Circuit City Stores, Inc. (NYSE: CC), which continues to struggle with sales, profit and just about every other meaningful metric, at least is clinging to life with some public relations efforts. The second largest consumer electronics chain in the U.S. has noted many times in the past that the falling prices of flat-panel televisions contributed in large part to its negative fortunes.Now, though, the retailer wants to become the 'answer center' for all consumer questions related to next February's switch to digital television. It will start by hosting an interactive web forum with input and help from Sound & Vision magazine. The forum will host consumer questions to address what Circuit City is billing as "a significant shift in the way television is broadcast and received."
While that is true, the actual amount of Americans expected to be impacted by the switch from analog to digital is definitely not the majority of TV consumers in this country. But, there's nothing wrong with Circuit City using this transition as a marketing tool to move more digital television sets, right? Every other competitor will be doing the same thing, although most of them will also be carrying the $50-60 converter boxes meant to allow older televisions to receive the new digital signals next year. My guess is that those products will be placed next to signage on discounted flat-panel sets and credit applications. Which would you pick?
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