remind local community groups, minority groups, religious organizations and ask them to share information with their communities. Click here for sample messaging.Ensure your station staff – from the receptionist to the chief engineer – is prepared to answer questions on rescan day. Click here for a sample phone script and check out the Frequently Asked Questions section of our website. Many stations host a phone bank on rescan day and for several days thereafter. Notify your PSIP data service provider a minimum of two weeks prior to your rescan day and note your new RF channel number and whether any minor channels are being removed due to the frequency change. Otherwise, your information will not be accurate for viewers.Provide your frequency move information to Nielsen and comScore, including your call letters and channel changes, both old and new, as well as your rescan date and time. This information can be provided via email to?encoders@ and stationupdates@.? Rescan Day: Take to SocialRemember, after your transition takes place over the air viewers that have not yet rescanned can’t see your on-air messages. Use this day and the days following to push messages out on social, your website and through your app. The National Association of Broadcasters is committed to helping stations navigate frequency changes to minimize viewer disruptions. For more information, please visit or contact NABmarketing@. ................
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