The Bait and Digital Switch
Saturday, September 13th, 2008I’m sure all of us state-side have been thoroughly inundated with those messages about the switch from analog to all-digital television. I’ve been seeing these spots for months without giving them much thought. Seems just like government televised spam to me. I’m sure it’d cost less to do a mass mailing, but we’re talking TV here, not something as un-important as, say, ballot measures and polling places. I digress. After enough of those spots I finally started to think about graft. Let’s face it, it takes a lot to get those government gears turning.
Finally a thought came to me. People can get discounts for their digital converter boxes, but how about the smaller stations that still have to try to reach their customers? Lower-power stations don’t have to switch to digital transmissions. Less viewers means less revenue for them.
And the viewers in remote areas who were relying on these smaller stations, who tailored their news for smaller, more localized group (almost like the bloggers of broadcast TV), what will they have? Won’t they be more likley to swtich to the shinier digital stations? Stations that can be tuned in with that digital box without having to fool with more buttons and settings? Even less revenue for those smaller stations.
Media consolidation! That’s what it boild down to. Running smaller stations that already can’t afford the switch will be pinched harder and harder with less viewers and ad revenue.
Here’s a fine example from the Charlston Gazette [ link] where WSAZ had to fire eight people to afford the $4 million equipment upgrade. How many stations throughout the US are going to be shaken down or left on the curb?
Oh, and in a humourous note, the city of Wilmington, N.C., was used as a proving ground, switchign to digital last week, months ahead of the nation’s Feburary switch. What’d they to? Flipped a giant switch. Adorable.