Silicon Investor (SI) -- The First Internet Community

STOCKTALK

We've detected that you're using an ad content blocking browser plug-in or feature. Ads provide a critical source of revenue to the continued operation of Silicon Investor. We ask that you disable ad blocking while on Silicon Investor in the best interests of our community. If you are not using an ad blocker but are still receiving this message, make sure your browser's tracking protection is set to the 'standard' level.

Technology Stocks : Zenith - One and Only -- Ignore unavailable to you. Want to Upgrade?

To: B.D. who wrote (4490)	2/24/1998 2:20:00 AM
From: flickerful	Read Replies (1) \| Respond to of 6570

Survey Surprises This article submitted by Dale Cripps on 2/23/98. NEW DTV BROADCAST REPORT SHOCKER Alsea, OR - February 23, 1998. A new survey released today surprising reports that 75% of U.S. broadcasters would abandon the ATSC transmission standard if more DTV/computers were sold in their service area than are consumer DTV receivers. Under that condition, the report says, signals from 75% of the local broadcaster would be geared for the computers. While 77% said they do expect to transmit in the all-format ATSC standard, 60% said they would be interested in broadcasting the computer standard if it just looked better. Over 90% of those responding said they would broadcast "other data" along with HDTV and audio, again leaning towards the computer for the data processing. This new report provides the first major testimony that Microsoft and other computer-related companies are gaining ground in a year-long digital TV format war. It sends a loud warning shot across the bow of every TV set maker. TV manufacturers could see costly HDTV sets sitting on showroom floors without local signals to show them off at best. Around the corner in the computer department Ophra could be looking just as sharp on a modestly priced computer, asking "what's the beef?" At a broadcast convention last April, Microsoft, Compaq Computer, and Intel Corporation jointly proposed that the 18 format ATSC standard be abandoned in favor of a two tier layered approach that works better with computers. TV set makers ignored their invitation and demonstrated ATSC-compliant sets at this years' Consumer Electronic Show in Las Vegas in January. The big advantage to TV stations, claimed the computer group, is that both TV and computer manufacturers would gear up to make, promote, and sell DTV receivers at the same time. That would, said a Microsoft white paper, hasten DTV penetration and viewer ship to make advertisers much happier, much faster. The layered approach, favored primarily these days by Microsoft, takes an evolutionary path to High-definition. It begins with a "base layer" that is decodable on most PCs sold after 1999. The base layer decodes at 480 line interlace, 480 line progressive, and 720 line progressive at 24 frames per second. With only $100 added to a $2000 computer price, this PC/DTV receiver contrasts dramatically in cost(s) to the $6000 budget-busting tab set by TV manufactures for their first digital TVs. As many as 28 million DTV-capable computer/receivers are forecast to be sold in one years' time. In contrast, the most optimistic forecast for traditional DTV and HDTV sets is well under one million units in that same period. In two years' time processing and memory prices will plummet according to Moore's law (half the price buys twice the processor performance every 18 months), and computers sold after 2001 will combine and decode the base layer along with a higher enhancement layer to deliver high-definition 1080 line progressive scan at 60 frame per second. When first proposed, the layered approach was summarily dismissed by the major broadcasters. In chorus they said it was too little too late. Broadcasters said they would side with their traditional TV set-making partners and transmit in the ATSC all-format system. They privately said no profit is seen in easing the way for computer-related programming to work and compete more effectively with television line-ups. No major support surfaced for the computer approach until recently when NBC president, Robert Wright, said to security analysts in New York City that everything about DTV had to be reviewed, and that the computer proposal had to be looked at. He said then, however, that he thought NBC must quickly transmit some HDTV in the ATSC 1080 interlace format during prime time. CBS, Inc. has maintained that view as well, while ABC and Fox have not. Regional stations see no option but to grapple with local realities. Fully 80% of those surveyed believed they could not charge more for NTSC produced commercials that are upconverted to HDTV. Almost 63% said they will not attract new high-end advertisers simply because of better picture and sound quality. More than 90% said they would not be able to sell air time at a price proportional to the higher cost of HDTV. With digital technology, TV stations can transmit a signal to match whatever quality level of receivers are dominant in their territories. If the computer industry proves more successful than TV makers in selling DTV capable devices, broadcasters will, said the survey, reformat network feeds to match that larger body of receivers. Fully 92% said they would continue to broadcast locally produced standard NTSC television programming in that same quality, though digitally. All this could spell big trouble for TV set makers. They want one standard across the nation with the higher 1080 interlace format leading public opinion. If technical territorial differences arise, they might be forced to include still another decoder-the one computer wants-in their (H)DTV sets, which adds unwanted costs. Supporters of the ATSC 1080 interlace format fear even worse-that HDTV will never get an opportunity to take hold if lower cost alternatives flood the markets. All of the effort to develop and test true HDTV will then have been in vain. Supporters of the layered approach say not so. HDTV is incorporated in the base layer as 720 lines progressive scan at 24 frames per second-an ideal film format. The enhancement layer coming later will be superior to 1080 interlace and test the limits of all known display technologies. The new report from Advanced Television Publishing and HDTV Newsletter covers all digital equipment needs of the television industry. Over 740 of the TV stations across the nation were polled and answered 63 questions ranging from when they are going to convert to digital to how much data they intend to process and transmit. An executive summary of the report is available at the HDTV Newsletter web-site at web-star.com along with the 63 questions that were asked. The complete survey can be ordered from Advanced Television Publishing for a limited time at $1,895.00. Contact: Dale Cripps or Samantha de la Vega at (541) 487-4186. ADVANCED TELEVISION PUBLISHING 753 East Fall Creek Road Alsea, Oregon 97324 hdtvnew@pioneer.net