High Definition Television: Global uptake and assessment to 2010

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1 High Definition Television: Global uptake and assessment to 2010 screendigest

2 High Definition Television: Global uptake and assessment to 2010 Published March 2006 by Screen Digest Limited screendigest Screen Digest Limited Lymehouse Studios 30/31 Lyme Street London NW1 0EE telephone +44/ fax +44/ Author: Vincent Letang Editor: Guy Bisson, Ben Keen, Allan Hardy Layout: Tom Humberstone, Leander Vanderbijl All rights reserved. No part of this publication may be reproduced, transmitted, or stored in a retrieval system, in any form or by any means without the prior written permission of the publisher, nor be otherwise circulated in any form of cover or binding other than that in which is it published and without a similar condition (including this condition) being imposed on the subsequent publisher. Copyright Screen Digest 2005 Printed by Screen Digest (A) 2

3 Contents High Definition Television: Global uptake and assessment to Contents 7 List of tables and charts 11 Key facts and forecasts 13 Executive summary 19 Chapter 1 Introducing HDTV 19 Definitions, scope of the report 19 What is HDTV? 20 Technical concepts 22 A brief history of high definition 22 HD prehistory: the failure of analogue HDTV 23 Widescreen TV 24 Europe leapfrogs SD widescreen to aim for HDTV 24 High definition DVD and other HD products 29 Chapter 2 The take-off of digital HDTV 29 The USA: entering the third phase 30 Europe 2004: the rebirth of the HDTV issue 30 Encouragement from the EC 31 The FIFA 2006 milestone 33 Next-generation displays show up flaws of SDTV 33 The HDTV issue re-introduced in France : Conditions ripe for take-off 34 The HD ready label secures a European standard 35 Hardware market trends: HD everywhere at IFA CES 2006: HD drives CE growth 37 All conditions are clear for a lift-off in The European launches 43 Chapter 3 HDTV Economics 43 Drivers and Obstacles 43 Interoperability of technical standards and formats 43 Industry co-ordination 44 Bandwidth: the good news from advanced codecs 45 Regulation 46 Content availability 47 Availability of HD displays in Europe 49 Copy protection 50 Consumer awareness 51 Consumer appeal 52 Audiovisual content: what HD changes 52 Broadcaster business models for HDTV 54 HD packages 54 HD PPV/VoD 54 HD versions of existing premium channels 54 Other HDTV business models 55 Will there be an HDTV switchover? 55 Focus: HDTV and advertising 56 Focus: HDTV and sports 57 HDTV and sports: the chronology 59 Chapter 4 Stakeholders facing HDTV 59 A. TV technology and service providers 59 Chipset vendors 3

4 High Definition Television: Global uptake and assessment to Set-top boxes manufacturers 61 Broadcast electronics 61 Production equipment 61 Production and post-production services 62 B. Transmission and platform service providers 62 Satellite operators 63 C. Consumer electronics players 65 D. Content providers 65 Cinema production 65 Film catalogue owners 66 Television production 67 Sports rights owners 67 E. Television operators 67 Free-to-air broadcasters 68 International channel operators 68 HD pure players 69 Pay TV operators 69 Summarising strategic impacts 70 Institutional players 72 Digital Interoperability Forum (DIF) 73 The business case across delivery platforms 73 Pay DTH 73 Free-to-air DTH 73 Digital Cable 74 IPTV 74 DTT 77 Chapter 5 Market Assessment to HD supply 77 HD platforms 79 HD operators 79 HD channels 81 How many HD channels in Europe by 2010? 85 HD penetration 85 Methodology 86 HD resolution and HD ready households 89 Worldwide consolidation 95 Chapter 6 Country profiles 95 Australia 95 Overview 95 Market context 95 DTT 96 The HD quota 97 HD technical requirements 97 HD implementation 97 HD content 98 Other platforms and pay TV 99 Hardware trends 100 Forecasts Australia 101 Benelux 101 Overview 101 Market context 101 Public Broadcasters 102 Euro Cable 106 Other HD initiatives 106 IPTV 106 DTH 106 DTT 106 Belgian HD Forum 106 SES-Astra 108 Forecasts Belgium 109 Forecasts Netherlands 111 China 111 Overview 111 Market context 111 DTT 112 The 2008 Olympic target 112 CCTV HD 113 DTH: Shanghai Media Group 113 Forecasts 115 France 115 Overview 115 Market context 115 Free-to-air broadcasters 117 DTH 120 DTT 121 IPTV 122 Cable 122 HD Forum 123 Forecasts 125 Germany 125 Overview 125 Market context 125 Public Broadcasters 127 Free-to-air broadcasters 128 DTH 129 DTT 130 Cable 130 IPTV 130 HD Forum 131 HDTV equipment trends 132 Forecasts 133 Hong Kong 133 Overview 133 Market context 133 DTT 133 IPTV 133 DTH 133 Cable 134 HD content 134 Forecasts 4 screendigest 2005

