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DigiTAGWeb LetterApril 2007 | # 61 DigiTAG seeks to inform members and non-members about important developments in the digital terrestrial television market. Each month, DigiTAG distributes its web letter with news updates and further exploration of one topic.To subscribe to the DigiTAG Web Letter, send an email to the DigiTAG Project Office. Analogue switch-off in StockholmOn 26 March, Stockholm completed digital switchover with the switch-off of its last analogue channel SVT1. Two weeks earlier, the analogue switch-off process had begun when three channels on the analogue terrestrial platform, national services SVT2, TV4 and Finnish-language channel TV Finland, were switched-off. Preparing for analogue switch-off required the joint effort of the network operator Teracom, broadcasters on the analogue terrestrial platform as well as the government body responsible for switchover, the Digital-tv-kommissionen. Service providers on other television platforms, such as cable, satellite and digital terrestrial, were also involved. Of the 800,000 households in Stockholm, it is estimated that between 70-80% rely on the cable platform for their television reception for both their primary and secondary television sets. A limited number of households, approximately 13%, rely solely on the terrestrial platform while the remaining households use other platforms such as IPTV or satellite. Key challenges in Stockholm
Ultimately, a majority of terrestrial households remained with the terrestrial platform, choosing to benefit from the 11 free-to-air DTT services available, in addition to the 30 pay-DTT service provided by Boxer. Households relying on a common antenna (SMATV) for the distribution of terrestrial services were also indirectly affected by analogue switch-off. In those buildings, the head-end distribution equipment received the terrestrial analogue signals as well as, in some cases, cable services from small cable service providers. The terrestrial signal was then re-modulated and distributed to each household using the local cable network. In preparation for analogue switch-off, the cable distribution equipment needed to be converted to allow for the reception of the DTT signal and thus ensure that viewers did not lose services following analogue switch-off. Information campaigns
As part of its responsibilities towards switchover, the Digital-tv-kommissionen sent information brochures to all households explaining the upcoming switch-off. The network operator Teracom complemented this initiative by sending further information brochures to television households in January and following up with reminder brochures to targeted households. All households were thus clearly informed of the impending change and the different options for how to prepare. The bright pink branding of the campaign, used in all digital switchover campaigns since April 2005, became omnipresent throughout the city. Banners, posters, advertisements in newspapers, as well as a subway car, carried the pink branding which allowed a clear identification with switchover. The pink branding was also used in all of the communications by the Digital-tv-kommissionen, free-to-air terrestrial broadcasters, and Teracom. A bus, branded in bright pink, circulated throughout Stockholm with information. It spent one full day in each of the 20 different districts of the city, meeting with local viewers and answering questions about digital switchover. Representatives from Teracom, free-to-air broadcasters and the television platform operators, including satellite and cable, were available to help viewers. To notify local viewers about the date and location of bus in their part of the city, advertisements were placed in local newspapers.
The information campaign reached out to the media through a breakfast session and tour of the Stockholm transmission centre held in late February. Journalists were invited to attend and learn more about the upcoming digital switchover process and information activities to help viewers. The media received further information through visits made to their newsrooms. Digital switchover representatives visited 5 different newsrooms and invited the general public to send their questions about digital switchover via email and SMS text messages. These questions, which were answered individually, were often used by journalists in their news reports. Generally, the digital switchover process generated positive media coverage. As in other information campaigns, viewers could access extensive information on the websites of Teracom, the Digital-tv-kommissionen, and broadcasters on the analogue terrestrial platform. Both Teracom and the Digital-tv-kommissionen set up call centres to help answer any viewer questions. And while the switchover in Stockholm caused only a marginal increase in the number of calls received by these call centres, the DTT service operator Boxer noted markedly heavier traffic to its call centre. Success of switch-off
In the case of Stockholm, the dissemination of information was a vital part of the preparation for analogue switch-off. In the northern part of the country with a sparse population, preparing for the challenge of digitalising 200 gap-fillers within the working hours of a single day will be key. Next steps
As a next step, the communications regulator, National Post and Telecom Agency (PTS), will need to decide how best to allocate the frequencies made available following analogue switch-off. One possible option, which is likely to be very popular with viewers, is the delivery of high-definition services on the terrestrial platform.
About DigiTAGDigiTAG aims to encourage and facilitate the implementation and introduction of digital terrestrial television services using the Digital Video Broadcasting Project's Standard (DVB-T). It has some 60 members from broadcasting, network operators, regulatory, and manufacturing organisations throughout Europe and beyond.Visit the DigiTAG websitePlease contact the DigiTAG office if you have any news that you would like to include in the next DigiTAG Web Letter.To unsubscribe from the DigiTAG Web Letter, please click here and put 'UNSUBSCRIBE' in the subject title of your email. |
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DTT NEWS ROUND-UPFor all articles, please go to DigiTAG News Spain - Over 4 million DTT receivers soldSales of DTT receivers has been strong in the first part of 2007. In February, over 300,000 receivers were sold, up 152% compared with sales figures for the same month last year. This brings DTT receiver sales to a total of 4.1 million. An increasing number of viewers are watching DTT services. The free-to-air platform has an average audience share of 5.7% of the market. Source: advanced-television.comItaly - Over 5 million DTT receivers soldThe latest research from GfK shows that 5,006,867 DTT receivers have been sold between the time of the launch of DTT services in February 2004 and February 2007. The government aims to have 21 million DTT receivers in television households in time for analogue switch-off in 2012. The government is currently in the process of preparing a proposal that would provide households with a 20% reduction towards the purchase of an iDTV. It may set aside €40 million for the iDTV reduction in 2008. Source: Key4Biz.itPoland - New service available on trial DTT platformThe public service broadcaster, TVP, has included its sports service, TVP Sport, on its DTT trial in the Wisla/Góra Skrzyczne region. Already, the DTT trial provides viewers with access to national services TVP1 and TVP2 as well as the regional service TVP3. The Wisla/Góra Skrzyczne region, in the south of the country, has benefited from improved coverage and an increase in the number of services available due to the availability of the DTT platform. Source: Broadband TV NewsSweden - Boxer adds 18,000 new subscribers in Q1 2007Boxer has reported that 18,000 new households subscribed to its services in the first quarter of 2007. With a total of 672,000 subscribers, Boxer has had a growth of 18% compared with last year when it had 569,000 subscribers. The managing director of Boxer, Henrik Skullman, noted that as many households have already switched to digital services, the influx of new subscribers is falling. However, individual subscribers are buying an increasing amount of services from Boxer. Source: Boxer press releaseFrance - ASO to begin in Autumn 2007According to information received by ZDnet.fr, analogue switch-off could begin in France as early as Autumn 2007. This will affect those regions where frequencies are scarce, generally along national borders where frequencies must be shared between countries. In these regions, it will not be possible to allow for the simulcast of analogue and digital terrestrial television services. Rather, analogue services will be replaced by digital services. Viewers will be given several months advance notice in order to prepare for the switchover. Source: ZDnet.frHungary - Launch of DVB-H trialNetwork operator Antenna Hungaria , together with telecom operator T-Mobile have launched a DVB-H trial. The trial is expected to last for several months. The public service broadcaster MTV will make content available as part of the trial, including such services as M1, M2, Duna and Duna2 Autonomia. Source: DM EuropeFrance -
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