DTT special report
digital platform offers new digital channels to cater for niche simplify the process. Yet it leaves
ammunition. High-definition TV, audiences.” control with the broadcaster, who can
interactivity and catch-up TV are three As for interactivity, most in the also reap extra revenue through paid
new services making headlines in most industry agree that it is still premature downloads of movies, for example.”
parts of the world. In the terrestrial to state unequivocally what its impact
Despite
arena they allow broadcasters to will be. “The technology seems to be Adapt or die
toughpotentially offer enhanced services on there, but it hasn’t taken off yet, most
a par with other platforms. likely due to a lack of proven business
competition Despite tough competition from other
case,” Biggam said. “Catch-up TV, on
from other
platforms, digital terrestrial television
Diversify and differentiate the other hand, where programmes
platforms,
is thus expected to stand firm -
are available for free download for a
digital
particularly in its ‘free’ incarnation in
HDTV is an interesting case in point. set period after airing, is already today’s economic climate. “Those that
terrestrial
According to Biggam, HDTV is proving popular in the UK and other adapt to change and respond
increasingly being used to European markets.” television is innovatively to competitive pressures
differentiate between platforms in The rise of catch-up TV and its sister,
expected to
will be the ones that survive in the
Europe. He considers this to be one of video-on-demand, exemplify the
stand firm -
long term,” Astley said. Both Biggam
the challenges ahead for DTT viewing habits of a new generation, in
particularly
and Dallimore agree wholeheartedly
competing against cable and satellite, which audiences demand greater
in its ‘free’
with this sentiment.
owing to limited spectrum availability. flexibility in viewing - in terms of both “There are many new ways of
incarnationIn Asia, where DTT implementation is time of day and video platform. Here,
consuming TV, and broadcasters must
not as far progressed, the situation the Internet is playing a significant role
in today’s be open to these and make sure they
may be redeemable. Astley says as well. One way of leveraging this
economic
are part of it,” said Biggam. “The
broadcasters in some countries are trend in the favour of terrestrial
climate.
traditional model of selling
fighting to be allocated enough broadcasters, said Dallimore, is to advertisements around programmes
spectrum for HDTV services in addition embrace hybrid personal video will hold, but you need to build other
to extra channels. recorders (PVRs) such as TiVo. things onto that. In many ways,
“However, it will ultimately come “Hybrid services are the merging of broadcasters need to reinvent
down to broadcasters making best use television and Internet,” Dallimore themselves - they are no longer
of the spectrum that is available,” said. “They allow terrestrial FTA limited to delivering simple
Astley said. “In some countries, broadcasters to offer similar services programmes by terrestrial means
securing sufficient spectrum for HDTV to pay TV. Viewing habits are alone, they can consider a range of
services may be the priority, while for changing. People want to watch TV new services and platforms to provide
others it might be establishing more when they’re ready, and smart PVRs a complete entertainment solution.”
www.ibeweb.com l september/october 2009 l ibe l 19
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