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Trbl F 0 F [0 HT F T R B l f 0 f [0 HT f HTS THf HfW PlAIH fHGllSH GUIOf TO TfCHHOlOGY CH R PT f R [OHSUMfR SfRUIU IMPll[RTIOHS 1B [ompetition and Hew Seruices 1B Teleb an kingl [ommut ing Ifdu cation IMed ici neI TtCHHOlOGY TRtHO~ & Shopping 1B ~fRUlct IMPlICRTIOH~ .. TELESHOPPINC . .. 1B .. TELEBA:\KING .. 1B IHTROOUCTIOH .. TELECOMMUTI:\IC 1B .. TELE-EDUCATIOI\ 1g THHHOlOGY TRfHOS 2 .. TELEMEDlCINE . ... 1g .2 Online Hetworks . Interactiue Programs 1g The Internet .3 Killer Rppllcatlons 1g Uideo-On-Oemand WOOl 1g 4 IHTfRRCTIUf TflfUISIOH Hear-Uldeo-On-Oemand [HUOOJ ... 20 RBrief History of Interactiue Teleuision . 4 Uectronic Program GUides. ...... 20 What is Interactiue TU7 . 5 Multimedia 20 Pseudo-Interactiue TU 5 Personalized and [ustommd Seruices 20 low-fnd Interactiue TU 6 Multiple [hannels ... 21 HigHnd Interactiue TU .. ..6 How it Works . 6 CH R PT f Hybrid Interactiue TU. 7 Technical and financial Issues . 7 COMMfRCIRl RCTIUITIt~ & Upgrades to [able Systems ...B Upgrades to Telephone Hetworks .. .10 aUf~TIOH~ fOR PUBliC TU .. VIDEO DIALTONE 11 .. ASY!'vIMETRICAL DIGITAL SUBSCRIBER [OMMfHIRl RCTIUITItS 23 LINE (ADSL) ..... .. 11 Online SerUICes .... 23 .. OvERBUILDS .. 11 .. COMPCSERVE. ..... 23 .. WIRELESS CABLE 12 .. AMERICA O"'U:\E (AOL) .. .. .. 23 fuolution of the Personal [omputer .. 12 .. PRoDim' 23 Oirect Broadcast Satellite 13 .. THE MICROSOFT NETWORK (MSN) 24 Oigital TU ..... 14 .. THE INTERNET AS A SUPERHIGHWAY. .24 .. DIGITAL COMPRESSIOi'\ 15 [able Seruices &Rctiulties 24 .. HIGH DEFINITION TV (HDT\lj . 15 .. CNN & CNBC DESKTOP VIDEO .26 .. ADVANCED TELEVISIO:\l 16 .. THE DISCOVERY CHANNEL. ... 26 .. DIGITAL PRODUCTION STUDIOS .. VIACOI'v! O"iU'\E DATA AccEss.. 26 Ai'\D T10\NS:'vIITTERS . .. TIME WAR'\ER'S FULL .. DIGITAL SET-TOP BOXES. SERVICE NETWORK ...... 26 .to. KET STAR CH.A...'\NELS SATELLITE Telephone Company Rctiuities . 20 SYSTEM... 37 .to. BELL ATLANTIC 27 .to. NEB*SAT 38 .to. A:\1ERITECH 27 .to. SOUTH CAROLIl\"A ETV ~1l!LTICHANNEL .to. SNET (SOUTHER"i NEW E'\GIAND DIGITAL SATELLITE NETWORK... ..38 TELEPHO,\E) .' 27 .to. US WEST '. 27 Oirect 8roadcast Satellite SerUICes. 28 OHllHf SfRUIUS ]g 28 .to. PUBLIC TELEV1SIOl\' O"i THE INTERNET .3 9 .to. PBS ONLI:\IE . .. .to. DIRECTV 28 39 .to. LEARNING LI:\'K .to. GALAXY Il\STITUTE .. 28 40 .to. CO.vIMUNITY-WIDE EDUCATION AND ~UfSTIOHS faR PU8llC TflfUISIOH INFORMATION (CWEIS)... ,. .. 41 Home and School Rccess Cost. Desirability and Ulability of Hew HUlTIHfOlR42 Technologies and Serulces . 30 .to. PBS VIDEO. ...42 CommerCIal Oeuelopment of Hew Technologies. 30 .to. WGBH I:\ITERACTIVE PROJECTS GROUP .. 42 Rccess to Multiple Channels and Uldeo .to. NEBRASKA INTERACTIVE MEDIA. ..43 Dialtone Serulces 30 .to. \VNET KRAVIS MULTIMEDIA Participation In Technology Trials ... 30 EDUCATION CENTER. ..43 HiSSIng Pieces in the Hew Teleulslon .to. QED INTERACTIVE. .. 43 Harketplace . 31 .to. KUED MEDIA SOLUTIO"iS .. 43 .to. WISCONSL\ Cm,HvIUNITY Il\TORMAno:\' PARTNERSHIP (WICIP) 43 CH R P R TflfCOHHUHICRTIOHS [[HTfRS . 43 PUBLIC TflfUISIOH TRfHOS .to. OHIO Ul\WERSITY RHO RCTIUITI[S TELECOMMU,\ICArrONS CENTER 44 .to. KVIE, SACRAME1\TO . 