5 Contents 137 Italy 137 Overview 137 Market context 137 RAI 137 Commercial broadcasters 138 DTH: Sky Italia 139 IPTV 139 HD Forum 140 Forecasts 141 Japan 141 Overview 141 Market context 141 Early analogue HDTV 142 DTH 143 Cable 143 DTT 144 HD content The NHK role 144 Hardware and household penetration 146 Forecasts Japan 147 Korea 147 Overview 147 Market context 147 DTT 148 DTH 149 Cable 149 Hardware and consumer issues 150 Forecasts 170 Hardware trends 170 Production services 171 Forecasts 173 United States 173 Overview 174 Market context 174 The introduction of HDTV with DTT 176 DTH DirecTV 178 DTH Echostar 179 Cable 180 IPTV 180 HD programme providers 181 Rainbow/Voom 182 Discovery 184 Equipment market 186 Consumer awareness 187 Focus on sports 187 Focus on Canada 187 Forecasts US 191 Glossary 151 Nordic Countries 151 Overview 151 Market context 151 Public broadcasters 153 DTH 154 Digital cable 154 IPTV 155 DTT 155 HD Forum 155 HD equipment trends 156 Forecasts 157 Portugal 157 Overview 157 Portuguese operators facing HDTV 158 Forecasts 161 United Kingdom 161 Overview 161 Market context 161 The BBC 164 ITV 164 DTH: Sky HD 168 Cable 168 IPTV 169 DTT 169 HD Forum 5

6 High Definition Television: Global uptake and assessment to screendigest 2005

7 List of tables and charts High Definition Television: Global uptake and assessment to Chapter 1 Introducing HDTV 20 Figure 1: The improvement of resolution in display technologies 20 Table 1: HD across display and broadcasting technologies 21 Figure 2: Picture areas for SD and HD at same resolution 21 Table 2: Comparison of TV formats 22 Figure 3: The HD technical chain for a fully HD experience 25 Figure 4: The high definition DVD formats 25 Figure 5: Broadcast TV vs. home video, a race for higher quality 26 Table 3: Chronology of HDTV 27 Chronology of HDTV (continued) 29 Chapter 2 The take-off of digital HDTV 29 Figure 6: Chronology of HD in Japan, Europe and the US 32 Table 4: Tariffs for the international feed of the FIFA World Cup 33 Table 5: Rights holders and HD broadcasts of the 2006 FIFA World Cup 34 Table 6: EICTA s HD ready minimum requirements for TV sets 35 Figure 7: Consumer drivers in the migration towards HD ready FTVs 37 Table 7: Cross promotion marketing agreements between manufacturers and broadcasters on HDTV 38 Figure 8: The three key factors in the HD migration and the drivers to HD broadcasting in Europe 40 Figure 9: HD launches in Table 8: All HDTV services 43 Chapter 3 HDTV Economics 44 Table 9: Drivers and obstacles to HDTV uptake 45 Table 10: Bandwidth required and costs involved in HDTV broadcasting 47 Figure 10: Switch to HD production and availability of content for broadcasters 48 Figure 11: Dixons flat HD TVs by size and price (as of December 2005) 49 Table 11: Dixons flat TVs percentage of HD ready per price category 49 Table 12: Dixons flat TVs percentage of HD ready per size category 49 Table 13: Dixons flat TVs average price per size category and HD premium 49 Table 14: FNAC Flat TVs above 26-inch proportion of HD models by level of resolution 51 Table 15: Awareness of HD ready in Europe in October Figure 12: Consumers criteria when choosing a new TV set 53 Table 16: Added value and added costs in producing HD across main genres 54 Figure 13: Pay HD TV business models 55 Figure 14: Cost vs. quality in TV transmission 58 Figure 15: The evolution of sports production

