As America draws closer to the analog shutoff date of February 17, 2009, PBS will launch a consumer awareness campaign to help viewers navigate the conversion to digital television. Kicking off the initiative are two on-air spots, starring Kevin O'Connor and Norm Abram, host and master carpenter, respectively, of the Emmy Award-winning series THIS OLD HOUSE, that feature clear, uncomplicated information about the switchover. The segments will begin airing on local PBS stations in March 2008.

From March to October, PBS' consumer awareness campaign will focus on raising awareness of the shut-off date and outline the basics of viewers' options for making the conversion. Then, from October through the analog shutoff date in February 2009, PBS will provide detailed information about the specific steps viewers can take to prepare for the end of analog broadcasting.

Studies have shown that the majority of Americans need more information to prepare for the switch. Many citizens are still unaware that the changeover is taking place and confused about their options, especially for maintaining access to free television service.

The consumer awareness campaign was designed in response to existing research, as well as PBS focus groups, that indicated viewers want an impartial and trusted source of information about the DTV transition to help them understand all their options without pressure to choose one solution over another.

"For many years, the American public has called PBS and PBS stations the nation's most trusted public institution," said Paula Kerger, PBS President and CEO. "This fact, combined with PBS' reach into 99 percent of the country's television households and the ability of each member station to interact with people in their own communities, has led us to initiate this year-long effort. A successful transition is especially important for those who depend on free, over-the-air service as their sole source of television, which includes an estimated 21 million TV households in our nation. We are very pleased to have Norm and Kevin's participation in this important project. Since they have been explaining how to get things done around the house for years, they are perfect for this initiative."

The 30- and 60-second segments featuring O'Connor and Abram will discuss the switchover in plain, basic terms. The English- and Spanish-language on-air promos will air between programs that reach adult audiences throughout PBS' schedule.

Complementing PBS' national efforts, member stations across the country also are developing plans for community-based outreach, such as producing local spots, hosting converter box demonstrations and other events.