ASO Experience in Japan June 17, 2015 Reiko Kondo Director for Digital Broadcasting Technology Ministry of Internal Affairs and Communications, JAPAN
Major Issues for Digital Transition Master Plan Channel Plan Technical Standards Establishing Digital Networks Diffusion of Receivers Attractive Programs Awareness Raising of the Public 1
DTV Transition in Japan July 2001 Revised the Radio Act, etc and decided the date of ASO. Analogue frequency-changing measures to prepare for starting DTV December 2003 Digital broadcasting started in three major metropolitan areas (Tokyo, Osaka, Nagoya). December 2006 Digital broadcasting started in all prefectures. March 2015 DTV measures and remedies complete. Digital broadcasting Analog broadcasting April 2006 One-segment service 10-years Transition period October 1998 Announcement of DTV master plans (Report by the Terrestrial Digital Broadcasting Council) 120 million people can watch terrestrial TV Broadcasting in Japan Analog broadcasting ended on July 24, 2011. (3 Tohoku Prefectures : completed ASO on March 31, 2012 ) 2
Successful Transition in Japan In Japan, more than 120 million people can watch television via terrestrial broadcasting as universal service. The number of TV stations in Japan are over 10,000. Terrestrial analogue TV stations in Japan Terrestrial digital TV stations in Japan 700 600 500 400 300 200 100 0 Number of stations Total Approx. 15,000 1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51 53 55 57 59 61 (Channel number) (ch) As of July 2011 Number of stations 700 600 500 400 300 200 100 0 Total Approx. 11,000 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51 53 55 57 59 61 (Channel number) (ch) As of July 2011 3
Survey on the spread of household digital receivers Survey outline - Period of conducting survey : Mar 2005 - December 2010 (total 9 times) - Regions targeted by survey : All 47 prefectures nation-wide - Targets of survey : Individuals from ages 15 to 79 - Survey method : Survey via mail after sample selection by RDD (Random Digit Dialing) method - No. of valid samples : around 13,000 / each survey - Organization conducting survey: The Association for Promotion of Digital Broadcasting sponsored by MIC Survey item - Personal data (prefecture, income, age, method to receive radio waves) - Type of Digital receiver (DTV, STB, Digital recorder, CATV-STB, etc.) - Reason for not buying a receiver - Reason for not receiving digital programs but purchasing DTV. - Intention to purchase DTV in the future. Reflected in government policy - Analyze the reasons for not possessing a digital receiver from results of the survey, and reinforce efforts to focus on the applicable households. - Avoid confusion such as future supply and demand stringency, by comparing it with the volume of shipments of digital TV receivers. Number of Households (Unit: 10 mil) Actual number 47.5 million (95%) (Dec. 2010) 2003 04 05 06 07 08 09 10 11 Calendar year Dissemination in Households 012345Analogue TV switch off In July 2011 4
Growth of Digital Broadcast Receivers Digital Terrestrial Broadcasting Receiver Shipments (Monthly) Monthly Shipments (10 thousand) 600 Source: Japan Electronics and Information Technology association (JEITA), Japan Cable Laboratory 550 500 450 400 350 300 250 200 150 LCD&PDP Tuner Digital Recorder Personal Computer CATV STB 100 50 0 Dec Mar Jun Sep Dec Mar Jun Sep Dec Mar Jun Sep Dec Mar Jun Sep Dec Mar Jun Sep Dec Mar Jun Sep Dec Mar Jun Sep Dec Mar 2003 2004 2005 2006 2007 2008 2009 2010 2011 Implementation term of Eco Points 5
Local Completion of Digitalization for case study in Suzu City of Japan The first step (Toward One-hour suspension) May 29,2009 Call center launched One hour suspension of Analogue TV at 10-11 am on July 24, 2009 The notice on TV 1) Notice of temporary suspension is provided. 2) Notice appears on TV (appx. 5 times a day from July 10) The second step (Toward 48-hour suspension) July 24, 2009 One-hour suspension Suzu city (10 thousand households) 1) Evaluation of one-hour suspension 2) Notice of the 48hour suspension and completion of switch Off The second step (Toward completion of Digitalization) 1) Evaluation of the 48 hour suspension 2) Notice of the completion of Digitalization Jan 22-24, 2010 48 hour suspension At Noon on July 24, 2010 Completion of Analogue Switch Off Map of Japan 6
