as oh and book

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Digital Terrestrial Television Action Group

Analogue switch-off

www.digitag.org

Learning fromexperiences in

Europe


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Published byDigiTAG - The Digital Terrestrial Television Action GroupL Ancienne Route, 17ACH-1218 Grand-SaconnexGeneva, SwitzerlandTel: +41 22 717 2735Fax: +41 22 747 4735www.digitag.org

copyright 2008 DigiTAGAll rights reservedVersion 1.0


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Table of Contents

Introduction: Analogue switch-off has begun. ............................................................ 3Goals of analogue switch-off: why are we doing this? ................................................ 3

Spectrum efficiency .................................................................................................... 4Securing the future of the terrestrial platform ............................................................. 6DTT services for all .................................................................................................... 6

Factors affecting digital switchover strategies ................................................................. 7Size of the terrestrial platform ............................................................... ...................... 7Spectrum availability .................................................................................................. 8DTT penetration and coverage ...................................................... .............................. 8International obligations ................................................................ .............................. 8

Choosing the right strategy - Digital switchover strategies ........................................ 9Phased approach to analogue switch-off ..................................................................... 9

Where to begin the process?................................................................................. 10How long should the process last? ....................................................................... 10

National approach to analogue switch-off ................................................................. 10Other factors to consider ........................................................................................... 11

Speed of digital switchover................................................................................... 11Order for switching off channels .......................................................................... 11Choosing the right time ........................................................................................ 12

Key factors for analogue switch-off success ............................................................... 13All actors on board ................................................................................................ .... 13Strong leadership ...................................................... ................................................. 13Effective communications strategy ........................................................................... 14Sufficient financial resources ................................................................... ................. 14

Focusing on the needs of the viewers ............................................................ .............. 14Communication tools ........................................................................................ ........ 14

National activities................................................................................................. 14Regional activities ................................................................................................ 15Using third-parties ............................................................................................... 16

Reaching out to property managers ..................................................................... 16When to begin? ..................................................................................................... 17

Financial support ............................................................... ........................................ 17Low-income and other disadvantaged households ............................................... 17General subsidies for all households.................................................................... 18Targeting households with communal antennas................................................... 18

Mandating digital tuners ........................................................................................... 18After analogue switch-off ............................................................................................ 19Appendix ............................................................... ........................................................ 22


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Introduction: Analogue switch-off underway

The digital switchover process is underway. Around the world, countries havelaunched their digital terrestrial television (DTT) services and begun planning toswitch off their analogue networks. A few pioneer countries in Europe have alreadycompleted the process.

But analogue switch-off is not easy. Ending the transmission of analogue servicescan have dire consequences should viewers not be adequately prepared andsignificant numbers lose access to television programmes. Governments will notwant to risk disenfranchising viewers and will want to ensure that proper safeguardsare taken. But doing so will require careful planning and the involvement of theentire broadcast industry.

The process of analogue switch-off will differ in countries depending upon themarket configuration. Countries with many households relying on the terrestrialplatform will need to take different measures than countries with few terrestrially-dependent households.

The experiences of countries that have completed analogue switch-off or undertakenextensive planning can provide useful lessons for countries only beginning theplanning process. Understanding which approaches work best, as well as pitfalls thatshould be avoided, can help ensure a successful process.

This handbook seeks to provide an overview of the many different issues that needto be considered when planning for analogue switch-off. It examines the approachesused by various countries, key success factors and how to address the needs of theviewers.

Goals of analogue switch-off

Switching the terrestrial platform from analogue to digital technology is no easyfeat. Frequency channels for new digital services must be allocated, safeguards mustbe taken to protect existing services from interference, equipment high upontransmission towers must be changed, new services must be launched and viewersmust be informed of the changes. The full broadcast network must be converted.

The size of the network will vary depending on the size and topology of the country.In Finland, 140 main transmitters and 600 relay stations needed to be converted todigital and, on a single day, the analogue transmissions were stopped. In the UnitedKingdom, the conversion of the transmission network, made up of 1,154 transmittersites, will take place in phases over several years and is estimated to costapproximately 500 million.

For most countries, this is one of the most important broadcast engineering featssince the launch of television services. The process is fully justified because digital

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switchover brings many benefits to the government, broadcast community, andgeneral public.

Spectrum efficiency

By converting the terrestrial television platform from analogue to digital technology,countries can benefit from the increased spectrum efficiency offered by digitaltechnology. In a given frequency channel, it has been possible to broadcast oneanalogue service. However, digital technology permits between 4 to 6 or moredigital services to be broadcast in a single frequency channel, depending on thetechnical parameters used and the quality of services desired. The more efficient useof spectrum means that some capacity is freed up, the so-called digital dividend, andis available for new services.

To ensure the maximum benefits of digital switchover, countries in a given regionshould agree to convert to digital broadcasting if possible using a coordinatedapproach. Existing protection for analogue services is then no longer necessary andspectrum gains afforded by the use of single frequency networks can be better

leveraged.

In recognition of the benefits of digital broadcasting, national administrations inEurope, Africa and parts of Asia have agreed to a new plan to regulate frequencyusage in an all-digital environment. The Geneva 2006 Agreement covers frequencyBand III (174-230 MHz) and Bands IV/V (470-862 MHz) for digital television andradio services using the DVB-T and T-DAB standards.

