EBU TECHNICAL The Digital Switch-over Challenges and Lessons Learned ITU Sub-Regional Seminar and...
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Transcript of EBU TECHNICAL The Digital Switch-over Challenges and Lessons Learned ITU Sub-Regional Seminar and...
EBU TECHNICAL
The Digital Switch-over
Challenges and Lessons Learned
ITU Sub-Regional Seminar and Ministerial Round Table on Switchover from Analogue to Digital Terrestrial Television Broadcasting
in Central and Eastern Europe
National Assembly House in Belgrade, Serbia27-29 April 2009
Darko RatkajSenior EngineerEBU Technical
EBU TECHNICAL - your reference in media technology and innovation
Digital switchover - why are we doing it?
Transition from analogue to digital terrestrial television DTT Strategy Implementation
Approaches to digital switchover
Pre-conditions for analogue switch-off (ASO)
Main challenges
Key success factors
Agenda
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Digital Switchover - why are we doing this?
• Digital television offers new possibilities to the viewers and broadcasters• Improved technical quality of picture and sound
• Additional programmes
• Additional reception modes (portable and mobile)
• New types of services: (EPG, multi-channel, 16:9, HDTV, interactivity, ...)
• Favorable conditions for future evolution
• Cost optimization
• For regulators:• Competition - terrestrial platform must remain
competitive with cable, satellite and future broadband
• Regulatory certainty stimulates investments in the new networks
• GE06 Plan (as from 2015 no protection of analogue TV)
• Spectrum efficiency => Digital Dividend
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Legislation licensing conditions (coverage and service requirements) spectrum access conditions MUX operation; content aggregation; non-broadcast services competition rules international situation
Which services (SDTV, HDTV, Free-to-air, PayTV, mobile TV) and how many? coverage target for national, regional, local services reception mode (roof-top fix, mobile outdoor, portable indoor) technical parameters (transmission system, MPEG2 or MPEG4, SFN or MFN,
MUX capacity, receiver requirements)
Transition from Analogue to Digital – DTT Strategy
Which approach to Analog-to-Digital transition?(simulcast or ‘overnight’ switchover; nation-wide or phased ‘area-by-area’)
Implementation plan time schedule; milestones; management; coordination;
funding
Social and economic evaluation (costs, benefits, funding, ...)
Key decisions have to be made
at the highest level in the country (government).
Consult the relevant players and the public!
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Spectrum planning GE-06 Plan provides a framework for detailed national planning International co-ordination may be required Time schedule of the ASO in the neighboring countries may be critical
National legislation may need to be revised Digital Licenses to be awarded; Analogue ones may need to be modified Deployment of transmission networks (may be limited by the existing
analogue services); start of the simulcast period Decision on the ASO date Information campaign to prepare the public Verify that all necessary conditions for ASO are met Analogue Switch-off the and full deploy digital services
Transition from Analogue to Digital - Implementation
Designate a single entity with the necessary implementing power to manage the transition!
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Approaches to Analogue switch-off
Gradual ASO during the simulcast period analogue transmissions are gradually
taken off-air while digital TV services are progressively introduced
‘soft’ transition
Phased approach ASO area by area Austria, Czech Republic, France, Germany,
Italy, Sweden, Switzerland, United Kingdom
‘Overnight’ ASO all analogue services are switched off at once nation-wide or area-by area requires very good preparations higher risk that something may go wrong
Nation-wide ‘overnight’ ASO Andorra, Finland, Luxembourg, The Netherlands, USA
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DTT networks on-air or ready to be launched coverage, reception conditions met ready to quickly resolve any remaining coverage problems attractive services to motivate viewers’ adoption of DTT
Pre-requisites of Analogue Switch-Off
Sufficiently high penetration of digital receivers government funding may be required ample supply of receivers in the shops (demand increases in the final
months / weeks / days before ASO)
Viewers must be well informed and prepared for the ASO ASO date announced on time the right choice of the date information call centers in place technical support provided to the viewers
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Main challenges of the Digital Switchover Technical challenges – size of the conversion task
Analogue equipment (transmitters) to be replaced with digital New networks may be required New frequency plan:
new frequencies for many transmitters (may require new antennas) may result in changes of coverage
Simulcast: spectrum is shared with analogue television; analogue services must be protected during the transition
Cross-border issues: different time schedules in different countries
Big Investment !
Market related challenges Viewers have to buy new receivers (or STBs), to adapt receive antennas Difficulties for elder and less wealthy segments of population
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Different strategies of DTT launch
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Nordic / Cable
Terrestrial
Analogue Switch-Off (ASO) Dates
Country DTT Launch ASO Date
Netherlands 2003 Completed
Finland 2001 Completed
Sweden 1999 Completed
Switzerland 2001 Completed
Germany 2002 Completed
Belgium, Flemish 2002 Completed
Denmark 2006 2009
Norway 2007 2009
Austria 2006 2010
Spain 2000/2005 2010
France 2005 2011
Czech Republic 2005 2011
UK 1998 2012
Italy 2003 2012
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Key factors for success (1): Viewers must be prepared
Communication is key: viewers must understand what will happen,when and how to prepare
Consumer awareness plan in UK
Countdown:
‘Switchoveris
happening!’
