|
[Satellite]
[Terrestrial] [Cable]
[Web-TV] [Set-top Decoders]
[Advanced Set-top Boxes] [with Digital
Recorders (Tivo)]
[Integrated TVs]
[Open Access] [The Wired
Home]
Each of the delivery methods needs a decoder to convert the digital signal into an analogue TV signal and to provide a varying degree of interactivity, such as searching the Electronic Programme Guides, and to validate the subscribers subscription. Digital TVs are now available at a cost of about £600-£1,000, though Alba are selling a £500 set to subscribers who take out a 12 months subscription with ONdigital. Each service provider has chosen to use their own standard thus locking customers into their service.
| These are hardware and software devices that decode the digital
signal, convert it into analogue or RGB (scart) signal, and ensure that the
subscriber has a valid subscription (except for the 'free to air' channels)
- known as conditional access. Subscribers have a smart card that
holds details of their subscription packages. ONdigital intends to source
its decoders from 6 suppliers who between them will provide a range of models
with different features and price points. Some digital TVs have the decoder
in-built.
The UK company Pace Microtechnology which designs and manufacturers set top boxes (STB) for all the UK's digital broadcasters is currently producing over 1m a year for the UK market alone and another 1m for other world markets. The smartcards can record the programmes viewers watch. They will eventually hold credits and reward points so that viewers can select pay-per-view programmes without having to telephone a call centre. A start-up company XTC has designed a low cost set-top box that it says could be retailed for as little as £20 making it ideal for mass converting millions of analoge TVs to receive a digital signal. Telewest says its set-top boxes can be simpler anyway because of the intelligence built into the network. This is a similar concept to internet browers that are so compact they can be built into PDAs. Advanced Set Top BoxesSecond generation set top boxes will incorporate hard disks allowing consumers to record programmes. In the US, 8 media companies have backed the TiVo common standard. They forecast that 80% of US homes will have such a digital recorder with 5 years. The TiVo system incorporates learning software which tracks viewing habits and then records similar programmes automatically. Philips is considering fitting TiVo technology into its new d-box. DAVIC (see below) is also developing something similar under its TV Anytime concept. In the US Mindport will launch a box in 2000 with a 17GB hard disk, sufficient for 8 hours. It will learn viewers programme preferences and automatically record them in an encrypted form. Sony is to build personal video recorders (PVR) which could become as successful as its Walkman. These systems could be developed to allow advertisers to deliver 1:1 advertising. Within 5 years it is predicted that a $100 hard disk could store 400 hours of TV programming. In the UK, Pace Microtechnology announced such a box would be available for Christmas 1999 but has yet to appear. Called XTV, it is to be built in partnership with NDS and will also have software to understand viewers personal tastes and record suitable programmes automatically. The hard disk will have 15 to 20 GB capacity (20 hours) and two tuners will allow 1 channel to be viewed and another recorded. Later Pace announced that it would be incorporating Tivo technology into the XTV set-top box (instead of NDS?). In early 2000 BSkyB announced its advanced box based on Tivo technology. It will have 2 hard disks. One will record upto 12 hours and will act like a familiar video recorder. The smaller second disk will be used for real time recording. This will allow users to pause a live broadcast (say to answer the phone) and then resume a few minutes later. See box. Nokia is due to launch an advanced set-top box / digital recorder called the Media Terminal in November 2001 but needs to rethink the planned price of £500 to £600. |
 |
|
|
|
At long last (in April 2001) integrated digital televisions (idTVs) using the DVB logo are available. Sony has launched a 28" TV costing £990 and a 32" model at £1,394. Currys were taking full page adverts to sell them. The idTVs offer widescreen pictures, CD quality sound, including Dolby Surround Sound, access to 14 free channels (the 5 available on analogue and 9 free digital channels), Digital Text, and Electronic Programme Guide (EPG).
To use their idTVs to receive the pay-to-view channels viewers will need to obtain a smartcard from the provider (e.g. ITV Digital). At the time of writing it was unclear whether the idTVs could be used with cable or satellitte services.
The original idea was to have a common set of hardware and software standards so that consumers could buy set-top boxes and digital TVs from any supplier and then subscribe to any provider, whether satellite, terrestrial or cable. However, with providers making substantial capital expenditure to launch and subsidise their services, they need to lock-in consumers, and there is no better way than proprietary standards.
The providers argued that as the standards were still evolving it was more practical to go ahead with the launch, even if it meant some period of incompatibility, and then to eventually adopt the standards.