The agreement sets 17 June 2015 as the date after which countries will no longer berequired to protect the analogue services of neighbouring countries againstinterference and be able to freely use frequencies assigned for digital services. Thisdate is generally viewed as an internationally mandated analogue switch-off date, atleast along national borders.


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The Geneva 2006 Agreement

The Geneva 2006 (GE-06) Agreement regulates frequency usage in the broadcast

bands of Europe, Africa and parts of Asia. It establishes two separate plans for ananalogue and digital environment in these regions of the world. It is a bindinginternational treaty signed by national administrations and registered with the UnitedNations.

In an all-digital environment, GE-06 takes into account 72,761 country requirementsfor the transmission of DVB-T and T-DAB services in frequency Band III (174-230MHz) and DVB-T services in frequency Bands IV/V (470-862 MHz). Generally,countries have been allocated 3 T-DAB and 1 DVB-T "coverage layers" in the BandIII and 7-8 DVB-T layers in Bands IV/V.

Frequency management prior to GE-06

In Europe and parts of Asia, GE-06 replaces part of the existing Stockholm 1961(ST-61) Agreement which regulated frequency usage in an analogue broadcastenvironment. Because it also regulated frequency usage for services in bands I andII, parts of ST-61 and its subsequent agreements remain in force. Similarly, GE-06replaces the Geneva 1989 Agreement for African countries.

While ST-61 allocated only 5,300 country requirements, it provided the necessaryflexibility to allow ultimately for the assignment of 80,000 analogue transmitters. Itis hoped that GE-06 will also allow for such flexibility for future requirements.

Reaching this point

The process leading up to the GE-06 began in 2000, when some European countriesasked the International Telecommunication Union (ITU) to revise ST-61 for bandsIII, IV and V.

In 2004, the first session of the Regional Radiocommunication Conference (RRC)met for three weeks in Geneva to establish the planning parameters for an all-digitalbroadcast environment. The second session met in 2006 to develop the digital planas well as the analogue plan based on revisions to ST-61 and GE-89. It successfullyconcluded with the adoption of GE-06.

Analogue switch-off

GE-06 sets the precise date of 17 June 2015 at 00.01 hr UTC as the end of thetransition period. This means that after this time, countries will no longer need toprotect the analogue services of neighbouring countries and can freely begin usingthe frequencies assigned to them in GE-06 for their digital services.

It is possible for countries to begin implementing the GE-06's digital plan as of 17June 2006. However, doing so will require the prior agreement of countriesimplicated by such an action. Implicated countries are defined as those within a planentry that need to provide agreement prior to the implementation of anassignment/allotment.

The end of the transition period does not necessarily signify that analogue switch-offwill take place throughout a given country. It does, however, mean that analogueservices will no longer be protected or available along the borders, and hence couldserve as an impetus to switching off analogue services throughout a given country.

The date of 2020 has been set for the end of the transition period in some African

and Arab countries for analogue services in Band III.


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Securing the future of the terrestrial platformViewers have many different options for accessing television services. While in the1950s television broadcasts began from terrestrial transmitters, viewers can now

access television using the satellite, cable and IPTV platforms based on telephonetwisted pair wiring (xDSL) or fibre optical cable and download programme materialfrom the Internet. The emergence of new television platforms has provided viewerswith new television opportunities, such as more choice and premium content incomparison with the terrestrial platform. However, viewers must usually pay toaccess these services.

The relevance of the terrestrial platform remains. In some countries, such as France,Italy and Spain, it is the most watched television platform. In other countries,especially with high cable penetration, the terrestrial platform is still significantsince it is accessed by secondary television sets in bedrooms or vacation homes.

The terrestrial platform has also been the mainstay of free television services. It

offers near-universal coverage and makes almost all services available without asubscription fee. Broadcasters with a public service remit depend upon the terrestrialplatform to reach all viewers.

The launch of DTT services has revived the terrestrial platform in some countries.The launch of a new multichannel service, often freely available, has helped theterrestrial platform to successfully compete with other television platforms. Publicservice broadcasters have played an important role in offering new content for theDTT platform.

While European broadcasters have generally focused on increasing the number oftelevision programme services available to viewers, broadcasters in the UnitedStates, Japan and Australia have offered high-definition television services. Digitalswitchover has also allowed for the launch of portable and mobile televisionservices.

However, not all analogue terrestrial viewers will necessarily convert to the DTTplatform. In Sweden, it is estimated that 20% of analogue terrestrial viewers did notadopt the DTT platform but rather chose an alternative television reception mode.

DTT services for allIn many countries, public services broadcasters are obliged to make their servicesavailable to all viewers and have relied on the terrestrial platform to fulfil thisobligation. Yet, near-universal coverage of DTT services is generally not possiblewithout switching off the analogue terrestrial platform since the frequencies used byanalogue services are needed expand DTT coverage. This is especially pertinent inareas where spectrum capacity is limited.

Most countries that have launched DTT services without undertaking analogueswitch-off beforehand have not been able to provide near-universal DTT coverage.In the United Kingdom, public service broadcasters can only reached 80% of thepopulation prior to analogue switch-off but will reach 98.5% of the populationfollowing switch-off. Exceptionally, DTT services in Finland and Denmark havereached nearly 100% of the population prior to analogue switch-off.


