rthk9.rthk.hkrthk9.rthk.hk/mediadigest/pdf/200807.pdflaunched the world’s first commercial digital cable service more than a decade ago, and started digital terrestrial television

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We can conclude that theelderly and those with variousimpa i rmen t s may we l l havedifficulties getting started with DTT,but that the DTT platform hasconsiderable potential to maketelevision accessible to all.

2. Is accessibility a medical ora social problem?

Offering access services usuallylies between the following twoextreme scenarios:A. Focus on disability and equating

them with diseases that requiremedical attention.

B. Focus on “the social model ofdisability where a distinction ism a d e b e t w e e n t h e t e r m s'impairment' and 'disability.'

In the first scenario, the (public)health system uses medical science totake corrective action as far asdisabilities are concerned. Solutionsoften require public funding andassuring action ultimately up to thosedirectly affected. In this scenario,those wi th impa i rments buyspecialised DTT set-top boxesthemselves or get them from thepublic health system. Solutions oftenignore the self-esteem of thoseinvolved and tend to be ad-hoc, andrun the risk of being expensive froma macro-economic perspective.

In the second scenar io ,however, society at large assumes acollective responsibility for beinginclusive. DTT solutions in thisscenario focus on hammering outconsensus among all the stakeholdersin the value chain, including thev i e w e r s a n d o r g a n i s a t i o n srepresenting those with impairmentsand the elderly. Where consensus isreached, DTT is synonymous withinclusiveness, a respect for the rightsand well-being of all.

3. What DTT access servicescan we offer now?

DTT already has a range of

options. There are many matureaccess services solutions thatbroadcasters and transmissioncompanies can offer. But toughchoices will have to be made. Theydepend in the first instance on theregulatory climate governing accessservices and then the application ofthree criteria:A. Is the service to be offered

a c c e p t a b l e a n d h a v e ademonstrable benefit to itsintended audience?

B. Is there a technology that can beintegrated into existing workflows and that is scaleable?

C. Is there a sustainable businessmodel for the service in question?

For a service to be viable, allthree criteria have to be met.

A prerequisite here is that eachstakeholder in the value chainunderstands the interests andresources of everyone else in thevalue chain. Unless the solutionschosen constitute a win-win for allconcerned, coercion will only leadto services that cannot be sustained.

4. What can be done in themedium term?

The problem facing DTT inparticular is that in the course of thecoming five years, new productionand distribution technologies willemerge that will either enhance ordisrupt our existing access services.

A good analogy is decidingwhether a solution is an “UglyDuckling” (something that will growinto a beautiful swan!) or anorphaned “Tiger Cub” brought up bya dog (cute to begin with, but withinmonths a risk to its poor adoptedmother!).

All services have a finite life.The challenge is to find the optimumswitch-over point where firstgeneration access service “sunset”solutions should give way to secondgeneration “sunrise” solutions.There are many dilemmas when

deciding on the societal “return oninvestment” – which services are tob e o f f e r e d . P u b l i c s e r v i c ebroadcasters in particular often workwithin modest, fixed budgets, andneed to come to terms with finiteresources and almost infinitedemand. There are no easy answershere.

Deciding whether en emergingsolution is an Ugly Duckling or aTiger Cub can be quite difficult.Among the things to be consideredis the transition to high definitionpictures, multi-channel audio, theuse of MPEG-4, the emergence ofhybrid terrestrial and IPTV solutionsand the option of ultimately movingfrom digital broadcast to other IP-based options. Text-to-speech israpidly becoming a reality asaffordable chip sets in car navigationsystems find their way into digitaltelevision. Spoken EPGs and voice-activated controls need to becarefully assessed, too.

Agreeing on new solutions forDTT takes a great deal of time andhard work that ultimately pays foritself. This is why in Europe we areseeing special-interest groups,b roadcas te r s , and hardwarem a n u f a c t u r e r s e m b a r k o ncollaborative endeavours to discussoptions and come up with scaleablesolutions that will ensure that digitaltelevision is accessible to all. Thereshould be something to report onwell before analogue shut-off inHong Kong in 2012. Watch thisspace!

�=mÉíÉê=lä~Ñ=iççãëSenior Consultant,

DR-Media Strategy & Projects,Danish Broadcasting

Corporation

F o r S o m e o r F o r A l l ?

