Philippine broadcast pioneer ABS-CBN is well on its way to bringing crystal clear television viewing to millions upon millions of Filipinos by investing in Digital Terrestrial Television (DTV) and Cable TV.
ABS-CBN marketing head Miguel Marcado noted that 80 percent of households make do with traditional aerial antennas, as these families from the D and E socio-economic classes cannot afford the clearer signal provided for by cable television. Of that number, less than 52 percent receive only two watchable channels, with the other free TV channels being of quality that is too poor to watch. Given the developments that pop up in the cities, it is more than likely that the TV signal on the ground will continue to deteriorate.
“People do not get clear reception on TV because of the buildings and billboards that create interference in the signal. They don’t have a choice and they think it is because of their old TV sets,” he said. “Digital terrestrial television will diminish the effect of development in the transmission of content and help the government fulfill its mandate of providing citizens access to information as it enables them to view more channels clearly.”
Mercado said that ABS-CBN has invested heavily on infrastructure, as well as test broadcast activities over the past six years to ensure a smooth transition to DTT, which gives viewers clear picture and sound, as well as much more content, as it allows each network to broadcast over more than one channel. DTT, which is considered the future of television, has been discussed to completely replace the existing analog system in the country by 2015.
“All the network’s efforts of producing world class programs are for naught if the content cannot be viewed and appreciated in its true value, if it even reaches the people at all. But the main reason we continue to innovate is to give the people a choice, an access to a wealth of information and entertainment that analog transmission simply cannot address very well,” Mercado added.