44 TflfCOMMUHICRTIOH TRfHOS IH .to. WSIU-SOCTHERN ILLINOIS punic TflfUISI~H 34 UNIVERSITY AT CARBO'\DALE (SIUC) HatlOnal Rnd State Satellite Hetworks.. 34 BROADCASTI,\G SERVICE. .. 44 Hybrid State Hetworks 34 Mouing Into the ~Igltal Rge.. 3~ TflfCOHHUHICRTIOHS TO SU~PORT Online Computer SerUICes. 3~ HfRGfRS RHO JOIHT UfHTUAfS .44 Producing for Multiple ~istribution ~utlets 3~ .to. TELECOM.vlCNICATIONS INFORMATION The fmergence of Telecommunications Centers and INFRASTRUCTURE ASSISTANCE 4~ Teleplexes 36 PROGRAM (TIIAP) .. .to. KBDI, DENVER. ... 45 TflfCOMMUHICRTIOH RCTIUITlfS 8Y .to. NArIVE A.vlERICA:\' PUBLIC BROADCASTING PU8llC TflfUISIOH 36 CO\lSORTlCM (NAPBC) .. .. 45 Hational and State Satellite Hetworks. ..37 .to. ARKANSAS EDUCATIONAL TELEVISION .to. PBS NATIONAL SATELLITE . 37 COlvl.vlISSIOl\" (AETN)... .45 .to. RHODE ISLAl'\[) NETWORK (RINET) .... 45 MUlIIC~RH~H CRBU RH~ BR~R~CRSI ISSUfS fOR PUBliC ltlfUISI~H 47 SfRUICtS 46 Public leleuislon and the Information Superhighway 47 ... KCSM-SAMNET .46 ... NEBRASKA ETV-EDCCABLE 46 ... OETA-THE LITERACY CHANNEL ... 46 1~I~KI~G RBOUT R~O PlR~~I~G fOR ... WTVS, DETROIT-COLLEGE CABLE T~f fUIURf .. 4B CHANNEL 46 ... DISTINGUISHINC \VHAT Is REAL A.'\1D ... KVIE-CHANNEL 7 .. 46 WHAT IS :"JOT .. 4g ... WXXI, ROCHESTER--CABLE CITY 12 .. 46 ... THr"iK OUT OF THE Box... 4g ... THr"iK LIKE A BUSINESS PERSON .. 4g R~UR~CtO ltUUISIOH 47 ... Co:vm~H: .4g ... FORM PARTNERSHIPS 4g ... PREPARE FOR CHANGE .50 [H R RTS CHRPlfR I RSnapshot of US ~ouseholds. m5 . ..1 Uldeo Smer Costs/Cost for nCube Seruers 8 fstimated Cost of a full Seruice ~etwork . g Time to lransmit a 10 Megabit file .. 10 Telephone Company fIber Oeployment .11 Projected Growth for Computer ~ouseholds, mS-mB 12 Projected Growth for CO-ROMs in ~ouseholds .. 12 Changes in Computer Cost & Processing Speed 13 Penetration of Satellite Oishes In Selected Countries-m5 14 ~OTU In Japan. 15 Rdoption of Rddressable Cable Bmsm83-mS .. 18 CHRPlfR II Projected Growth of Online Seruices In ~ouseholds 24 (Millions of ~ouseholds] ~ew Cable ~etworks Competing for Channel Space 25 Cable Channel Ruailabillty-JGG5 26 Projected Growth of Uideo Oistributlon Competitors ... ... 28 Rccess to Technologies by K-12 Public Schools . 2g CHRPlfR III Selected lelecommunication Rctluities by Public TU Stations. .... 33 What's on the PBS Satellite. .37 Selected Public TU Rddresses on the World Wide Web 40 Current PTU CWflS Partnerships 42 Public TeleuiSIOn and Its Many Partners 42 Public TU Participants in TIIRP . 45 US labor force. 1900-2000. 48 _____I---.:..g---.:..g.....:..6_-.:..f...:D~I---.:.l~I--.::..O--.:.H ~_ CR OGY TRfHOS ~ SfRUlct IMPLICRTIOHS IHTROOHTIOH At the same time, there is a great deal of hype and pie-in-the-sky promises being gen­ erated by technology marketers. In this A fundamental shift is taking place in environment, how can public television manage­ the way that television programs and related ment come to grips with what is really video, data and text services will be delivered to happening and create a plan of action to move homes and schools. This shift has been captured forward? The New Plain English Guide to Technology in a broad metaphor: public television is becom­ addresses these issues. It does not provide a tech­ ing