TV&V: In your concept, what is the future of the television industry in the twenty-first century?
Mark Rebholz
: Digital television has already taken off and is working in the United States, but this technology is still relatively new. This means that the opportunities are limitless and the challenges great, and that programmers are still in an experimentation phase. Whether you are a programmer, a content provider or a multimedia professional, digital television is sure to revolutionize your business. The potential for interactivity, multicasting and content creativity and, of course, for superior image and sound means that we are in a very stimulating time in the field of television. In any case, it will be the viewers who decide which features and services will prevail in the long run.
With 166 television stations broadcasting digitally in the United States, programmers have moved ahead of the timelines of the transition to digital. Today, 64.84% of American households have access to at least one DTV signal. The barriers remain, of course, and we are working to overcome them. It is time for the Federal Communications Commission (FCC) to exercise leadership in an area where it has always been envisaged to form a partnership between the public and private sectors. Among those necessary legislation, rules are required regarding the cable broadcasting of local DTV signals. It is also necessary for the FCC to adopt rules requiring DTV tuners on every TV sold.
TV&V: Do you think the competition between digital systems is going to end soon?
MR: In fact, there has been a debate in the United States about the 8-VSB transmission standard, adopted by the FCC. It is unfortunate that the performance of some of the teams has not met expectations. NAB has asked the FCC to set a minimum performance standard for new DTV TVs to give consumers some kind of assurance that the new equipment works properly.
In the interest of a fast and coherent DTV transition, these persistent doubts must end and programmers are taking the initiative to do so. We hope to resolve the 8VSB vs. COFDM issue once and for all in the coming months. Right now, independent testing is underway to resolve the issue. Given the questions that have been asked about the performance of the 8VSB compared to the COFDM, it is an obligation of the industry to ensure that we are on the right track or that we must correct it soon.
TV&V: From a technological point of view, what new developments do you expect to be launched this year?
MR: I'll leave those projections to those experts who are more inclined to technology and all of them are going to be at NAB 2001 in Las Vegas from April 21 to 26.
TV&V: Is Internet television the next generation in this industry?
MR: Certainly the Internet has the potential to reinforce the experience of watching TV. Digital television allows for a wide variety of new applications and, as technology evolves, some features of the Internet for television may be consolidated. However, the act of watching TELEVISION has traditionally been a passive activity and has often served as entertainment for the family. On the contrary, having access to the Internet is a solitary and much more interactive experience.
As systems become sophisticated, efforts to maintain an audience can focus on personalized entertainment and the information experience, giving viewers more choice and providing advertisers with more effective means to reach those viewers.
TV&V: How will these developments and trends transform the market?
MR: The merger of television and PC, if it happens at all, will profoundly transform the relationship between the programmer, the content provider, the viewer and the advertiser. Surely, the consumer will always benefit.
TV&V: What's going to happen to NAB Americas?
MR: The goal of the NAB Americas Conference (July 17-19 at the Key Biscayne Ritz Carlton in Miami, Florida) is to bring together radio, television and cable professionals. With this perspective, our sessions must change every year to confront the most urgent problems. In 2001, you will see a greater emphasis on how technological changes will affect all areas within the operation of a station: What equipment does it require? How are you going to pay for it? How are you going to make money with that team? The information presented will continue to be focused on the management of the stations and not necessarily on the engineers.
TV&V: Do you expect new developments specific to this event (and this market)?
MR: As the media converges, so do our sessions. This year's sessions will not focus exclusively on radio or television, but on how the theme of those sessions affects radio and television, in addition to cable and all other forms of electronic communication. I think this reflects the merging of business interests across the industry and in every market.
TV&V: Are you planning to increase the television area at NAB Americas as you did with radio the year before?
MR: The TV perspective will definitely be well represented at this year's conference.
TV&V: Could you tell us about the Latin American presence in 2000 and how you expect 2001 to be?
MR: We saw a big increase in Latin American assistance compared to our first year with the second, and from all countries. Now, in our third year, we expect a similar increase. One reason for this is that our conference is being better known within our target market. Likewise, I think we are doing a better job of getting marketing materials into the hands of our target market. One market we'll be reaching this year is Spanish-speaking stations in the United States.
TV&V: Are these countries following industry trends?
MR: From North America to the tip of South America, all electronic media operations are facing the challenges presented by new technologies, increased competition and economic uncertainties. In those areas where programmers are behind, they are attentive to learning from the successes and failures of others. And, in those areas where they are leaders, they are setting an example for the rest of the world.
TV&V: In what way?
MR: An example is the Internet. Currently, exposure to and use of the Internet in many parts of Latin America may lag behind other parts of the world; but this will change dramatically, and very soon. Some Latin American programmers have already embraced the technology and created a network presence that many would envy. At the same time, some are waiting for Internet use to increase and see what others do. It is unwise to say that an entire market is operating in a certain way. This brings us, again, to the basic concept of our Conference: the exchange of ideas and intuitions between programmers from the American continent is convenient for everyone. Every industry executive has something to learn and something to share.
