Press Release

The Utility Choice campaign includes TV ads that begin airing in the Pittsburgh media market on Monday, June 24; radio and email advertising; a new Web site (www.utilitychoice.org); two toll-free consumer hotlines, 1-888-PUC-FACT and 1-800-782-1110; a new brochure; and an extensive grassroots effort featuring consumer-education workshops and presentations to community-based organizations.

"Well-educated consumers are the drivers of a competitive market," said Chairman Thomas, who also was joined today by Pittsburgh community-based organizations and representatives of the telephone industry. "It’s our job to provide consumers with the tools and resources to help them. The Utility Choice program also builds on Pennsylvania‘s national reputation as a leader for competition and for consumer education. This will truly be ‘another great call for Pennsylvania.’"

Joining Gov. Schweiker, Chairman Thomas, and Commissioners Wilson and Pizzingrilli today were Pittsburgh utility consumers Loraine and Bill Yalch. The Yalchs estimate they have saved more than $400 over the last several years as a result of shopping for alternate suppliers for local telephone, natural gas and electricity services.

"Utility customers, whether it be telephone, natural gas or electricity, should take the time to become informed consumers by shopping around, reading the materials and asking questions, because you may be able to save money," Loraine Yalch said. "As a consumer who has benefited from utility competition, I commend the PUC for taking the lead to educate consumers, because with competition we all win."

The Council chose the Pittsburgh Region to begin the Utility Choice outreach program, because of increased competition for the local telephone, natural gas and electric markets. There are now 24 companies certificated by the PUC to provide local phone service in Southwestern Pennsylvania in areas traditionally served by Verizon and Sprint/United. At least eight of these competitors have current offers to provide residential local service. There are about 250 companies certificated by the PUC to provide local phone service statewide. The PUC is seeing increased applications to serve local telephone customers.

The education campaign will launch in Philadelphia the end of August and in Central Pennsylvania (Harrisburg/Lancaster/York) in mid-November. Utility Choice representatives also will provide information at community fairs and festivals in Southwestern Pennsylvania this summer. Outreach efforts will be made to minority communities; low-income Pennsylvanians; and Pennsylvanians with disabilities.

"We have an important responsibility to help consumers of all incomes and in all communities to benefit from competition," Commissioner Wilson said. "Beginning in Pittsburgh, we will reach out to local telephone consumers through TV and radio advertising, and provide information directly to consumers at their local barber shops and community centers, for example. Based upon my years of experience as a professional educator, I cannot overstate the importance of properly educating Pennsylvania's consumers. It is important that Pennsylvania's consumers know that the PUC can answer their questions and provide information to help them make the best choices, and get the lowest prices and best service for their families."

Commissioner Pizzingrilli said, "Thanks to telephone competition, Pennsylvanians are making calls with 1 million phone lines provided by competitive local telephone suppliers. We look forward to bringing the Utility Choice consumer-education program across Pennsylvania on a market-by-market basis as competition continues to evolve and as consumers continue to be able to choose their local telephone service -- a choice that could save money for savvy consumers."

Gov. Schweiker and the PUC today unveiled two 30-second public awareness TV commercials that will air in the Pittsburgh Region beginning next week. Both use humor to inform consumers that they are empowered by Utility Choice; that the PUC has the 1-888-PUC-FACT toll-free line; and that the Council provides the www.utilitychoice.org Web site to help them.

One public awareness spot, "Runway," shows viewers a fashion-show runway with strobe lights and pounding music. This time, it’s "phone men" wearing toolbelts, test phones and hardhats, and strutting down the runway as fashion-show attendees cheer. One phone man has a T-shirt that says, on the front, "I’m on hold," and on the back, "For you." Another motions to the crowd with his hand to his ear, "Call me." The voiceover reminds consumers, "You can shop for local phone service in Pennsylvania. That means that companies will compete for your business, with services that could save you money. Local telephone choice. Another great call for Pennsylvania."

The second ad, "Essay," continues that same theme and shows telephone representatives competing for consumers’ businesses. The ad opens in a Pennsylvania neighborhood with a host of "salespeople" trying to get a family’s attention through jokes, homemade brownies, balloon tricks, etc. The voiceover again reminds consumers, "You can shop for local phone service in Pennsylvania. That means that companies will compete for your business, with services thatcould save you money. Local telephone choice. Another great call for Pennsylvania."

The roughly $2 million ($366,000 in media buying for the Pittsburgh Region) TV, radio and email campaign builds on the Electric Choice "Where do you think you are, Pennsylvania?" Electric Choice ads, as well as public outreach that "set the standard" for consumer education, according to USA Today.

The Pennsylvania Utility Choice Program is managed by the Council for Utility Choice, a non-profit corporation working in conjunction with the PUC. The Council is comprised of individuals from the following entities: the PUC; the Pennsylvania Rural Development Council; the Governor’s Advisory Commission on Latino Affairs; the Governor’s Advisory Commission on African-American Affairs; the Office of Consumer Advocate; small-business representatives; state utility associations; public school educators; and community-based organizations.

The Pennsylvania Public Utility Commission ensures safe, reliable and reasonably priced electric, natural gas, water, telephone and transportation service for Pennsylvania consumers, by regulating public utilities and by serving as responsible stewards of competition.