UNIVERSITY of CALIFORNIA Santa Barbara the American
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UNIVERSITY OF CALIFORNIA Santa Barbara The American Advanced Television Transition A Thesis submitted in partial satisfaction of the requirements for the degree of Master of Arts in Media Arts and Technology by Kristoffer Fox Campanale Committee in charge: Professor George Legrady, Chair Professor Curtis Roads Professor JoAnn Kuchera-Morin March 2007 The thesis of Kristoffer Fox Campanale is approved. __________________________________________________ Curtis Roads __________________________________________________ JoAnn Kuchera-Morin __________________________________________________ George Legrady, Committee Chair March 2007 The American Advanced Television Transition Copyright © 2007 By Kristoffer Fox Campanale iii Dedicated to my parents and My aunt, Sonya Campanale For without whom, I would not have been able to attend graduate school. You will always be remembered. iv ACKNOWLEDGEMENTS The work I’ve done on this thesis and throughout graduate school would not have been possible without the support and friendship of a number of people. First and foremost, my family: my mom Amaji, my dad Charlie, my sister Kate, Grandma Joan, Aunt June-Ann, Felix, and Lyn. Your love and support throughout my life has helped tremendously. My advisor, Professor George Legrady, for the guidance, advice, inspiration, and patience to see me through this milestone in my life. Professors Curtis Roads, JoAnn Kuchera-Morin, and Stephen Travis Pope, for their knowledge, expertise and friendship while here at UCSB. Diane Harden for making the nuts and bolts of graduate school run smoothly, your hard work and support is truly appreciated. Also a very special thanks to doctors Alex Koper, Mukul Gupta, and Julie Chacko for their knowledge, precision, and steady hand. I certainly would not have been able to do this without the help or support of my friends. Colm Conn, for his design tips and being the best guy to get stranded in the outskirts of Paris with. Lucas Sweany, for always offering up a deathmatch when things got slow or stressful. One of my oldest friends, Chad Jarrett, for all the spirited debates and giving me a good excuse to work on my thesis in Maui. Chris Fowler, for offering living proof that life should be lived to the fullest. Kristoffer Bruvold and Iva Bozovic, who are two of the best academic role models one can have. Scott Miller, whose passion for trees almost rivals that of his taste in good music. Dave Reinbold for giving me my well deserved dose of karma. David Steffenson for proving that not all lawyers are scum. Josh Kling, Chris Sweeney, Will Kelly, Chris Dohnal, Arnaud Menut, and Craig Dorrough for all the good times over the years and the many more to come. Tony Mastres, for all the great Formula One races. Richard Corwin for always keeping my mind on the cutting edge. Barbara Federman for all the increased energy through Tai Chi. The Kelly’s for always making a great start to the week and especially Liz and Kathy for being my awesome proofreaders. Jim Gallagher, Ray Tracy, J.O. Davis, Art Battson, and all those at UCSB’s Instructional Development department that I am privileged to call my colleagues. And to the many others who have helped to make my days a little brighter: Anita & Frederick, Ann, Jesi, Ruth, Steve, Vebjorn, Jon, Ibukun, and Javi. Thank You. I am honored to be associated with such a fine group of people. Kristoffer Fox Campanale v ABSTRACT The American Advanced Television Transition By Kristoffer Fox Campanale As we pass the 50th anniversary of the American analog color-television standard, we find ourselves moving into the next generation of home entertainment technology. High-definition television is becoming an increasing reality, or that is what the electronics and entertainment industries would like the public to believe. The United States designated 2006 as the year to begin the early stages of switching off the analog broadcast spectrum. The reality is that in 2006 we see that less than a quarter of households are digital-ready and that the public is fully ill-prepared for the transition to digital broadcasting. This paper will address the future of American home entertainment, examining the driving forces behind the seemingly simple transition from analog to digital and high-definition broadcasting and why that shift is taking an inordinate amount of time. By looking at current and future high- definition technologies, as well as social and political issues I will address the American advanced television transition. vi In order to give the reader a proper overview, I summarize how advanced television was developed in America. Next, I will present the technologies behind HDTV itself, as well as its content delivery systems. Once the technology has been summarized I will examine the political and social concerns surrounding its