Mr Rehr pointed out that the DTV transition is a renaissance for the TV media, however he did not elaborate on the subject in a more practical way – what can we expect? With DTV broadcast the TV picture will be crisp clear and the sound magnificent compared with todays analog TV, but that is really no news. He also wished there might be a migration from cable or satellite TV to broadcast DTV since it is free, with more channels coming up and with better quality. But the launch of DTV converter boxes can’t move fast enough. Today there is no boxes in stores even when information campaigns is up and running in full steam. The ambition is to get them in stores in January ´08. Little was said though about the efforts to reach niche groups, such as elderly or Spanish speaking. To reach the broad audience won’t be the hardest thing but to move the ones who are not as connected as many of us are.
Talking about the future of media is exciting. It is in sync with another transition – the move from the linear media world built on the laws of the industrial age to the non-linear multicomplex world of the information age that relies on connections and being connected, wherever and whenever to whatever – the consumer wants for the moment..
NABs President and CEO David Rehr said that up to 40% of local TV-stations audience click on the local TV-stations website when they go on-line! He thought that is amazing numbers for broadcast media and that the business should talk and do more about their on-line presence. One interesting effort to create a stronger local presence is NBC Hometown. And the campaigns for the DTV transition will at the same time work as a gigantic marketing campaign for local broadcast TV and imagine the thousands of on-air infomercials about the transition pushing traffic to the dtvanswers website run by NAB. On the other hand the battle will take place in stores when consumers have to make a choice between converter boxes for their roof top antenna or switch cable-, satellite- or maybe broadband TV. A “new” market is up for grabs..
Rehr mentioned that the top selling ad-on for Ipods is an FM-converter, making it possible to listen to live broadcast radio on your Ipod. If that is the case it is very interesting. Will that same need be transferred to the DTV sphere?
Will there be DTV converters for your Ipod or Iphone? That makes it possible for you to walk around watching live TV on your Ipod? Cool and simply irresistible. Or why not have a built in DTV receiver in your next Iphone. This years top invention is probably the Iphone and all media is going digital – so the next great thing should be portable wireless TV. Something Sanyo has already built.
This is what European media companies is thinking as well. Trials with DVB-H (the standard handheld Digital TV) has turned out successfully in both Germany and Sweden. So start imagine your Ipod loaded with Live TV for free and call your local Apple store to encourage them to make it possible. And in todays New York Times there is a piece about CBS Mobile, a interesting example on how to make your phone or maybe your Ipod so much more than a phone and also a TV.
P.S Things that Rehr did not talk about but would be interesting to hear more about: HDTV with an antenna + confusion about the difference between DTV, more about the different types of converter boxes – what will the choices be for consumers? On-line TV like Joost and Hulu vs broadcast TV (and hey – check this great article in NYT), NBCs move from Itunes and more on portable broadcast TV. D.S