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DTT population coverage in Europe

Prior to analogue switch-off After analogue switch-off

Country PSB multiplex Other multiplex PSB multiplex Other multiplexes

Andorra 99% 99% 99% 99%

Denmark 99% Not launched 99% 97%

Finland Analogue switch-off completed 99.8% 99.8%

France 85% 85% 95% 95%

Germany 83% n/a 90% TBC

Italy 85% 65-70% TBC TBC

Netherlands Analogue switch-off completed 98% 98%

Norway 80% 80% 95% + satelliteshadow areas

95%

Spain 85% 85% 98% 96%

Sweden Analogue switch-off completed 99.8% 98%

Switzerland Analogue switch-off completed 99% n/a

UK 80% 73% 98.5% 90%

Key factors affecting switchover strategies

Certain key factors will impact which approach chosen for digital switchover. Thesefactors include the size of the terrestrial platform, the availability of spectrum, DTTpenetration and coverage as well as compliance with international obligations.

Size of the terrestrial platformCountries with very few households relying on the terrestrial television platform willbe able to switch-off their analogue platform quickly and with little risk of causingviewers to lose television services. This has been demonstrated in highly cabledcountries, such Luxembourg, the Netherlands and Switzerland which completedanalogue switch-off quickly.

In calculating the size of different television reception platforms in a given country,

only the reception mode used for the primary television set is determinant.Considering that most television households own an average of 2.2 television setsand that most secondary television sets rely upon the terrestrial platform, theimportance of the terrestrial platform is often overlooked.

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Share of terrestrial-only households (primary television set)

Source: EBU

Spectrum availabilityThe availability of spectrum will determine whether a given market can

simultaneously offer analogue and digital terrestrial services. In some countries, thelaunch of DTT services is contingent upon switching off analogue services.

In Switzerland, partial analogue switch-off took place before DTT services could belaunched. In Germany, the simulcast period has been short, ranging from a period of3-9 months. In most countries, near-universal DTT coverage is generally notpossible without first completing analogue switch-off.

DTT penetration and coverageAs increasing numbers of terrestrially-dependent households convert from analogueto digital television services, it becomes feasible to switch-off the analogueplatform. Yet the take up of DTT services is directly linked to the availability ofservices (coverage), the appeal of the service offering (content) and the cost of the

service (price of receiver).

In an open market, viewers will ultimately determine the speed of DTT penetration.Coverage, on the other hand, will be determined by the availability of frequenciesand the man-hours needed to provide transmitting stations with digital equipment.

International obligationsInternational obligations determine how countries use and share frequencies. TheGeneva 2006 Agreement determined the date when countries in Europe, Africa andparts of Asia are no longer obligated to protect the analogue services ofneighbouring countries from interference. The World RadiocommunicationsConference, held every four years, determines which type of services can beprovided in different frequency bands. Both of these international treaties make up

international law and must be respected by the signatories.

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Italy

Greece

SpainFrance

Portugal

United Kingdom

Finland

Sweden

Norway

Ireland

Austria

Denmark

GermanySwitzerland

Netherlands


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In Europe, the European Commission has recommended that its members completeanalogue switch-off by 2012. While not formally obliged to respect this deadline, itcan be expected that Member-States will attempt to do so.

Digital switchover strategies

Several approaches to digital switchover have been adopted. The launch of DTTservices can be directly linked to the switch-off of the analogue platform with thefrequencies made available through switch-off immediately re-used to launch furtherdigital services. Alternatively, DTT services can be launched on a national levelwith a significant simulcast period and analogue switch-off taking place thereafter.

Although the cost of simulcast is high, its duration will be determined by the numberof households that depend on the analogue transmissions and how quickly thesehouseholds can be converted to alternative television service.

The actual process for analogue switch-off can take place gradually using a phasedapproach or rapidly in an approach that switches off services at a national level.

Phased approach to analogue switch-offIn a phased approach, analogue switch-off takes place in a given country region byregion. DTT planners prepare a timetable detailing when analogue transmitters willbe shut off throughout the country.

It can be adopted regardless of the approach used for the launch of DTT services.Rather, it is the amount of time between the launch of DTT services and thecompletion of analogue switch-off that will vary between markets.

A phased approach provides several benefits. First, DTT planners can apply thelessons learned in one region to improve the process in another region. Shouldsomething go wrong, the damage is limited to a single region. Second, the releasedfrequencies can be re-used in a neighbouring region in order to increase its DTT

coverage and expand the DTT service offering. Finally, this approach allows DTTplanners to spread the cost and resource the effort of digitalisation moremanageable.

The approach has been used in Austria, Germany, Norway and Sweden. Othercountries likely to use this approach include Spain, France and Italy.

In countries that have opted to launch national DTT services before beginninganalogue switch-off, it has been possible to observe how the DTT market developsbefore finally deciding how and when to end analogue services. This has generallybeen the case in countries with many households depending on the terrestrialplatform.

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Where to begin the process?

Determining where to begin the analogue switch-off process varies betweencountries.

Some countries, such as Germany, have begun the process in large urban areas withhigh population densities but few transmitters. This option does not necessitateextensive planning to simultaneously switch several transmitters and correspondinggap-fillers in a coordinated way. However, it can be fraught with risk given thatmany people, often numbered in millions, are affected by a process that has not beentrialled elsewhere.

