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Digital Terrestrial Television Transition Strategy for BrazilDigital Terrestrial Television Transition Strategy for Brazil
Jarbas José ValenteSuperintendent, National Telecommunications Agency, Brazil
Jarbas José ValenteSuperintendent, National Telecommunications Agency, Brazil
Kiev, Ukraine, 13-15 November 2000Kiev, Ukraine, 13-15 November 2000
3 Introduction
3 Today’s television broadcasting in Brazil
3 Horizontal and vertical market structure
3 Steps toward transition
3 The economic analysis on the digital terrestrial television transition
3 Conclusion
ContentsContents
This presentation has the main purpose of providing an in-depth examination of the transition strategy that Brazil intends to pursue in the introduction of Digital Terrestrial Television Broadcasting (DTTB) services while phasing out the rendering of analogue television broadcasting services.
IntroductionIntroduction
3 Brazil’s broadcasting services are characterised as those freely
and directly delivered to the public in general;
3 Includes Radio and Television Broadcasting;
3 The ownership of a broadcasting company is allowed only to
Brazilian citizens or those naturalised over a period of time
more than 10 years;
3 Networks are mostly under private ownership but some non-
governmental and public entities also hold the control of a few
of them.
Today´s television broadcasting in BrazilToday´s television broadcasting in Brazil
Less thanLess than 60%60%
60 to 70%60 to 70%
70 to 80%70 to 80%
80 to 90%80 to 90%
More than 90%More than 90%
TV density on Brazilian TerritoryTV density on Brazilian TerritoryTV density on Brazilian Territory
Today´s television broadcasting in BrazilToday´s television broadcasting in Brazil
Today´s television broadcasting in BrazilToday´s television broadcasting in Brazil
Existent Stations in Brazil
STATION Quantity
Generator 333
Relay Station (Biggest) (5 kW) 748
Relay Stations (Smallest)(250W)
7,840
Total 8,921
Difficulties:Difficulties:3 Database on TV spectrum allotment; 3 TV (VHF and UHF) Spectrum Congestion;3 Differences between digital transmission power and analogue
transmission power to cover a particular area;3 Differences in the configuration of TV networks.
Priorities in carrying out the Digital TV PlanningPriorities in carrying out the Digital TV Planning3 The TV in spectrum allotment database must be updated;3 The worst cases, in terms of areas with TV spectrum congestion,
must be identified;3 Possible TV channels to be used by digital transmission must be
defined;3 Studies must analyse each possible TV channel, defining maximum
power, restrictions, etc.
Today´s television broadcasting in BrazilDigital Planning
Today´s television broadcasting in BrazilDigital Planning
2.020
2.980
4.1004.570
4.900
5.440
0
1.000
2.000
3.000
4.000
5.000
6.000
1993 1994 1995 1996 1997 1998
Revenues fromadvertising by allstations
R$ Milhões
Fte: Zenith MediaAverage 1998: US$ 1.00 = R$ 1,21
Horizontal and vertical market structureHorizontal and vertical market structure
Revenue of the main broadcasters in BrazilRevenue of the main broadcasters in BrazilRevenue of the main broadcasters in Brazil
2.600
880
250
250
250
150
520
0 500 1.000 1.500 2.000 2.500 3.000
R$ milhões,1997
OthersCNTRecordBandeirantesMancheteSBTGlobo
Total4.900
Fonte: Globopar, análise da equipe, 1998
Horizontal and vertical market structureHorizontal and vertical market structure
Average 1997: US$ 1.00 = R$ 1,1164
15,40%
6,90%
37,30%
9,70%
11,90%
9,10%
7,90%1,90%
0,00%
5,00%
10,00%
15,00%
20,00%
25,00%
30,00%
35,00%
40,00%
1) South 2) Center-west3) São Paulo (Capital) 4) São Paulo - Interior5) Rio de Janeiro 6) Northeast7) Southeast (RJ and SP excluded) 8) North Source: Radio e TV magazine, 1998
Percentage of the broadcasters revenue following the Brazilian regionsPercentage of the broadcasters revenue following the Brazilian rPercentage of the broadcasters revenue following the Brazilian regionsegions
Horizontal and vertical market structureHorizontal and vertical market structure
100
97
72
92
69
41
0 20 40 60 80 100 120
CNT
Record
Bandeirantes
Manchete
SBT
Globo
Geographic coverage of the main broadcastersGeographic coverage of the main broadcasters
Fonte: Mídia Dados 97
Horizontal and vertical market structureHorizontal and vertical market structure
98
97
96
96
95
92 93 94 95 96 97 98 99 100
50/6540/4930/3920/2915/19
% Age classes that view broadcasting programming% Age classes that view broadcasting programming% Age classes that view broadcasting programming
