The Latest from Tokyo--"One Segment" mobile DTT service hits the airwaves: Outlook by Seth A. Reames Originally printed in Apr. 30, 2006 edition of SAT-NET-Cable Japan   President, SARJAM Communications Publisher, SAT-NET-CABLE Japan

On Apr. 1, Japan's digital terrestrial broadcasting took another step forward by launching a simulcast primarily envisioned for mobile terminals. Commonly called the "one segment" broadcast, the simulcast video signal occupies only one of 13 bandwidth segments allocated for the video portion of each DTT channel, or one-twelfth of the bandwidth reserved for broadcast HDTV video. The mobile DTT video and DTT audio, which is combined with either video stream, provide a broadcast suited for mobile terminals, which are intrinsically limited in available power and video processing capability. The challenge to balance device size, weight, and battery power is compounded for a handheld device that combines a mobile DTT tuner and mobile telephone. If the typical user watches TV while commuting on public transportation, a one-hour commute each way suggests a battery capacity for two hours of television plus phone standby and talk time during the day.

Three mobile telephone models are on the market that can receive the signal: An NTT Docomo P901-iTV handset by Panasonic, and the Sanyo W33SA and Hitachi W41H that work on the KDDI/Au network. The Nikkei Business Daily (Apr. 18) rated the Hitachi model tops in terms of screen quality, and the longest TV viewing time of 3 hr 45 min. The Panasonic was considered the easiest to navigate, while the W33SA was the lowest priced. Incidentally, Sharp will release a mobile phone-TV in a few months for Vodafone.

In terms of reception, digital technology may be an advantage in broadly providing a reliable signal on the go. In urban areas, stress-free reception on trains will certainly impart a positive impact on adoption, while no reception availability currently on subway trains may detract from usage. Mobile digital terrestrial TV is currently under a simulcast rule, but the likelihood of deregulation in 2008 and specialized mobile telecasting looms. Clearing rights for mobile telecasting looks to be another hurdle, if not a headache. But even without deregulation, the datacast features of DTT could be engaged for mobile. Interactivity, for instance, is a key area of interest, especially in connection with audience participation to programming and TV shopping. Just like the changes observed for telephone usage, the immediate availability of a television may transform viewing habits.

As the terrestrial broadcasters have gained another window to viewers, they have started to lay plans with the mobile industry. NTV and Fuji TV have executed alliances with NTT Docomo that include equity arrangements. TBS has invested in E-Mobile, the mobile subsidiary of E-Access and one of the newly authorized carriers preparing to launch. TV Asahi has a deal with KDDI/Au. Index Corp. has obtained investments from all of the key commercial broadcasters to develop services.

Yet a handful of simulcast broadcast channels may not seriously ignite this market. The bigger picture here really concerns other mobile TV options. For example, many cable-sat networks are available, and can just as easily be provided. In fact, new networks dedicated to mobile TV could begin broadcasting as well. Where and how could the cable networks get on the air? One plausible scenario involves the VHF spectrum, currently held by the analog terrestrial broadcasters. If broadcast television successfully and timely completes full digital migration by 2011 to the UHF band, analog broadcasting will terminate and vacate the VHF band. The government has already sounded out the possibility of enlarging mobile spectrum to allow richer services. The VHF spectrum, therefore, could allow for many more mobile TV channels to broadcast.

One platform eyeing for a play somewhere in this space is Media-Flo, the technology for mobile TV presented by Qualcomm. KDDI and Qualcomm established a planning company for Media-Flo in Japan late last year to examine the possibility of service. Spectrum availability and licenses will generate the initial excitement, but there also needs to be viable demand and a market. The "one segment" service may be a helpful litmus test.

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