SF moves into the digital future
When asked what the future of television looks like, there is one answer: digital. At a media conference on Wednesday in Zurich, Ingrid Deltenre provided an update on the next steps for Swiss Television (SF).
There is one answer to the question of what the future of television will look like: digital. At a media conference in Zurich on Wednesday, Ingrid Deltenre outlined the next steps for Swiss Television (SF), citing changing user behavior as the reason. A "second digital revolution" is on the horizon, and SF does not want to miss this train in the change in media usage behavior. That is why they are jumping on three trains that they have identified as trends.
Firstly, it is about the developments towards "digital home cinema", about the spectacle in the living room. Then there is the question of whether viewers watch TV at home or on the move, i.e. mobile TV. And as a third trend, SF describes the individualization of the offer and the provision of content on demand with the magic word "on demand".
As Werbewoche has already reported, SF is switching from analog to digital broadcasting (technology: DVB-T) and will be switching off analog channels by 2009. For households that do not receive their programs via satellite or cable - i.e. terrestrial - this means that from autumn 2007 they will have to buy a set-top box if they want to receive the program at all. The receiver costs between 100 and 150 francs and currently affects around 150,000 households. Several stations have already started DVB-T operation, including Üetliberg and Säntis. The new technology has the advantage of better reception quality, reception on mobile devices and a reduction in electrosmog. In addition, SF zwei has been broadcasting in DVD quality via satellite since May 22, followed by SF 1 from 2007. Over the next few years, digital three-dimensional Dolby Digital Sound 5.1 will also be gradually introduced. In this way, nothing should stand in the way of a real cinema experience at home. In addition, the format will be converted to the 16:9 widescreen format, which will be completed in 2008. Despite the fact that only just over 40 percent of German-speaking Swiss households have such devices in their homes, SF is relying on 16:9 as one of the key prerequisites for the "quality revolution" of HDTV. The first test broadcasts in HDTV are planned for 2008, with the first programs going into regular operation in 2010. HDTV provides a sharper picture, more brilliant colors, a wealth of detail and more plasticity. SF openly admits that viewers will also have to make new purchases in order to receive the better picture and sound quality.
For viewers who want to receive content on the move, SF is planning a pilot project for a mobile-capable "Tagesschau" for UMTS-enabled cell phones. According to the communiqué, the audience increasingly wants mobile content. The average daily usage time for mobile TV is between 10 and 20 minutes; in tests, SF has also found that news content is particularly interesting. According to Deltenre, Swiss Television is well prepared for the future of mobile TV.
Although only a minority of viewers already want to watch the programs "on demand", SF sees the third trend here, that of using content independent of time and place. For this reason, the Internet offering is being systematically expanded and a consistent "added value" strategy is being pursued. From 2006, SF will be launching further additional services in the form of the Multimedia Home Platform (MHP) and a newly designed teletext. With additional background information on the program, an electronic program guide and the possibility of interactive program use, they too are clearly pursuing the added value strategy. And - last but not least - despite criticism from publishers, the Internet offering is also to be expanded. Programs that are not legally critical are to be made available for viewing as soon as possible after their first broadcast in broadcast quality suitable for the audience.
Against the backdrop of the "second digital revolution", SF's social mission must also be reinterpreted. By the fall, a new manifesto and corporate mission statement is to be developed and published in a discussion with 40 opinion leaders from different areas.Kathrin Fischer
Firstly, it is about the developments towards "digital home cinema", about the spectacle in the living room. Then there is the question of whether viewers watch TV at home or on the move, i.e. mobile TV. And as a third trend, SF describes the individualization of the offer and the provision of content on demand with the magic word "on demand".
As Werbewoche has already reported, SF is switching from analog to digital broadcasting (technology: DVB-T) and will be switching off analog channels by 2009. For households that do not receive their programs via satellite or cable - i.e. terrestrial - this means that from autumn 2007 they will have to buy a set-top box if they want to receive the program at all. The receiver costs between 100 and 150 francs and currently affects around 150,000 households. Several stations have already started DVB-T operation, including Üetliberg and Säntis. The new technology has the advantage of better reception quality, reception on mobile devices and a reduction in electrosmog. In addition, SF zwei has been broadcasting in DVD quality via satellite since May 22, followed by SF 1 from 2007. Over the next few years, digital three-dimensional Dolby Digital Sound 5.1 will also be gradually introduced. In this way, nothing should stand in the way of a real cinema experience at home. In addition, the format will be converted to the 16:9 widescreen format, which will be completed in 2008. Despite the fact that only just over 40 percent of German-speaking Swiss households have such devices in their homes, SF is relying on 16:9 as one of the key prerequisites for the "quality revolution" of HDTV. The first test broadcasts in HDTV are planned for 2008, with the first programs going into regular operation in 2010. HDTV provides a sharper picture, more brilliant colors, a wealth of detail and more plasticity. SF openly admits that viewers will also have to make new purchases in order to receive the better picture and sound quality.
For viewers who want to receive content on the move, SF is planning a pilot project for a mobile-capable "Tagesschau" for UMTS-enabled cell phones. According to the communiqué, the audience increasingly wants mobile content. The average daily usage time for mobile TV is between 10 and 20 minutes; in tests, SF has also found that news content is particularly interesting. According to Deltenre, Swiss Television is well prepared for the future of mobile TV.
Although only a minority of viewers already want to watch the programs "on demand", SF sees the third trend here, that of using content independent of time and place. For this reason, the Internet offering is being systematically expanded and a consistent "added value" strategy is being pursued. From 2006, SF will be launching further additional services in the form of the Multimedia Home Platform (MHP) and a newly designed teletext. With additional background information on the program, an electronic program guide and the possibility of interactive program use, they too are clearly pursuing the added value strategy. And - last but not least - despite criticism from publishers, the Internet offering is also to be expanded. Programs that are not legally critical are to be made available for viewing as soon as possible after their first broadcast in broadcast quality suitable for the audience.
Against the backdrop of the "second digital revolution", SF's social mission must also be reinterpreted. By the fall, a new manifesto and corporate mission statement is to be developed and published in a discussion with 40 opinion leaders from different areas.Kathrin Fischer
