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HDTV (Case study)


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HDTV (Case study)

  1. 1. TeaTree Systems<br />by Drew Kessler<br />April 19th, 2010<br />Drew Kessler<br />Daniel Zhao<br />Bill Wenrich<br />Michael Chamberlain<br />HDTV:Switching Costs and Obstacles to Adoption<br />
  2. 2. Agenda<br />Financial Obstacles to HDTV adoption<br />Producer<br />Consumer<br />Unaddressed Technical Issues<br />Production of HD content<br />Distribution of HD content<br />Consumer Reactions to the Marketplace<br />Conclusion<br />Questions<br />2<br />
  3. 3. Financial Obstacles - Producer<br />3<br />Providing HD content includes a high switching cost<br />Purchase of cameras, editing workstations, video displays.<br />Increased requirements for data storage.<br />Production of optical discs for distribution<br />HD DVD lost the format war, but <br />has an established user base<br />DVD production facilities require significant adjustments to <br />manufacture BluRay discs.<br />
  4. 4. Financial Obstacles - Consumer<br />4<br />Full adoption requires investment into consumer electronics<br />Consumer electronics have a short time to obsolescence<br />New television, video player, video discs<br />Amateur production also has a high barrier to entry<br />Demands a new camera and editing software.<br />Space for storing HD content on a computer is quickly exhausted<br />Not possible to burn a BluRay disc for distribution<br />
  5. 5. Unaddressed Technical Issues<br />5<br />Methods of transmitting HD content<br />BluRay discs provide high-quality content but require a compatible player<br />Bandwidth for broadcast content is limited<br />Consumers cannot make a BluRay disc<br />Compression<br />HD content takes over two times the bandwidth of SD<br />Impossible to transmit large amounts of uncompressed HD over existing networks<br />Compression reduces size, but introduces significant loss in quality<br />
  6. 6. Consumer Reactions to the Market<br />6<br />Purchase of HDTVs has increased as price goes down and the technology matures.<br />Given the recent format war, there is still apprehension about short cycles of obsolescence.<br />Confusing terminology<br />HDTV and Digital TV sometimes incorrectly used interchangeably<br />Uncertainty among consumers about whether they need an HDTV for the switch to digital broadcast television<br />Differences between HDTV televisions<br />1080p, 1080i, 720p<br />LCD, Plasma, DLP,<br />
  7. 7. Conclusion<br />7<br />Market factors hinder production of HD content and the adoption of HDTVs.<br />Consumers are wary of the rapidly-changing market.<br />Compression is necessary for HD broadcasts, even though it reduces quality.<br />There are no provisions for consumers to share their amateur productionson optical media.<br />There is confusion about the benefits, costs, and justifications of owning an HDTV.<br />
  8. 8. TeaTree Systems<br />Drew Kessler<br />Daniel Zhao<br />Bill Wenrich<br />Michael Chamberlain<br />Questions?<br />8<br />
  9. 9. References<br />9<br />Dupagne, M and Seel, P.B., “High-Definition Television A global Perspective,” Iowa State University Press, 1998<br /><br /><br /><br /><br /><br /><br />,2817,1899844,00.asp<br /><br />