Diapositiva 1

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University of Pisa International Semester The
Economics of the Information System in the
EU Diffusion of the Digital Terrestrial
Television in the EU
Professor Marco Guidi
Academic Year 2007-2008
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Main Topics

• What is the DTT ?

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Digital Terrestrial Television - DTT
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Digital Terrestrial Television - DTT

• DVB Digital Video Broadcasting

• a whole range of international standards created
  for the
• involvement and the diffusion of the digital
  television.

• 3 most important ways to receive the analogical
  and digital signals satellite, cable and
  terrestrial.

• 3 different international standards
• DVB-S for satellite
• DVB-C for cable
• DVB-T for terrestrial

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DTT and Innovations (1/5)
The Dtt whole range of new services and
functions
The most relevant innovations of the DTT are
1 - High audio-video quality
2 Multi-channel-TV
3 - Pay-tv
4 - Interactivity
5 - Less electromagnetic pollution
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DTT and Innovations (2/5)

• Improvement of the audio-video quality

digital signal is cleaner than the analogical
signal technology of suppression of the noises
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DTT and Innovations (3/5)

• Multichannel-TV

DTT more powerfull in terms of quantity

• Frequency used by the digital standards from 5
  to 10 channels

n. channels depends on the type and the quality
Lots of channels
Bigger offer of the programming
For free
foreign
Pay-per view
Nazional
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DTT and Innovations (4/5)

• Interactivity

A system is interactive when its behaviour is not
fixed, but it changes, when the input of the user
changes
Digital TV exchange of messages and
bidirectional communication
Decoder
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Interactivity

• Two big groups of interactive services

1) CONTENT-RELATED
2) NON CONTENT-RELATED

• T-commerce
• Tv-banking
• Enhanced broadcasting
• Internet
• Quiz-test
• Polls
• Games

• T-government (interaction between the users
  and the Public Administrations)
• Polls
• Healthy (interaction between the users and the
  healthy structures)
• Education and training
• EPG - Electronic Programming Guide

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DTT and Innovations (5/4)

• Pay-Television

• In Europe several pay-tv companies failed
• Quiero-tv Spain
• ITVdigital-ONDigital UK
• Stream and Tele Italy

• Pay per view the programs are transmitted at a
  specific time for all the potential audience
• VS
• Video On Demand the contents are transmitted
  only to the customers who have paid for them

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WHAT YOU NEED TO RECEIVE THE DIGITAL TERRESTRIAL
SIGNAL
It is not necessary to replace our television,
but just to buy

• 1. Decoder or Set-top-box

or
3. Digital Television
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Program interventions of the EU in the field of
Telecommunication

• Lots of regulations

• Standardization

• e-Europe plans eEurope2000 and eEurope 2005

• Telecom Package

• New rules in the audio-video industry

• Pluralism, public information, digital literacy

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Interventions of the EU in the field of
Telecommunication

• Start of transition to the DTT 2008
• The decisions about regulating and ways of the
  transition appertain to the government of each
  Member State

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Diffusion of digital TV and DTT in the EU
DATA ITMedia Consulting Report about digital
television in EU published on March 2008
- Third conference of DGTVi

• 2007 - 2008 the half of European television
  houses had one access to the digital television
• 2005 this number was equal to one third
• Today 80 millions of houses with at least one
  digital decoder
• increase of the 50 compared with
  the year 2005

DTT is the second digital platform in Europe,
after the digital satellite platform
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Diffusion of digital TV and DTT in the EU

• Some European States have already made the
  switch-off
• Luxemburg, Netherlands, Finland and Sweden have
  not anymore
• the analogical television.

• Satellite is the most popular digital television
  43 of digital reception

• DTT the highest rhythm of increase

• IPTV (Internet Protocol Television) 3.5
  millions of subscribers

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Diffusion of digital TV and DTT in the EU

• The houses with only the analogical television
  are decreasing
• 2005 110 millions
• 2006 98 millions
• 2007 86 millions

• Analysis of 5 States
• UK Germany France Italy - Spain
• They have different characteristics, but very
  similar trends.