Other countries, especially those with a high reliance on the terrestrial televisionplatform, have opted to begin the process in areas with low population densities. Bydoing so, the process can be trialled several times and experience built up beforeaffecting large population centres. This has been the case in Sweden and is part ofthe planning approach taken for the United Kingdom. In France, analogue switch-offis likely to begin in the areas where DTT services were first launched and thus have

had the longest experience with the service although exceptions may arise in borderregions due to international frequency coordination issues.

In some countries, analogue switch-off has been tested in pilot areas. Spain will trialanalogue switch-off in Soria (Castile and Len) in 2008. In Italy, pilots have takenplace in Sardinia and Val d'Aoste.

How long should the process last?

Each country will need to determine the number of phases necessary, the regionsaffected in each phase and the order in which each phase will complete digitalswitchover.

In Sweden, the analogue switch-off process consisted of five phases betweenSeptember 2005 and October 2007 while, in the United Kingdom, the process in 14phases will last from 2008 to 2012. Although France has not yet published itsanalogue switch-off roadmap, differences in opinion have emerged betweenbroadcasters and the network operator regarding the time necessary to complete theproject. While some broadcasters prefer to begin the process in mid 2009 forcompletion by 2012, one network operator favours beginning in 2010 with a morespeedy process to be completed in an 18-month period.

In a phased approach to analogue switch-off, technology choices made at the time ofthe first phase will determine the technology status for the entire switchover process.For this reason, a slow process beginning too early could hinder the introduction ofnew technology and services.

National approach to analogue switch-offIn a national approach to analogue switch-off, analogue services are endedsimultaneously across the whole country. All viewers benefit from the advantages ofdigital switchover, as viewers are treated equally and given the same access toservices but equally all suffer from the need to equip for digital.

However, this approach can only be adopted after DTT services have been launchedand made available to all viewers. In Finland, where DTT services reached nearly100% of the population, it was possible to switch-off the analogue platform on oneset date. This approach was adopted in Finland, Andorra, the Netherlands andLuxembourg and is planned for use in Denmark.

In a unique variation to this strategy, the Swiss public service broadcaster SRG-SSRswitched off two out of its four analogue channels across the country as early asMarch 2002. It was only after this partial analogue switch-off that it launched the


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DTT platform. However, such action was acceptable to viewers only because of thelow dependency on the terrestrial platform.

When a single date for analogue switch-off is selected, any delays can have negative

consequences if not properly managed.

Other factors to considerIn establishing an analogue switch-off roadmap, planners must consider such issuesas the speed of the process, the channel order and the timing.

Speed of digital switchover

Planners must consider how much time it will take the broadcast community,including viewers, to prepare. In a phased approach, planners must consider the totalnumber of phases necessary and the length of each phase. This will then determinehow long it will take a given market to complete the process.

Analogue switch-off cannot advance too rapidly without the risk of disenfranchising

viewers. The speed of the process will be determined by the time necessary toensure that viewers no longer depend on the analogue terrestrial platform. However,many viewers will wait until the last moment to purchase the necessary conversionequipment. In Sweden, 40% of DTT receivers were purchased no more than 1month prior to switch-off. This indicates that it may only be the setting of a firm andwell publicised analogue switch-off deadline that will ensure all viewers convert todigital television.

Given the complexity of upgrading transmission antennas, especially those mountedon tall masts in geographically mountainous areas, it is necessary that good weatherprevails. It is not feasible to upgrade transmission equipment in the winter in manycountries. For a country that has many transmitters to upgrade, it will takesignificant time to upgrade all of them, especially if this work can only take placeduring the summer months.

Consumer manufacturers will need to be given advanced warning on the pendinganalogue switch-off date to ensure that they make sufficient quantities of DTTreceivers available for viewers to purchase.

Order for switching off channels

Two methods for switching off analogue channels have been used.

In the first method, all analogue channels are switched off simultaneously. Thisprevents any one broadcaster from apparently receiving preferential treatmentcompared with other broadcasters. In Finland, where this method was used, oneanalogue channel carried teletext information on accessing television services in thetwo week period following analogue switch-off as shown in the picture below.


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In the second method, one or more analogue channels are switched off several daysor weeks ahead of the other analogue channels. Viewers are eased gradually intoanalogue switch-off by first losing some services before the full process iscompleted. Ticker texts overlaid on the programming notify viewers that the

analogue service they are watching will soon close.

In Sweden, all channels except that of the main public service channel, SVT 1, wereswitched off together. SVT 1 was switched off two weeks later. In the UnitedKingdom, the second public service channel, BBC 2, was switched off nearly onemonth before the remainder of the analogue platform in Whitehaven, the switch-offpilot in the Border region. However, this strategy may not be adopted in otherregions.

Choosing the right time

The date chosen for analogue switch-off can impact the success of the process. Thetime of the year, the day of the week and the events on the political and sportingagenda must be taken into consideration.

It is best to avoid analogue switch-off during the winter and summer months.Technically, it can be very difficult to work on transmission equipment in thewinter, thus making it difficult to roll-out DTT services. For viewers, switch-offshould be avoided during the summer when many go on holidays and are less likelyto receive publicity information and may not prepare properly. Countries that havebegun analogue switch-off have generally done so in the spring and autumn months.

Choosing the correct day of the week is also important. Weekends, when viewersare more likely to watch television during the day, should be avoided. In addition,the many viewers who will generally wait until the last minute to buy a DTTreceiver will not have much time to make their purchase should shops be closed onSundays. Information is also more difficult to source on weekends.

