Swisscable focuses on individualized media consumption
Cable TV operators want to accelerate the transition to digital and broadcast more channels in order to remain competitive. This move by the Swisscable association—which represents 250 cable network operators—is also a response to the launch of Bluewin TV.
The TV cable network operators want to push ahead with digitization and distribute more channels in order to remain competitive. This is the response of the Swisscable association, to which 250 cable network operators are affiliated, to the launch of Bluewin TV, Swisscom's television via the telephone network (see ). However, digitization not only promotes the diversity of (special-interest) programming, but also demands sacrifices. One is the reduction of the basic offering. Swisscable President Hajo Leutenegger said on Tuesday at the cable network industry conference: "We have to assume that in a few years there will only be a limited basic offering." However, the second sacrifice will be in terms of costs. This is because digital television will cost viewers more than analog television. Diversity has its price.
Most important trends: individualization and quality The cable network industry considers the individualization of television consumption to be the most important trend. It also wants to jump on this bandwagon and thus counter the intensified competitive situation. This is because competition exists not only with Bluewin TV, but also with satellite television and terrestrial distribution. The company therefore wants to focus on diversification and better picture and sound quality. High-definition television (HDTV), which is in the starting blocks, also plays an important role here. The cable TV companies' networks are already ready for HDTV, Leutenegger continued. The most important trend for the future of television, however, is individualization. However, tailor-made program packages and new offers require the completed transition to digital television and basic encryption of programs. A ban on basic encryption is unrealistic because it is precisely this that makes it possible to offer customers an individualized service. However, television users would then need a set-top box for DigiTV.
No uniform timetable To make room for the digital offering, today's basic analog programming will inevitably be reduced. From 2010, only a limited analog offering will be available on cable. Which channels will disappear from the basic offering will depend on the capacity of the network and will vary depending on the cable TV provider. There is no uniform timetable. However, Leutenegger believes it is much more important to provide comprehensive information so that customers can switch to digital television quickly and easily.
Gap to be bridged in 2006/2007 Increasingly broad sections of the population are already interested in digital television and the corresponding technical innovations. While the innovators (approx. 2 percent of the population) and early adopters (approx. 15 percent) are already receiving DigiTV, the early majority group (approx. 34 percent) is now also being addressed. DigiTV is growing out of its infancy and is currently becoming suitable for the masses. According to Swisscable, we are right at the transition from the analog to the digital TV world.
Most important trends: individualization and quality The cable network industry considers the individualization of television consumption to be the most important trend. It also wants to jump on this bandwagon and thus counter the intensified competitive situation. This is because competition exists not only with Bluewin TV, but also with satellite television and terrestrial distribution. The company therefore wants to focus on diversification and better picture and sound quality. High-definition television (HDTV), which is in the starting blocks, also plays an important role here. The cable TV companies' networks are already ready for HDTV, Leutenegger continued. The most important trend for the future of television, however, is individualization. However, tailor-made program packages and new offers require the completed transition to digital television and basic encryption of programs. A ban on basic encryption is unrealistic because it is precisely this that makes it possible to offer customers an individualized service. However, television users would then need a set-top box for DigiTV.
No uniform timetable To make room for the digital offering, today's basic analog programming will inevitably be reduced. From 2010, only a limited analog offering will be available on cable. Which channels will disappear from the basic offering will depend on the capacity of the network and will vary depending on the cable TV provider. There is no uniform timetable. However, Leutenegger believes it is much more important to provide comprehensive information so that customers can switch to digital television quickly and easily.
Gap to be bridged in 2006/2007 Increasingly broad sections of the population are already interested in digital television and the corresponding technical innovations. While the innovators (approx. 2 percent of the population) and early adopters (approx. 15 percent) are already receiving DigiTV, the early majority group (approx. 34 percent) is now also being addressed. DigiTV is growing out of its infancy and is currently becoming suitable for the masses. According to Swisscable, we are right at the transition from the analog to the digital TV world.
