Marcus Coleman says the broadcasting industry must continue to focus on its customers as the digital revolution continues

The entire media world is being changed and moulded by technology at an ever-increasing rate. Television is the most ubiquitous of communications mediums. A major change in television, like the introduction of a disruptive technology such as digital, will have a massive impact on almost everyone. It’s important that we get this change right because if we get it wrong, we get it wrong for all of us.

Most have yet to understand what this change will mean. For example, how many MPs know what percentage of digital terrestrial coverage their constituency will have pre and post switchover? Some consumers may be forced to move from terrestrial TV (through an aerial) to another television system (satellite, cable or broadband) because of coverage. It will affect some constituencies more than others and may affect the way people vote. Taking a more optimistic view, digital TV will provide key social and educational benefits and enhance UK society.

Indications from Digital TV Group (DTG) members, such as regulator Ofcom, broadcasters, manufacturers and retailers, are that switchover will be complete by 2012. In plain English this means no more old-fashioned (and inefficient) analogue TV and teletext, which will be replaced by digital TV and interactive TV services (“press the red button now”). That’s assuming consumers have put their hand in their pocket (or someone else’s) and bought a set top box or television (and maybe a new aerial, dish or cable service) to receive them.

Determining the most appropriate, effective and efficient switchover management vehicle is key and as the independent industry association, the DTG is a vital fulcrum between the broadcast and supply chain, ensuring that all industry’s stakeholders are appropriately involved and informed.

Manufacturers and retailers are as important as broadcasters and regulators in switchover - the only difference being there is no charter or digital licence to force the supply chain to stick to a timetable.

The consumer must continue to be our focus. Presenting the consumer with a coherent range of digital equipment and services will be essential. It is vital that broadcasters, platform operators and the supply chain work in genuine, trusting partnership on this as a matter of national importance.

The DTG is focusing its efforts not only on how to switch off, but also on the equally important job of what to switch on in its place and when. This, of course, is the key to the future of our broadcast media environment and should ensure we continue to be the envy of the world.

It’s true to say that part of the future of broadcasting lies in closer convergence with other technologies such as telecommunications and the internet. However, digital TV has a few more tricks up its sleeve as soon as analogue signals are extinguished. Mobile TV, high definition TV and rich broadcast data services are already waiting in the wings.

Mobile TV (DVB-H) means normal digital television broadcasts received by mobile devices, either handheld, portable or vehicle mounted. High definition TV (HDTV) is the 4x standard resolution system that is already taking North America by storm and, once it’s tasted makes standard definition frustrating to watch. HDTV affects all parts of the broadcast chain from the make-up room (blemishes are no longer hidden by the lack of resolution) to the flat panel display on a living room wall. O

n the subject of displays, the breakneck rate of growth and corresponding dramatic price erosion in the plasma and LCD flat panel TV market is fuelling the fires of HDTV worldwide.

Completing this holy technology trinity is data. Or more critically, helping consumers navigate around their new minefield of digital choice. Without rich broadcast service information and tools to navigate, store and retrieve content, we would have a TV world comparable to an internet without a search engine - imagine a Google-free world wide web!

The international standard TV Anytime enables lots of mission-critical and rather more luxurious features such as content searching, tagging, storage and retrieval (needed for personal video recorders, etc), series recording, recording from programme trailers, and much, much more. The DTG is running a world-first TVAnytime implementation project which could be on air as early as 2006 in the UK.

Every part of the broadcast chain - content, scheduling, infrastructure, advertising, consumer electronics and audiences - will evolve and change. Corresponding changes in business models continue to emerge with only those willing to embrace these new opportunities – and creatively meet the increasing demands to change – surviving.
Digital switchover is about switch-on not switch-off. The technology trinity of mobile TV, high definition TV and TV Anytime will be just the beginning.

Marcus Coleman is the director general of the Digital TV Group, the independent industry association for digital television in the UK

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