Shannon Ryker | Nov. 14, 2008
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| Courtesy photo |
| Digital TV Report founder Andrew Thornhill offered four ideas about effects of the upcoming digital transition. |
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Those thoughts range from predictions about how the switch will open new avenues for broadcast companies as well as for consumers, who may be able to someday personalize television viewing.
A former cable television station manager, Thornhill has spent 40 years in broadcast production, management and finance. His Digital Television Report program is based on research about digital media and offers analysis and prediction about effects of the upcoming end of analog broadcast signals in February.
The switch from analog to digital television broadcast directly affects households that receive their signals over the air, but also offers broadcast stations technology to expand from one to four or more channels.
During his visit, Thornhill spoke to several classes, including C201 Hot Topics in Journalism, and hosted an informal chat Wednesday evening. At his C201 talk, he covered four main elements he associates with the upcoming transition.
The first element Thornhill says that “makes a huge difference” in understanding the transition to digital to analog switch is research. Thornhill’s research regarding digital TV started in 1992, just as the Internet was becoming established.
“An analog signal takes a lot of space up. Digital signals take up a smaller spectrum space, allowing for more channel openings,” said Thornhill.
According to Thornhill, the second element needed for the transition in 2009 is public policy. Because the transition is government mandated, it is crucial to have legislative committees and policies for the public’s interest.
“The FCC was given $10 billion to make the public aware of the switch,” said Thornhill. TV watchers have seen public service announcements alerting people to the end of analog broadcast, and Thornhill also cited programs such as digital converter box coupons to help people pay for the boxes they may need to receive the digital signal.
The consumer is the third key element in the DTV transition. With the digital conversion there is ample opportunity for “consumer created models” said Thornhill. With a greater number of channels available, consumers could take advantage of it and make their own channels.
“You could create the channel you want. If you like reading, you could have a channel just for books. This would make the consumer in control,” explained Thornhill.
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| Photo by James Brosher |
| Andrew Thornhill of the Digital Television Report talked to several classes and hosted an open discussion during his visit Wednesday. |
The last element Thornhill discussed was media industries and how they are changing, or will have to change to accommodate digital TV.
“Many of the major broadcasting companies are now asking themselves, ‘What tools and skills will I need to be successful in the future of digital television?’” he said.
To remain competitive in an industry that Thornhill says “changes every week,” many large companies are going to have to start retraining employees or hiring people who are familiar with the concept of interactive television.
While the conversion may seem fairly simple on the forefront, there is clearly more behind the scenes, he said.
“It is not just about the transition, the converter box and the clearer picture. It’s about how it benefits the individual person,” said Thornhill.
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