8 High Definition Television: Global uptake and assessment to Chapter 4 Stakeholders facing HDTV 59 Figure 16: The value chain of television 60 Table 17: Partnerships between TV operators and STB providers 60 Table 18: Partnerships between STB makers and chipset provider 63 Table 19: Additional business for satellite operators: HD Channels already launched or announced on Astra 63 Table 20: Bandwidth requirement and transmission cost for HD feeds (average) 63 Table 21: Theoretical bandwidth requirement for SD and HD feeds 64 How much can satellite operator can make from the demand for HDTV? 64 Table 22: Forecast of additional revenue for satellite operators in Europe 66 Table 23: Threats and opportunities for content providers 67 Focus on animation production 71 Table 24: Summary of strategic implications in the value chain 72 DIF remit 72 Table 25: HD Forums at end Chapter 5 Market Assessment to Figure 17: Number of delivery platforms offering HDTV services ( ) 78 Table 26: Availability of HD services across countries and delivery platforms 78 Table 27: Number of delivery platforms offering HDTV services (maximum six per market) 79 Figure 18: Map of HD launches in Europe in Table 28: Pay TV operators offering high definition services 80 Figure 19: Number of HD channels by area 80 Figure 20: The 32 national HD channels in the USA at end-2005 breakdown per genre 81 Figure 21: The number of national HD channels in the USA ( ) 81 Figure 22: The number of HD channels in the Asia-Pacific Zone ( ) 82 Table 29: The 27 HD services officially planned in Europe by mid Table 30: European HD channels broadcast by Table 31: The chronology of launch of HD channels, by genre 85 Figure 23: HD penetration concepts 85 Figure 24: Forecasting methodology 86 Table 32: High resolution TV households (Europe) 86 Table 33: Proportion of high resolution TV households (Europe) 87 Table 34: HD ready TV households (Europe) 87 Table 35: Proportion of HD ready TV households (Europe) 88 Figure 25: Penetration of HD ready households in Europe in 2010, by country 88 Table 36: High resolution TV households without HDMI/DVI (therefore not HD ready ) 89 Figure 26: Number of HD ready households in Europe (2010) 89 Figure 27: Number of HD ready households in Europe Percentage of total (2010) 90 Table 37: HD resolution households ( ) 90 Table 38: HD watching households, by country ( ) 91 Figure 28: HD resolution households by region ( ) 92 Table 39: HD watching households, by country in 2010 (percentage of TV households) 92 Figure 29: HD households in Europe in Figure 30: HD watching households, European countries (2010) 93 Figure 31: HD watching households, by country in 2010 (percentage of TV households) 94 Figure 32: HD resolution and HD ready households in Europe ( ) 95 Chapter 6 Country profiles Australia 95 Digital TV background: Australia 96 Australia: HD ready TV sales 96 Australia: HD households 96 Table 40: HDTV broadcasting on DTT in 2004 (first full year) 97 Australia: HD watching HHs Australia: HD watching households 98 The DBA 98 Table 41: DTT receivers available on the Australian market 100 Australia: HDTV market summary 101 Benelux 101 Digital TV background: Belgium 101 Digital TV background: Netherlands 8 screendigest 2005

