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Today HDTV take off 2001: 720p 2005: 1080i & 1080p US: +/- 35% HDTV owners Between 20-40% HD broadcasts Europe: +/- 20% HDTV owners Around 5% HD broadcasts Growing adoption of digital television, HD channels, Blu Ray, HD gaming Consumer confusion gradually disolving?
Super Hi-Vision (SHV) Or Ultra HDTV (UHDTV) 7680x4320 pixels NHK First experiments in Japan Audience reception? The future
Technological advances depend on unpredictable external factors and are not planned in the marketing department, nor by engineers The future: Lessons from the past
Do not only serve the interests of large, dominant players: a broad consultation of the field is essential in successful adoption The future: Lessons from the past
Do not crack the egg or fry the chicken: hardware is useless without software, HDTV is not attractive (read: ugly) without HD content The future: Lessons from the past
Take you consumer seriously: do not use consumer research as an excuse, technical solutions are not always answers The future: Lessons from the past
Technological determinism: question on transparency and control remain, in-house development, but more room for international cooperation The future: Lessons for SHV Top down vs bottom up: consumer demand for SHV? Again, more international cooperation, and strong industrial stimulus Chicken and egg: current cooperation with BBC and RAI laudable, but needs to more than technical cooperation. Content and hardware and king and queen The consumer: due to specific SHV traits, consumer research has an important role in development
Unexpected contextual factors are what they are Remaining questions Still quite early in development, several technical hurdles remain Consumer response?
Your questions? Nils Walravens & prof. dr. Caroline Pauwels Interdisciplinary Institute for Broadband Technology (IBBT) Studies on Media, Information and Technology (SMIT) Vrije Universiteit Brussel (VUB) firstname.lastname@example.org & email@example.com T: +32 2 629 16 21 F: +32 2 629 17 00