All eyes on Hispanics with DTV six months away

McALLEN - Lawmakers and business leaders say Hispanic communities could be disproportionately affected by the switch to digital television slated for Feb. 17. Broadcasters are being proactive by targeting those communities to make sure their televisions don't go dark next year.

A poll released the National Association of Broadcasters in June found 88 percent of Spanish-speaking households were aware of the pending switch, up from 74 percent at the start of the year.But association spokeswoman Shermaze Ingram said understanding the switch - not just being aware of it - will be critical to ensure viewers don't lose access to television.Since February 2007, a coalition of broadcasters, retailers, journalists and civic organizations, along with the Federal Communications Commission, has sought to explain to the public how to prepare for digital television.

Spanish-language broadcasting behemoth Univision also is operating a grassroots and advertising campaign to inform Spanish-speakers of the switch.

And the association of broadcasters has hosted hundreds of events throughout the country, focusing on communities that rely on over-the-air television.

Since December, the group has visited the Rio Grande Valley three times, with stops in Hidalgo and Mercedes.But lawmakers fear television viewers along the nation's southern border may not bother upgrading their sets or buying the converter boxes, since they will be able to continue receiving analog signals from Mexican broadcasters. Some legislators worry the scenario could result in a public safety calamity, with border residents unable to receive televised emergency warning messages originating from U.S. authorities who govern and serve the communities in which they live.

Earlier this month, the U.S. Senate approved legislation Sen. Kay Bailey Hutchison, R-Texas, sponsored to allow television stations within 50 miles of the U.S.-Mexico border to continue simultaneously broadcasting analog and digital signals for an extra five years after the Feb. 17 switch.

A U.S. House version of the bill, introduced by Rep. Hilda Solis, D-Calif., has yet to make it to a vote.

Last year, FCC Chairman Kevin Martin admitted during remarks to the Congressional Hispanic Caucus Institute that the transition may be met with some resistance.

But he said Hispanic viewers should know Spanish-language broadcasters - like all other broadcasters - will be able to offer more programming at no additional cost due to the increased availability of space on the broadcast spectrum under the digital system.

"Simply put," Martin said, "Spanish-language broadcasters (can now) provide more free television programming to the Spanish-speaking community."