DTV uses MPEG-2 compression which allows one, high-resolution, wide-screen program or 4 Standard resolution video programmes be multiplexed on a single channel. The new digital transmission is not compatible with current television equipment but set top boxes should bring higher quality AND more channels to traditional receivers.
Digital Television is actually a set of different standards and resolutions. High Definition Television (HDTV), is the highest resolution but it's all Digital Television (DTV). The 3 major resolution choices include:
HDTV offers1080 interlaced vertical line of resolution. Needs a wide screen receiver with a screen that is 9 units high by 16 wide. At the highest resolution (1080 x 1,929), a whole (seven Megahertz) broadcast channel is required to transmit the picture.
Transmits each line progressively, from top to bottom, similar to a computer monitor. When transmitted at 24 frames per second instead of the usual 60 frames per second, broadcasters and cable operators can squeeze more channels into the allocated 7 Mhz bandwidth.
Standard Resolution (480p):
Transmits 480 vertical, 640 horizontal lines progressively with an interlaced(480i) transmission mode also available. Allows the maximum number of multiple programs with better pictures, sound and data transmission. A set-top box is required to receive any DTV format. They convert the digital progressive or interlace scans and MPEG pictures into analog signals for display on ordinary televisions.
A family of specifications (18 in all) is supported by DTV. A combination of 480p, 720p and 1080i may be broadcast on the UHF/VHF band. Each resolution can broadcast wide-screen or regular-format. Line doublers on DTV sets make standard resolution pictures look better but getting the consumer electronics, cable, satellite and broadcast industries to agree on standards and a simple, inexpensive hook up will not be easy Digital Television broadcasts begin from Jan. 1, 2001 but resolving tricky technical and political hurtles will take time.
DTV and HDTV: Same Difference
High Definition Television (HDTV) is the highest DTV resolution. HDTV screens are about one-third wider (with a 16-to-9 aspect ratio) - similar to wide-screen movies. Because of the added width, HDTV wide screens require a new TV (and a big one) to see the difference.
Overview of Enhanced TV
Enhanced TV applications represents the most fundamental change to TV since the advent of color or the introduction of the remote control. Enhanced TV services are deployed and happening now. Of all services, the program guide has the clearest advertising and t-commerce revenue opportunities.
The killer-apps of Enhanced TV will be:
The program guide: the first stop for channel or interactive services navigation. Enhanced broadcasting: synchronizing data with the video signal, Web browsing, "walled garden" (limited access to the Internet) or "virtual channels" (interactive channels), Time-shifting (hard-drive or server-based, streaming video)- what you want to watch, when you want to watch it. Communication services (e-mail, chat- send Grandma a picture of the newborn).
12.1 Electronic Programme Guide (EPG)
We believe the EPG will be a must-have service for TV viewing, especially with a higher number of channels. That little guide button on the remote is the entry point for the viewer to navigate TV shows: it serves as a launching pad to information services and acts as a highly targetable and leverageable platform for interactive advertising opportunities. The guide is the most widely deployed service with roughly 15 million installed in the U.S.
The EPG has many variations by platform. The two most basic layouts are grid-based and multi-screen. We estimate that the program guide is used an average four times an hour, seven hours a day, which yields 10,000 page views; a per-year revenue per set-top at $10 CPM (cost per thousand page views) results in about $100 per box. We think these are vastly better economics than any other single service, not to mention other t-commerce opportunities that can come off of the guide.
12.2 Enhanced Broadcasting
Enhanced broadcasting is interactive content linked to video programming; thus, a user can make purchases or requests for information (e.g., product samples, coupons, catalogues, and merchandise), access additional programme information (e.g., news, sports, weather), or otherwise interact with the television (e.g., television game shows, polls, etc). Enhanced broadcasting's biggest strength is that it leverages the viewers'attention and interest in the TV program. Broadcasters and advertisers are particularly fond of enhanced broadcasting because the user remains on the show instead of "hyperlinking" over to the Web. Accordingly, users don't need to leave the show that they want to watch.
12.3 Time shifting
Time shifting broadly refers to the ability to play a prerecorded show and includes either client-based personal video recorder (PVR) a.k.a. hard drive or server-based (a.k.a. video-on-demand - VOD). The VCR is also a form of time shifting, as is streaming video/audio Web content.
Viewing time shifting is a breakthrough feature, which dramatically enhances TV viewing. In the household, one may have both a TiVo and a Replay unit. Maybe over 90% of your viewing are time-shifted. While watching live TV, one may usually hit " pause" and take a break. When we come back to the show, you are rewarded by being able to skip through the ads you do not want to see. It's important to note that your attentiveness level while fast forwarding through ads is high. Prior to being able to fast forward through the ads, one may often channel surfed away from the show when the ads came on. Thus, you are more likely to be reached by advertisers on a specific show than you were before; it is just that the ad is compressed to one-fourth of its original length.
Time shifted streaming video over the Internet
Streaming video on-line over narrowband is only acceptable, in our opinion, with short-form or searchable video that is very information rich, not entertainment oriented. With a broadband connection at work or at home using DSL or a cable modem, streaming video is definitely useful for entertainment, for example, watching a new music video. Given the improving streaming media and broadband ecosystem of the Internet (for better content, technology and infrastructure) we think solving these problems are a when, not an if issue. We believe IP-based video streams for audio and video can ultimately provide meaningful competition to the current proprietary network solution. Companies are focused on technology to make video searchable. Others are focused on providing a portal to streaming video.
Communication services
As opposed to the PC, which requires boot-up and log-in to see if " you have mail," having e-mail readily accessible on TV could be more convenient or, in the case of homes without PCs, the only way to access e-mail. Chat and instant messaging related to TV shows can be interesting as well. With the advent of IP telephony and IP standards on which most cable networks are being built, offering videophone services will likely be the next logical step. Currently, MSOs appear more focused on digital TV and high-speed access, but we expect telephony to gain momentum in 2001, when IP-based telephony (versus circuit-switch) is more widely available.
