Search for the Possibility of New Broadcasting:
A Discussion Concerning the Appeal of Digital Satellite Broadcasting

On Friday, May 28, 1999, a symposium was held with the participation of the presidents of five digital satellite broadcasters and an NHK Managing Director. The event was a great success with both the main location, the auditorium of the NHK Science & Technical Research Laboratories (300 seats), and the provisional monitor location (300 seats) completely filled.
Announcer Sadatomo MATSUDAIRA of NHK was the symposium mediator for discussions concerning new services, diffusion strategies, and the future image of digital satellite broadcasting. The symposium was broadcast on HDTV and BS Channel One.


BS Nippon
President
Seiji
URUSHIDO
 BS-i
President
Souji
HIKITA		 BS Fuji
President
Bunzou SHIRAKAWA		 BS Asahi
President
Kyuemon
ODA		 BS Japan
President
Shunzou
KIMOTO		 NHK
Managing
Director
Katsumi YAMADA
Simultaneous nationwide broadcasting. Various services for viewers. Long-cherished "More Channels." New creations will be produced. Powerful information terminal for the 21st century. Transformation from "watching TV" to "using TV."
The killer contents are Giants baseball games, etc. Information programs produced by local stations, sports, movies, etc. Sharing programs with terrestrial digital broadcasting. Providing suitable information to meet the needs of lifestyles.
Using interactive services, we will actively provide information and entertainment. More enhanced TV shopping programs.
HDTV only. HDTV only. HDTV only. HDTV broadcasts on prime time slots and weekends. The basis is HDTV programming, with the possibility of three SDTV channels. HDTV news broadcasts will impact audiences greatly.
Reorganization of the broadcasting system networks. Having the local stations take advantage of low transmission costs. Local stations will need to train their staff for program production. Block organization is also required.
Holding an event featuring BS next May, centering around five commercial broadcasters. Affordable receivers and digitization of cable TV networks are also urgent necessities. Expectation of manufacturers for low-priced receivers. The largest present problem. Livening up through cooperation with commercial broadcasters. Scheduled test broadcasting at the Sydney Olympics.
The Athens Olympics in 2004 will be a significant turning point. Hope for proper growth maintaining sense of humanity. Positive vision of a powerful information infrastructure in the 21st century.

1.The appeals of digital BS broadcasting
BS Nippon Simultaneous nationwide broadcasting will be possible using BS. This transmission method is very attractive and will advance the development of new broadcasting. Digital BS broadcasting will provide audiences with services as a "More Channel."
BS-i Making the best use of the characteristics of digital BS services, namely low transmission cost and high-definition/multi-function capability, opens the possibility of various services for our viewers.
BS Fuji HDTV, consisting of high-quality images and sound, and data broadcasting are very attractive. We have acquired the long-hoped for "More Channels."
BS Asahi HDTV, data broadcasting, and nationwide networks are appealing. There is a possibility of their leading to new creations.
BS Japan It will be a powerful information terminal for the 21st century.
NHK Digital BS broadcasting will transform "watching TV" into "using TV" with its multi-function capability. Services featuring the high-definition and high-quality sound of HDTV are being considered. In the future, data broadcasting will enable interactive services using the Internet and communications media.
2.Broadcasting services
BS Nippon Baseball games of the popular pro baseball team the Giants will be broadcast, including pre-game practice. This will be the killer content. Even though we will prepare technical facilities for 3 SDTV and HDTV, we want to produce programs exclusively on HDTV.
BS-i We would like our audience to enjoy interactive information/ entertainment while participating in programs. We will actively promote interactive services as our killer contents. HDTV broadcasts only.
BS Fuji Our expectation is for information programs produced by local stations, sports and movies. HDTV broadcasts only. We will put emphasize on sports, movies, and music programs.
BS Asahi We will compete by the quality of our products. Sharing programs with digital terrestrial broadcasting in three years will be necessary. We will create a picture design which interests viewers, using a 16:9 aspect ratio for the display. Regarding programming, multi-programming, which involves broadcasting a program five days in different time slots, is also a possibility. More enhanced TV shopping programs will also be effective. HDTV broadcasts on prime time slots and weekends.
BS Japan Not targeting a certain age bracket, we will provide suitable information needs corresponding to lifestyles. Digital broadcasts have a larger capacity. We will provide basic HDTV programming, with the possibility of three SDTV channels.
NHK We will offer services which are useful in daily life and enrich life. We will put emphasis on HDTV nature, travel, and year-long drama program production. HDTV news broadcasts will also impact our audience.
3.Diffusion activities
BS Nippon Charge-free broadcasting is the most important condition. Cooperation with cable TV networks will be necessary.
BS-i Advertisement broadcasting to make the services free. Holding a "BS Festival" next May, centering around five commercial broadcasters and demonstrating its contents to encourage diffusion.
BS Fuji We have not decided on a fee system. Similar to expanding culture, three points will be the keys for its diffusion; free participation, a reasonable price, and stylishness. Affordable receivers and the digitization of cable TV networks are also urgent necessities.
BS Asahi Charge-free broadcasts. Cooperation with cable TV for its digitization needs to be advanced. The cost of digital receivers will be the key.
BS Japan At least five years of free broadcasts. Its mission is to produce unique programming using digital BS. The early digitization of cable TV networks is necessary. We would like to ask manufacturers for low-priced receivers.
NHK The digitization of cable TV networks is needed. The NHK Science & Technical Research Laboratories are developing this. Diffusion will be the largest current problem. Livening up through cooperation with commercial broadcasters. We want to conduct test broadcasts at the Sydney Olympics.
4.Future images
BS Nippon Ending analog BS broadcasts in 2007 will be a significant turning point. We will put further emphasis on software production.
BS-i The Athens Olympics in 2004 will be a considerable turning point.
BS Fuji Advancing media fusion of communications and broadcasting, also TVs and PCs. Large displays and high-definition images will remain.
BS Asahi I hope for a proper growth maintaining humanity.
BS Japan I have a positive vision of a powerful information infrastructure in the 21st century that utilizes multi-functions such as interactive services.
NHK Digital broadcast receivers will be the general information terminal in the future. Advancing the fusion of broadcast and communications will make them reside within each other.





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