TVB’s Rohrs Urges Against One-Size-Fits-All DTV-Education Approach

TVB's ROHRS URGES AGAINST ONE-SIZE-FITS-ALL DTV-EDUCATION APPROACH
[SOURCE: Broadcasting&Cable, AUTHOR: John Eggerton]
The president of the Television Bureau of Advertising asked Federal Communications Commission Chairman Kevin Martin not to mandate a "one-size-fits-all" approach to the digital-TV-education campaign. In a letter Monday to the chairman, Chris Rohrs provided a TV-ad-sales perspective, saying, "The probability of success in retaining the attention of viewers throughout the digital transition is high with a multifaceted approach that can be tailored to fit the unique circumstances of different markets and communities. The probability of success is significantly lower with a uniform approach mandated from Washington."
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