Univision launches DTV outreach initiative


Further addressing a major at-risk group for being unprepared for the switch to DTV next year, Univision Comm. announced the latest phase of its campaign to raise awareness about the transition entitled “Escuadrón Digital” (Digital Squad), a grassroots and on-air initiative using a one-on-one approach to ensure viewers are informed and prepared.

“Escuadrón Digital” will reach out directly to communities across the country through local events, DTV Town Hall meetings and by deploying street teams that visit community and senior centers and select homes. The “Escuadrones” (Squads) will help viewers determine if television sets are analog or digital, help with coupon applications, as well as assist with the purchase and installation of converter boxes.

As part of the effort, Univision is creating a national group that features Carlos Calderón, host of Galavisión’s “Acceso Máximo” (All Access), as the squad captain and an analog-to-digital ‘geek’ who will give viewers a digital analysis of their homes; Tony Dandrades, from Univision’s popular newsmagazine show “Primer Impacto” (First Impact), as the converter box tech who will demonstrate how to install converter boxes; digi diva Lilia Rodriguez Luciano from TeleFutura’s “Escandalo TV” (ShowBiz TV), who will help a selected viewer purchase an appropriate converter box; and the beloved Martica from “El Gordo y La Flaca” (The Scoop and the Skinny) who will help the squad get ready for their “missions” with her delicious coffee. These efforts will be replicated at the local level by the Univision Television Group.

The footage from the squad’s missions and assignments will premiere in July 2008 as part of “TV Digital…Estas Preparado?” (Digital TV…Are you ready?), a Univision Network special. Some of the squad’s assignments will also be featured in 30-second vignettes that will air on the network through February 2009. The “Escuadrón Digital” initiative also includes in-program education segments in national shows, national radio public service announcements (PSA’s) and a dedicated microsite on Univision.com (Uniclave: TV Digital) with comprehensive information and links to the coupon application program.

Univision launched the first and most aggressive, multi-media digital transition awareness campaign in October 2007. Since the campaign’s launch, Univision has aired DTV specials, covered the issue through local and national news and public affairs programs and has hosted interactive events across the nation to facilitate the DTV transition process for Hispanics