In Sweden, analogue switch-off caused disruption to television services for a fullday despite thorough and efficient planning. Switch-off was scheduled on a Mondaywhen very few people watched television during the day. In the United Kingdom,analogue switch-off has taken place, so far, in the middle of the night.

The calendar for political and sporting events will also need to be taken intoconsideration.

Political events, such as elections, could be potentially influenced adversely byanalogue switch-off should problems in the process emerge. For this reason, a briefpause in the analogue switch-off calendar occurred in Sweden in Autumn 2006 toprevent any potential impact on the general elections. Similarly, planners will wantto avoid a situation where viewers could potentially lose access to their televisionservices right before a major sporting event such as the World Cup or OlympicGames.


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Key factors for analogue switch-off success

Several factors have been identified to help make analogue switch-off proceedsmoothly in those markets that have begun the process. These generalrecommendations have been incorporated into the analogue switch-off plans ofmany countries.

All actors on boardAnalogue switch-off will require the active participation of all stakeholders in thetelevision industry. National administrations, broadcasters, network operators andmanufacturers will need to support the initiative and take positive steps to allow forthe completion of the analogue switch-off process.

National administrations need to take political decisions, setting a firm analogueswitch-off timetable. Broadcasters need to ensure that viewers are informed andcontinue receiving their television services. Network operators need to makenecessary upgrades to their equipment to allow for digital broadcasting.Manufacturers need to supply sufficient quantities of DTT receivers in regionspreparing for analogue switch-off.

The support from service providers on other television platforms is also necessary.These service providers monitor that the marketing around analogue switch-off doesnot favour the terrestrial platform but instead informs viewers about opportunitiesfor television reception across all platforms. They can supply useful information toviewers while also showcasing their support for analogue switch-off.

By working together, the broadcast industry can ensure a minimum amount ofdisruption for viewers.

Strong leadershipThe decision to stop analogue television services needs strong leadership to affirmwhen and how analogue switch-off will proceed and define a clear roadmap. Thiscan provide the necessary credibility to the process and help avoid unnecessarydelays. While the government can provide such leadership, it is also possible for aswitchover commission to do so.

Most countries have set-up an organisation to steer the analogue switch-off process.Such an organisation brings together members of the broadcast industry, as well asgovernment representatives, and consumer groups. To succeed, the organisation

must be given a clear mandate and sufficient funding to carry out its work.

National analogue switch-off organisations

Country ASO organisation Website

Estonia Committee for DTVTransition

n/a

France France Tl Numrique n/a

Germany Ueberallfernsehen http://www.ueberallfernsehen.de

Italy Italia Digitale n/a

Netherlands Signaalopdigitaal n/a

Norway NTV http://www.ntv.no/

Sweden Digital Switchover

Commission

http://www.digitaltvovergangen.se

United Kingdom Digital UK http://www.digitaluk.co.uk

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Effective communications strategyIn order to prepare for analogue switch-off, viewers will need to have access toadequate information in a timely fashion. They will need to be informed on the

launch of DTT services, the availability of alternative television platforms availableand the date when analogue terrestrial television will end.

Sufficient financial resourcesWhile the cost of digital switchover will vary among countries, sufficient resourcesmust be available to support communication and marketing activities and helpprepare the vulnerable segments of the population.

Resources can also be used to provide incentives to accelerate the digital switchoverprocess. Subsidies can be distributed to viewers to help offset the cost of DTTreceivers, or to help develop appealing content for the DTT platform. In Germany,commercial broadcasters received aid to encourage them to joint with public servicebroadcasters in the transmission of services on the terrestrial platform. For European

Union member-states such subsidies require the approbation of the EuropeanCommission to avoid claims of market interference.

Focusing on the needs of viewers

A successful analogue switch-off process goes smoothly and largely unnoticed bythe general public. However, an ill-planned process can have profoundly negativeconsequences where confused viewers can suddenly lose their television services.

To help viewers prepare adequately, the whole broadcast community needs toaddress all television households relying on the analogue terrestrial platform usingtargeted communication tools that can reach out to diverse population segments.Financial support can be necessary while other aid schemes, such as mandating thatdigital tuners are included in TV products, have been adopted in some countries.

Communication toolsCommunications is the key to providing the general public with information on the

analogue switch-off process. Generally, communication campaigns have includedboth national and regional activities. Information provided to third-parties, such asthe media or retailers, can be a further means for reaching viewers.

In providing information about digital switchover, public service broadcasters mustbe careful to provide clear information on what will happen and how viewers canprepare. However, they generally must not promote the DTT platform to thedetriment of other means of television delivery.

National activities

At a national level, general information on what will happen when, and how tobecome prepared must be made available to viewers. In some countries, a mascothas been used to serve as a guide for viewers in the analogue switch-off process

such as the robot Digit Al seen in many of the advertisements in the UnitedKingdom.

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Sweden initiated the use of the eye-catching pink colour in its branding of analogueswitch-off. The colour was omnipresent in each region prior to analogue switch-offand used in all communications by the government, broadcasters and network

operator. Pink was also the colour of the bus that travelled around the countryproviding viewers with information on digital switchover. Advertising in this colourwas also used, including on a Stockholm underground train.

