Michael O’Shea Panasonic Digital Television & HDTV TIF Cable & Broadcasting Group 26th April 2007 Michael O’Shea Panasonic

DVB - EU Policy & Timeline 2012 Time 2. Switchover Switchover completed 1. Turn-on 100% Penetration Analogue broadcasting Digital reception 3. Final ATO Analogue reception Source : BIPE

Digital quality of picture and sound 88% Quality of programmes 87% Consumers: Multichannel access & Picture/Sound quality are the main drivers for DTV Movie channels 90% Digital quality of picture and sound 88% Quality of programmes 87% Documentary channels 87% Variety of programmes/channels 86% Information channels 61% Sports channels ` 60% Kids channels 51% Access to pay-per-view 39% Source : Baromètre Cabsat Ipsos/Stratégie

Most UK homes already multi-channel 75% of homes are multi-channel (73.3% digital) Three-quarters of current conversion via DTT: 8.6 m homes have satellite TV 7.8 m homes have Freeview 3.3m homes have cable Analogue switchoff 2012 Market share of UK multichannel TV homes, Q3 2006 Source: Ofcom Q3 Digital TV Progress Report

Switchover is a global phenomenon Netherlands – completed analogue switch-off on 11th Dec 2006 Sweden - 50% of the Swedish population have now switched over Finland - remain on track for switch-off by 31 August 2007 Germany - remain on-track to achieve a 2008 switch-off Italy - switchover slated for completion by 31 December 2008 Norway - will switch-off analogue terrestrial between end of 2008 and late 2009 / early 2010 USA - have set a switchover date of 17 February 2009 Australia – have set a target switchover timeframe of 2010-2012 Ireland – target 2012, or before? Year Starting: Switchover completed Switchover in progress Switchover plan set Tentative switchover dates TODAY UK Start UK Finish

Digital TV Reception Signal received by Decoded by Displayed on screen Standard aerial (roof-top or set-top) - DTT Satellite dish Cable (DSL; DVB-H) Decoded by Set top box Integrated decoder in TV (IDTV) Displayed on screen

Irish DTT Pilot – Mar 2007–Aug 2008 Four Multiplexes (MUXs) Up to 1,000 homes Dublin/Louth MPEG2 & MPEG4 transmissions Focus on MPEG4 (HDTV) HD Trial starts July 2007 Transmitters on Three Rock & Clermont Carn (Dundalk)

DTT Pilot – Coverage (Fixed Aerial)

DTT Pilot – Coverage (Set-Top Aerial)

Ireland – Planned DTT Pilot Content Multiplex 1 RTÉ 1 RTÉ 2 TV3 TG4 Radio 1 FM Radio 2 FM Lyric FM RNaG FM Today FM Radio 1 AM Multiplex 2 Channel 6 CBeebies* BBC 4* Sky News Extreme Sport Radio Channels Multiplex 3 CBBC* BBC 3* BBC News 24 Sky Sports 1 UKTV History Radio Channels Multiplex 4 – HD Trial

HD Televisions EICTA Specification for “HD Ready” TV Minimum native resolution of the display 720lines in wide aspect ratio accepts HD input via DVI or HDMI & supports content protection (HDCP) Most LCD & Plasma TVs are now 1024 x 768 or greater “Full HD” – 1920 x 1080p BUT – these sets will only display a HD picture when connected to a HD receiver (eg Sky HD set-top box) No HDTVs yet available in UK or Ireland– no FTA digital terrestrial HD services

HD STBs SKY HD Box BBC HD Trial 2006 Irish DTT Pilot 2007-08 Humax HDCI-2000T Irish DTT Pilot 2007-08

HD TVs & STB’s - Australia TVs with integrated DTT HD receiver LG, NEC, Philips, Samsung, Schaub, Sharp Retail from A$2,200 (€1,350) DTT HD STB LG, NEC, Philips, Samsung, + 10 others Retail A$500 (€300)

Future TV Development – Irl/UK HDTV with integrated MPEG2 and MPEG4 DTT receiver Available 2009, possibly 2008 The key specification for TVs for Ireland from 2008 on Future-proof UK consumers for migration to MPEG4 post-2012

More Information www.hdready.org.uk www.dba.org.au www.humaxdigital.com www.dvb.org