The rollout of digital television thus far has disappointed all parties: consumers, networks, broadcasters and TV manufacturers. Consumers can't afford the high prices and don't understand digital TV's benefits; many are unaware that it even exists. Networks want more eyes to be watching before investing in high-definition production. Broadcasters are grappling with the Advanced Television Systems Committee system, with some questioning its reliability. TV makers don't see sufficient demand for HDTV sets and are unsure whether to focus on high or standard definition. The rollout will require new actions to help resolve these complex, Catch-22 issues.
At the top of the list is content. Each of the networks has begun to create digital content, with CBS taking the lead to provide many of its prime-time shows in high definition. ABC and NBC seriously lag in that commitment, and Fox and UPN only committed to standard-definition digital programs. PBS has put out some of the most beautiful content, but the number of affiliates broadcasting these pictures is small.
The ATSC DTV standard provides new capabilities that can be used to enhance the consumer's viewing experience. Multicasting, or having more than one standard-definition digital channel in the space formerly taken by a single analog channel, allows a station to offer alternative programming choices: children's programming at any time during the day or evening, for example. All in addition to what you can watch on analog today.
Once there is compelling content, consumers who can see the dramatic improvement in picture quality and digital sound will be motivated to buy digital TVs. But the high cost remains a significant obstacle. High-definition sets remain above $2,000, which is out of reach for most consumers. The price won't fall much until the digital sets begin to become a significant percentage of the more than 20 million TVs sold each year in the United States.
The final issue is promotion. There needs to be more consumer education on the benefits of digital TV in advertising and retail outlets. Having content to promote is critical. Digital TVs bought mostly for display of DVDs have excellent picture quality-a significant "wow" factor for the consum-er. It's like getting a new pair of glasses.
Last month the FCC issued a Further Notice of Proposed Rulemaking to consider whether to require some TV sets to be able to demodulate and decode over-the-air DTV signals in addition to displaying the existing analog ones. The rule making could further complicate the rollout of DTV-so stay tuned.
David Pivin is Product Portfolio Manager for Motorola Semiconductor Products Sector's Entertainment Solutions Division (Chandler, Ariz.).
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