from high hopes to high deficit and back - euroitv2009
TRANSCRIPT
From High Hopes to High Deficit and Back:Europe’s HDTV Past, Present and Future
From High Hopes to High Deficit and Back:Europe’s HDTV Past, Present and Future
Nils Walravens & prof. dr. Caroline PauwelsIBBT-SMIT
Free University Brussels
Nils Walravens & prof. dr. Caroline PauwelsIBBT-SMIT
Free University Brussels
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Where do we come from?Where do we come from?
Where do we come from?Where do we come from?
Where do we come from?Where do we come from?
Where do we come from?Where do we come from?
High Deficit TelevisionHigh Deficit Television
Where do we come from?Where do we come from?
TodayToday
HDTV take off
2001: 720p2005: 1080i & 1080p
US: +/- 35% HDTV ownersBetween 20-40% HD broadcasts
Europe: +/- 20% HDTV ownersAround 5% HD broadcasts
Growing adoption of digital television, HD channels, Blu Ray, HD gamingConsumer confusion gradually disolving?
HDTV take off
2001: 720p2005: 1080i & 1080p
US: +/- 35% HDTV ownersBetween 20-40% HD broadcasts
Europe: +/- 20% HDTV ownersAround 5% HD broadcasts
Growing adoption of digital television, HD channels, Blu Ray, HD gamingConsumer confusion gradually disolving?
The near futureThe near future
The near futureThe near future
Super Hi-Vision (SHV)Or Ultra HDTV (UHDTV)
7680x4320 pixels
NHKFirst experiments in JapanAudience reception?
Super Hi-Vision (SHV)Or Ultra HDTV (UHDTV)
7680x4320 pixels
NHKFirst experiments in JapanAudience reception?
The futureThe future
Technological advances depend on unpredictable external factors and are not planned in the marketing department, nor by engineersTechnological advances depend on unpredictable external factors and are not planned in the marketing department, nor by engineers
The future: Lessons from the pastThe future: Lessons from the past
Do not only serve the interests of large, dominant players: a broad consultation of the field is essential in successful adoption Do not only serve the interests of large, dominant players: a broad consultation of the field is essential in successful adoption
The future: Lessons from the pastThe future: Lessons from the past
Do not crack the egg or fry the chicken: hardware is useless without software, HDTV is not attractive (read: ugly) without HD contentDo not crack the egg or fry the chicken: hardware is useless without software, HDTV is not attractive (read: ugly) without HD content
The future: Lessons from the pastThe future: Lessons from the past
Take you consumer seriously: do not use consumer research as an excuse, technical solutions are not always answersTake you consumer seriously: do not use consumer research as an excuse, technical solutions are not always answers
The future: Lessons from the pastThe future: Lessons from the past
Technological determinism: question on transparency and control remain, in-house development, but more room for international cooperationTechnological determinism: question on transparency and control remain, in-house development, but more room for international cooperation
The future: Lessons for SHVThe future: Lessons for SHV
Top down vs bottom up: consumer demand for SHV? Again, more international cooperation, and strong industrial stimulusTop down vs bottom up: consumer demand for SHV? Again, more international cooperation, and strong industrial stimulus
Chicken and egg: current cooperation with BBC and RAI laudable, but needs to more than technical cooperation. Content and hardware and king and queenChicken and egg: current cooperation with BBC and RAI laudable, but needs to more than technical cooperation. Content and hardware and king and queen
The consumer: due to specific SHV traits, consumer research has an important role in developmentThe consumer: due to specific SHV traits, consumer research has an important role in development
Unexpected contextual factors are what they areUnexpected contextual factors are what they are
Remaining questionsRemaining questions
Still quite early in development, several technical hurdles remainStill quite early in development, several technical hurdles remain
Consumer response?Consumer response?
Your questions?Your questions?
Nils Walravens & prof. dr. Caroline PauwelsInterdisciplinary Institute for Broadband Technology (IBBT)
Studies on Media, Information and Technology (SMIT)Vrije Universiteit Brussel (VUB)
[email protected] & [email protected]: +32 2 629 16 21 F: +32 2 629 17 00
Nils Walravens & prof. dr. Caroline PauwelsInterdisciplinary Institute for Broadband Technology (IBBT)
Studies on Media, Information and Technology (SMIT)Vrije Universiteit Brussel (VUB)
[email protected] & [email protected]: +32 2 629 16 21 F: +32 2 629 17 00