Starting in February 2009, A special DTV message featuring Sid of Sid the Science Kid appeared on PBS KIDS. The 30-second spot promoted the switch to digital television with Sid in his bedroom asking lots of questions about DTV, how TV works, and how the switch to digital will affect him. An announcer comes on to answer Sid's questions and prompt viewers to visit their DTV website for more information. The message aired on PBS stations during the PBS KIDS programing block in February and March of 2009.