Fonte: Mídia Dados 97, análise de equipe
Horizontal and vertical market structureHorizontal and vertical market structure
99
99
98
95
70
0 20 40 60 80 100
EDCBA
% Social classes viewing broadcast programming% Social classes viewing broadcast programming% Social classes viewing broadcast programming
Fonte: Mídia Dados 97, análise de equipe
Horizontal and vertical market structureHorizontal and vertical market structure
4 Resolution nr. 69, from 23/11/98 4 Approval of the Procedures to be followed during the Digital TV testing
4 Main outputs deriving from the testing4 Definition and Presentation of the Technical Report (field and laboratory analysis);
4 Definition and Presentation of the Marketing and Technical Report;
4 Public Consultation - Digital TV standard;
4 International Agreement;
4 Technical Regulation for the Provision of Analogue TV and Relay TV Services;
4 Consolidation of the Basic Plans on Analogue TV, Relay TV and TVA;
4 The choice of the Digital Terrestrial Television Broadcasting Standard;
4 Technical Regulation on Digital TV;
4 Basic Plan for Digital TV (main stations);
4 Basic Plan for Digital TV (complete version);
4 Contribution to the question 11/2, SG2 of the ITU-D (The Decision-Making Process on Digital TV at ANATEL).
Steps towards transitionSteps towards transition
What to take into account in the decision making What to take into account in the decision making -- Strategic Strategic Factors:Factors:3 Universal access to information for all social classes;3 National integration and the preservation of the regional identity;3 Latin American integration;3 Technological co-operation;3 Rapid economic development;3 Rebirth of the parts and components industry.
Key issues to be addressed in the choice of DTV Standard:Key issues to be addressed in the choice of DTV Standard:3 Screen Format;3 Interactivity;3 Mobility;3 Television and Personal Computer Convergence;3 Telecommunication and Television Convergence.
Steps towards transitionSteps towards transition
Steps towards transitionSteps towards transition
What to take into account in the decision making What to take into account in the decision making -- Technical Technical Factors:Factors:3 The digital television service must be, at least, equivalent to the
currently distributed analogue television service;3 Digital and analogue systems must have an adequate coexistence
during the transition period;3 Flexibility for introduction of new applications must be taken into
account in the long-run.33 Implications of the digitalisation process on different TV Implications of the digitalisation process on different TV
networks:networks:3 The digital television service offered in different networks must be
compatible;3 The integration of programs and functionality between these
different networks must be considered;3Must carry rules should be duly applied.
What to take into account in the decision making What to take into account in the decision making -- Economic Economic Factors:Factors:3 Impact on the Broadcasting Industry Value Chain;3 Determinant factors for the promotion of the digital television;3 Cost to the Broadcasters;3 Cost to the Consumers;3 Potential market of each digital television system.
What to take into account in the decision making - Social and Cultural Factors:3 The role played by the television in the life of the citizens;3 The convergence from the cultural point of view;3 Expectations of the users on the digital television;3 Others cultural and socials factors.
Steps towards transitionSteps towards transition
What to take into account in the decision making What to take into account in the decision making -- Scenarios under Scenarios under analysis by Anatel:analysis by Anatel:
3 Scenario I - HDTV programming only and low interactivity
3 Scenario II - SDTV programming only
3 Scenario II a - Multiples programs3 Scenario II b - SDTV interactive3 Scenario II c - SDTV with free and paid services3 Scenario II d - SDTV with free and pay TV services and others
telecommunication services
3 Scenario III - Hybrid model
3 Scenario III a - SDTV / HDTV3 Scenario III b - SDTV shared with Educational Stations
3 Scenario IV - Mobility in any of the last Scenarios
Steps towards transitionSteps towards transition
Cost to be considered by Broadcaster Cost to be considered by Broadcaster -- StudioStudio3 MPEG Converter 3 MPEG Multiplex 3 Digital Camera 3 Digital VTR 3 Monitors3 Servers 3 Etc.
Total cost for Studio is between 200,000 and 1,000,000 US$ Source: CPqD.
