Impact to the Viewer: The Digital Transition

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Impact to the ViewerThe Digital Transition
This presentation was updated September 2008
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Standard Broadcast Technology

• Analog television has been the standard broadcast
  technology since the inception of television,
  using magnetic waves to transmit and display
  pictures and sound.  The best obtainable picture
  using analog television is of SDTV quality.

Source Federal Communications Commission
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What is Digital Television?

• Digital television (DTV) is an innovative new
  type of over-the-air broadcasting technology that
  enables TV stations to provide dramatically
  clearer pictures and better sound quality.
• DTV is more efficient and more flexible than the
  traditional broadcast technology known as analog.
  For example, DTV makes it possible for stations
  to broadcast multiple channels of free
  programming simultaneously (called multicasting),
  instead of broadcasting only one channel at a
  time.
• DTV technology can also be used to provide future
  interactive video and data services that are not
  possible with analog technology.

Source National Association of Broadcasters
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What is High-Definition?

• HDTV provides high resolution programming. A
  current analog TV picture is made up of
  horizontal lines on the picture screen an HDTV
  picture can have more than twice as many lines,
  allowing for stunning picture detail.
• HDTV has 1125 lines of resolution vs. analog NTSC
  signals which have 525 lines of resolution.

Source Federal Communications Commission
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Digital TV Formats

• HDTV is the highest quality of DTV, but it is
  only one of many formats.  In addition to HDTV,
  the most common formats are Standard Definition
  Television (SDTV) and Enhanced Definition
  Television (EDTV).
• SDTV is the baseline display and resolution for
  both analog and digital.  Transmission of SDTV
  may be in either the traditional (43) or
  wide-screen (169) format. 
• EDTV is a step up from Analog Television. EDTV
  comes in widescreen (169) or traditional (43)
  format and provides better picture quality than
  SDTV, but not as high as HDTV.

Source Federal Communications Commission
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Why Are We Switching?

• DTV is a more flexible and efficient technology
  than the current analog system.  It can provide
  interactive video and data services that are not
  possible with analog technology.
• Converting to DTV will also free up parts of the
  scarce and valuable broadcast airwaves. 
• Those portions of the airwaves can then be used
  for other important services, such as advanced
  wireless and public safety services (for example,
  police, fire departments, and rescue squads).

Source Federal Communications Commission
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Over-the Air Signals will be Affected

• Consumers who receive over-the-air television
  signals through antennas on television sets that
  are equipped with analog tuners will be affected
  by the transition. 
• According to Nielsen, more than 13 million
  households receive over-the-air signals
  exclusively in their homes.
• Another 14.1 of households have secondary
  over-the-air television sets in their bedrooms,
  kitchens, or other locations that will no longer
  work after the switch.
• Overall, 16 million television sets are at risk
  of losing their signals when the transition
  occurs if over-the air consumers do not take
  advantage of the transition to digital.

Source National Association of Broadcasters,
Nielsen Jul08
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Impact by Ethnicity

• Of the 13 million over-the-air households
• 11.4 percent are African Americans
• 14.5 percent are Hispanics
• 9.9 percent are Asians
• 8.2 percent are Whites
• When multiple TV sets are factored in, 18.3
  percent of Hispanics have one more unready sets.

Source Nielsen Jul08
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Impact by Age

• Demographically, older Americans ages 55 and up
  are more ready than younger TV viewers.
• Only 7.9 of viewers 55 and older arent ready
  for the digital change to occur next February.
• Among viewers age 35 and under, 12.0 are not
  ready for digital conversion.
• For viewers 35-54, the percentage is 9.2.

Source Nielsen Jul08
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Cable and Satellite Viewers will be Least Impacted

• Analog cable, satellite and telco viewers will
  not lose their broadcast signals and will be
  least impacted.
• Cable, satellite and telco companies have been
  ordered by the FCC to carry all broadcast main
  and digital stations after the transition.
• These companies must carry broadcasters
  high-definition signals in HD.
• Viewers may need to purchase a digital or high
  definition package from their cable / satellite
  provider.

Source FCC
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When will The Transition Occur?

• All full-power broadcasters must complete
  transition from analog to digital broadcasting by
  February 17, 2009 at 1159pm, as mandated by
  Congress in the Deficit Reduction Act of 2005.
• Television stations have been preparing for the
  transition since the late 1990s, when they began
  building new facilities and airing digital
  channels alongside their regular analog
  broadcasts.
• Today, 1,629 full power television stations out
  of 1,756 stations nationwide offer digital
  programming in all markets across America.

Source National Association of Broadcasters
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What Can Consumers Do To Prepare?

• Consumers who receive free, over-the-air
  broadcasting on analog sets will have three
  options for continuing their television service
• Purchase a digital-to-analog converter box that
  will convert the digital signal into analog for
  an existing television set. (Government providing
  40 coupons starting Jan. 2008).
• Purchase a new television set with a built-in
  digital tuner.
• Subscribe to cable, satellite or a telephone
  company television service provider.

