DTV launch to include high-definition by satellite

Television Digest with Consumer Electronics, Jan 12, 1998

Plan for HD-DSS service accompanied announcement that Thomson will add unpriced 38W and 34W standard-definition (SD) direct-view sets to previously announced 61W rear-projection DTV ($7,000) and $700 set-top converter box co-developed with Hitachi, which also will market HD-DSS product. Broad Thomson line and DirecTV alliance eclipsed less-specific DTV positioning statements by other TV makers, including Panasonic, Sony and Toshiba - also DSS licensees who DirecTV Pres. Eddy Hartenstein said have option to add HD-DSS function to their products. Meanwhile, promise of HD-DSS signal restored impetus to market D-VHS digital VCRs previously announced by Hitachi and Thomson.

DirecTV will send 1080i HD signal on 2 DSS channels beginning in fall, Hartenstein said, to coincide with retail availability of Thomson receivers. Movies alternating 24 hours daily will comprise first fare, he said, with sports, concerts and special events also contemplated. Hartenstein told us HD channels are most likely to be available oil pay-per-view basis, although format might be promoted with free viewings as part of basic DirecTV package. He and Thomson Exec. Vp-COO James Meyer said new DSS receivers with HD decoding would be offered eventually.

Partners displayed live feed from DireeTV's Castle Rock, Colo., uplink facility to 18[inches] dish antenna at Riviera Hotel for news conference. Demonstration material comprised 1080i-encoded clips from Super Bowl XXX and Columbia TriStar movie Fifth Element. Hookup using prototype DSS and DTV hardware was completed just hours before event, and although glitches and frozen frames occurred during experimental transmission, video and Dolby Digital audio quality were otherwise superb. There's also possibility that DSS prograinmer U.S. Satellite Bcstg. (USSB) might offer HD channels (TVD Jan 5 p9).

National scope of HD-DSS signal puts onus on Thomson to offer DTV sets beyond 10 markets where terrestrial DTV broadcasts will be available. Thomson's Meyer suggested that first-year DTV sales would be "more than 20,000 but less than 100,000." He conceded that first hardware prices would be high but said chip-supplier SGS-Thomson "will drive it very quickly to high volume and low cost." Meyer said Hitachi and Thomson have combined market share of 35-40% in rear-projection TV. "That's a fine base for the [DTV] product to be launched from," he said.

Panasonic and Sony were less specific with DTV hardware plans. Like most manufacturers at CES, they characterized their DTV exhibits as "technology demonstrations." Panasonic, consistent with past statements, said it first would offer set-top box that could be used with current NTSC sets, its SVGA-resolution multimedia TV/PC monitor and future HD monitors including 65W rear-projection prototype exhibited. Company showed 34W direct-view 1080i HD set using tube now available Japan. Sony demonstrated its version of same set, which uses Japan-market flat FD Trinitron tube, and said direct-view model would be its first DTV offering, with set-top boxes and other display types to follow.

HD-DSS plans weren't revealed by Panasonic or Sony. But spokeswoman for latter confirmed company was in discussions with DirecTV on adding HD-USS capability. Panasonic executives told us they're eager to explore HD-USS option as means of broadening installed based for DTV quickly. Citing same goal, Thornsoh's Meyer and DirecTV's Hartenstein said licensing terms for HD-USS would be made attractive, but they said specific terms had yet to be decided.

Other DTV prototypes at CES included 64W rear-projection HD sets by Philips and Zenith, 55W by Samsung, 65W by Toshiba. Zenith said it also will offer $6,000 with set-top box for use with HD front projectors including its $12,500 Pro900X model. As we reported (TVD Dee 29 p7), Ampro, JVC, Mitsubishi, Runco, Sharp and Vidikron also demonstrated DTV prototypes. Pioneer said it wouldn't be among first wave lo market products, but its 50W plasma monitor with 1,280x768 pixels resolution would be available in 4rh quarter and could handle standard-definition signal through set-top box.

Intel-Zenith collaboration on DTV decoder cards for PCs also has goal of expanding installed base quickly. Although short video clips shown publicly by Zenith had good quality, major flaws were seen elsewhere. One source from major CE company told us that longer material demonstrated at closed, nondisclosure Intel meeting suffered from macro blocking and other artifacts. Source attributed artifacts to software-based decoding, and told us Intel engineers conceded system eventually would need hardware-assisted demodulation before fine-tuning by software so as not to overtax PC's microprocessor.