Steps towards transitionSteps towards transition
Cost to be considered by broadcasters for Relay StationCost to be considered by broadcasters for Relay Station3 Infrastructure3 Tower3Housing, power supply, air conditioner
3 Reception3 Satellite antenna3 Satellite receptor3Microwave link
3 Transmission3 Transmitter 250 W3 Transmitter 5 kW3 Antenna 250 W
The economic analysis on the digital terrestrial television transition
The economic analysis on the digital terrestrial television transition
TV RTV TVA TotalLicensed 333 8,588 25 8,946Planned
alreadyincluded
654 2.060 ----- 2,714
Plannednewinclusions
4,500 8,500 ----- 13,000
Total 5,487 19,148 25 24,660
The current Brazilian Television PlanThe current Brazilian Television PlanThe current Brazilian Television Plan
The economic analysis on the digital terrestrial television transition
The economic analysis on the digital terrestrial television transition
RegionsMarks to currentTV video quality
Marks to current TVvideo quality with a
conversor
Marks to DigitalTV video quality
Center-west 3,9 6,8 9,4
South 3,8 6,6 9,3
Southeast 4,0 6,9 9,5
Northeast 4,4 6,8 9,2
North 3,8 6,5 9,1
Marks to TV video quality during simulations to the public
Marks to TV video quality during Marks to TV video quality during simulations to the publicsimulations to the public
The economic analysis on the digital terrestrial television transition
The economic analysis on the digital terrestrial television transition
Per Capita Income (in US$)Per Capita Income (in US$)Per Capita Income (in US$)
Less thanLess than 2,000 US$2,000 US$
2,000 to 4,000 US$2,000 to 4,000 US$
4,000 to 6,000 US$4,000 to 6,000 US$
More than 6,000 US$More than 6,000 US$
National Average is around US5,020
The economic analysis on the digital terrestrial television transition
The economic analysis on the digital terrestrial television transition
1.700.000
1.000.000
1.300.000
2.150.0002.000.000
2.000.000
2.100.000
0
500.000
1.000.000
1.500.000
2.000.000
2.500.000
1º Quad. 2º Quad. 3º Quad.
199819992000
TV Sets industrial salesTV Sets industrial salesTV Sets industrial sales
Source: ELETROS
The economic analysis on the digital terrestrial television transition
The economic analysis on the digital terrestrial television transition
680.000
360.000
340.000
660.000
430.000
690.000
395.000
0
100.000
200.000
300.000
400.000
500.000
600.000
700.000
1º Quad. 2º Quad. 3º Quad.
199819992000
Source: ELETROS
VCR’s industrial salesVCR’s industrial salesVCR’s industrial sales
The economic analysis on the digital terrestrial television transition
The economic analysis on the digital terrestrial television transition
Country Homes (1,000) TV sets (1,000)
Brazil 37,000 53,768
Argentina 8,900 10,600
Uruguay 970 1,750
Paraguay 700 530
Sub-total Mercosur (except Brazil) 10,570 12,880
The economic analysis on the digital terrestrial television transition
The economic analysis on the digital terrestrial television transition
TV Receiver Market - MercosurTV Receiver Market TV Receiver Market -- MercosurMercosur
3 Brazilians are keen on high technology appliances;3 Brazil’s consumer electronics industry, along with Mercosul,
encourages the local production of equipment;3 Most of the international TV equipment suppliers
(Americans, Europeans e Asians) are presently established in the country;
3 The local production of equipment is an important factor to balance Brazil’s international trade in electronics goods, parts and components.
The economic analysis on the digital terrestrial television transition
The economic analysis on the digital terrestrial television transition
The analysis of the Transition Costs for Consumers The analysis of the Transition Costs for Consumers consideredconsidered3 Interviews;3Statistics model;3 Assumptions: prices, opportunities, etc.
Transition Costs for ConsumersTransition Costs for Consumers3 The cost must be adequate to the Brazilian Society;3 The consumers equipment must allow a variety of configurations to meet the needs of the Brazilian Society, such as:3 Higher interactivity;3 Lower interactivity;3 Full multimedia applications and services, etc.
The economic analysis on the digital terrestrial television transition
The economic analysis on the digital terrestrial television transition
Thus, considering the summary of the Brazilian Television Market
presented here in terms of today’s television broadcasting, horizontal
and vertical market structure, steps toward transition and the
economic analysis on the digital terrestrial television transition, the
Brazilian administration believes that owing to sharp intra- and inter-
regional differences in the consumption power of the Brazilian
population, prices and features, of set-top boxes and other related
equipment, are likely to have to adapt to the reality of the Brazilian
market, in this sense the participation of the Brazilian population has
been of great importance in the process .
ConclusionConclusion
www.anatel.gov.brwww.anatel.gov.br
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