Daily Independent (Lagos)
Aaron Ukodie
29 December 2008
The entry of DaarSat into the Nigerian direct-to-home broadcasting or otherwise known as direct satellite television (DSTV) has brought about new opportunities for competition.
It has opened up new possibilities and thrown up a lot of options. With it has also come a new debate about technology adoption and acceptability.
Unarguably its high definition television (HDTV) platform has positioned itself as a better option in terms of offering technology and services to existing standard definition television (SDTV) services.
DaarSat is introducing its services at a time of increasing call for old broadcast technologies to give way to new technologies. These new technologies have the potentials for quantum impact on viewership and the quality of broadcast signals.
Daar Communications', owners of DaarSat, decision not to cut corners but introduce the very best and give Nigerians a golden opportunity to receive some of the best broadcast quality signals in the world is challenging indeed, much as it is welcoming.
This decision according to industry analysts has put it in the history books as far as broadcasting is regarded on the African continent such that its officials are now been sought after around the world in international broadcast gatherings.
DaarSat vision is to use one stone to kill as many birds as possible and ensure the house is in order when the switch over date comes upon the industry.
DaarSat efforts tally with that of the International Telecommunications Union (ITU), which has fixed 2015 as the global broadcast switch over from analogue to digital broadcasting.
Like Nigeria, propelled by DaarSat, several countries of the world are setting their own date for the switch from analogue to digital broadcasting. South Africa has started gradual or dual change from this year while Nigeria, which started the switch with direct to home operators early this year, has fixed 2012 for the transition.
The body set up by government to study the situation and make specific and far-reaching recommendations on the matter recently sat for one week and announcement is being awaited.
The Nigerian government's action is induced by the need to bring about the most momentous developments in broadcast history and prepare the people to be in a position to mitigate the cost that would arise from the switch to digital broadcasting.
No doubt the cost would be enormous to broadcasters and their audience alike, but happily National Broadcasting Commission (NBC) appears set to do something to reduce the cost and burden on Nigerians.
Also is the fact that DaarSat is already setting the pace for digital broadcasting in Nigeria and according to the Chairman of Daar Communications, Raymond Dokpesi, the transition to digital broadcasting is being done across all the platforms - Radio, Television and DSTV.
This is also to ensure that Daar is able to pursue its Afro-centric vision and represent Africa properly in the global community.
The primary focus of DaarSat, Nigeria's digital broadcasting beacon, is to provide the required services. This has led to it unveiling 50 channels including some high definition channels at its launch towards the end of this year.
To ensure a seamless provision of high end services and products DaarSat has teamed with some companies in South Korea to manufacture flat high definition TV screens for its operations. Some are coming with integrated decoders, meaning that the screens have decoders embedded in them.
While these various efforts have been lauded observers are of the view that the pricing structure the company offers would determine its success in the market because volume drives earnings.
This is more so when compared with current rates in the market, which are below what seems to be DaarSat's premium price.
However, DaarSat is hitting the market with high-end digital facilities and some high definition channels.
So from inception the organisation is introducing high definition decoders and other high end receive equipment into the market.
Total package is going for N39, 999 for the receive equipment while subscription is N5, 500. To most people, this price is too much and wouldn't know why a new player should set such a premium price.
For those conversant with broadcast technology there is no basis for comparism, whether in terms of broadcast quality or cost. High definition is the extreme end of digital technology and enjoys superior advantages over the earlier broadcast standard.
There are different variants of digital television of which high definition television (HDTV) is king. Look at the statistics.
The enhanced definition television, (EDTV), which is high end of standard definition television (SDTV) has either 4:3 or 16:9 aspect radio and a resolution of 480 x 640 or 480 x 720 pixels.
But HDTV (720), the first of the three high definition television formats, features 720 x 1280 pixel resolutions with progressive scanning. The aspect ratio is 16. 9. The format is ideal for programming with a lot of movements such as sporting events. This explains why most of the sporting channels including ESPN, ABC, FOX and HBO among others use HDTV.
The technology is premium and those who buy the equipment would be doing so knowing that they stand to enjoy superior advantages in reception and in terms of TV viewing experience. "In terms of picture and sound, it is like comparing the experience in a 1980 Peugeot car to 2008 edition. There is no basis for comparison," an official said.
But the price also is premium. In South Africa where an operator is doing a test run, the price enjoys the pole position of over $1, 000. Though not officially stated, the low pricing of DaarSat suggests that the organisation is subsidising the total package.
No doubt there are strong indications that buyers of the DaarSat package would be offered the unique experience of high definition television, a technology with commanding control over the future of broadcast and entertainment technologies.
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