9 List of tables and charts 102 Examples of events captured by Alfacam and shown on Euro Belgium: HD ready TV sales 102 Belgium: HD households 103 Belgium: HD watching households 103 Belgium: HD watching HHs Netherlands: HD ready TV sales 104 Netherlands: HD households 105 Euro1080/HD1 distribution (November 2005) 105 Netherlands: HD watching households 105 Netherlands: HD watching HHs Belgium: HDTV market summary 109 Netherlands: HDTV market summary 111 China 111 China: HD ready TV sales 111 China: HD households 112 China: HD watching households 112 China: HD watching HHs China: HDTV market summary 115 France 115 Digital TV background: France 116 France: HD ready TV sales 116 France: HD households 117 France: HD watching households 117 France: HD watching HHs Table 42: Technical scenario of HD on French DTT Example of Multiplex Technical and regulatory assumption behind the above HD-DTT scenario. 121 Table 43: Members of the French HD Forum (by December 2005) 124 France: HDTV market summary 125 Germany 125 Digital TV background: Germany 126 Germany: HD ready TV sales 126 Germany: HD households 127 Germany: HD watching households 127 Germany: HD watching HHs Germany: HDTV market summary 133 Hong Kong 133 Digital TV background: Hong Kong 134 Hong Kong: HD households 134 Hong Kong: HD watching households 135 Hong Kong: HD watching HHs Hong Kong: HDTV market summary 137 Italy 137 HDTV capture in Turin Digital TV background: Italy 138 Italy: HD ready TV sales 138 Italy: HD households 139 Italy: HD watching households 139 Italy: HD watching HHs Italy: HDTV market summary 141 Japan 141 Digital TV background: Japan 142 Japan: HD ready TV sales 142 Japan: HD households 143 Japan: HD watching households 143 Japan: HD watching HHs Figure 33: Number of HD channels in Japan ( ) 145 Table 44: Details of HD channels in Japan at end Japan: HDTV market summary 147 Korea 147 Digital TV background: Korea 148 Korea: HD households 148 Korea: HD watching households 149 Korea: HD watching HHs Korea: HDTV market summary 151 Nordic Countries 151 Digital TV background: Nordic Countries 152 Nordic countries: HD ready TV sales 152 Nordic countries: HD households 153 Nordic countries: HD watching households 153 Nordic countries: HD watching HHs Table 45: The Swedish HD Forum 156 Nordic countries: HDTV market summary 157 HD Forum 157 Portugal 157 Digital TV background: Portugal 158 Portugal: HD households 158 Portugal: HD watching households 158 Portugal: HD watching HHs Portugal: HDTV market summary 161 United Kingdom 161 Digital TV background: United Kingdom 162 United Kingdom: HD ready TV sales 162 United Kingdom: HD households 163 United Kingdom: HD watching households 163 United Kingdom: HD watching HHs Table 46: example of programmes to be shown on Sky HD at launch 172 United Kingdom: HDTV market summary 9

10 High Definition Television: Global uptake and assessment to United States 173 Digital TV background: United States 174 Table 47: HDTV formats used by US broadcasters (1080i vs. 720p) 175 Table 48: FCC deadlines for phasing out shipment of analogue TV sets in the USA 176 United States: HD ready TV sales 176 United States: HD households 177 United States: HD watching households 177 United States: HD watching HHs Table 49: Echostar/Dish Network HD offering starting February Table 50: Sales of consumer electronics products by product categories (factory sales) 184 Figure 34: Total consumer electronics products (factory sales) 185 Table 51: Sales of television receiver in the US 185 Figure 35: US consumer electronics markets and CAGR 185 Figure 36: US CE market 2005, breakdown by product category 186 Figure 37: Sales of television sets in the US ( ) 186 Figure 38: Sales of digital TV sets and displays 187 Figure 39: Ipsos USA January 188 Figure 40: The 32 national HD channels in the USA at end-2005 breakdown by genre 188 Figure 41: The number of national channels in the USA ( ) 190 United States: HDTV market summary 10 screendigest 2005