Switchoverto 100%digital
“How toget
ready!”
“Are youready?”
“Get ready!”
Countdown: ‘Switchover
is here!’
3-Years 2-Years 1-Year <12 months 1 month Switchover
National Launch
of SwitchCo
Financial support may be necessary: subsidizing digital receivers and antennae modifications
Mandating digital tuners: policy tool used in France and USA. Planned in Italy.
Education and technical support, where needed
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Key factors for success (2): Information campaign Who?
- VIEWERS: it should support viewers during the whole process- Professionals (manufactures, retailers, installers)
=> equipment should be available on time and at right cost- Press/media (avoid bad press)
How? - Simple to address different type of population- Not too long, otherwise people may lose interest- Good indication of time schedule- Create attractive logos and slogans
Where? - Everywhere: web, TV, newspapers, shops, streets and public places, brochures/letters, pubic transport, ...
Create call centers to answer consumers questions and guide them.
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Key factors for success (3): Legislative framework
Early involvement of the Government and regulators is essential to
Put in place the necessary legislative framework
Define the digital switchover strategy including ASO time schedule
Define requirements for DTT coverage and reception conditions
Issue DTT licenses for free-to-air and pay-TV services
Provide funding, if needed, to ensure sufficient financial structure
Ensure that adequate digital receivers are available on the market at a reasonable price
Mandate digital tuners as from a certain date, if required
Facilitate spectrum planning coordination with neighboring countries
Create a Forum in charge of the switchover process, if it does not happen naturally
Because... COOPERATION is essential as well
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Key factors for success (4): Well prepared ASO
Strategy: overnight or by area; short process or long process
Good timing: avoid summer (holiday periods) and winter (more difficult to upgrade external equipment), weekends and coincidence with major events (political, sports or others)
Identify the best area where the process should begin:
areas with high penetration of digital receivers and where any community antennas have already been adapted
areas where the DTT coverage is as good as analogue
Identify the best channels where the process should begin
Carry out pilot experiments to gain experience prior to ASO; gather and analyze reactions of the viewers; investigate technical and market related issues
ASO means that ALL analogue services are switched off in a given area(otherwise it may cause confusion)
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Key factors for success (5): Quality of the digital offer
The service offer must be attractive At least 20-25 programmes including simulcast of analogue (continuity of services is
essential) plus new digital services Free-to-air services can be the core of the offer but pay-tv services may also
be included: they create new business in the terrestrial distribution platform
The service offer must be of high technical quality DTT parameters (modulation scheme, FEC rate, guard interval, etc.)
must be adapted to the selected reception conditions The data capacity per programme in the MUX should be large enough
to ensure better image quality than analogue The coverage should at least match the analogue one – gap fillers if needed Good digital receivers that fulfill reception specifications Avoid many changes (in frequencies, in parameters, etc.) Minimize simulcast (expensive and frequency demanding)
Viewers must not be disappointed!
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Key factors for success (6): Cooperation
It is essential to ensure cooperation of all involved parties
Public Service Broadcasters
Private and commercial broadcasters
Cable and satellite platforms
Manufacturers of professional and consumer equipment
Retailers and installers
Governments and regulators
Create a Forum in charge of the switchover process
www.impulsatdt.es
www.francetelenumerique.fr
www.digitaluk.co.uk
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Country DTT Coverage DTT Penetration Years launched
UK 80% 39% 10
Spain 89% 37% 8
Italy 85% 27% 4
Germany 90% ~10% 4
France 87% 30% 3
DTT penetration vs. coverage
In many countries in Europe there is lack of frequencies
Difficult to improve coverage before ASO
Difficult to increase DTT penetration
Difficult to switch off analogue!
Experience has shown that DTT penetration increases very rapidly during the final months prior to ASO
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National ASO on 12 June 2009 to be done overnight 15% terrestrial penetration: 17 million viewers! Today: around 6 million viewers unprepared! Mainly low-income and ethnic minorities Coupon programme - $1.5 billion of Government funding to ease the transition
2 x 40$ per household on a first-come first-served basis Not sufficient for last minute demand People that needed help most did not obtain coupons
ASO trial in Wilmington: Coverage problems: reception not as good as analogue Viewers lack technical competence
How to install digital receivers and scan for new digital services Fixed roof-top antennas needed to be re-pointed, modified or replaced
No single entity responsible for planning and coordinating the switchover.
Preparations for ASO in USA
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The switchover process is complex but feasible
Effective communication campaign
Cooperation and coordinated efforts of the whole broadcast industry
Government and regulators support and involvement
Strong leadership
DTT receivers available on the market on time at a reasonable price
Adequate financial resources available
... contribute to a successful Analogue Switch off
EBU TECHNICAL - your reference in media technology and innovation
For more information visit:
at www.digitag.org
Thank you for your attention !
Darko Ratkaj