EBU TECHNICAL The Digital Switch-over Challenges and Lessons Learned ITU Sub-Regional Seminar and Ministerial Round Table on Switchover from Analogue to

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


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


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!


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!


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


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


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


Different strategies of DTT launch


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


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


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.


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


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)


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!


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


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


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


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


For more information visit:

at www.digitag.org

Thank you for your attention !

Darko Ratkaj

[email protected]

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EBU TECHNICAL The Digital Switch-over Challenges and Lessons Learned ITU Sub-Regional Seminar and Ministerial Round Table on Switchover from Analogue to