11 4 Stakeholders facing HDTV The business case across delivery platforms Pay DTH DTH is the only delivery platform which is able to accommodate the bandwidth requirement needed for HDTV in the short term. DTH-based operators therefore have a window of opportunity which they can exploit. Cable has this capacity, but only when networks have been upgraded to broadband capacity and allow for 10 to 12 Mbit/s. DTT in Europe will mainly carry SD channels before analogue turn-off. DTT in other zones is carrying only the generalist terrestrial channels in HDTV. Back in the 1990s, when analogue cable was only carrying 30 to 50 channels, DTH took off on a simple Unique Selling Point: more channels (up to 200 in the USA). In the USA, when HDTV appeared, DTH operators were relatively slow to adopt HD and they did not push channel operators to go HD. The USP was the number of channels, not the HD quality, and it was strong enough to successfully compete with analogue cable. Considering the cost of HD simulcasting, expanding the HD offering beyond premium channels did not make sense in a context of low HD awareness. The failure of Voom as a stand-alone platform showed that HD was not by itself such a strong proposition. By end-2004, DirecTV and Echostar were offering less than ten HD channels each. Now that digital cable has started to reach significant coverage in Europe (already one third of all cable subscribers and we believe it will reach 50 per cent by 2009), and has the ability to offer hundreds of channels and VoD, DTH-based pay TV has to come up with new features: DVRs and HDTV are among the main ones. This new, direct competition between three platforms (DTH, digital cable, IPTV) with similar technical capability is bound to be a strong driver for HD in the mid-term. Free-to-air DTH In Japan and Europe, digital HDTV was first introduced on free-to-air DTH, though by different kinds of players: public broadcaster NHK on the BS satellite in Japan (BS-hi), small facilities group Euro1080 on the Astra satellite system in Europe. But in general we believe HDTV services will develop more rapidly on pay TV. Only in markets where free-to-air DTH has a significant penetration (e.g. Germany and Nordic Europe) will that platform make business sense. ProSiebenSat.1 launched an HD feed of its two flagship channels ProSieben and Sat.1 as early as October 2005, and we expect its competitors in particular the RTL group to follow at some point. Some pressure is also being exerted on public service broadcasters (ARD and ZDF) to broadcast FIFA World Cup games in HD, although German public broadcasters are reluctant to go HD at such an early stage of household penetration. In the UK, ITV and the BBC will launch Freesat in This service is intended to be a satellite-based equivalent to Freeview and provide an alternative to the free-to-air satellite option that is offered by pay TV giant BSkyB. It is primarily aimed at filling the reception gaps of DTT, in order to facilitate nationwide analogue terrestrial turnoff. The BBC has also announced a limited trial by mid-2006 and is said to be talking with other players on this subject, but little is known about the programming and distribution of the HD feed. Freesat and HD are officially separate projects. But because there will be no bandwidth constraints on DTH, we believe it will make sense for the BBC to broadcast some of its programmes in HD quality on Freeview as soon as 2006, at least during the World Cup. The World Cup gives a wonderful opportunity to promote Freesat s and BBC HD s launches together. Sky will also be happy to have a BBC channel and promote it on its own HD bouquet and EPG. Digital Cable Cable operators can only contemplate offering HDTV services (channels or VoD) when their networks have been upgraded to broadband capacity. On the other hand, the marketing appeal of HDTV may be strong enough to help drive both pay TV and cable digitisation in countries where they have had low penetration, like Germany and Benelux. For instance, the soon-to-be-merged NTL and Telewest will enjoy a monopoly over British cable and a near-fully digitised network. Telewest is expected to launch an 73