Other tools used in national communication campaigns have included websites,advertisements in national print media, direct mail and call centres.

Websites with information on digital switchover have been set up in the UnitedKingdom, Finland and Sweden, generally by the group responsible for leading theprocess. In the United Kingdom, the Digital UK website provides answers to suchquestions as what will happen, when, and how to prepare. Information has also beenmade available on the websites of network operators, broadcasters with services onthe analogue terrestrial platform and the government. The DigiTV website in

Finland received over 65,000 unique visitors in the week following analogue switch-off while the network operator Digita reported over 16,000 unique visitors to itscoverage maps.

Television advertisement is a means to reach viewers directly through the broadcastmedium itself. In the United Kingdom, translucent captions about switch-off beganappearing on the analogue programmes of the public service broadcastersapproximately 6 months ahead of the switch-off in the Whitehaven pilot. In theUnited States, the Federal Communications Commission has required broadcastersto run a certain number of public service announcements about the digital transition.Already, broadcasters have pledged almost $700 million of airtime to these publicservice announcements.

Direct mail sent to households is a further means to inform viewers about theimpending switch-off. Letters and brochures were sent to all television householdsin Sweden by the government and the network broadcast operator Teracom.Similarly, information was sent to television households in Whitehaven, in theUnited Kingdom and to all homes in Switzerland. In Germany, television viewers inBerlin were received information prior to their switc-off.

Viewers have also sought out information from call centres set up in Germany,Finland, Sweden, Switzerland and the United Kingdom. In Finland, the call centreresponded to over 4000 calls, especially in the weekend following switch-off. Thegovernment in Finland also set up an information desk in Helsinki which helped3000 visitors in the 3 day period that it was available. The call centre used inAndorra, set up by the broadcast network operator STA did not report an increase inthe number of calls received on the day of switch-off

Regional activities

At a regional level, area specific information is made available. This can includeprecise information such as the dates and time for switch-off as well as mapsshowcasing the location of a given analogue transmitter to be shut-off and whichhouseholds will be affected.

Regional information can also include details on the type of services available afteranalogue switch-off is completed since not all areas will necessarily have access tothe same DTT services. Tailored information is needed in areas where it may not bepossible to access DTT services. In France, households that rely on the free-to-air

analogue satellite services on Atlantic Bird 3 which are primarily used to feedanalogue terrestrial transmitters will need to be informed that these services will notbe available after analogue switch-off is completed.


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The channels used to provide DTT services also need to be communicated at theregional level. Should changes be made to the frequency channels used followinganalogue switch-off, viewers will need to know to re-scan their DTT receivers. This

information is especially important for those households that need to manually re-scan of their set-top box.

As in national campaigns, regional information can reach viewers throughadvertisements in local media, posters and banners. As already mentioned, a brightpink bus travelled around Sweden to provide viewers with information on digitalswitchover. The bus made scheduled stops in city centres so that viewers had theopportunity to visit and ask questions. The date and the time of the visit werepublished in the local media.

Communications at the regional level has proven very successful in the UnitedKingdom. At the end of 2006, 80% of viewers were aware of digital switchovercompared with over 90% awareness among viewers in the two regions set to lead the

analogue switch-off process. Both of these regions benefited from targeted, regionalcommunication activities.

Using third-parties

Viewers can also be informed about digital switchover using indirect channels suchas print media and retailers.

Sales personnel in consumer electronic shops are trained to provide consumers withinformation on how to prepare for digital switchover. Retail shops have often madeavailable brochures and other information sheets on digital switch-off and at timesdedicated store space to digital switchover logos and other marketing material. TheDigital Tick logo used in the United Kingdom provides viewers with the guaranteethat the product purchased will work in an all-digital broadcast environment. Afurther logo indicates equipment that is judged easy to install based on independenttesting by the consumer group Ricability.

Reaching viewers through the media also proved important in Sweden. The DigitalSwitchover Commission spent much time in interviews with journalists fromnewspapers, radio and television. Media activities organised included pressconferences, accompanied visits to transmission towers, and breakfast sessions.

In Stockholm, digital switchover representatives visited different newsrooms andinvited the general public to send their questions about digital switchover via emailand SMS text messages. These questions, which were answered individually, wereoften used by journalists in their news articles. Generally, the digital switchoverprocess generated positive media coverage. In the United Kingdom, Digital UKcontinually ensures that the media is informed of the analogue switch-off process bysending out press releases on a regular basis, generally based on research and studieson the status of the process.

Reaching out to property managers

In the United Kingdom, Digital UK has targeted property managers and landlords intheir communication channels. It developed a special guide which is available on aspecial section of their website reserved for property managers. In addition, DigitalUK has established theHome Set for Digital Scheme which recognises organisationsable to provide digital television and switchover information to its residents. InJanuary 2008, five public housing providers were named the first recipients of theaward.

The government published a Good Practice Briefing on Digital Switchovertogetherwith the Chartered Institute of Housing (CIH). The report sets out the implications


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of digital switchover for the housing sector, giving clear and objective advice on theoptions available.

Similarly in Sweden, where a high number of households rely on collective

antennas, communication efforts targeted property manager. In Andorra, specialoutreach activities targeted landlords, property managers and hotel associations.

When to begin?

