special report DTT
The transition to digital broadcasting doesn’t
have to be all pain and no gain. By thinking
outside the box, broadcasters can leverage
digital technologies to deliver enhanced
services that can not only help with audience
share, but also lead to new sources of revenue.
What’s the deal with
digital terrestrial TV?
their television sets or purchasingn a global scale, it’s an default option for years in many
digital set top boxes, whileinteresting time in the countries, and the battle for audience
governments are often faced withworld of digital broadcast share is now escalating.
having to provide incentive packagestelevision. On the one Confronted by stiff competition and
for both parties.hand, some countries in a tough economic climate, it is
O
“But whereas the cost toEurope and the USA are Creative and perhaps little wonder that some
governments can be largely offset byin various stages of finally switching
strategic use
broadcasters are dragging their feet in
the sale of spectrum freed up, andoff analogue signals, thereby ending
of the DTT
making the transition to digital. At first
consumers will reap the benefits oflong digital/analogue simulcast
platform can
glance, it might appear that not much
improved video and audio quality,periods. Meanwhile, other
lead not
is gained for significant cost. However,
more channels and the prospect ofbroadcasters - particularly in Asia - are as evidenced by several highly
only to enhanced interactive services, there is
cautiously trialling the latest successful digital terrestrial television
little cost benefit to broadcasters in thetechnologies and contemplating the
broadcasters
(DTT) launches in Asia Pacific and
short term,” Astley said. “Thus far, themassive task of migration. Add to this
regaining
Europe, creative and strategic use of
returns are not commensurate withthe vast numbers ranged somewhere
market
the DTT platform can lead not only to
the investment.”in between, and the result is an
share, but
broadcasters regaining market share,
Despite this perceived lack ofindustry undergoing metamorphosis but also to new sources of revenue as
also to new
business case, industry pundits agreeone gradual element at a time. the result of enhanced services.
that staying with analogue is not reallyYet it is not only the advent of sources of
digital that has changed the broadcast
revenue as
The bottom line an option. Astley points out that long
term operational costs will be lowerindustry. For several decades, pay TV
the result of
with digital and, moreover, maintainsplatforms such as cable and satellite
enhanced
According to David Astley, secretary
that broadcasters will have to makehave enjoyed high penetration in
services.
general of the Asia-Pacific
the transition to compete with newmany markets. Moreover, new Broadcasting Union (ABU), the single
entrants offering new digital services.services such as IPTV, mobile TV and biggest consideration in Asia is cost -
This view is shared by MikeInternet downloads have dramatically for both broadcasters and consumers.
Dallimore, vice president of .altered the way in which people view Broadcasters must suffer the capital
8
1
international business developmenttheir favourite programmes. expenditure of deploying the network,
e
g
for digital broadcast specialist,Audiences are demanding more upgrading their production studios,
a
P
Broadcast Australia. “Broadcasters willchoice and more voice as to where investing in human resource
n
o
be left behind if they don’t have the
and how and when they watch TV, development and content acquisition,
d
e
features that are going to be availableinevitably preferring those platforms and in most cases simulcasting with
u
n
i
twith digital,” he said. “People willthat provide the greatest flexibility. analogue services. Consumers
n
o
come to expect digital, just as they did Terrestrial television has not been the meanwhile are faced with upgrading
C
16 l ibe l september/october 2009 l
www.ibeweb.com
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