12 High Definition Television: Global uptake and assessment to 2010 HD service in early It will comprise an HD VoD service and broadcast channels. The mainland European cable leader UPC, which controls Noos in France as well as many networks in the Benelux, is currently finalising a Philips MPEG-4 HD set-top box and plans to offer an HD service on its broadband networks as soon as mid 2006 ( for the FIFA World Cup ) in the Netherlands, and later in in other countries. IPTV Broadband operators are using DSL technologies to compete with cable operators in the triple play market, providing highspeed internet, telephone, digital TV and VoD. Whilst plain ADSL does not have the capacity to carry HDTV, the latest DSL technologies are capable of streaming in HDTV quality: ADSL2+, VDSL and VDSL2, the latter delivering up to 100 Mbit/s. Alternatively fibre-to-the-home (FTTH) can also deliver HDTV streaming. Many broadband operators have announced they will implement such technologies, sometimes making it clear that they intend to carry HD IPTV and HD VoD. France Telecom s MaLigneTV (France), Free (France), Deutsche Telekom s T-Online Vision (Germany), Now Broadband PCCW (Hong Kong), SureWest (USA) have all made HD trials in 2005 and have announced that they are planning to roll-out HD services in Although no announcement has been made, Fastweb and Telecom Italia are likely to introduce HD at some point in the Italian market. In Spain, Telefonica s Imagenio TV is upgrading to ADSL2+, which could give it the opportunity to introduce HD and differentiate from DTT. In Sweden, Bredbandsbolaget has experimented with HD via IPTV and may launch a service that would help to differentiate from competitor com.hem, for example by including HDTV content in partnership with Viasat. Canal Digital is also offering its pay TV packages (including C More channels) in FTTH networks and might offer C More HD to up to 500,000 passed homes by end 2007 (C More HD is already available on DTH). Finland's Maxisat is to roll out the country's first ADSL2+ TV service which will include multi-channel TV and Internet access using DSL-based IPTV technology. BT in the UK has specified an HDcapable set-top box (from Philips) for its Freeview Plus hybrid DTT/IPTV service, but has not indicated any timetable for introduction of an ADSL2+ necessary to deploy an HD proposition. Pay TV operators which partner with broadband operators may influence them into accelerating their upgrade. For instance in France, both TPS and Canal Plus have said that the IPTV service should be upgraded to HD at the same time as their DTH service. And they are developing HD-capable IPTV set-top boxes. DTT In cable markets (e.g. Germany, Benelux, the USA), the migration to DTT is primarily driven by a policy wish to switch off analogue terrestrial broadcasting. Only in the Netherlands was it intended also to provide competition for the cable monopoly as a delivery mechanism. As a result, DTT is not likely to carry any HDTV either before or after analogue turn-off. Recovered frequencies will be used for wireless application such as SD mobile television or mobile telecommunications. In other markets, much depends on the DTT technology (MPEG-2, MPEG-4) used and the regulatory system. The Australian, Korean and Japanese authorities have mandated terrestrial broadcasters to transmit in HDTV quality over DTT. In the UK, the successful Freeview service has been based on a free-to-air multichannel offering and inexpensive MPEG-2 set-top boxes sold at retail. To broadcast some channels in HDTV today, it would be necessary to drastically reduce the number of channels or broadcast in MPEG-4 (whilst 25 per cent of households are already equipped with MPEG-2 set-top boxes or IDTVs). Both solutions are unlikely before analogue switchoff. The priority for the UK Government, regulator Ofcom and the BBC alike is to encourage switchover from analogue to digital. However, the BBC has officially told Ofcom that it would like to broadcast in HDTV quality after turn-off when recovered 74 screendigest 2006

13 4 Stakeholders facing HDTV analogue frequencies will make it more feasible. The BBC is expected to undertake DTT HD trials in 2006 and will probably implement some HDTV feeds when regional switch-offs take place from 2008 on. In Italy, Sweden and Spain the priority is also to achieve a fast analogue-to-digital switchover and then there will be time to implement some free-to-air HD. Private Italian broadcaster Mediaset is also expected to conduct HD DTT trials at some point in the regions where early switch-offs will take place (Val d Aoste and Sardinia). Mediaset has just launched a pay-per-view football service on DTT, competing with Sky Italia. If the model works it may make sense to upgrade it to HD quality when it becomes technically feasible. In France, the whole issue of HDTV was re-introduced into public debate in 2004 together with DTT. Commercial broadcaster TF1suggested postponing the launch of DTT (then planned for March 2005) in order to wait for MPEG-4 to be ready and then to launch DTT in HDTV-quality from the start. This change of plan was not accepted by the regulator CSA, but the latter has mandated that pay channels launched during the autumn of 2005 should be broadcast in MPEG-4, thus opening the door for HD feeds from one or two premium channels. TPS and Canal Plus have already said they will do this if authorised. However the regulatory process to achieve it is complex in a highly regulated environment of channel-by-channel licensing. In Norway, DTT will be introduced in 2006 directly with MPEG-4 and will probably feature HD channels at some point. 75

