H-E-B LAUNCHES AWARENESS INITIATIVE TO EDUCATE CUSTOMERS ABOUT THE SWITCH TO ALL DIGITAL BROADCASTING

SAN ANTONIO, TX – Mar. 18, 2008 – To help educate and prepare Texans for the switch to all-digital broadcasting that will occur in February 2009, H-E-B is launching a statewide awareness initiative. Details on the initiative were announced today in a series of press conferences held across the state at local H-E-B stores. United States Congressman Charlie Gonzalez joined H-E-B in leading the announcement in San Antonio. The initiative includes assisting customers in registering for vouchers being issued by The National Telecommunications and Information Administration (NTIA) to acquire a converter box which will be necessary for analog TVs to receive programming after the switch.

NTIA, a division of the Department of Commerce, is administering the Digital-to-Analog Converter (DTV) Box Voucher Program which was established by the federal government to assist consumers with the transition and to help cover the cost of the converter box. Every U.S. household is eligible to receive up to two coupons, valued at $40 each, toward the purchase of a single DTV converter box.

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. Switching to digital will free up parts of the broadcast spectrum for public safety communications such as those used by police and fire departments. Consumers will also experience enhanced picture and sound quality.

According to Nielson, 15.8 percent of households in San Antonio currently rely on over-the-air broadcast television signals and do not subscribe to a paid television service such as cable or satellite. This represents more than 122,670 households in the area. As a total state, 21 percent of Texas households, or more than 1.7 million, rely exclusively on over-the-air broadcast television signals.

Following the in-store press conferences, H-E-B Partners (employees) met with customers to further explain the converter boxes and the Digital-to-Analog Converter Box Coupon Program. Additionally, on Saturday, March 22, community volunteers and H-E-B Partners will be at select stores from 10 a.m. to 3 p.m. to answer any questions from customers.

“It is very important to H-E-B that our customers are educated and prepared for the national analog to digital transition,” said Dya Campos, Director of Public Affairs for H-E-B. “All of our Partners are dedicated to helping our customers better understand the transition – what it is, what it means to them, what tools they will need and the benefits.”

Throughout the next few months, H-E-B Partners will share knowledge of the DTV conversion and the converter box coupon registration program with customers, and will help customers identify any additional parts they may need for their television. Additionally, starting April 1, 2008, customers can purchase converter boxes at H-E-B for only $40, as well as 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.

For more information on the transition or to register for a coupon, visit www.dtv2009.gov. All customers, even those using cable, satellite or another pay service, are encouraged to check with their provider to determine if their TVs will be affected.

About H-E-B
H-E-B was founded in Kerrville, Texas in 1905 with a single grocery store. For more than 100 years, H-E-B has been an innovative retailer known for low prices, fresh food, quality products and convenient services. The company has grown to more than 300 stores in Texas and Northern Mexico with more than 63,000 employees. It conducts a wide range of efforts geared toward helping the community and the environment.