Promotion of Digital Terrestrial BroadcastingBroadcasting

D b 14 2009December.14.2009Fumihiko SAITO

The Association for Promotion of Digital Broadcasting (Dpa)Digital Broadcasting (Dpa)

Outline of the Association for Promotion of Digital Broadcastingof Digital Broadcasting

Established in August 2003 to play a central role in promoting digitalEstablished in August 2003 to play a central role in promoting digital terrestrial broadcasting.Dpa:The Association for Promotion of Digital Broadcasting)

ActivitiesPromotion of digital broadcastingProviding coverage area informationProviding engineering serviceDevelopment of operational rules for digital television technologies

Management of RMP (Rights Management and Protection)Management and Protection)

280 members including TV broadcasters television setTV broadcasters, television setmanufacturers, and others

Digital Broadcasting RoadmapDigital Broadcasting Roadmap

Target and Actual Data for Digital Terrestrial BroadcastingBroadcasting

Penetration rate among households Shipment

Penetration rate among households2005.3 8.5%2006 3 15 3%

Shipment2005.3 403 (10 thousand)2006 3 988 2006.3 15.3%

2007.3 27.8%2008.3 43.7%2009 3 60 7%

2006.3 988 2007.3 1,965 2008.3 3,361 2009 3 4 959 2009.3 60.7%

2009.9 69.5%2009.3 4,959 2009.9 5,878

Nationwide Caravan and Other Activities to Promote the Transition to DTVPromote the Transition to DTV

The Ministry of Internal Affairs and Communications The Ministry of Internal Affairs and Communications, broadcasters and manufacturers are working together to carry out various activities to promote digital terrestrial broadcasting

The nationwide caravan campaign, touring across Japan, has been taking place since 2007.

campaign

pamphlet

campaign ambassador

To hold events

MIC

consultant

Broadca

Manufactu

receiver

aster

Broadurer

Broad-castingNationwide Caravan

Appointment of the Main Campaign Promoter/ Campaign Ambassadors

Tsuyoshi Kusanagi a member of multi-talent group Tsuyoshi Kusanagi, a member of multi-talent group SMAP, was appointed as the main campaign promoter, and announcers from NHK and the commercial television stations as campaign ambassadors.

They have been making their appearances in television commercials and events to ask the public to be ready for the transition to digital broadcasting.

Tsuyoshi Kusanagi campaign ambassadors

Production and Broadcasting of the Commercial Spots

Dpa produced the national television commercial spots Dpa produced the national television commercial spots. More than 300 commercial spots, for different issues in the transition to digital terrestrial broadcasting and for g gdifferent time slots, were provided to broadcasting stations.

These spots have been aired over 1,000 times each year, i di i l i l b d i fi d i isince digital terrestrial broadcasting first started its service.

example of the Commercial Spots

Digital Terrestrial Broadcasting Promotion C i Ch t Chid jik Campaign Character Chidejika

Chideji-ka (transition to digital terrestrial broadcasting) Chideji ka (transition to digital terrestrial broadcasting) Chide-jika (the digital terrestrial broadcasting deer)

Appears on television commercial spots and on goods for campaign events.

Stickers to Announce the Termination of A l B d ti S iAnalog Broadcasting Services

Si J 2006 i k h d l l i i Since June 2006, stickers are attached to analog television sets so that consumers would not purchase them by mistake.

Sticker for television sets to be attached at

stores/factories

Sticker for television sets to be attached at factories

(15mm70mm)(15mm70mm)

Sticker for recording devices to be attached at factories

(10 35 10 20 )

(10mm35mm,10mm20mm)

Digital Terrestrial Broadcasting Area CoverageDigital Terrestrial Broadcasting Area Coverage

Services started in Tokyo Osaka and Nagoya in DecemberServices started in Tokyo, Osaka, and Nagoya in December 2003

Services started in all 47 prefectures in December 2006 (47 key broadcasting stations)

1,228 relay stations built as of December 2009

Coverage area (Household coverage)2005 12 60 1%

Dpa website provides information on area coverage

2005.12 60.1%2006.12 84.0%2007 12 92 0%2007.12 92.0%2008.12 96.0% 2009.3 97.0%

http://vip.mapion.co.jp/custom/DPA_B/

Installation of Digital Terrestrial Broadcasting Reception FacilitiesReception Facilities

Diffusion of UHF antennas

/ Ch i iChanging equipment/facilities to digital at apartment buildings and

condominiums

Changing community receiving equipment to digital

in poor reception areas

System to Support Consultation Regarding and Transition to Digital Terrestrial Television BroadcastingTransition to Digital Terrestrial Television Broadcasting

Citizens and TV viewers

MIC (Ministry of Internal Affairs and Communications)

Consultation Center for TerrestrialReal estate industry,

etc.

Consultation Center for Terrestrial Digital Television Broadcast

(private contractor) Consul-tations

The Association for Promotion of

Publicity Support

Contractor The Association for Promotion ofDigital Broadcastingagreement

Contractor t

MIC DTV Support Center

agreement

pp

Outline of the Activities of MIC DTV Support Center

Briefing for the Elderly and DisabledBriefing for the Elderly and Disabled

The Center distributes information on the presentations and consultation sessions The Center distributes information on the presentations and consultation sessions and explanatory documents on the transition to DTV to each household (about 50 million households).

The Center holds these presentations and sessions in cooperation with local governments and local community bodies, such as residents associations.

The Center publishes the session schedule on DTV Support Centers website, and local governments PR newsletters as well as DMs.