The amount of time between the official publication of information on analogueswitch-off and the actual switch-off date can vary between countries. Somecountries may not provide much time between the two dates. Other countries,however, are required to provide a minimum amount of time between the timetablepublication and the first phase of analogue switch-off. This is the case in bothFrance and the Czech Republic.

Financial supportOften, the most disenfranchised members of society rely on analogue television

services and need to be informed on how to prepare for digital switchover. Yet it isthis group which can be the most difficult to reach through traditional informationcampaigns.

Low-income and other disadvantaged households

Many households will need help with the digital transition. For some, financialassistance will be necessary to enable the purchase of equipment allowing for thereception of digital services. For others, physical assistance will be necessary to helpset-up new digital equipment.

Deciding who should benefit from this help has been addressed by some nationalgovernments. In the United Kingdom, the Digital Switchover Help Scheme with abudget of 600 million has been set-up to provide an estimated 7 million householdswith support. Such support includes equipment to convert one television set, helpwith installation and an aerial replacement if deemed necessary. Households with atleast one member that is aged 75 years or over or has a significant disability are alsoeligible for the programme.

However, because many people that are not eligible for this help scheme will alsorequire assistance, Digital UK has been working closely with local charities,volunteer and consumer groups to help all those who need it. It is funding aninitiative, Digital Outreach, which commissions digital switchover assistanceprogrammes to charity organisations.

In France, the government has set aside funding for digital switchover projects. Thisensures that all households that are exonerated from paying the television licensefee, based on age or income levels, will receive financial support. Furthermore,support is also available to those households that can only access television servicesusing the analogue terrestrial platform. Aid may also be granted to householdslocated in border regions should it be necessary to speed the analogue switch-offprocess.

In its consultation on analogue switch-off, the broadcast regulator, Conseil suprieurde l'audiovisuel CSA), has recognised that local governments and associations willplay a key role in providing assistance. However, the delivery of support forcollective entities such as hospitals, schools and old-age homes, is yet to be defined.

In some countries, financial aid has been handled through social services (e.g.

Sweden and Germany). In Berlin, approximately 6000 set-top boxes weredistributed to low-income families who relied on the terrestrial platform fortelevision access but could not afford a DTT receiver. However, as the cost of a


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DTT set-top boxes continue to drop, they become more affordable to an increasingproportion of homes.

General subsidies for all households

In some countries, financial support has been made available to householdsregardless of income levels or need.

In the United States, the government has set aside $990 million to help viewerspurchase digital converter boxes. Households, regardless of their televisionreception or income, can apply for up to two coupons worth $40 each to use towardsthe purchase of a digital set-top box.

In Europe, very few countries have granted similar subsidies to households. TheEuropean Commission has been vigilant in ensuring that its rules governingcompetition and platform neutrality have been observed. Only subsidies that can beused across all television platforms are permitted.

Following its argument for platform neutrality, the European Commission declaredthe subsidies granted to viewers in Italy from 2003 until 2006 illegal. The subsidieswere used towards the purchase of set-top boxes enabled for open interactive (i.e.MHP) services, but which in practice could only be used for DTT receivers.

The European Commission has published guidelines on aid governments can grantto ease the digital transition. In accordance with these guidelines, the Austriangovernment established the Digitalisation Fund to help households with the purchaseof digital receivers.

Other countries in Europe have not granted subsidies to viewers.

Targeting households with communal antennas

Households relying on a common antenna (SMATV) for the distribution ofterrestrial services are indirectly affected by analogue switch-off.

In these buildings, the head-end distribution equipment can receive the terrestrialanalogue signals which is then re-modulated and distributed to each household usinga local analogue coaxial cable network. In preparation for analogue switch-off, thedistribution equipment needs to be converted to replace the analogue tuners withnew DVB-T receiver modules.

In some countries, the number of households that rely upon a communal antenna fortheir television reception is quite high. In Spain, the government has put in placemeasures to help finance part of the cost of SMATV conversions. As a result, theconversion of collective antennas for DTT reception is well underway. According tothe Nacional Association of Telecommunication Installers (FENITEL), more thanhalf of collective antennas had been converted by early 2008 compared with aconversion 30% of such antennas in early 2007.

Because of the time necessary to upgrade communal antennas, action must be takenearly.

Mandating digital tunersConsidering that all analogue equipment must be converted as part of the digitalswitchover process to remain functional and that households generally own anaverage of 2.2 television sets, in addition to an analogue video recorder, the amountof analogue equipment to be converted to digital adds up to relatively high numbers

in most countries.


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However, the increased proliferation of television sets with an integrated digitaltuner (iDTVs) can ease the digital conversion task. Already, many of the majorconsumer electronic manufacturers only sell television sets with an integrated digitaltuner which thus helps to limit the number of television sets that need to be

converted.

In Europe, only France and Italy have mandated digital tuners in television sets.Since March 2008, retailers in France have been obliged to sell television sets with adigital tuner while in Italy such an obligation will come into effect in June 2009. Inaddition, all HD-ready television sets sold in France must include a digital tuner andHD decoder as of December 2008.

While it has not mandated digital tuners, the United Kingdom has benefited from thedecision by several major retailers, including Currys and Dixons, to stop sellinganalogue television sets. It should be noted that even as late as 2004, for every oneDTT receiver sold, two analogue television sets were purchased.

The United States has made digital tuner mandation a cornerstone of its digitaltransition policy. Since March 2007, manufacturers have been obliged to include adigital tuner in all television sets.

