For the last several years, visits to local electronics retailers including Best Buy and Costco in South Florida seeking floor models of television sets capable of receiving ATSC 3.0-delivered NEXTGEN TV signals have proven vexing. Conversations with local consumers largely brought more questions than answers when asked if they’re interested in NEXTGEN TV and if they know what it is.
It’s a situation not unique to Miami or West Palm Beach TV station viewers, and Sinclair Inc. has just launched what it calls “a comprehensive local marketing and consumer education campaign” designed to increase awareness and adoption of NEXTGEN TV in Ohio’s state capital.
The campaign focused on the Columbus, Ohio, market combines a localized microsite, consumer giveaways, on-air promotion and digital engagement that Sinclair says is designed to educate consumers on the benefits of NEXTGEN TV and how to access it.
The microsite “is designed to remove complexity and provide a clear, accessible pathway for consumers to begin using NEXTGEN TV.” It includes:
- ZIP code-based availability tools
- Equipment compatibility guidance
- Step-by-step setup instructions
- Recommendations for TVs, antennas, and converter devices
As Sinclair President of Technology Del Parks sees it, “NextGen TV is the most significant upgrade to broadcast television in decades, delivering a superior viewing experience with enhanced picture quality, immersive audio, and interactive capabilities. With this campaign, we are focused on simplifying the path to adoption, providing consumers with clear, practical information and showing them firsthand how to access and experience what’s next in television. Columbus was selected as an ideal market given its strong sports engagement, evolving viewing behaviors, and Sinclair’s local station footprint.”
The campaign will also include limited-time incentives to encourage adoption, including converter box and antenna contest giveaways via Channel Master. It runs through July 3.