DMPresentationsPresentations

Making Facilities that Compensate for Poor Reception Digital CompliantPoor Reception Digital Compliant

S it TV t t t it UHF b dSome community TV systems cant transmit UHF bands.In Japan, building owners install community antenna systems to eliminate

poor reception of analog TV broadcast because of obstacles such as b ildings

Making Facilities that Compensate for Poor Reception Digital Compliant

buildings.

The Center visits all 50,000 facilities and explains the plan for making them digital compliant.

The Center conducts continuous, quick checking from a vehicle in 350 municipalities.

Making collective housing digital compliant

vehicle in 350 municipalities. The Center conducts a detailed survey of 3,000 facilities and

handles the administrative work for repair grants.

Making collective housing digital compliant

The Center visits some 30,000 apartment management companies and explains the plan for making their housing digital compliantmaking their housing digital compliant.

Quick, Continuous Checking of Facilities that Compensate for Poor Reception

Many cases are found where although analog TV reception is poor, digital TV reception is good.

It is necessary to make a quick check of the area around each facility y q yto find areas with good reception.

PC monitorPC monitorElectric field strength measurement vehicle

Outline of the MIC Consultation Center for Terrestrial Di it l T l i i B d tDigital Television Broadcast

Th l f idi lt ti i f iti d TV i di it lThe role of providing a consultation service for citizens and TV viewers on digital terrestrial TV broadcasting was assigned to the Consultation Center in March 2003 (before the start of digital terrestrial broadcasting). Currently 75 operators receive calls from the general public. g pConsultation officers include operators, who handle primary consultations, as well as

supervisors and technical supervisors.Unlike ordinary call centers, technical supervisors are assigned to the Center to cope

ith t h i l tt di TV tiwith technical matters regarding TV reception. Consultation officers basically deal with technical matters regarding the reception of

digital broadcasting but they also handle inquiries and complaints regarding the digital broadcasting policy. g g p y

Inquiries Received by the Consultation Center for Terrestrial Digital Television Broadcast

The MIC Consultation Center for Terrestrial Digital Television Broadcast started operations in 2003. The Center received about 186,000 inquiries in 2008. The number of calls to the Center is increasing year by

year. In 2009, there have been about 272,000 calls up to November, exceeding the number of calls in the previous year.

Inquiries are mainly on:

20 0% 20% 40% 60% 80% 100%

1. Reception method: Consultations on DTV receiving antennas and other equipment2. Reception area: Consultations on the service areas of base stations and relay stations and on the period

when broadcasting begins.3. Information: Provision by the Center of information on other organizations

18.6

15

20[10,000 calls]

66.4%90.6%

36 1%

0% 20% 40% 60% 80% 100%

Reception area and transmission specifications

Method of reception

Receiving equipment

5

10

36.1%41.8%

25.3%14.1%16 5%

Receiving equipment

Information guide

OthersCharacteristics of digital

broadcasting

0

5

0

3

0

4

0

5

0

6

0

7

0

8

16.5%10.2%

32.5%3.3%

Complaints and requestsPrice of receiving equipment or

equipment remodelingPoor reception or radio

interferenceCost of receiving equipment

Purpose or significance of digital

2

0

0

2

0

0

2

0

0

2

0

0

2

0

0

2

0

0

No. of consultation

0.7%

Contents of consultation (2008)

Purpose or significance of digital broadcasting

Outline of Dpa WebsiteOutline of Dpa Website

With the full transition to digital broadcasting to be completed in a few With the full transition to digital broadcasting to be completed in a few years, the website of the Association for Promotion of Digital Broadcasting (Dpa) provides a variety of up-to-date relevant information on digital terrestrial broadcastingterrestrial broadcasting.

Contents (1) e-learning system(2) Ti th t di it l t t i l

http://www.dpa.or.jp/

(2) Time that digital terrestrial broadcasting begins

(3) Guidelines on the coverage areas of digital terrestrial broadcastingof digital terrestrial broadcasting

(4) Basic knowledge regarding viewing of terrestrial digital broadcastsbroadcasts

(5) Chideji-no-hatena (Questions about digital terrestrial Broadcasting) by The TouchBroadcasting) by The Touch

(6) One Seg (mobile digital broadcasting) page

Main Content (e-learning system)Main Content (e-learning system)

(1) e-learning system(1) e learning system On-line training is provided on the technical web page for electric shops who sell

digital terrestrial TV broadcasting (DTTB) and install antennas. The on-line training is divided into three courses, Basic, Introduction and

SSpecialized, depending on the technical level. Each course, about 15 min., is available to on-line trainees.

Not only electric shops but ordinary people who install antennas themselves can also access the training page to take the trainingalso access the training page to take the training.

Main Contents (Time DTTB begins)Main Contents (Time DTTB begins)

(2) Time to begin DTTB Based on the information from broadcasting companies, Dpa provides information

on opening of relay stations that serve their own coverage areas.

Main Contents(Guideline on digital terrestrial broadcasting coverage areas)

(3) Guideline on digital terrestrial broadcasting coverage areas Based on information from broadcasting companies, Dpa provides information

divided by the coverage area of each relay station.

// / / /http://vip.mapion.co.jp/custom/DPA_B/

Main Contents (Basic knowledge regarding viewing of terrestrial digital broadcasts)

(4) B i k l d di i i f t t i l di it l b d t(4) Basic knowledge regarding viewing of terrestrial digital broadcasts Dpa also instructs citizens who install antennas or TV wiring themselves by informing

them of the procedures, cautions and important points in an easy-to-understandmannermanner.