Federal Register Notice

DEPARTMENT OF COMMERCE

Submission for OMB Review

The Department of Commerce will submit to the Office of Management and Budget (OMB) for
clearance the following proposal for collection of information under the provisions of the
Paperwork Reduction Act (44 U. S. C. Chapter 35).
Agency: National Telecommunications and Information Administration (NTIA).
Title: NTIA Message Testing Focus Groups for the Digital-to-Analog Converter Box
Coupon Program.
Agency Form Number: None.
Type of Request: Emergency submission.
Burden: 352 hours.
Average Time Per Response: 2 hours.
Needs and Uses: Congress directed the National Telecommunications and Information
Administration (NTIA) to create and implement a program to provide coupons for consumers to
purchase digital-to-analog converter boxes. (See Title III of the Deficit Reduction Act of 2005,
Pub. L. No. 109-171, 120 Stat. 4, 21 (Feb. 8, 2006)). These converter boxes are necessary for
consumers who wish to continue receiving broadcast programming over the air using analogonly television sets after February 18, 2009 - - the date that television stations are required by
law to cease analog broadcasting. On March 15, 2007, NTIA published a Final Rule establishing
the parameters of the Coupon Program and describing the rights and responsibilities of interested
parties. See 72 Fed. Reg. 12097 (March 15, 2007). Among other things, the regulations permit

consumers to submit applications to NTIA for coupons beginning January 1, 2008. See 47
C.F.R. § 301.3(b).
An effective consumer education campaign, including the development of a campaign
identity, messages, and consumer materials, is essential to the Coupon Program. Of particular
importance is the development of an application for consumers that is easy to understand and to
submit to NTIA. In an effort to ensure that the materials and messages developed for the
campaign resonate with all target audiences, these items will be tested with representatives from
targeted audiences. The targeted audiences, identified as the more reliant on over-the-air
television, include the following: (1) economically disadvantaged households; (2) rural residents;
(3) minorities; (4) people with disabilities; and (5) seniors. Representatives from the target
audiences will participate in “focus groups” to assist NTIA in determining the clarity of the
message; identifying difficulty or ease in presenting and receiving pertinent information; and
improving the presentation of the information.
Nineteen (19) focus groups are scheduled in eight cites and via teleconference. Five
additional participants will be interviewed who are deaf or hard of hearing for a total number of
176 participants. The information will be collected by Ketchum, Inc., a global public relations
firm, that is leading the consumer education program as a subcontractor to IBM, NTIA’s prime
contractor. NTIA awarded a contract to IMB in August 2007 to administer the diverse
operational elements of the Coupon Program. The information will be used to develop a
consumer application as well as other consumer education materials related to the Coupon
Program.

Affected Public: Focus Groups.

Respondent’s Obligation: Voluntary.
OMB Desk Officer: Jasmeet K. Seehra, (202) 395-5167.
Copies of the above information collection proposal can be obtained by calling or writing
Diana Hynek, Departmental Paperwork Clearance Officer, (202) 482-0266, Department of
Commerce, Room 6625, 14th and Constitution Avenue, NW., Washington, DC 20230.

Dated:

Gwellnar Banks,
Management Analyst, Office of the Chief Information Officer.