14 6 Country profiles HD Forum Portugal Overview Portugal cannot be expected to lead the way in Europe for many reasons, including the high penetration of cable (44 per cent of TV households); the small size of its domestic market which makes it difficult to make economies of scale when switching to HD production or broadcasting; and a relatively less affluent population which is unlikely to rush rapidly towards HD displays. Nevertheless, some drivers must be mentioned. Portugal is the only country in southern Europe where cable digitisation is well under way with already 7.4 per cent of TV households in 2005 (compared to the west European average of 4.8 per cent) and expected to reach 41 per cent in 2009 (80 per A Portuguese HDTV Forum was set up in 2005 with the mandate to promote HDTV. Its website has detailed information about possible options available to consumer to watch HDTV and covers both HD sources and HD displays. The forum will help foster creation of more HD productions from Portuguese producers and national broadcasters. The forum organises conferences, demos and training sessions to keep all parties involved (including professional, institutional and media) updated with the latest developments in HDTV in Europe and the latest technology news. It promotes local HD productions for local future usage and sales abroad. On a more practical side, it organises training programmes for retail staff and technical production staff. The forum members include most manufacturers of HD consumer and professional equipment, national broadcasters, cable operators, satellite operators and government bodies involved in broadcast regulation. The forum participated in the European summit in Luxembourg in July 2005 and plans to develop one-to-one co-operation with other specific HD organisations, such as with the Spanish organisation for football cooperation. Digital TV background: Portugal s % population 10,581 TV households 3, cable penetration (total) 1, DTH penetration (total) DTT penetration (total) cent of all cable TV households). The two major cable operators are said to be extremely interested in introducing HD channels as soon as the technology becomes available. Sky HD might increase HD awareness if, as reported, some local pirate boxes appear in Finally an active HD Forum is already up and running. Portuguese operators facing HDTV Interest in HD from Portuguese broadcasters is limited at the moment. During the 2004 UEFA Championship hosted in Portugal, all games were captured in HD, mainly by Alfacam of Belgium, but they were not broadcast in HD by local channels. They were only broadcast in three major cinema venues across the country. In the mid-term, cable operators are more interested. By mid 2005 HD1 was broadcast by Cabovisao, and TVcabo should follow. HDTV tests are being carried out for future DTT and IPTV. DTT is being tested by private TV company TVI and IPTV by private groups Sonae and Siemens. Cable operators are also looking into local HD channels with local productions, football or even National Geographic programmes. In terms of content, a few movies and TV series are already produced in HD and some main labs are already equipped for HD editing. But in a smaller country, with relatively less affluent national broadcasters, where few programmes are exported and economies of scale are difficult to reach, switching to HD for producers may be more of a challenge. Manufacturers are desperate to see more content available but broadcasters are seeking EU or national Government subsidies. The HD Forum is lobbying for this (which is not the case for HD organisations in bigger countries, or for the European Forum). digital cable penetration digital DTH penetration (pay) digital DTH penetration (free) total digital pay TV penetration total digital TV penetration (pay and free) Source: Screen Digest 157

15 High Definition Television: Global uptake and assessment to 2010 Portugal: HD households (000s) Forecasts HD-ready HHs HD-watching HHs HD channels We anticipate the first HD offerings in 2008 or 2009 in Portugal. By 2010 the number of channels will be a modest three Portugal: HD watching households (000s) 100 Free-to-air HDTV Source: Screen Digest Hardware and consumer trends Portuguese consumers are still largely unaware of HD as the market has been inhibited by the cost of displays. Only 500 homes were estimated to be able to access Sat HD by mid According to some reports, next year Portuguese consumers may go for Sky HD with the same enthusiasm as they did for Sky Digital. If pirate HD boxes do spread like the previous Sky set-top boxes, this could increase HD awareness. There will be 528,000 HD ready households by 2010, of which 103,000 will be watching HD broadcast through pay TV (digital cable or DTH). Pay HDTV Source: Screen Digest Portugal: HD watching HHs 2010 (000s) 3 26 Digital Free DTH DTH Digital cable 74 Source: Screen Digest 158 screendigest 2006

16 6 Country profiles Portugal: HDTV market summary (000s) TV households 3, ,153 3,152 3,151 3,151 3,150 3,149 3,148 3,147 3,146 TV sales Flat TV sales HD ready plasma sales HD ready LCD sales HD-ready TV sales HD ready households HD resolution households HD sales in % of all TV sales HD HHs in % of all HHs HD-receiving HH - FTA HD-receiving HH - PayTV 441 1,319 1,710 HD-receiving HH - Total 441 1,396 1,803 HD-watching HH - FTA 2 3 HD-watching HH - PayTV HD-watching HH - Total Proportion of HD-watching HH Digital cable DTT Pay IPTV DTH DTH 2 Digital Free DTH 2 3 free DTT Number of platforms with HD (out of 6) Number of HD channels FTA HD Pay HD 1 Premium HD PPV/VOD Source: Screen Digest 159

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