The Digital Switch-over Challenges and Lessons Learned

1. The Digital Switch-overChallenges 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, Serbia 27-29 April 2009 Darko Ratkaj Senior Engineer EBU Technical

2. Agenda • 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

3. 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

4. Transition from Analogue to Digital – DTT Strategy • 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) • Which approach to Analog-to-Digital transition?(simulcast or ‘overnight’ switchover; nation-wide or phased ‘area-by-area’) • Legislation • licensing conditions (coverage and service requirements) • spectrum access conditions • MUX operation; content aggregation; non-broadcast services • competition rules • international situation Key decisions have to be madeat the highest level in the country (government). • Social and economic evaluation (costs, benefits, funding, ...) Consult the relevant players and the public! • Implementation plan • time schedule; milestones; management; coordination; funding

5. Transition from Analogue to Digital - Implementation • 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 Designate a single entity with the necessary implementing power to manage the transition!

6. 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 • ‘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 • Phased approach • ASO area by area • Austria, Czech Republic, France, Germany, Italy, Sweden, Switzerland, United Kingdom • Nation-wide ‘overnight’ ASO • Andorra, Finland, Luxembourg, The Netherlands, USA

7. Pre-requisites of Analogue Switch-Off • 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 • 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

8. 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 • Market related challenges • Viewers have to buy new receivers (or STBs), to adapt receive antennas • Difficulties for elder and less wealthy segments of population Big Investment !

9. Different strategies of DTT launch

10. Analogue Switch-Off (ASO) Dates Nordic / Cable Terrestrial

11. Consumer awareness plan in UK 3-Years 2-Years 1-Year <12 months 1 month Switchover National Launch of SwitchCo Countdown: ‘Switchover is happening!’ Countdown: ‘Switchover is here!’ “How to get ready!” Switchover to 100% digital “Get ready!” “Are you ready?” Key factors for success (1): Viewers must be prepared • Communication is key: viewers must understand what will happen,when and how to prepare • Education and technical support, where needed • Financial support may be necessary: subsidizing digital receivers and antennae modifications • Mandating digital tuners: policy tool used in France and USA. Planned in Italy.

12. 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.

13. 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

14. 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)

15. 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 alsobe 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!

16. 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 Forumin charge of the switchover process www.digitaluk.co.uk www.impulsatdt.es www.francetelenumerique.fr

17. 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

18. Preparations for ASO in USA • 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.

19. 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

20. Thank you for your attention ! For more information visit: at www.digitag.org Darko Ratkaj ratkaj@ebu.ch