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Singapore: FTA digital by 2013
Singapore - Today's announcement by the Media Development Authority of Singapore's free-to-air (FTA) TV channels to go fully digital by 2013 has been applauded by the industry but the praises come with a hint of caution.
While the move is being seen as win-win for both consumers and advertisers alike, media professionals such as Marie Gruy, regional business director, PHD Singapore said for free to air channels this is an opportunity to expand and explore new content as well as other interactive services over the greater range of channels.
This will also strengthen FTA's position vis-à-vis pay TV, as the government attempts to move to digital TV from the analogue format.
Moving to digital will release more spectrum, which allows MediaCorp to push more channels on air, at higher quality (HD), so MediaCorp may be able to offer niche channels, competing directly with pay-TV, thus shoring up the declining FTA viewing, according to Bharad Ramesh, regional executive director of strategic operations and trading in Asia at Starcom Media.
"Digital broadcasting also allows for reception even in moving vehicles, thus expanding reach. In Indonesia, for instance, where cable is expensive, SCTV is already trialing 'pay-tv' service using digital terrestrial broadcast," he said.
But with more and more fragmentation in consumer's viewing habits, advertisers are already migrating to online video. "That's where the competition is."
Nonetheless, the challenge for MediaCorp remains quality of content. "More channels doesn't mean anything if MediaCorp's content doesn't have enough appeal- which is the crux of the problem," Ramesh added.
Some experts also added that while there may not be any benefit for advertisers in the short-term, the move will bear fruits in the long run.
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