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PCCW hopes for HDTV world-first
Hong Kong’s incumbent telco introduced its first family VOD service late January. Now it wants to pioneer HDTV over DSL to build on its 500,000 television subscriber base. Trials are using 8Mbps per channel with advanced encoding
PCCW, the Hong Kong incumbent whose ‘now Broadband TV’ service boasts over 500,000 subscribers, hopes to launch its HDTV service in the first half of the year. A spokesperson has confirmed that the telco is using 8Mbps of video bandwidth for high-definition programming in trials and, after making provision for overheads and simultaneous Internet access, expects to require 10Mbps of available bandwidth into the customer premise to carry the new service.
PCCW is expected to be the first operator anywhere to deploy high-definition TV over DSL infrastructure using advanced encoding. It will use the AVC (MPEG-4 Part 10/H.264) codec, which can halve bit rates compared to MPEG-2. This new compression technology is a key enabler for HD services on all access networks including cable and satellite and TANDBERG Television, which already supplies MPEG-2 encoders for now Broadband TV’s premium channels in standard-definition, is supplying its EN5990 HD AVC encoders for the new service.
Local content
PCCW is not ready to talk about its HD content line-up, although the availability of local content is one of the factors pointing them towards a mid-year launch. “We do not expect any availability of full linear channels from content providers in Hong Kong until then at the earliest,” a spokesperson reveals. The current HD trials are using stored content that is played out, rather than live broadcasts. PCCW uses DSL for its access network - primarily ADSL with some ADSL2+, while VDSL (Very high-speed DSL) is under development. As with all DSL networks, the content for the HDTV service is being delivered using a constant or capped bit rate, which ensures the data dedicated to a television channel never exceeds a pre-set rate and remains within the capacity of the local network.
Tim Shepherd, business development director for IPTV (EMEA and APAC) at TANDBERG Television, says he expects to see a range of 7-11Mbps for constant bit rate HDTV on DSL networks worldwide, using advanced encoding. “Eventually we will see bit rates as low as 6Mbps for HDTV, with a range of 6-12Mbps,” he predicts.
PCCW is unlikely to be the only major telco to introduce HDTV using AVC encoding this year and it will have to keep close to its target launch dates to achieve its expected status as first provider of HD over DSL with advanced encoding. France Telecom is another candidate for HD over DSL with its MaLigne TV service, having upgraded its network to ADSL2+ to make room for advanced services. The French telco was behind the first demonstration of AVC compressed HD over an operational ADSL2+ network when it relayed content from the French Open tennis tournament at Roland Garros Stadium last June.
HDTV pioneer
PCCW’s pioneering HDTV service confirms its determination to build on the early success of now Broadband TV. Unlike IPTV providers in the US, who have to offer high-definition TV to match their cable and satellite rivals, PCCW is not playing catch-up in its local market for HD. The foundation stone for now Broadband TV is a selection of over 90 broadcast TV channels (in standard-definition) combined with exclusive content offers. The company recently announced that it has exclusive rights to UEFA Champions League soccer coverage in Hong Kong via ESPN and Star Sports, for example.
The company also launched a family entertainment movies-on-demand service on January 24, although there are currently no plans to expand the on-demand service to include television programming. Besides early market entry with advanced video services, the rapid uptake of now Broadband TV can be attributed to several factors. PCCW began with a large broadband customer base with almost universal access (93 per cent) to 6Mbps bandwidth and this has been complemented by proactive telesales to up-sell broadband customers.
The company used an ‘A La Carte’ content offer to create a competitive entry service and followed that with efforts to migrate TV subscribers onto discounted ‘mini-packs’, whilst retaining customer channel choice. There has also been aggressive channel-orientated marketing, including sales promotions. PCCW aim: unique viewing experiences PCCW Ltd has demonstrated its commitment to acquiring premium content with a number of deals that are taking effect this winter. The company has introduced the 24-hour news network CNN International and HBO Family and HBO Hits - two new HBO channels that were due to make their debut on the service in February. ‘now Broadband TV is about to become the exclusive provider of all live UEFA Champions League matches for Hong Kong too, starting this September, through a deal with ESPN and Star Sports channels.
The company will deliver all 125 Champions League games either live or delayed on ESPN and STAR Sports. According to Dominic Leung, head of television and content: "now Broadband TV is continuously investing in the best programmes. We always take an extra step to provide our viewers with a unique TV viewing experience.” |
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