development, and identify stumbling blocks in the digital television transition. Lastly, after interpreting the data collected, I will explore potential solutions to transition difficulties, and predict the future of advanced television in the United States over the next decades. The data for this paper has been collected from a variety of sources, including books, academic journals, trade publications, newspapers, and corporate web sites, as well as gathered from tradeshows and private industry. This research expands the current body of knowledge surrounding HDTV by establishing a relationship among consumers, hardware manufacturers, and content providers, and also explains the way in which the technology itself affects the perceptions and political attitudes toward consumer technologies. vii TABLE OF CONTENTS 1 – INTRODUCTION 1 1.1 – Problem Statement 1 1.2 – Relevance of the Research 2 1.3 – Literature Review 3 1.4 – Methods 3 1.5 – Terminology 5 2 – BACKGROUND 6 2.1 – History 6 2.1.1 - Classical High Definition 6 2.1.2 - Rival Color Television Formats 7 2.1.3 - NTSC Color Standard 8 2.2 – Rise of In-Home Entertainment 9 2.2.1 - Birth of Cable TV 9 2.2.2 - Home Video 10 2.2.3 - Early High-End Home Video 11 2.3 – Developing Modern HDTV 12 2.3.1 – The Need for More Quality 12 2.3.2 – The Japanese Approach 13 2.3.3 – ATSC HDTV 13 2.3.4 – The Planned Transition 14 viii 2.4 – America’s Introduction to Digital Entertainment 16 2.4.1 – DVD 16 2.4.2 – Digital Television 17 2.4.3 – Computers 18 2.5 – End Remarks 19 3 – ADVANCED TELEVISION 20 3.1 – Finalizing the Format 20 3.1.1 – The FCC’s Prototype 20 3.2 – Digital Television 22 3.2.1 – Formats 22 3.2.2 – 1080i 23 3.2.3 – 720p 24 3.2.4 – 480p 25 3.2.5 – Network Support 26 3.3 – Digital Broadcasting 26 3.3.1 – Terrestrial Broadcasting 26 3.3.2 – Compression 27 3.4 – Transitions to High-Definition 28 3.4.1 – Current Status 28 3.4.2 – Timeframes 29 3.4.3 – Affiliate Costs 30 3.4.4 – Consumer Costs 30 ix 3.4.5 – Historical Perspective 31 3.5 – Attracting Consumers 31 3.5.1 – Increasing Content 31 3.5.2 – Appealing Hardware 32 3.5.3 – The Effect of the Internet 32 3.6 –End Remarks 33 4 – PREMIUM CONTENT DELIVERY SOURCES 34 4.1 – The Need for Supplemental Content 34 4.1.1 – Early Adopter Demographics 35 4.1.2 – Premium Content 36 4.2 – Electronic Media 37 4.2.1 – Unicasting versus Multicasting 37 4.2.2 – Digital Systems 37 4.2.3 – Cable Infrastructure 38 4.2.4 – IPTV 39 4.3 – Electronic Media Accessories 40 4.3.1 – Digital Video Recorders 40 4.3.2 – DVR Design 41 4.3.3 – Video on Demand 42 4.3.4 – Video on Demand Requirements 42 4.3.5 – Limitations 43 4.4 – Physical media 44 x 4.4.1 – Magnetic Tape 44 4.4.2 – Optical Disc 45 4.4.3 – Optic Advancements 46 4.4.4 – Compression Advancements 46 4.4.5 – MPEG-4 47 4.4.6 – The DVD Forum 48 4.4.7 – Blu-ray 49 4.4.8 – The High-Definition DVD 50 4.4.9 – Format War 52 4.5 – End Remarks 55 5 – POLITICS AND SOCIAL APPREHENSION 56 5.1 – Price 56 5.1.1 – Historical Trends 57 5.1.2 – Unknown Need 57 5.1.3 – Common Requirements 59 5.2 – Digital Usage Rights 60 5.2.1 – Rise of Piracy 60 5.2.2 – Copy Protection 60 5.2.3 – Analog Piracy 61 5.2.4 – Digital Piracy 62 5.2.5 – Fair Use 63 5.2.6 – Anti-Piracy Techniques 64 xi 5.2.7 – Provider Controlled Content 65 5.2.8 – Potential Solutions 66 5.3 – Media Ownership 67 5.3.1 – Content 67 5.3.2 – Effects on the Market 68 5.3.3 – Access 69 5.4 – End Remarks 70 6 – OUTLOOK 71 6.1 – Infrastructure 71 6.1.1 – Upgrades 71 6.1.2 – Broadcasters 72 6.1.3 – Premium Sources 73 6.1.4 – Cable 74 6.1.5 – Satellite 75 6.2 – Competitions 76 6.2.1 – Format Wars 76 6.2.2 – How HD Format Wars are Different 78 6.2.3 – Blu-ray vs. HD-DVD 78 6.2.4 – Benefits to a Swift Conclusion 79 6.2.5 – A Third Contender 80 6.3 – Costs to the Consumer 81 6.3.1 – Hardware Pricing 81 xii 6.3.2 – Content Pricing 82 6.3.3 – Public Spectrum 82 6.4 – Assisting the Transition 83 6.4.1 – Increasing Availability 83 6.4.2 – Transitioning by Default 83 6.4.3 – Other Avenues 85 6.5 – Longevity 86 6.5.1 – Will ATSC Last Fifty Years? 86 6.5.2 – Terrestrial Television 86 6.5.3 – Codecs 87 6.5.4 – Moore’s Law 89 6.5.5 – ATSC’s Room for Improvement 90 6.6 – End Remarks 90 7 – CONCLUSIONS 92 7.1 – Solving the Paradox 92 7.1.1 – Government Intervention 93 7.1.2 – The General Public 93 7.1.3 – Without Government Intervention 94 7.1.4 – The Effects of a Prolonged Transition 94 7.1.5 – Future of ATSC 96 7.1.6 – Consumer Flexibility 97 7.1.7 – Eventual Transition 97 xiii 7.2 – Predictions 98 7.2.1 – Three Years 98 7.2.2 – Five Years 99 7.2.3 – Ten Years 100 7.2.4 – Fifteen Years 101 7.2.5 – Thirty Years 101 7.3 – Future Research Directions 102 7.3.1 – Computer, Internet, and Television Convergence 102 7.3.2 – Predicting Future Home Entertainment by Looking at 103 Youth Viewing Habits 7.3.3 - Next-Next Generation Broadcast Mechanisms 104 REFERENCES 105 GLOSSARY 114 xiv LIST OF FIGURES 2 – BACKGROUND 2.1 – NHK vs.