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.”
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