ASO Experience in Japan - TT · (Report by the Terrestrial Digital ... Dairy beverage company Yakult ... project” of Fukui City, which offers

June 17, 2015

Reiko Kondo Director for Digital Broadcasting Technology

Ministry of Internal Affairs and Communications, JAPAN

ASO Experience in Japan

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Major Issues for Digital Transition

Master Plan

Channel Plan

Technical Standards

Establishing Digital Networks

Diffusion of Receivers

Attractive Programs

Awareness Raising of the Public

DTV Transition in Japan

December 2003

Digital broadcasting started in three major metropolitan areas (Tokyo, Osaka, Nagoya).

▼ Digital broadcasting

Analog broadcasting ▼

Analog broadcasting ended on July 24, 2011.

▼

December 2006

Digital broadcasting started in all prefectures.

July 2001

・ Revised the Radio Act, etc and decided the date of ASO. ・Analogue frequency-changing measures to prepare for starting DTV

▼

10-years Transition period

(3 Tohoku Prefectures : completed ASO on March 31, 2012 )

▼

March 2015

DTV measures and remedies complete.

▼

October 1998

Announcement of DTV master plans (Report by the Terrestrial Digital Broadcasting Council)

▼

April 2006 One-segment service

120 million people can watch terrestrial TV Broadcasting in Japan

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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

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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(ch)

Number of stations

(Channel number)

Total Approx. 15,000

As of July 2011

Number of stations

(Channel number)

(ch)

As of July 2011

Total Approx. 11,000

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.

Successful Transition in Japan

Terrestrial analogue TV stations in Japan

Terrestrial digital TV stations in Japan

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Survey on the spread of household digital receivers

- 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

- 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.

Survey outline

Survey item

Reflected in government policy

- 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.

Dissemination in Households

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2003 04 05 06 07 08 09 10 11 Calendar year

Number of Households (Unit: 10 mil)

Actual number 47.5 million

(95%) (Dec. 2010)

Analogue TV switch off In July 2011

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2007 2006 2005 2004 2003 2008 2009 2010 2011

Source: Japan Electronics and Information Technology association (JEITA), Japan Cable Laboratory

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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

LCD&PDP

Tuner

Digital Recorder

Personal Computer

CATV STB

Monthly Shipments (10 thousand)

Implementation term of Eco Points

Growth of Digital Broadcast Receivers

Digital Terrestrial Broadcasting Receiver Shipments (Monthly)

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1) Notice of temporary suspension is provided. 2) Notice appears on TV (appx. 5 times a day from July 10)

Local Completion of Digitalization for case study in Suzu City of Japan

May 29,2009 Call center launched

Jan 22-24, 2010 48 hour suspension

At Noon on July 24, 2010

Completion of Analogue Switch Off

One hour suspension of Analogue TV at 10-11 am on July 24, 2009 The notice on TV

July 24, 2009 One-hour suspension

1) Evaluation of one-hour suspension 2) Notice of the 48hour suspension and completion of switch Off

1) Evaluation of the 48 hour suspension 2) Notice of the completion of Digitalization

Suzu city (10 thousand households)

Map of Japan

The first step (Toward One-hour suspension)

The second step (Toward 48-hour suspension)

The second step (Toward completion of

Digitalization)

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Notification in some programs

“Analogue” Logo

From January, 2011 Always letter box with notification instrument

From July 2008 From July 5, 2010 From July 1, 2011

Notice on normal program

Analog broadcasting termination

Noon of July 24, 2011

Letter box, Notification

○ Sequentially, notification with the letterbox begins on analog program

○ NHK: From March 29, 2010

○ Commercial TVs: From April 2010

Virtual analog switch-off with blue back screen

○ All broadcasts do virtual analog switch-off at the same time especially prime time.

Facilitation for Analogue Switch Off in Japan

Regularly display blue back screen or notice program

From July, 2011 Always display day of

countdown to termination of analog broadcasting

“Notice” only

-- for people to facilitate preparation of analogue switch off --

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July 25, 2011 -

“Rapid radio measurement” Blue road indicates “recieve condition is good”

(publication)

DTV Support Center “DEJI-SAPO” by MIC

1. Explanatory meeting

3. Call center

2. Radio measurement vehicle

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Posters at Immediate Surroundings (1)

Posters on JR Commuter Train

Mascot for DTV Campaign “CHI-DE-JI-KA” (Digitization + Deer (“shika” in Japanese)) Puppets Key-holder Cellphone Strap

Posters on JR Commuter Train

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Posters at Immediate Surroundings (2)

Walk-through at Shibuya Station

Clipboard at Railroad Station

Railroad Boarding Positions Digital Signage in Shibuya 10

Poster by a Famous Actor, Tsuyoshi KUSANAGI

Ambassadors for Promotion of Digital Terrestrial Television Broadcasting

Spot Message at Sports Facilities

Cooperation: NPB

Cooperation: JRA

Cooperation: J League

Screening period: During the baseball season

Screening period: April 2010 - July 2011

BASEBALL HORCE RACING SOCCER

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 period: During the football season

Screening spot messages at soccer stadiums across the country

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Ref. Publicity Activities (Volunteer Activities) 1 Boy scouts

Members of boy scouts (20 members) handed out 400 DTV Leaflets on Apr-24 at Shin-Koshigaya station. (Saitama Prefecture)

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. 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.

3 Care Attendant (bathing service)

4 Convenience stores

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.

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.

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.

When offering dairy beverages to 500 elderly people in the city, the company also spoke about DTV and handed out the leaflets.

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Thank you very much!!

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