public telecommunications. The programs nical analysis f()r station engineers. Rather, it and services we provide are delivered bv manv provides a layman's guide to new technologies forms of electronic communication, no~ just ' and services for station managers in program­ broadcast television. ming, production, education, planning and other Behind the simple metaphor lies a nontechnical departments. dizzying array of technologies that are affecting The Guide describes major technology not just public television but commercial televi­ trends and the implications of these trends for sion, cable, computer service providers, consumer services. It also reviews new technolo­ publishers and telephone organizations. These gy activities by commercial groups such as cable technologies include digital video, online net­ operators and telephone companies as well as works and the Internet, direct broadcast how these activities may affect public television. satellites, fiber optics, video servers, and multi­ A strong emphasis is placed on the telecommu­ media computers, among others. Equally nication trends within public television and the daunting are the proposed services that will be many activities and services that are utilizing delivered to homes and schools: video programs new technologies. The Guide concludes with a retrieved from a special storage device on­ discussion of' practical and strategic issues for demand, interactive programs, 500 channels of managers as they plan felr the future. niche services, multimedia databases, and video telephone calls. ~ 11 ... r: : J 11 iJ I U L u . u LJ 'HL II J l ~ V J IIY ,J ~uerage Humber of Persons Per Household ~ 2 B Own a UCR B5% Subscribe to Cable TU 6q% Subscribe to Pay TU 2B% ~uerage Humber of TU Set s _ 2 2 Hours TU Ulewing Per UJ eek 52 B Source: A.G. Nielsen Co.; US. Cenms; SRi 1" iF _______g_g I_T_I_O_~ ___J Some of the major questions addressed available; how soon will service providers and in the Guide include: consumers adopt them; and, what will they cost? It is also useful to track the groups that are • vVhich of the new technologies and ser­ developing the technologies and services along vices are most likely to affect public with the industry convergence that is occurring television? among broadcast, cable, computing and telecommunications organizations. • How will viewers' relationship to televi­ From a public television perspective, it sion change over the next few years? is essential to follow these trends and assess their implications. What opportunities are provided • What opportunities are presented by by the new technologies? Do any of the new the emerging technologies for public technologies or services pose a competitive television to provide new or improved threat? Should public television move forward services to homes and schools? quickly and provide new services or wait a few years when more consumers and schools will be • Are stations developing new services by able to receive the new services? Different sta­ themselves or in partnerships with tions serving different types of needs are taking other organizations? \Vho are potential a number of approaches. In this
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