Source National Association of Broadcasters
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DTV Converter Boxes

• A DTV converter box is an easy-to-install
  electronic device that hooks up to your analog
  television set and over-the-air antenna and
  converts the digital television signal into
  analog, making it viewable on your analog TV.
• The National Telecommunications and Information
  Administration (NTIA) will issue up to two
  converter box coupons valued at 40 each to
  households to help defray the cost of the
  converter box.
• Between Jan. 1, 2008, and March 31, 2009, all
  U.S. households will be eligible to request up to
  two coupons, worth 40 each, to be used toward
  the purchase of up to two, digital-to-analog
  converter boxes. For more information about the
  converter box coupon program, call 1-888-DTV-2009
  or email couponinfo_at_ntia.doc.gov.

Source National Association of Broadcasters
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Consumer Awareness

• A series of Public Service Announcements began to
  educate the public. They will include, at
  minimum, four to six 30-second spots and at least
  one 60 spot to air on1,169 stations across the
  country.
• Local broadcast stations have launched their own
  initiatives on air and in their communities.
  Local newscasts and local station websites
  provide viewer information.
• Target websites, including www.DTVanswers.com
  answer consumer questions.
• Foreign language spots have been developed to
  reach minority communities.

Source NAB / Television Business Report
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Upgrading to High Definition
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18.8 of U.S. Television HHs are equipped with
an HD television and HD tuner and receive at
least one HD network or station (HD Receivable).
Source Nielsen Jun08
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HDTV Programming

• Many primetime network programs are now being
  broadcast in HDTV, as well as some local
  programming.
• Just because the consumer has an HDTV set and
  signal does not mean that all the programs will
  be in High Definition.
• Much of the current digital programming is
  delivered in standard definition, which means a
  better picture than with analog broadcasts
  because it will be free from any ghosting and
  snow or distortion. A standard definition picture
  will be good but not nearly as sharp and crisp as
  High Definition TV.

Source TVB
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How to Get HDTV

• In order to receive HD programming the viewer
  must first own an integrated HDTV set, a Digital
  Cable Ready set, or you may go with a "HD-Ready"
  set that is "ready" to display an HD picture with
  an additional external HD receiver.
• Cable Most cable operators provide HD
  programming, including your local stations. Check
  HD availability in your area by contacting your
  local cable providers.
• Satellite Like cable, satellite offers HD
  programming and, in many markets, includes HD
  feeds from local stations. Check HD availability
  in your area by contacting your local satellite
  providers.
• Over-the-air broadcasts These programs are free
  from your local stations. You'll need an indoor
  or outdoor antenna.

Source Consumer Electronics Association,
2006-007
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Choosing An HD Set Integrated HDTV

• Integrated HDTV This all-in-one solution
  features a TV set with a high-definition screen
  AND an integrated digital tuner. The tuner
  decodes the incoming digital signals so you can
  receive and display over-the-air broadcasts. Sets
  with integrated tuners are ready to
  plug-and-play. Simply connect an antenna and
  you're ready to watch FREE local digital and HD
  broadcasts with no subscription.

Source Consumer Electronics Association,
2006-007
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Choosing An HD Set Digital Cable Ready

• Integrated HDTV with Digital Cable Ready Some
  integrated HDTV sets are also Digital Cable Ready
  (DCR). These sets have a digital tuner for
  receiving digital and HD programming from cable.
  With this plug-and-play solution, you can simply
  plug the HDTV directly to your cable outlet and
  receive HD programming without a set-top box. A
  CableCARD, obtained from your cable provider, is
  necessary to unlock scrambled programming. If you
  want Video-On-Demand or other premium "two-way"
  services, you still need a digital set-top box.

Source Consumer Electronics Association,
2006-007
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Choosing An HD Set HD-Ready

• "HD-Ready" Sets Also called HDTV Monitors,
  these sets offer the same high picture quality as
  integrated sets but require a separate
  receiver/set-top box to receive and decode HDTV.
  Depending on how you receive your TV programming,
  you will need an HDTV tuner (for local
  broadcasts), an HD cable set-top box, or an HD
  satellite set-top box. This "component" solution
  works well for those who already rely on a
  set-top box for certain cable features (like
  Video-on-Demand) or for satellite service.

Source Consumer Electronics Association,
2006-007
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Guide to Getting HD
Over-The-Air HD programming is FREE and
requires no subscription. You must obtain a
CableCARD from your cable provider in order to
tune digital cable and HD programming directly
using your DCR TV sets built-in digital cable
tuner. Some services, like remote pay-per-view
ordering, video-on-demand, interactive program
guide, etc., are unavailable without a cable
set-top box. Antenna required for satellite
set-top boxes with built-in tuner for receiving
local over-the-air HD broadcasts.
Source Consumer Electronics Association, 2006-207
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DTV Information Resources

• Federal Communications Commission DTV website
  www.dtv.gov
• National Association of Broadcasters (NAB)
  www.dtvanswers.com
• National Telecommunications and Information
  Admin. (NTIA) www.couponinfo_at_ntia.doc.g
  ov
• Television Bureau of Advertising (TVB)
• www.tvb.org

Source Television Broadcast
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Thank You!www.tvb.org