Will HDTV content spark DTV set sales, or will set sales prompt HD content creation? This is among the questions broadcasters and set manufacturers have been asking as the DTV transition proceeds forward. Meanwhile, the limited amount of high-definition programming coupled with low set penetration is frequently cited among the reasons for complacency in the advertising community.
Many believe the announcement that ABC and Panasonic will team to broadcast Monday Night Football and the Super Bowl in HDTV next season (see story, p. 1) could begin to alter this state of affairs. Additionally, Mitsubishi Digital Electronics America Inc. (MDEA) recently signed a groundbreaking HDTV sponsorship agreement with CBS Corp. This is similarly viewed as a key for advertising.
The agreement entails MDEA, Mitsubishi Electric Corp. and Mitsubishi Wireless Communications underwriting the costs associated with producing the majority of CBS’ primetime film-based series programs in HDTV that will air throughout the ’99/’00 TV season, beginning this September. Mitsubishi declined to release the sponsorship amount.
The actual programs had not been announced at press time, but a Mitsubishi spokeswoman said it would represent 11 to 15 hours of programming per week. At press time, CBS spokesperson Dana McClintock reported that the network was in discussion with studios to determine which shows would be produced in high definition.
"The announcement has accelerated the HDTV [transition] clock by one year," enthused Dean Winkler, president of New York-based Post Perfect and COO of New York Media Group. Post Perfect is already implementing HDTV capabilities at its facility.
"The CBS announcement will certainly facilitate the production and/or postproduction of commercials in high definition. I expect to see a demand in approximately four to six months," agreed Larry Chernoff, president of 4MC Television, Burbank, Calif. He reported 4MC is beginning to implement HDTV technology at all of its facilities and added, "We expect to be doing a number of episodic programs and movies of week in high definition, perhaps even over the summer. … In our television season, which begins sometime in July, … it looks like we are looking at approximately eight television shows that will be going to high definition. Therefore the commercial market will catch up with episodics about six months after."
According to Max Wasinger, VP of sales and marketing, Mitsubishi Digital Electronics America Inc., "This agreement is a major milestone in the HDTV revolution and is the first time a company such as Mitsubishi has underwritten such an extensive lineup of primetime programming. Furthermore, the increase in HDTV programming resulting from this agreement will further assure consumers who have purchased HDTV products that they have made a wise investment and can begin enjoying a greater number of programs featured in the 1080I format."
"CBS is very pleased to have forged this partnership with Mitsubishi that will give American television viewers their first sustained exposure to High Definition Television," said Leslie Moonves, president/ CEO, CBS Television. "This agreement. … allows us to present the majority of our primetime lineup in the highest definition television format."
CBS’ first HDTV broadcast was the space shuttle launch on Oct. 29, ’98. Since then, the network broadcast in HDTV four NFL football games, an episode of Chicago Hope, an episode of 48 Hours, and a couple of theatrical features.