Some would argue that it was the providers who delayed the standards by proposing their own systems to the standards bodies. This all seems very similar to the PC world, and that is not surprising when the set-top boxes are more like mini PCs than TVs. There are also implications for the future. In order to minimise costs, the initial (free) desk top decoders are likely to have minimal functionality. To offer enhanced features, at some point subscribers will need to invest in desk top decoders with greater functionality such as ability to record emails, product information, and personal viewing tastes. This requires a more sophisticated operating system and more memory and probably a hard disk. Such additional features will give advertisers the ability for one to one targeting of consumers.
One set of question revolve around the consumer: who will pay for these more sophisticated boxes? If it is the consumer, will the value proposition be sufficient? Will some companies subsidise or loan these more sophisticated boxes to their most valuable customers? Will market research companies loan such boxes, selling the consumer information to recoup their costs? Other questions revolve around the supply side: will there be common hardware and software standards for interactivity? Who should set these standards? (One body active in this area is the DTG standards group which has a On-Demand Services sub-group). Can creativity be encouraged whilst ensuring backward compatibility or should consumers expect to dispose of desk top boxes when they want new services?
Read more at Hardware and Software Standards - Digital TVs & PCs Converging
Digital Television is just one of a growing number of digital devices that are or will soon be standard in most homes. They include PCs and printers, digital radio, hi-fi systems, CD, DVD and DVHS players, mobile and fixed line telephones, answerphones, fax machines, security systems, heating and environmental systems, personal organisers and digital assistants, domestic appliances, medical appliances and monitoring systems, digital cameras, etc..
Digital Video Broadcasting (DVB) Project, is a group of over 200
international manufacturers and broadcasters. It has proposed a Multimedia
Home Platform (MHP) to allow interconnectivity and easier distribution and
storage of content.
DVB has also defined standards for the complete digital supply chain from equipment manufacturers, content providers, broadcasters, to receiving equipment. DVB is based on the MPEG-2 standard coding and compression system for both video and audio.
DAVIC - Digital Audio
Visual Council is another body that is seeking to establish common standards.
It's a non-profit Association based in Switzerland,
with a membership of over 175 companies from more than 25 countries. It
represents all sectors of the audio-visual industry: as well as a number
of government agencies and research organisations.
DAVIC 1.3.1 has been submitted as a Draft
International Standard to ISO/IEC JTC.
DAVIC's future goals are to achieve TV Anytime and TV Anywhere as the next stage towards fully interactive multimedia services with a (mass) one-to-one topology. It is also completing its convergence with the Internet by fully extending the DAVIC standard to include IP-based systems. DAVIC's next initiative will be towards adding mobile and portable multimedia.
In the US there is the FireFly project with similar aims.
Read more at Hardware and Software Standards - Digital TVs & PCs Converging
Nether-the-less, major manufacturers are trying to establish their own standards. Motorola has unveiled its Blackbird architecture. It's an open platform supporting interactive 3D graphics, Java, MPEG, digital video, hi-fi audio, internet access, electronic commerce, and broadband networking in a single unit. New software can be downloaded.
One standard that has been recently agreed is the widescreen Active Format Descriptor (AFD). AFD is a code within the digital signal that describes the format of the picture being broadcast, e.g. 4 x 9 picture ratio. Within a digital TV, this code is matched to pre-set viewer's preferences, so for example, viewer A may decide that they wish to see wide screen CinemaScope movies in their full width with a black bar at the top and bottom of the screen. On the other hand, viewer B may decide that they wish to see the picture cropped at the edges and without any black bars.
|
 |
 |
 |
 |
 |
|
[Digital TV Content]
[Introduction] [Summary]
[No. Customers] [US
Scene] [European Scene]
[Scene Elsewhere]
[Delivery Channels]
[Players] [H/w & S/w]
[EPGs] [Existing Services]
[New Services]
[Audience]
[Disadvantages]
[Advantages] [Sceptics]
[Advertising] [Financial
Services]
[Mediums Overview]
[SIM Report Mediums]
[More
Recent Developments
]
[Which to Use?]
[Other
Technologies]
[SIM Overview]
[One to One Marketing]
[Mass Customisation]
[Interactive Mediums]
[STEP Analysis]
[SIM Executive Summary]
[SIM Report]
[SIM Project]
[SIM Framework]
[SIM Methodology]
[SIM Illustrations]
[SIM Links]
[Key Information & Resources] [Guest Contributions] [List of Support Topics] [What's On]
[Contact]
[Company]
[Disclaimer]
[Privacy]
[Legal]
[Copyright Fair Use]
[Feedback]
[Publications]
[Publicity]
[Why Ads?]
[What's New]
[What's Coming]
[Technical Info]
[Home]
[Site Search Form]
[For a Full list of Contents see the Site Map]
This page updated July 2001 © Managing Change 1997,98,99,2000,01 www.managingchange.com