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1999 | Buch

The Evolution of Television Technology Kapitel lesen Erstes Kapitel lesen

The Economics, Technology and Content of Digital TV

herausgegeben von: Darcy Gerbarg

Verlag: Springer US

Buchreihe : Economics of Science, Technology and Innovation

Enthalten in: Professional Book Archive

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Über dieses Buch

As the world of television moves from analog to digital, political and economic forces are being brought to bear on companies as they attempt to deal with changes occurring in their industries. The impetus for the conversion from analog to digital TV comes from many quarters, including the broadcasting industry, the computer industry, governments, consumer electronics manufacturers, content developers, and the Internet. The widespread acceptance of digital technology in both the home and the workplace account for the ready acceptance of the belief that the move to digital television is an appropriate advancement. Not all authors in this volume however are believers.
This book is divided into four sections each dealing with one aspect of the transition from analog to digital TV broadcasting. The first section presents the various technologies. It establishes a structure for understanding the technologies currently in use as well as those being developed by the industries involved in the delivery of digital television. Section two presents information about consumer TV viewing and includes examples of innovative, experimental interactive programs. Economics and financial issues are addressed from a variety of perspectives in section three. Section four concludes the book with a look at the international environment and the history of digital TV globally.

Inhaltsverzeichnis

Frontmatter

Delivery Systems and Technology Issues

Frontmatter
Chapter 1. The Evolution of Television Technology
Abstract
The historical evolution and progression of television technology is reviewed as a framework for understanding the developments that are occurring today in television technology. New developments in television technology—such as high definition, wide-screen, digital, and interactive—are described. The various technological uncertainties that will help shape the future of television technology are discussed
A. Michael Noll
Chapter 2. Converging Computer and Television Image Portrayal
Abstract
This paper is about optimizing television picture quality for a given bandwidth/data rate
John Watkinson
Chapter 3. The FCC Digital Television Standards Decision
Abstract
The FCC’s DTV standards decision of December 1996 is criticized on the grounds that it is likely to hinder rather than to help the development of a viable broadcasting service. The standard-setting process began in 1987, resulting in a proposal to the FCC in 1995. The so-called Grand Alliance proposal was not perfect, as it had too many scanning formats, it used interlace, and had no provision for inexpensive receivers or easy upgrading, but it was a complete system Because of a dispute between the computer and TV industries, a private advisory committee was formed at FCC urging. It met secretly without public participation, in of the Federal Advisory Committee Act. The committee agreed to eliminate the tablé of scanning formats, and the FCC adopted this radical proposal within a month. Rather than correcting the drawbacks of the GA proposal, the FCC made it worse by introducing uncertainty as to which formats would be for broadcasting and which formats receivers would accept. In so doing, the FCC ignored the views of other government agencies, public-interest groups, and disinterested individuals, but apparently accepted the often erroneous and self-serving statements of the commercial entities involved
William F. Schreiber
Chapter 4. The Digital Mystique
A Review Of Digital Technology And Its Application To Television
Abstract
This paper explores the divergences and convergences between the worlds of analog and of digital. The paper reviews some of the basic concepts of digital conversion and then compares and contrasts analog and digital signals, including their application to telephone and television signals. Issues arising from the use of digital and analog compression to save bandwidth are discussed. Lessons learned from the use of compression of cellular telephone signals are applied to the world of digital television
A. Michael Noll
Chapter 5. Digital Data Broadcasting
Abstract
This paper describes data broadcasting from the perspective of broadcasters who have experimented with it. Valuable suggestions for implementation including cost estimates and technical alternatives are covered. Several opportunities for broadcasters seeking to implement this capability are outlined
Stuart Beck, John D. Abel

Content and Programs

Frontmatter
Chapter 6. Content And Services For The New Digital TV Environment
Abstract
Content, not technology, will encourage the widespread adoption of digital television. A broad scope of new channels and services are possible in a digital TV environment. These include high definition television, video-on-demand movies, theme channels, multicasting or the distribution of the same content on different channels at different times, Internet content on TV sets, video segments on personal computers, interactive shopping and games, and program guides for hundreds of channels. There are many opportunities for more and better content but there are also uncertainties about the business models for digital TV and concerns about who will control content
John Carey
Chapter 7. The End of the Story
How The TV Remote Killed Traditional Structure
Abstract
This paper looks at programming from the perspective of who controls it, who buys it, what it all means, and how Digital TV may be a catalyst for its change. It shows how interactive television may neutralize the coercive effects of traditional programming and empower a generation to rethink its relationship to the mediaspace and itself
Douglas Rushkoff
Chapter 8. Interactive Television
Abstract
This paper presents recent experiments in interactive program development done at the BBC. Specific examples using combinations of digital technology and requiring different amounts of bandwidth are reviewed. Lessons learned are shared and various design solutions are presented. The emphasis is on the new thinking required of program developers who must accommodate both linear and nonlinear story lines as well as enriched data content This is a realistic look at several new program options some of which are possible today and some of which may become possible in the near further. All the programs described were created for the TV broadcast medium, work within the traditional TV program constraint of a set time slot, and are targeted to specific audience segments
Robin Mudge
Chapter 9. Beyond Viewing and Interacting — Inhabited TV
Abstract
This chapter presents the development, broadcast and data associated with two experimental broadcasts, The Mirror and Heaven and Hell Live. Both the content and viewer participation are described. These inhabited TV experiments. which combined TV and the Internet, were broadcast virtual worlds, replete with TV celebrity appearances, which people could view or participate in at will
Tim Regan

