What Is Digital TV? An Answer According to CEMA — Consumer Electronics Industry Primer, March 1998

by CEMA
Sunday, March 29, 1998

CEMA has sent this recipe to the consumer electronics dealers around the nation. This is the official view from CEMA, one that is now in the minds of CE dealers.
Dale Cripps
HDTV News Online

Digital TV (DTV is a new broadcast standard recently approved by the FCC that will ultimately replace the analog television broadcast signal we receive today. The centerpiece application of Digital TV, known as High-Definition Television (HDTV), is a who a new approach that brings broadcast television into the digital age.

Digital TV will require new television receivers as welI as new broadcast facilities. Because of the enormous scope of this conversion, the changeover will be a gradual one.

The new picture format offered by DTV allows for both a high-resolution and a wide screen presentation. (In existing TVs, the ratio of picture width to height is only 4:3, or 12:9. DTV allows a ratio of 16:9). The combination of wide screen and photographic quality resolution ultimately wilI allow for the presentation of an entire football game using a single camera, showing the viewer all of the field as it can be seen from seats on the 50-yard line.

The move to digital broadcasting, in addition to supporting the superiority of the DTV signal, offers more choices and allows new services to be created. The broadcaster can choose multiple channels of television in lower resolution and screen width, as well as provide data, information, and interactive services - bringing consumers into the digital age.

What is high-definition television (HDTV)?

HDTV provides about five times more picture information (picture elements or pixels) than conventional television. This includes twice as much vertically, twice as much horizontally and then a bit more to fill the wider screen. HDTV will typically include multiple channels of digital surround sound, like a movie theater.

What is the difference between DTV and HDTV?

Digital TV encompasses HDTV and standard-definition TV (SDTV), as well as an assortment of potential data broadcasting applications. SDTV offers essentially the same picture resolution as today's TV, but the picture quality is much higher because digital transmission eliminates snow and ghosts.

Broadcasters have the capability to transmit multiple channels of SDTV, a combination of SDTV and HDTV or two HDTV programs simultaneously within its assigned digital channel. What is actually transmitted will depend on the type of programming being broadcast.

When will DTV come to my community?

There will be a gradual rollout of service. By May 1999, affiliates of the four major networks (CBS, NBC, ABC, FOX) in the top 10 markets must construct digital TV facilities. These markets are: Atlanta, Boston, Chicago, Dallas/Ft. Worth, Detroit, Los Angeles, New York, Philadelphia, San Francisco and Washington, DC. In addition, broadcasters have promised the FCC there would be at least one digital station in each of these markets by November 1998.

By November 1999, affiliates in the remaining top 30 markets (11-30 ranking) must construct digital facilities. These markets are: Baltimore, Charlotte, Cincinnati[, Cleveland, Denver, Hartford/New Haven, Houston, Indianapolis, Miami/Ft. Lauderdale, Minneapolis/St. Paul, Orlando/Daytona Beach/Melbourne, Phoenix, Pittsburgh, Portland, Raleigh/Durham, Sacramento/Stockton/Modesto, San Diego, Seattle, St. Louis, Tampa/St. Petersburg/Sarasota.

By May 1, 2002, all other commercial stations must construct facilities. All noncommercial stations (PBS) must construct by May 1, 2003.

When will broadcasters stop transmitting analog signals?

For now, the FCC has set 2006 as a target changeover date. However, few people really believe that there will be enough DTV penetration for this to happen.

What happens to analog sets after 2006?

These sets will still work with cable, direct-to-home satellite, VCRs and DVD players, To help make the transition to digital, we anticipate that manufacturers will produce set-top converter boxes that will deliver DTV broadcasts to analog TV.

How much will an HDTV set cost?

The first HDTV sets will be large screen models and there have been wide ranging estimates from manufacturers. Some companies estimate that the first sets will cost between $2,000 and $5,000 more than today's sets, while others say the costs will range between $8,000 and $11,000. However, in 1999, when mass production of sets begins, we anticipate prices will drop rapidly.

How fast will consumers adopt this new technology?

it will be a slow process. We estimate that after five years of availability, only 10 percent of the population will own a DTV, that number will increase to 20 percent in seven years and then to 30 percent in eight years.

How do I convince my customers to buy a TV now?

You need to explain to consumers that HDTV is not around the corner (see market rollout information above) and that the TV they buy now will work for many years to come. You should also explain how they can still take advantage of current digital technology, with products such as Direct Broadcast Satellite (DBS) and Digital Video Disc (DVD). You can demonstrate using today's televisions how these products can improve their viewing experience. Also, let them know that a set-top converter box will be available to allow them to experience the features of Digital TV programming (in a SDTV mode) on the set they buy today.