Digital conversion still holds opportunity for furniture
By Furniture Today Staff -- Furniture Today, February 16, 2009
HIGH POINT — HIGH POINT — Thanks to a last-minute act of Congress, the conversion to digital television broadcasts won't take place this week as planned, but it's too early to tell if the delay will cause a spike in flat-panel television sales that could benefit furniture retailers.
The new conversion date, June 12, is designed to give consumers with older TVs who don't subscribe to a cable or satellite service additional time to get ready.
Naturally, electronics retailers hope such consumers will remedy the problem by purchasing a new TV with a digital tuner (the vast majority of TVs sold since 2004 already have them). If that happens, they probably will need new furniture as well, since most newer TVs won't fit into older entertainment centers.
But those who don't want to buy a new TV or subscribe to a cable or satellite service will have to purchase a converter box if they want to use their older TV after June 12.
The boxes typically cost $40 to $70, but a $40 government coupon is available for those who apply online at www.dtv2009.gov. Warning: it takes two to three weeks to get the coupon after the application is submitted, and consumers aren't allowed to buy a converter box and then apply for a rebate.
What hasn't been publicized as heavily is that some consumers may also need a new antenna, particularly if they are using so-called “rabbit ears” and don't live close to a television station's transmitter. That's because digital signals don't travel as far as their analog cousins, and the consumer may get fewer channels once the converter box is installed.
But regardless of all the possible snafus, many entertainment furniture resources are convinced the transition — whenever it happens — presents a significant selling opportunity. Many are urging retailers to brush up on the basics of the transition and be prepared for questions from consumers.
Here are some helpful websites for consumers and retailers:
• www.dtv2009.gov — operated by the National Telecommunications and Information Administration, the Commerce Department arm that is administering the coupon program. The site includes 10 pages of FAQs about the transition.
• www.ntiadtv.gov — also operated by the NTIA. It's designed for retailers and includes an array of statistics about the coupon program. Among other things, you can download coupon redemption statistics by ZIP code.
• www.antennaweb.org — operated by the Consumer Electronics Assn. and the National Assn. of Broadcasters. This helpful site offers tips on improving TV reception with an antenna. And by entering an address, the site produces a custom map showing the distance from that location to each station's transmitter and the direction from which the signal is received.
• www.dtvanswers.org — operated by the National Assn. of Broadcasters. This site also has lots of FAQs about the digital switch, as well as tips on how to hook up the converter box.
• www.dtvtransition.org — operated by the DTV Transition Coalition, a group of trade associations, electronics manufacturers, retailers and a wide range of other organizations dedicated to consumer education about the transition.
• www.digitaltips.org — operated by the Consumer Electronics Assn. This site is designed for more technically oriented consumers, but also has information about recycling old electronics gear.
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