The Changing Economics of TV Industries

Frontmatter
Chapter 10. A Digital Television Ecosystem
The Battle to Shape the Future
Abstract
The players in today’s analog television world are facing imminent obsolescence. Three factions, the broadcasters, the cable companies and the PC/computing companies are vying for definition and control of an emerging digital television ecosystem. The authors explicate the construction of a business ecosystem, including a description of the stages of an ecosystem and an examination of the critical elements for success. They also explore the evolution of the digital television ecosystem to date through the lenses of the various participants, with particular emphasis on the 1997/1998 clash between Bill Gates and John Malone. The story provides insight into how companies and leaders are competing to shape the future of digital television
James F. Moore, Stacey Koprince
Chapter 11. Digital Television and Program Pricing
Abstract
I explore several ways that the development of digital television technology can improve price discrimination by program producer/distributors—especially by the movie studios. These include development of video-on-demand systems, improved quantity discounting, and of particular interest, improved segmentation of consumers according to their demands for different levels of television transmission quality. I consider HDTV and DVD as examples of quality segmentation opportunities, and conclude that the result will be more revenues for program distributors and thus increased production investments in movies and other programs
David Waterman
Chapter 12. The Economics of Digital TV’s Future
Abstract
Market economics sets are a useful indeed inescapable, hurdle that new technologies must overcome-technological innovation by itself can’t assure commercial success. HDTV’s future has yet to identify or create a level of consumer demand that justifies the level of investment program producers and delivery systems will have to undertake. Investments currently are defensively-driven, to prevent market-position losses should consumer demand appear. Globally, arguments for HDTV seem even less-developed than in advanced economies. In the interim, government regulation and armtwisting worldwide is acting as a powerful driver, though whether historically HDTV will benefit from such efforts (as computers once did) or lose (as nuclear power has) remains uncertain. The government’s role won’t disappear, despite talk of “deregulation”; academics should spend more time examining producer and delivery-system alliances, their effects on competition, and their ultimate provision of HDTV as an economical surrogate to analog for global consumers
Richard Parker
Chapter 13. Broadcasting and Bandwidth
Abstract
This chapter will briefly review eight spectrum skirmishes that precede and parallel the 1996 American DTV spectrum decision. We outline the general political and economic contours of these battles and conclude that regulators and lawmakers are at a distinct disadvantage in trying to promote competition, flexibility and a digital paradigm shift against the arrayed forces of incumbent spectrum users. In response we propose some models and concepts loosely drawn from computer science and political economics that might provide a resource to outgunned and well-intended policymakers. The first is the Consumer Value Integral, a theoretical and generalized model of spectrum valuation. One of the conservatizing factors in the spectrum wars is that incumbents can clearly and precisely identify financial gains and potential losses based on current business practices while challengers can identify only potential demand and usage. Furthermore, these valuations struggle to compare public good and private good components. Then drawing on Moore’s Law from computer science we speculate on some historical patterns of the next few decades and predict first an increase and then a decline in incumbent-challenger spectrum battles
W. Russell Neuman
Chapter 14. Public Television’s Digital Future
Abstract
This paper discusses the requirement for going digital and the promise of digital television. It highlights the funding pressures and programming challenges facing public television and explains how the digital conversion is exacerbating these difficulties. This paper focuses on how digital technology itself, more than any other challenge, presents a real threat to public television. It concludes that, in order for public television to tackle these and other issues, it must hearken back to some of the basic principles upon which it was founded
Gary P. Poon

International Issues

Frontmatter
Chapter 15. The Path from Analog HDTV to DTV in Japan
Abstract
While Japanese broadcasters and manufacturers have been world pioneers in the development of high-definition television and digital production technologies, they have been slow to design a national system for digital television (DTV) transmission. Present plans call for the launching of a new satellite that will facilitate DTV transmissions by the year 2000. This paper examines the technological, political, and economic issues that have delayed the advent of digital broadcasting in Japan, especially compared to DTV broadcasting initiatives in Europe and the United States. The paper concludes that Japanese economic and political investment in the analog Hi-Vision HDTV format led to the promulgation of national industrial policies that inhibited the diffusion of alternative television technologies
Peter B. Seel
Chapter 16. Digital Television in Europe and Japan
Abstract
The decision of the FCC in the United States to select an all-digital HDTV system was a surprise to HDTV supporters in Europe and Japan. Both had adopted hybrid systems with both analog and digital features. Western Europe was quicker than Japan to move away from its previous arrangements. It dropped HD-MAC in June 1993 and moved on to create the Digital Video Broadcasting (DVB) group to support digital television. It also responded by increasing EU support for wide-screen standard definition television programming and manufacturing. In Japan, NHK and its allies strongly resisted the idea of abandoning MUSE Hi-Vision but some of the major consumer electronics manufacturers and the Ministry of Posts and Telecommunications (MPT) wanted to speed up the transition to an all-digital HDTV system. NHK was able to delay adoption of all-digital HDTV approach until mid 1997. In this paper, I consider these two stories separately, and then try to explain the differences in the reactions of the two regions
Jeffrey A. Hart
Backmatter
Metadaten
Titel
The Economics, Technology and Content of Digital TV
herausgegeben von
Darcy Gerbarg
Copyright-Jahr
1999
Verlag
Springer US
Electronic ISBN
978-1-4615-4971-0
Print ISBN
978-1-4613-7256-1
DOI
https://doi.org/10.1007/978-1-4615-4971-0