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Diffusion of digital television in UK

• The biggest market of digital television
• 84 of British families twice over of the
  other Stases
• (Germany, France, Italy, Spain)

• DTT has surpassed the digital satellite
• DTT 12 millions of families a regular growth
  rate - equal to 20 per year

• 2007 there were less than 4 millions of
  analogical houses to convert

• 17 October 2007 Switch-off started in Cumbria

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Diffusion of digital television in France

• 41 of French families has the digital
  television,
• a little bit less than 10 millions of houses

• The DTT was launched on March 2005
• today DTT has already surpassed the satellite
• the 19.5 of dtt houses against the 18.9 of
  satellite-houses

• 9.4 millions of French families to convert to
  the digital technology,
• but with the actual growth rhythm it is possible
  that at the end of the year 2008 the penetration
  of the digital television will be equal to the 60

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Diffusion of digital television in Germany
Delay in the process of transition because of
the big presence of analogical cable

• TODAY 20 of the houses continues to use the
  analogical technology to watch TV

• the analogical cable allows a very big offer of
  free channels very similar to the offer of the
  digital terrestrial (30-40 channels).

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Diffusion of digital television in Spain
Spain is making up for lost time in the process
of digitalization thanks to the DTT

• DTT is the most prevalent
• digital platform

• Spain is the second European market for the
  diffusion of IPTV

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Diffusion of digital television in Italy

• Penetration June 2007 45 of the total

• Satellite 5.8 millions of families and 4.2
  millions are subscribers
• of pay-services

• IPTV 2 most important operators Fastweb
  Alice 250.000 subscribers

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Diffusion of DTT in UK

• 1/3 of the television houses 9.1 millions of
  families has one access to the DTT

• From the year 2002, 20.6 millions of receivers
  for the DTT have been sold

• DTT represents the driver of the increase of the
  access to the digital technology

• The number of the televisions that use the DTT
  is twice over
• of the number of the analogical terrestrial
  televisions

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Diffusion of DTT in France

• June 2007 4.7 millions of houses were endowed
  with at least
• one receiver for the DTT

• 400.000 houses are subscribers of some
  pay-bouquets of DTT 1.6 of French television
  houses

• From the launch of DTT - March 2005 8.2
  millions of televisions to receive the DTT has
  been sold

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Diffusion of DTT in Germany

• The DTT is marginal

• Germany adopted a Regional approach to make the
  switch-off

• The DTT allowed to increase the use of
  terrestrial television

• there are 600.000 analogical houses to convert

• Ard - public service operator - planned to
  complete the switch-off within the end of 2008

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Diffusion of DTT in Spain
Failure of Quiero-TV - pay-platform of DTT
March 2003 June 2007 5.8 millions of DTT
devices sold
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Diffusion of DTT in Italy

• Dtt is the second digital platform for
  diffusion,
• after the digital satellite platform

• February 2004 - June 2007 5.6 millions of Dtt
  devices sold

• From February 2009, all the sold televisions
  will have to hold
• a digital tuner

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Conclusions (1/2)

• 5 big Nations analysed some peculiarities, but
  very similar trends

• Western Europe almost the 40 of the
  television houses is digital

• Satellite is still the most diffused tool to
  receive the digital television

• The DTT is the second platform for diffusion,
  but it has a growth rate very superior compared
  with the satellite one

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Conclusions (2/2)
From today until the year of the European
switch-off (2012) the increase of the use of the
digital technology will be mainly represented by
the DTT

• The cable and the satellite will increase as
  well,
• but with less important growth rate

• Big obstacle for pay-tv low proneness to spend
  lots of money for television contents

2012 the DTT will be the most diffused modality
of television signal reception in European Member
States
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THANK YOU FOR YOUR ATTENTION
PLEASE MAIL US Prof. Marco Guidi
mel.guidi_at_ec.unipi.it Valeria
valeria.puddu_at_gmail.com