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D i g i t a l T e l e v i s i o n –

For most people around the world,watching television is a simple

matter. In the “good old days” ofanalogue television, buying a newTV was not a problem either. Someof the channels needed to be pre-set.The viewer needed to read themanual, or ask for help, after whichhe or she could turn on the set andfind something to watch.

In the course of the next fiveyears, most countries will switch ondigital television and switch offanalogue transmissions. Hong Kongl a u n c h e d t h e w o r l d ’s f i r s tcommercial digital cable servicemore than a decade ago, and starteddigital terrestrial television (DTT) on31 December 2007. Analogue shut-off is planned to take place in thecourse of 2012.

The question is whether digitalTV is as easy to set up and use asanalogue.

D T T h a s s o m e u n i q u echallenges, as it is commonly usedas the means of distributing free-to-air programming ( te levis ionchannels paid for by advertising, abroadcast licence or out of the publicpurse). Public service and statebroadcasting aim to be sociallyinclusive and have the obligation tomake television accessible for all.Here is how I see the challenges andtheir solutions.

1 . W h a t a r e t h e m a i nproblems?Getting started

Watching DTT requires theviewer either to purchase anintegrated digital television receiveror a digital set-top box and connectit to their existing television set.They may have to change their aerialor buy a new one.

On the face of it, this shouldnot be a big problem, but recentstudies indicate that the elderly andthose with visual, hearing orintellectual impairments are more

likely to have problems gettingstarted than the young or thosewithout sensory impairments.

Good product manuals andhelp facilities in the receiver and pre-set to the appropriate language areimportant. Compliance regimes –independent confirmation that agiven product meets minimumrequi rements – can make adifference, provided that there areincentives for manufacturers tosubmit (and pay for) their productsto be tested.

In markets where consumershave the right to return a product thatdoes not meet their requirements, thelack of product testing may befinancially onerous for retailers(lower profits due to purchaserefunds) as well as for broadcastersand service providers (spirallingcosts due to increased traffic at theircall centres).

Digital television – for some orfor all?

Once the digital television hasbeen set up, the next set ofchallenges is the extent to which itis truly a service for all. Do peoplereally have problems using a digitaltelevision set? In Hong Kong, about4% of the population reports havingsome kind of physical, sensory ormental impairment.

By international standards thisnumber seems to be quite low.

In the USA, “approximately 1in 5 Americans has some form ofdisability, and 1 in 10 has a severedisability... Disabilities can occur atany age, but they are most prevalentamong those over age 65.”

O v e r a l l , “ p e o p l e w i t hdisabilities constitute about 15% oft h e E u r o p e a n p o p u l a t i o n . . .Accessible ICT products ands e r v i c e s [ i n c l u d i n g d i g i t a ltelevision] have now become apriority in Europe, due to thedemographic shift: 18% of the

European population was aged over60 in 1990, while this is expected torise to 30% by 2030.”

The transition from analogueto digital terrestrial transmission inEurope by 2012 represents a uniqueopportunity to provide better accessto TV and other services for peoplewith disabilities.

In Europe, hearing impairmentsseem to be somewhat higher than the1% figure quoted for Hong Kong.Mellors explains that variations fromone country to another are often dueto different criteria for whatconstitutes an impairment.

Assessing the size and natureof the demand for access services isnot straight-forward, either. AnOFCOM review in the UK showsthat the demand for access servicessuch as subtitling is very significant.12.3% of the population said thatthey had used subtitles to watchtelevision, of whom about 6 million(10%) did not have a hearingimpairment.

It seems that subtitling inparticular is used not only by thosewith hearing impairments but also bythose who find it difficult tounderstand young people speakingquickly or using slang; in countrieswith two or more official languageswhere it is useful to facilitate theunderstanding of all of theselanguages by offering opt-insubtitles; and in countries withsignificant immigrant groups forwhom subtitling in their mothertongue may promote integration andsocial cohesion.

Audio description and signingfor those with hearing impairmentsare increasingly common.

“Those who had used audiodescription regarded it as veryh e l p f u l i n u n d e r s t a n d i n gprogrammes better, and . . . asignificant proportion who had notused audio description were keen totry it.”

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