Facilitation for Analogue Switch Off in Japan -- for people to facilitate preparation of analogue switch off -- From July 2008 From July 5, 2010 From July 1, 2011 Noon of July 24, 2011 Analogue Logo From July, 2011 Always display day of countdown to termination of analog broadcasting Notification in some programs From January, 2011 Always letter box with notification instrument Notice on normal program Notice only Letter box, Notification Virtual analog switch-off with blue back screen Regularly display blue back screen or notice program July 25, 2011 - Analog broadcasting termination Sequentially, notification with the letterbox begins on analog program NHK: From March 29, 2010 Commercial TVs: From April 2010 All broadcasts do virtual analog switch-off at the same time especially prime time. 7
DTV Support Center DEJI-SAPO by MIC 1. Explanatory meeting 2. Radio measurement vehicle (publication) 3. Call center Rapid radio measurement Blue road indicates recieve condition is good 8
Posters at Immediate Surroundings (1) Posters on JR Commuter Train Posters on JR Commuter Train Key-holder Cellphone Strap Mascot for DTV Campaign CHI-DE-JI-KA (Digitization + Deer ( shika in Japanese)) Puppets 9
Posters at Immediate Surroundings (2) Walk-through at Shibuya Station Clipboard at Railroad Station Poster by a Famous Actor, Tsuyoshi KUSANAGI Ambassadors for Promotion of Digital Terrestrial Television Broadcasting Railroad Boarding Positions Digital Signage in Shibuya 10
Spot Message at Sports Facilities BASEBALL HORCE RACING SOCCER Cooperation: NPB Screening period: During the baseball season Cooperation: JRA Screening period: April 2010 - July 2011 Cooperation: J League Screening period: During the football season Screening a spot message at all 12 teams stadiums The Minister of MIC pitched the first ball at Koshien Stadium, Yokohama Stadium, Tokyo Dome, etc. Screening a spot message at racetracks, ticket windows, etc. across the country Screening spot messages at soccer stadiums across the country 11
Ref. Publicity Activities (Volunteer Activities) 12 1 Boy scouts 2 Social workers 2,500 social workers from 20 organizations in Shizuoka prefecture visited families to encourage DTV switchover. Those workers connected the families to Digital Support (local office) when DTV visiting support was requested. Members of boy scouts (20 members) handed out 400 DTV Leaflets on Apr-24 at Shin-Koshigaya station. (Saitama Prefecture) 4 Convenience stores 8,600 LAWSON convenience stores, have spoken to elderly customers about digitalization from 5 July to 15 August. (Excluding, Iwate, Miyagi and Fukushima) They put mini flags at the entrance and handed out leaflets including the phone number of the DTV call center. 5 Public Baths 400 leaflets and 200 cards about digitalization were handed out at 20 public baths in Niigata prefecture. As the bath owners know most of their customers, they speak to their customers about digitalization and the Digital Support Office at the reception desks. 6 Dairy beverage vendor (cooperation with local government ) Dairy beverage company Yakult is entrusted with Longevity welfare project of Fukui City, which offers dairy beverages to elderly people over 65 who live alone in the city. When offering dairy beverages to 500 elderly people in the city, the company also spoke about DTV and handed out the leaflets. 3 Care Attendant (bathing service) 12 care attendants (offering bathing service to elderly people) in Aomori City handed out more than 100 DTV leaflets including the phone number of the DTV call center and explained DTV switchover to the families of the service users. 7 Taxies 1,780 taxi drivers (107 taxi companies) in Akita prefecture asked customers whether they have switched to DTV and handed out DTV leaflets to those who do not have digital receivers.
Thank you very much!! 13