After analogue switch-offThe digital dividend can be defined as the spectrum capacity released after analoguetelevision services have switched to digital technology. However, it is not until allcountries in a given area have completed analogue switch-off that the true benefitsof digital switchover can be realised. This has been recognised by the EuropeanCommission which has encouraged its members to complete switch-off by 2012.

The size of the digital spectrum available for each country has been identified in thedigital plan established as part of the Geneva 2006 Agreement. This agreementdefines the number of "coverage layers" countries have been allocated for theprovision of DVB-T and T-DAB services in frequency bands III and IV/V.Although "coverage layers" have been allocated for broadcast services, it is possiblefor national administrations to allocate frequencies for other types of services so

long as they do not require more protection or cause more interference than allowedfor in the Plan.

At the World Radiocommunication Conference (WRC-07) held in November 2007,many national administrations approved the introduction of new types of services inthe terrestrial bands traditionally reserved for broadcast services. By doing so,national administrations have provided themselves with flexibility in deciding howany available spectrum could be used. Options could include new or improvedbroadcast services, converged television and phone services, mobile datacastingservices or wireless broadband services.

The European Commission has promulgated the adoption of market principles in theallocation of the available frequencies which could allow for the introduction of

such tools as spectrum auctions and trading as part of its proposed telecom reformpackage currently under discussion.

Section

6


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In the United Kingdom, the communications regulator OFCOM has announcedplans to auction frequencies in the UHF band. In the United States, the auction often-year licenses for UHF frequency channels 52-69 generated $19.6 billion. A

majority of these licenses were purchased by two leading telecom operators, VerizonWireless and AT&T. Other countries, however, may prefer to allocate frequenciesusing beauty contests or other traditional methods.

The decision on how to allocate the digital dividend and for what services promisesto bring new challenges for the future.


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Impact of the WRC-07 on terrestrial bands

The World Radiocommunication Conference 2007 (WRC-07) met in Geneva from

22 October until 16 November to discuss the worldwide use of radio frequencies andmodify the Radio Regulations, the international framework governing the use offrequency spectrum and satellite orbits, as necessary. The Conference broughttogether 164 national administrations from around the world, with countries dividedinto regions representing Europe, the Middle East and Africa (Region 1), theAmericas (Region 2), and Russia and Asia Pacific (Region 3).

'Agenda item 1.4'

A key issue for broadcasters was handled under agenda item 1.4, concerned theallocation of mobile services in the terrestrial frequency bands between 470-862MHz traditionally reserved for broadcasting. Some countries had requested thatmobile services be given co-primary status alongside broadcasting in these bands.

For the United States delegation, which supported a global allocation of mobileservices in these bands, doing so would enable the development of wireless servicesworldwide without fear of market fragmentation. All countries in Region 2 andseveral countries in Region 3, including China and India, agreed to this position andaccordingly have allowed mobile services to use the frequency range of 698-862MHz. However, countries in Region 1 and remaining countries in Region 3, havelimited mobile services a smaller frequency range.

For countries in Europe, the question raised heated debate with a common positiononly possible after a marathon-long discussion session. The final agreement reachedallows for mobile services to be proposed in the frequency bands between 790-862MHz after 17 June 2015, the date when the analogue / digital broadcast transitionperiod for Region 1 and Iran ends as per the Geneva 2006 (GE-06) Agreement.

However, not all countries agreed with this compromise. Because the introduction ofmobile services in the frequencies between 790-862 MHz is generally delayed untilJune 2015, 65 countries decided in two footnotes (5.316 and 5.316A) to make thesefrequencies available for mobile services immediately.

Resolutions protecting broadcast services

All national administrations agreed to two resolutions in the Final Acts of the WRC-07 to offset the potentially harmful effects of mixing IMT and broadcast services inthe same frequency bands.

The first resolution, number 224, recognises the primacy of the GE-06 Agreement inRegion 1 and calls for the protection of broadcast services from any interferencecaused by IMT services. The resolution notes that "mobile services shall be subjectto the application of procedures contained in the GE-06." In addition, countriesplanning to implement mobile services in the frequencies between 790-862 MHzmust coordinate with neighbouring countries prior to implementation. Mobileservices not requiring coordination must not "cause unacceptable interference to, orclaim protection from, stations of the broadcasting service..." Thus, the resolutionsafeguards broadcast services from the introduction of mobile services.

The second resolution, Com 4/13, calls on the ITU to study the impact of the use ofthe frequencies 790-862 MHz by mobile applications. Because these frequencies canbe allocated to non-broadcast services, it will be important to understand how thesenew services could impact broadcast services. The resolution recognises the

importance of "protecting the services to which the frequency band is currentlyallocated." The results of these studies will be presented at the next meeting of theWorld Radio Conference in 2011.


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Appendix

Country DTT launch Official ASO date

United Kingdom 1998 2012

Sweden 1999 Completed

Spain 2000 / 2005 2010

Finland 2001 Completed

Switzerland 2001 Completed

Germany 2002 2008

Belgium 2002 2012

The Netherlands 2003 Completed

Italy 2003 2012

Andorra 2004 Completed

France 2005 2011

Czech Republic 2005 2011

Denmark 2006 2009

Austria 2006 2010

Norway 2007 2009

Ireland 2008 2012

Portugal 2008 2012

Greece To be confirmed 2012


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