About 43 percent of over-the-air households said they would purchase a converter box or a digital TV between now and when the transition takes place on February 17, 2009, compared to 12 percent who would sign up for a cable or satellite service.

"This data indicates that free, over-the-air television may be set for a big comeback," said APTS President and CEO John Lawson. "Many people see broadcasting as a dinosaur technology, but we broadcasters have the opportunity to reposition it as ‘wireless TV’ and reach new audiences."

The subsidy program, administered by the National Telecommunications and Information Administration (NTIA), has received 2.8 million requests for converter boxes since registration for the program began on January 1.

Still, 25 percent of Americans said they "don’t know" what action they would take, and 19 percent said they would "do nothing." Of those who said they would do "do nothing," 17 percent planned on waiting before taking steps.

While more Americans are aware of the switch to digital television, most don’t know why the federal government is ordering the change. Seventy-seven percent who are aware of the transition did not know why the federal government mandated the change.

"It appears that the government’s positive message regarding the reasons for the transition has fallen on deaf ears," Lawson said
 

Starting February 18, 2009, consumers who do not own a digital set and receive their programming from over-the-air antennas will not be able to get a picture. The converter boxes will cost between $50 and $70 and will be sold at most major electronic retail outlets. The National Telecommunications and Information Administration will be accepting requests for two $40 coupons per household that can be used to purchase the boxes.

People who have satellite or cable service will not need a box. To request a coupon viewers can visit this Web site or call the government 24-hour hotline at 1-888-DTV-2009 (1-888-388-2009). Congress has set aside $1.5 billion for the coupon program to cover the transition to digital broadcasting, which will fund 33.5 million coupons.

Initially 22 million coupons will go to households that request them. The remainder of the coupons are meant for those who do not subscribe to a  pay-television service. Nielsen says that 14.3 million households still use over-the-air broadcasts for programming. Tony Wilhelm, director of consumer education for NTIA said they will have enough coupons to meet demand. "We think the high number will be 26 million," he said. "Low end is 10 million."

On January 24, the FCC will auction off the spectrum used for analog television. That part of the airwaves will be sold to wireless providers and could sell for $15 billion. Part of the spectrum will be reserved for emergency responders.
 

The report found that 43 percent of U.S. adults had heard of the switch to digital TV, up from one-third who said the same in 2006.

"February 17, 2009 is now less than fifteen months away, yet the majority of Americans remain in the dark about the consequences of the digital TV transition that will occur on that day," said Bruce Leichtman, president and principal analyst for Leichtman Research Group, Inc.

"With tens of millions of TV sets currently receiving only analog broadcast TV, much work will need to be done over the next fifteen months to build awareness of the digital transition and drive whatever consumer action is needed to prepare for it."

Among those who are not currently subscribing to cable or satellite, close to one-fifth said they were aware of the digital transition and understood how it would affect their households.

Fifty-six percent of those households with an annual income of over $75,000 say they have heard of the digital transition compared to 36 percent of those in households with an annual income less than $75,000.