H-E-B SETS NATIONAL PRECEDENT AS FIRST GROCERY RETAILER TO SELL DTV CONVERTER BOXES

H-E-B will launch an awareness initiative to educate customers about the all-digital television conversion

HOUSTON, TX – Mar. 14, 2008 –Setting a national precedent as the first grocery retailer to sell DTV converter boxes,
H-E-B will launch a statewide awareness initiative to educate customers about the upcoming all-digital television (DTV) conversion, set for February 2009.  The in-store program will help customers learn about the analog to DTV transition as well as assist them with registration for converter box coupons, issued by The National Telecommunications and Information Administration (NTIA). To kick off the awareness initiative, H-E-B will host press conferences in all regions statewide. 

The Houston-area press conference will take place on Tuesday, March 18, 2008, at 10 a.m., at Pearland H-E-B Plus!, 2805 Business Center Drive in Pearland, TX.  H-E-B Partners (employees) will be onsite to showcase the converter boxes and will help customers register online for converter box coupons.  Additionally, on Saturday, March 22, volunteers and H-E-B Partners will be onsite in select stores from 10 a.m. – 3 p.m.

“H-E-B’s commitment and involvement in the community has been recognized as an important part of the way we do business,” said Winell Herron, group vice president of public affair and diversity for
H-E-B.  “It is very important that our customers are educated on and prepared for the national analog to digital conversion and that they understand what it is, what it means to them, what tools they will need, and the benefits.”

The transition from analog to digital television is one of the most significant advancements of television technology since color TV was introduced. By law, full-power television stations nationwide must switch from the old method of transmitting TV signals, known as analog, to digital television (DTV) on February 17, 2009.  For many Texans who have an analog television, this means they will need to make the transition to DTV to continue watching broadcast television on that set by purchasing a converter box. Consumers who have their analog TVs hooked up to cable, satellite or a telephone company video service provider should not be affected.

According to Nielson, 23.8 percent of households in greater Houston rely exclusively on over-the-air broadcast television signals, which means these households do not subscribe to a paid television service such as cable or satellite. This represents more than 471,120 households in the area. In Texas, more than 1.7 million households may be impacted.

To help consumers cover the cost of the converter box, the federal government is offering up to two converter box coupons valued at $40 to each U.S. household. Each coupon may be used toward the purchase of a single DTV converter box. The coupon program will be administered by the U.S. Department of Commerce through the National Telecommunications and Information Administration (NTIA).

The coupons expire 90 days after the date they are mailed, and can be redeemed at participating H-E-B stores.  Starting April 1, 2008, converter boxes will be available at H-E-B for only $40, along with HD antennas, cables and remotes.  With the coupon distributed by the NTIA, customers will pay under $5 (this includes tax) for a converter box at H-E-B.

Throughout the year, H-E-B Partners will assist customers with the DTV conversion and the converter box coupon registration program.  

“I applaud H-E-B for taking the lead among grocery retailers to educate consumers about this important transition to digital television,” said David K. Rehr, president and CEO of the National Association of broadcasters. “H-E-B’s participation in the converter box coupon program is a shining example of public service that will help to ensure more viewers are informed about the transition and have easy access to upgrade their television sets to digital.”

For more information on the transition to digital television or to register for a coupon, visit www.dtv2009.gov. If all household TV sets are connected to cable, satellite or other pay service, customers are encouraged to check with their provider to see how they will support the analog set after February 17, 2009.

About H-E-B
For more than 100 Years, H-E-B has been an innovative retailer. Known for its fresh food, quality products, convenient services, and a commitment to environmental responsibility and sustainability, H-E-B strives to provide the best customer experience at every day low prices. Based in San Antonio, H-E-B employs more than 65,000 Partners and serves millions of customers in more than 150 communities throughout Texas and Mexico. For more information, visit www.heb.com.