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For Consumer Product Strategy Professionals
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Executive Summary
On February 17, 2009, all US full-power television stations must shut down their analog broadcasts as mandated by the federal government. Only 16% of viewers think that the switchover is a good idea, which isn't surprising given that only 22% of viewers actually understand the shutdown. The government has some work to do to educate people about the upcoming change, but retailers and service providers could also help, not out of civic duty, but because there are new televisions and digital programming to sell to at least one in five confused but interested households.
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