Consumers Face Numerous Choices as Digital Television Transition Nears

September 25, 2008 4:16 PM EDT

FORT WORTH, Texas, Sept. 25 /PRNewswire-FirstCall/ -- As the government-mandated analog to digital television transition draws near, RadioShack Corporation (NYSE: RSH) urges consumers to act now to ensure they do not lose their broadcast television signals. RadioShack is reminding people there are a number of considerations involved in choosing the right solution, including where a person lives, the type of programming they desire and the amount of money they want to spend. People living in rural areas in particular may want to strengthen or change their television reception to ensure a smooth transition. With this in mind, RadioShack's knowledgeable associates are prepared to help consumers find the right solutions for them.

RadioShack has partnered with the American Library Association to provide educational classes on the topic. Approximately 200 classes have been scheduled across the country, and the company anticipates this number will increase as the transition date approaches. RadioShack also continues to partner with the Federal Communications Commission (FCC), the National Telecommunications and Information Administration (NTIA), and other government entities in community outreach events.

Executive Vice President -- Merchandising Peter Whitsett said RadioShack has made digital technology solutions a priority at its stores across the country. "We understand that customers want to find exactly what they need quickly, based on their unique circumstances, in just one trip to the store," he said. "RadioShack offers the right mix of products and the deep understanding of the issues to provide that experience.

"The important thing to remember is that this is not a one-size-fits-all solution," he said. "For instance, many rural residents may benefit from a subscription service like DISH Network, which lets them maintain television reception and expand their programming at the same time. The key is to explore the options and take action now to avoid any unnecessary disruption that may occur if they wait until the last minute."

According to information published by the NTIA, most U.S. residents can continue to use older analog TVs by simply obtaining digital converter boxes. NTIA is offering up to two $40 coupons per household good toward the purchase of such certified devices. For more information, visit http://www.dtv.gov.

An exception may be people who live outside a 50-mile radius of digital broadcast signals and require different solutions. Rural television viewers who experience reception challenges may elect to subscribe to a local cable TV service, if available in their area, or satellite service such as DISH Network, which is universally available. This allows them to use their analog TVs and receive enhanced programming as well.

Whitsett goes on to explain the unique challenges that affect many rural residents. "According to the FCC, the strength of a digital signal depends on terrain, distance from the transmitters and the reception strength of a person's antenna," he said. "Rather than gradually fade as it weakens like an analog signal will do, a digital signal will abruptly disappear in what is called the 'digital cliff' effect. While someone who lives within roughly 50 miles of a broadcast signal with few obstructions can usually receive a digital image using either a digital TV or an analog TV and converter box, someone who lives outside that radius may discover they can't get it at all. That's where solutions such as satellite or cable services or a more powerful antenna may be necessary to fill in where the digital signal drops off."

Another option for consumers is to upgrade to a new digital TV with a built in digital tuner. A digital TV replaces the need for a digital converter box for people who live within the broadcast range of digital transmissions. However, in rural markets outside the reception area, the digital tuner inside the TV is limited by the same 'digital cliff' effect that applies to converter boxes. If that's the case, a subscription satellite or cable TV service or a better antenna may still be desirable if the person isn't completely satisfied with the over-the-air station choices that are available.

For more helpful information on the digital television transition, visit RadioShack's online learning center dedicated to this topic.

About RadioShack Corporation

RadioShack Corporation (NYSE: RSH) is one of the nation's most experienced and trusted consumer electronics specialty retailers. Operating from convenient and comfortable neighborhood and mall locations, RadioShack stores deliver personalized product and service solutions within a few short minutes of where most Americans either live or work. The company has a presence through almost 6,000 company-operated stores and dealer outlets in the United States and nearly 700 wireless phone kiosks. RadioShack's dedicated force of knowledgeable and helpful sales associates has been consistently recognized by several independent groups as providing the best customer service in the consumer electronics and wireless industries. For more information on RadioShack Corporation, or to purchase items online, visit http://www.RadioShack.com.

SOURCE RadioShack Corporation

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