(24 June 2008 2:30 pm)

MUMBAI: Bullish on HDTV, a majority of pay TV operators expect it to increase ARPUs (average revenue per user) and have identified it as a key strategic priority for their business.

The rollout of HDTV is being spearheaded by newer pay TV platforms looking to differentiate their offerings from existing platforms, a Measat Satellite Systems and Euroconsult joint study in the Asia-Pacific region said.

More established platforms were taking a slower approach to implementing HDTV.

According to the study, 75 per cent of pay TV operators surveyed have, or were planning, to launch a HDTV offering during 2008.

The study, which was conducted during May by Euroconsult,
polled the rationale, benefits, challenges and expectations of HDTV amongst the Asia-Pacific pay TV operators. 25 operators in 15 markets, collectively serving more than 24 million subscribers, were interviewed.

Interviews conducted suggested that HDTV was seen as not particularly easy or difficult to introduce. 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.

Said Measat CEO Paul Brown-Kenyon, "The results from this study are very interesting. The insights will help us determine how best we can support our customers and partners in the development of this important segment.”

Added Euroconsult MD Pacome Revillon, “The study provides clear evidence of faster development of HD offerings in Asia than previously expected. Opportunity for growth and increasing competitive pressure are the primary factors driving pay-TV broadcasters to develop an HD offer.”