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1999 Consumer Electronics Show READ ALL ABOUT IT! PAGE 4 CEMA Pushes Antenna Selector Maps U.S. Satellite Broadcasting, and several antenna manufacturers presented the Consumer Electronic Manufacturer Association’s mapping program in two separate panels this week at CES. In Thursday’s “Antennas, Tuning in to Achieve Perfect Pictures,” Bill Brown, product manager for antennas at Thomson Consumer Electronics outlined the problem for consumer electronics stores selling DBS systems saying “the challenge in working with DBS is merging new and old technology and making it acceptable for consumers to have antennas.” To help alleviate that problem the panel discussed how CE stores can use CEMA’s maps, which color code television markets with corresponding colors on antennas to show customers what antenna they need to receive local over-the-air signals. In yesterday’s session, Carl Wegener, USSB senior vice president of dealer sales explained the technical aspects of how the maps were put together, Decisionmark, who offers a similar technology via the Internet, is present at the show, but was not asked to participate in any of the antenna seminars, according to President Jack Perry. Decisionmark has held several discussions with antenna manufacturers, including Jasco and Channel Master, to ally with Decisionmark to sell antennas. He added several CE manufacturers have expressed interest in Decisionmark’s software as well, particularly the www.getawaiver.com option, which allows DBS customers to apply for waivers from local broadcasters over the Internet. He said approximately 500 waivers have been granted since the program went on line last fall. Perry left open the possibility of working with CEMA on the mapping project, saying “if [CEMA President] Gary Shapiro walked up and said 'I want antenna selector.com' today, it would be ready tomorrow—in all 211 [television markets].” Perry said Shapiro failed to show up for a scheduled meeting with Decisionmark on Thursday. According to Wegener, CEMA is currently working on its own computerized mapping program, but a launch date is not yet scheduled. Antenna manufacturers and retailers said they are encouraged by both mapping programs and the opportunity to give customers a visual representation of what antennas they will need to receive analog and digital signals. Terk Technologies President Neil Terk praised CEMA’s selector maps, saying they take confusion out of purchasing antennas, will result in lower return rates, and will help a salesperson quickly explain antenna purchases after pitching a DBS service. Len Davi, vice president of marketing for Recoton, said the maps are effective because they “keep it very simple” for customers and retailers, noting many sales people at larger CE stores do not have much experience antenna selling. Randall Marx, CEO of Antennas America, said retailers must educate customers on the change to digital broadcast signals and an antenna’s role in that change. The mapping programs and the Antenna Pavilion at CES have been effective in showing retailers the role of the antenna, Marx said, but he wonders if the message will reach the customer. “There’s still a lot of confusion between satellite digital, local digital, and local analog,” he said. Retailers were generally encouraged by both mapping programs and said the two could be effectively used together in the store and, in the case of Decisionmark, while the customer researches the product at home. DBS retailers said they were particularly encouraged with Decisionmark’s "getawaiver" option. BACK TO PAGE 1 OTHER ISSUES: Thursday, Jan. 7, 1999 Friday, Jan. 8, 1999 Saturday, Jan. 9, 1999   Please direct questions about this site to general.mail@satbiznews.com q 2000 Satellite Business News Inc. All rights reserved.