Three-quarters of pay TV operators surveyed in the Asia-Pacific region say they have launched or are planning to launch HDTV service this year, according to the results of a new poll released last week.
The survey, jointly conducted in May by satellite communication service supplier MEASAT Satellite Systems and market research firm Euroconsult, polled 25 operators in 15 markets to investigate their rationale for launching HD service, the benefits they anticipate, challenges they face and overall expectations for the service.
The operators, which serve more than 24 million subscribers, were generally bullish on the outlook for HDTV, with a majority expecting it to increase ARPU or profits on its own. HDTV, which most saw as “here to stay” and destined to become a “must-have” offering, had been identified as a key strategic priority for their business.
The study indicated that the rollout of HDTV is being spearheaded by newer pay TV platforms looking to differentiate their offerings from existing platforms. More established platforms were taking a slower approach to implementing HDTV.
The lack of substantial HDTV content — both local and international — was viewed consistently as the most important roadblock for developing the HDTV sector in the region.