OVER-THE-AIR: DTV THAT'S FREE FOR THE WATCHING

Dr. Joyce Brothers ought to be ashamed of herself. Her career as a pop psychologist was launched in 1955 when she won CBS’s The $64,000 Question. (The ancient ones will remember that her category was boxing).

Yet, when given a chance to repay CBS and the rest of TV broadcasting for the boost, she failed.

In her column as published in the Newark Star-Ledger last Saturday, W.A., an “aging bachelor,” wrote to say he was considering canceling his cable service to save money and wondered how weird it was that the thought of losing TV felt like losing a “lifelong friend.”

Brothers responded that such feelings are really not that weird at all and cited a study that found that TV helps people feel less lonely and provides “a sense of companionship…yadda, yadda, yadda.”

Wrong answer.

Here’s what Brothers should have written: Dear W.A.: It’s little wonder you have insufficient funds in your advanced years. If you have been paying the least attention during your sad, little life, you would know that a good portion of TV—indeed, the best portion of TV—is absolutely free.

I’m not talking about those ad-cluttered cable networks filled with reruns and one new series every six months, I’m talking about ABC, CBS, NBC, Fox, CW, Univision and Telemundo. I’m talking about American Idol, Dancing with the Stars, The Office, Two and a Half Men. I’m talking about the World Series and the Super Bowl. I’m talking about the summer Olympics, live all the way from Beijing, China.

All you have to do is connect an antenna in place of your cable wire. Try rabbit ears first. If they don’t work, install a rooftop antenna. That will cost you what you were paying for two or three months of cable.

And here’s the exciting part. TV is now digital. For another month of cable, you can buy a converter box that will not only produce pictures and sound like never before, but also allow you to get extra TV channels like NBC Weather Plus, LATV, RTN, .2 and World Championship Sports Network.

And if you act now, the U.S. government will send you a $40 coupon that you can use toward the purchase of that converter box, so it will only end up costing you $20 or $30.

I should warn you that the converter box is now optional, but that after Feb. 17, it’s mandatory. You will have to buy one to continue watching free TV because TV stations must cease the analog broadcasts that your set now receives.

So, you can pull the plug on cable and eliminate one of your monthly bills without giving up your “lifelong friend.” Is this a great country or what?

I guess I can’t really fault Brothers for misfiring on her advice. After all, broadcasters haven’t really done a very good job selling the notion that they are a free alternative to cable and satellite and even the Internet for that matter.

In a column I wrote last July, I urged broadcasters to use the DTV transition to position themselves as the coolest new medium.

They have made some moves in that direction. I particularly like the PSA that NAB created and now has posted on its Web site, dtvanswers.com.

But they need to do more. Now so reliant on cable and satellite, many broadcasters apparently believe that the percentage of over-the-air reception doesn't much matter anymore.

It surely does. That percentage is what gives broadcasting its fundamental edge over cable and satellite.

The FCC has mandated that every TV station in the country run 16 PSAs each week about the coming analog cut-off and how to prepare for it.

They should use each and every one to remind viewers that the best post-analog option is broadcasting. It delivers better pictures and sound and all the best programming.

And did I mention that it’s free?

hajessell@newscheckmedia.com.