本報告已在2011年07月19日停止出版。
已引進日本與美國的高畫質電視（High-Definiton TV - HDTV）服務，在歐洲也普及了嗎？
位於法國，專研全球資訊通信技術領域的市調諮詢公司IDATE，調查分析了高畫質電視市場後，出版了一本綜合報告書 “High-Definition TV ? technological transition or new market?”。
報告書內容包括：HDTV概要、優點與課題、數位化技術與變遷中的播送網路、全球HDTV服務引進動態、對價值鏈的影響，以及至2008年的歐洲市場預測等等。報告書內容綱要摘記如下：
1. 高畫質電視重新受到關注
- 高畫質電視概要
- 新電視規格
- 數位化與播送網路的新可能性
- 全球電視服務數位化
- 數位壓縮技術
- 電視播送網路
- 對影像播送的影響
2. 全球HDTV服務引進層級
- 引進國家
- 美國與日本（引進層級、促進因素與阻礙因素）
- 其他引進國家：澳洲、加拿大、韓國
- 歐洲的中斷
3. HDTV對TV價值鏈的影響
- 內容供給
- TV服務整合與套裝
- 流通
- 業者於TV價值鏈擔任的角色
4. HDTV的優點與課題
- 電視頻道：適當的定位
- 有線電視與衛星電視：變化中的情況
- 電視平台營運商：差別化競爭
- 電視網路營運商：HDTV的網路功能
- 高畫質節目製作：共同負擔風險
- 影像內容播送的新型態
- CPE生產商的主要角色
5. 歐洲引進HDTV之展望
- 從全球已引進國家學到的東西
- 與其說是改革，不如說是進展
- 至2008年的市場預測
Renewed interest in high-definition television (HDTV)
- after service deployment in Japan and the US, with digital migration freeing up a number of terrestrial frequencies over the next decade, is the time right for HDTV in Europe?
- growth of the HD base (DVD players, Home Cinema equipment and flat screen TVs) raises consumer quality standards and convergence of service offerings. Mass market or complementary market?
HDTV offering
- technical architecture: standards, networks, devices
- first lessons from pioneer markets (US, Japan), Europes delay
- impact of high-definition on TVs value chain (production, operation, broadcasting, device manufacturers) through case studies (HBO, VOOM)
Challenges
- business models: what revenues will compensate for the added costs involved?
- what conditions must be met to enable HDTV deployment? Should the various players policies be coordinated? Which players will drive market development?
- can HDTV help the migration to digital television in Europe?
- HDTV: a growth relay for the TV market?
- player issues: satellite operators, channel operators
Presentation
After the deployment of services in Japan and the United States, is the HDTV era beginning in Europe?
HDTV: a long term evolution involving deep-seated changes
- High-definition requires that equipment changes be made throughout the value chain: from production to reception devices
- The migration to HDTV means that quality will be chosen over the number of available TV channels
- To date, HDTV has generated sizeable added costs for operators: can the content and TV distribution industries support such investments?
- The pioneer launch of services in Japan and the United States reveal that HDTV penetration rates are still low
HDTV is a source of opportunities
- Can TV broadcasters afford to ignore HDTV when it could well prove to be:
- a growth relay for the TV market
- an incentive for creating higher value-added services and programmes
- Will high-definition allow TV to consolidate its position, faced with growing competition from other digital media?
Conditions for high-definition deployment in Europe
- Chief lessons learned from pioneering countries
- HDTVs place in the current audiovisual landscape
Case studies
ABC/NBC, BBC, Cox Communications, Discovery HD Theatre, Euro 1080, ESPN HD, HBO HDTV, NHK-Hi Vision, TPS, Voom:
- Features of the offer, scope of deployment, technological choices
- Choice of HD programming and content supply
- Added costs, bottlenecks, business models
- Strategic positioning of the HD offer
Table of Contents
1/ REVIVED INTEREST IN HIGH-DEFINITION FORMAT
- HDTV: presentation
- New TV consumption standards
- Development of DVD, Home Cinema equipment, flat screen televisions
- Digitisation and new capacities on broadcast networks
- Digitisation of TV services around the world: number of digital TV households (terrestrial, cable, satellite) in Europe (17 countries), the United States and Japan
- Digital compression techniques
- TV broadcasting networks: continued digitisation of TV networks, increased network capacity, digital transition and frequencies, development release of xDSL and fibre optics
- Impact on video distribution
2/ LEVEL OF HDTV SERVICES DEPLOYMENT AROUND THE WORLD
- The forerunners
- The United States and Japan
- level of HDTV services deployment
- factors contributing to and preventing successful service deployments
- Other countries: Australia, Canada, South Korea
- The European gap: explanations
- Failure of the HD-MAC standard
- HDTV in Europe in 2004
3/ HIGH-DEFINITIONS IMPACT ON THE TV VALUE CHAIN
- Content supply: production, video contribution, post production
- TV service integration or packaging: TV channels, TV packages
- Distribution: TV distribution networks, HD reception devices (HD set-top boxes, HD TV sets)
- Players roles throughout the TV value chain
- Impact of high-definition: costs and bottlenecks
- Viewer consumption
4/ HDTV: STAKES & CHALLENGES
- General-interest TV channels: finding the right position
- Public and private operators: different viewpoints?
- Defensive or proactive strategy?
- Cost of programmes
- Cable and satellite channels: varying situations
- Does HDTV favour any given genre/theme?
- Editors business models
- Service positioning strategies
- TV platform operators: distinguishing from the competition
- Distribution networks impact on the service offering
- The offers strategy and business models
- Renewal of the set-top box base
- TV network operators: HDTVs "network compatibility"
- Satellite network
- Cable network
- Digital terrestrial network
- ADSL network
- High-definition production: sharing the risks
- Programme costs and financing
- HD master and programme variation
- Mandatory investments?
- Role of the professional equipment leaders: Thomson, Sony
- New forms of video content distribution
- Physical HD platforms: cassettes, computer discs, high-definition DVD (HD DVD, Blu-ray, EVD, the role of Microsofts Windows Media 9)
- Role of the personal computer
- "New" TV services: personal video recorders (PVR), PPV, VoD
- CPE manufacturers key role
- New generation set-top boxes: STB +PVR, MPEG-4
- HD TV sets: mass production, dropping prices
5/ HDTVS DEPLOYMENT PROSPECTS IN EUROPE
- Lessons learned from pioneer HD service launches around the world
- HDTV: more an evolution than a revolution?
- Market forecasts for Europe up to 2008
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