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Research Paper No. 7, Going Digital: Tracing the Transition to Digital Terrestrial Television in Australia

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Research Paper No. 7, Going Digital: Tracing the Transition to Digital Terrestrial Television in Australia Parliament of Australia Department of Parliamentary Services RESEARCH PAPER NO. 7, 2010-11 19 November 2010 Going digital: tracing the transition to digital terrestrial television in Australia Dr Rhonda Jolly Social Policy Section Executive summary Television has been an important political and cultural force in Australia since its introduction in the 1950s. Analogue technology has been used to deliver television broadcasts—at first in black and white, and since the 1970s, in colour. Analogue transmissions are scheduled to cease, however, in 2013. They will be replaced by digital technology. Digital technology uses broadcasting spectrum more efficiently and offers audiences a significantly better viewing experience, delivering superior images, better audio quality and improved reception. The development of digital television began internationally in the 1980s. In Australia, the road to digital conversion began in the late 1990s. This paper traces that road, which has been complex, and arguably, strewn with mistakes and missed opportunities. The paper discusses also the difficulties that have been encountered by policymakers in attempting to develop and implement a digital policy which satisfies broadcasters, grabs the imagination of consumers and encourages innovative use of digital technology that goes beyond a passive television experience. ISSN 1834-9854 Contents Executive summary .................................................................................................................................. 1 Introduction ............................................................................................................................................. 1 Definition ................................................................................................................................................. 2 Benefits of digital television ..................................................................................................................... 3 Image .................................................................................................................................................. 3 Aspect ratio ......................................................................................................................................... 4 Sound .................................................................................................................................................. 5 Improved reception: ........................................................................................................................... 5 Box 1: analogue to digital ................................................................................................................... 6 Development of digital television ............................................................................................................ 6 From mechanics to digital ................................................................................................................... 6 Switchover strategies .......................................................................................................................... 8 Box 2: switchover experiences ........................................................................................................... 9 United States ................................................................................................................................. 9 United Kingdom ........................................................................................................................... 11 Digital television in Australia ................................................................................................................. 12 Planning and early decision-making ................................................................................................. 12 Plans ............................................................................................................................................. 12 Responses .................................................................................................................................... 12 Box 3: multi channelling ................................................................................................................... 13 Getting started .................................................................................................................................. 14 Legislation .................................................................................................................................... 14 Initiating the datacasting saga ..................................................................................................... 16 Box 4: datacasting ............................................................................................................................. 16 Preparation .................................................................................................................................. 17 Reviewing the situation ............................................................................................................... 18 Keeping on course— despite the Productivity Commission ............................................................. 19 Broadcasting review .................................................................................................................... 19 More finetuning and the ‘death’ of datacasting ......................................................................... 19 Momentous, revolutionary or just ‘damp squib’? ............................................................................ 20 The launch ................................................................................................................................... 20 Getting on with it regardless ....................................................................................................... 21 More legislative tinkering, slow take up and what to do next .................................................... 22 Flogging the dead datacasting horse? ......................................................................................... 24 Box 5: Alston, Howard and the ‘yuk’ test ......................................................................................... 25 Alston, Howard and the ‘yuk test’ ............................................................................................... 25 Australian Competition and Consumer Commission (ACCC) appraisal ....................................... 25 Box 6: ABC, kids and digital ............................................................................................................... 27 Inquiries, inquiries everywhere ........................................................................................................ 29 ‘Thematic’ inquiries ..................................................................................................................... 29 House of Representatives Inquiry ............................................................................................... 30 One view of digital television technology.................................................................................... 30 Media reform package ...................................................................................................................... 32 Ready, get set, but not quite go ....................................................................................................... 34 Channels A and B ......................................................................................................................... 34 Surge in uptake ............................................................................................................................ 37 Box 7: estimated numbers of digital television households 2001—2009 ................................... 37 Labor: really ‘go’ this time? .............................................................................................................. 38 Policy and strategy ....................................................................................................................... 39 Box 8: Freeview ............................................................................................................................ 41 Get ready for digital television labels .......................................................................................... 42 Black spots and satellite solutions ............................................................................................... 42 Channels A and B and the final nail for datacasting? .................................................................. 43 Digital dividend ............................................................................................................................ 44 Digital dividend simplified ........................................................................................................... 45 Conclusion .............................................................................................................................................. 47 Concentrated media ownership .................................................................................................. 47 Lack of interest in digital television ............................................................................................. 49 Media reform as catalyst ............................................................................................................
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