PLANNING AND LEADERSHIP FOR A BETTER WORLD
PLANNING AND LEADERSHIP FOR A BETTER WORLD Commuters, listen up. Travel is about to get a bit more enjoyable. New standards are firming up that will allow companies to broadcast television programming to your phone with the quality of HDTV.
At the HD Communications Summit here in New York City, Robert Graves, chairman of the Advanced Television Systems Committee forum, said that the standard for mobile DTV will be standardized next month. By year's end, some 70 stations are expected to be providing HD video services.
Graves is quick to point out that these aren’t HD video services per se: “You don’t need 2 million pixels on a cell phone.” However, the quality should remain equally compelling given the smaller screen.
At the same time, the signal quality will be better than with conventional mobile TV. The service uses the broadcast network, not the cellular network, for delivering video to the handheld. Consumers can be moving at 150 miles per hour and still receive a clear signal. According to Graves, handheld video services today suffer from this very problem.
The first business models for mobile HDTV will deliver advertising-funded programming. In Raleigh, N.C., municipal buses are already showing TV. These are tied to the News over Wireless services provided by WRALTV, the first TV station that went on air with HDTV in 1997.
Over time, service providers intend to deliver video-on-demand services as well, says Graves. Consumers, for example, will be able to schedule the program they want to see and watch it on the train ride home after work.
What’s particularly interesting about the technology is that it requires very few changes on the part of the content providers. Broadcasters' existing equipment already implements the necessary standards. They don’t require any new FCC authorization or spectrum to deliver service. They take part of their existing spectrum and designate it for mobile programming.
Of course, no standard will save us from the summer downturn in new programming. Video on demand will help, but until then, I’ll have to go back to my book.
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