Bob Barker's retirement gig

Retired Price Is Right host Bob Barker will serve as spokesman in a series of public service (PSA) spot ads to promote the national switch to all-digital television (DTV) in the USA. The USA's national switchover date is Feb. 18 2009. Barker was recruited for the role by the National Association of Broadcasters (NAB). The first ad featuring Barker to hit the air was a market-specific spot for Wilmington, N.C., where stations will make the transition Sept. 8, five months ahead of the national switchover. Barker is also featured in a national PSA that started airing earlier this month. NAB vice president for DTV Jonathan Collegio observed "Bob Barker is an American icon who is instantly recognizable to generations both young and old, although it is the older generation that is at higher risk of losing TV reception."