Consumers are at the mercy
of clueless retailers, which
have no idea what the shift
to
digital television
entails, as the Department
of Communications (DOC) has
not supplied adequate
information.
This is despite the launch
deadline due in the fourth
quarter of this year.
The South
African Broadcasting
Corporation (SABC) is set to
turn on digital television
using the European DVB-T2
standard, at the end of
October.
About 10 million households
will need decoders – or
set-top boxes (STBs) – to
continue watching when
digital signal takes over
from analogue, some two
years from initial turn-on.
The other alternative is to
purchase a TV set with a
built-in digital tuner;
however, these are currently
not available and will not
be for some time.
Yet, of the six stores in
Gauteng – SA's economic hub
– ITWeb contacted, only one
was familiar with the need
for a decoder, and the fact
that current sets will not
receive the new signal
without an STB.
Others provided
misinformation ranging from
high-definition sets
mitigating the need for a
decoder, to tuners already
built into sets currently
available, and current
digital TVs would work, but
a box might be required.
Another outlet knew STBs
would be required, but had
no further details, while
yet another store had no
idea what was required, nor
when digital TV would be
turned on.
Top down
The lack of shop floor
clarity stems straight from
a lack of information
provided to head office
level.
Massmart corporate affairs
executive, Brian Leroni,
says there is little clarity
on conversion timing or
preferred technology.
Massmart owns outlets such
as Game, Dion Wired and
Makro.
Leroni says the group's
buyers say generic
information was made
available to staff and
consumers when migration was
announced, with the aim to
provide more detailed
information when
arrangements for conversion
are wrapped up.
However, Leroni says while
regulatory authorities have
wrapped up their position on
DVB-T2, specifications for
STBs still need to be
released and a manufacturer
appointed, as well as plans
announced for
distribution of
decoders.
“Because of this, follow-up
training aimed at providing
staff with more specific
information has not been
conducted. We take the
point, however, that staff
should have broad awareness
of generic principles
associated with the
conversion. We will review
needs across all stores and
conduct refresher
information briefings as
required,” says Leroni.
The DOC decided to migrate
using DVB-T2 last January,
but only recently issued
South African Bureau of
Standards (SABS)
specifications for the
boxes, while a request for
proposals for manufacture
has yet to be issued.
Rod Salmon, Pick n Pay's GM
of merchandise, says the
retailer is waiting for
government to decide on the
exact specifications for the
switch to digital
television. “This decision
has been pending for at
least four years. Because of
this, staff in our stores
has not yet received
training on the difference
between DTV and HD, but we
will communicate with them
that they need to explain
the delay to our customers.”
Salmon says, as soon as the
correct information is
available, staff will be
fully trained. “There is
some confusion among
suppliers as to what exactly
will be required; government
departments, at present, are
only communicating via press
releases and apparently not
directly with suppliers and
retailers.”
David Hirsch, JD Group's
head of merchandise and
marketing, says the retailer
will update training closer
to the launch date. “There
still seems to be confusion
around the official
commencement date.”
Hirsch says JD Group sent
out brochures with a full
explanation on digital TV
more than a year ago. Chains
also did some training until
the programme was halted and
the digital technology
platform was changed, he
adds. JD Group owns outlets
such as Hi-Fi Corporation,
Joshua Doore, Morkels and
Russells.
Major TV brands have not
advised their intentions on
including built-in tuners,
although Hirsch expects them
to supply these products
down the line when full
testing has been completed.
JD is also investigating the
cost to include the solution
in its in-house brands,
although Hirsch questions
whether the consumer will
pay more if they already
have DStv.
Hitting pause
Andrew Fraser, Sony SA's
senior brand manager, says
the manufacturer assembles
LCD TVs with digital tuners
locally, which accounts for
about 99% of all sets sold
in SA.
However, Sony's current
range does not incorporate
DVB-T2 tuners, as the
regulations for the standard
were only recently finalised
and currently available
models conform to the
previously announced
standard, DVB-T, says
Fraser.
Fraser says sets will be
made with compliant tuners,
although timing has not yet
been confirmed. He adds that
the SA-specific requirements
are onerous due to the small
local market and the
specific needs that have
been added to the basic
DVB-T2 standard. “However,
Sony will provide sets that
provide the maximum
usability given these
constraints.”
Liu Jinsuo,
TV product manager for
Hisense SA, says there are
currently no sets in the
country that can be used
without a decoder if digital
TV was turned on tomorrow,
but these are being worked
on as the standard was
issued recently.
Hisense
has research and development
facilities in China working
on European DVB-T2 sets,
says Jinsuo. Hisense makes
all its sets for the local
market in SA, with a monthly
run of 20 000, he says.
However,
Gavin Spark, marketing
supervisor of the Home
Entertainment – TV unit at
LG Electronics SA, says
while specifications for
decoders have been
published, those for
built-in digital tuners have
yet to be released by the
department.
“LG is
waiting for SABS to finalise
the specifications/standards
for built-in digital tuners,
and once this has been
issued, LG has the
technology and capabilities
to make our TVs compliant to
the standards set by SABS
and DOC.”
The
department's spokesman, Siya
Qoza, says a full awareness
programme has been developed
and the campaign will start
“in full earnest” during the
next quarter. He says
frequently asked questions
have been answered in
“virtually all newspapers
throughout SA” and the
department has placed
advertisements and done
technical presentations on
many national and regional
radio stations, in addition
to setting up a call centre.
“Continuous
training/information
dissemination will get
everyone up to speed with
the analogue to digital
programme. The department
will continue to send out
information to the public to
create awareness and
understanding.”