Simulcasting pivotal in transition to digital TV

Why do we need simulcasts in the transition from analog to digital TV?

Conducting simulcasts can help Thais migrate to digital broadcasting. This will be a little incentive to viewers who would like to see the same services that they are already enjoying in the analog via a digital platform. It will also be easy for them to migrate to digital with familiar services and they will also find many new services.

Additionally, Thailand has enough frequency to do simulcasts. Apart from the Kingdom, most European countries such as Finland, France, Germany, Spain, the UK, Greece and Slovenia also have simulcasts. This is a common standard that they have to do. 

 

What will analog TV broadcasters do during the simulcast period? 

For broadcasters, it is a bit different because the six incumbent broadcasters in Thailand, including Channel 3, Channel 5, Channel 7, Modernine TV, Channel 11 and Thai PBS, have to provide distributions twice – analog services and continue current operations on the digital TV network. This is a temporary burden for those broadcasters during the simulcast period, which ranges from one month to several years. 

Normally, broadcasters would like to have a simulcast period that is not too short, as they want to experiment, while viewers also want to learn how to use digital set-top boxes with their TV set to watch programmes carried on the digital TV network.

 

Should the content in analog and digital TV be the same? 

Yes, it should be the same content and programming, as the idea behind this is, “If I go to the digital, I find my old familiar services.” 

According to viewing figures in Thailand and also in advertising figures, the six incumbent broadcasters are very popular among Thai viewers. So if people do not find such services on the new platform, they won’t be happy. 

It is undeniable that people like to watch the six incumbent services. So the advertising expenditures in the Kingdom largely come from those incumbents. 

 

Digital TV might create new viewers for those six incumbent broadcasters. Can they take this opportunity to claim new viewers for further advertising income? 

I would say to that “no”, because those broadcasters would not get new [viewers] in the digital platform as [those people] migrate from the old platform. However, we have to wait and see until the digital terrestrial network is up and ready for all areas. 

Despite the fact that there would be new [viewers] for the six incumbents, I think that it would be very limited. 

And they would not find any revenues as they shoulder double costs in distribution.