Articles and whitepapers

Selling HDTV (3/10/2006)

By Rob Butler, SCC Convergency

Sure, HDTV is a fantastic opportunity for all those custom installers out there - but many of them must be secretly dreading a phone call from their prized customers who are wanting to upgrade to it. Yes, despite much confusion and hype about the technology, many are still ignorant of the problems and dilemmas that HDTV brings. But one thing is for certain, it is here to stay so you'd better get to know the subject - pronto! After all, HDTV is an important and profitable addition to any self-respecting industry specialist's portfolio.

Knowledge level

It may surprise you to know that HDTV was first demonstrated during CEDIA UK Expo in 2004. Unfortunately, the level of knowledge surrounding the technology hasn't really improved much since then, as many expectant attendees found out to their dismay during the 2006 Expo.

The HDTV promoters would have us believe that the technology is supposedly straightforward and easy to understand. Why then, should there be any concerns? Well I for one, believe it is being badly and mostly incorrectly sold, albeit probably not knowingly, in many quarters. Many sales people simply do not know, or choose to ignore, the facts about real HDTV and the problems in signal distribution. Many of them are, after all, just chasing their sales targets. But that's what gets our industry a bad name. Let's just say that the old adage 'a little knowledge is a dangerous thing' couldn't be more truthful at the moment.

HD Ready or not

With HDTV it is easy for the uninitiated prospective TV client to presume that the fateful stuck-on screen banner, 'HD Ready', is stating the real fact - but very often, it couldn't be further from the truth. Everything depends on what the individual's understanding and acceptance of high-definition really is. I would suggest that in the majority of cases, the HDTV that they are given is not what the discerning high-end client would expect. What is emerging is that - and for those clearly in the know - a two-tier HDTV sales structure exists.

Suppliers and installers have to be very careful with the information they give their customers, otherwise they're inviting later problems. For instance, are sales people aware that many of the TVs labelled 'HD Ready' are merely indicating that they will have either an HDMI, DVI or component video input? What about the all-important screen resolution? Simple. In the eyes of the real HDTV pros, we're looking for anything over 2 million pixels (let's call it 'HDTVplus'), and this you are not going to find on most low- or even mid-priced TVs. Most of the 'HD Ready' products are barely under 1 million pixels.

The true HDTVs will cost some serious money. Cut corners with it and you'll not always get what you pay for. Then, if the TV has over 2 million pixels resolution, can it handle 1080p format? What is its screen refresh rate, contrast ratio and most important of all, is it High Definition Content Protection (HDCP) compliant? All of these are important requirements which help to 'future-proof' a product (a term which I'm never very comfortable with).

It is this latter HDCP compliancy that enables viewers to actually see movies and other encrypted programming in their full glory. Otherwise it is going to be 'snowy', fractured pictures they'll be viewing, and certainly not what they're expecting for their money.

Picture on a non-HDCP compliant monitor when compliancy is required

Distributing HDTV

Here's where the fun starts! Distributing HDTV signals around the home isn't easy when you take the HDCP requirement into account. HDCP, or the equipment 'handshake' which all equipment components must conform exactly to, can only be passed via digital video signal - which immediately rules out the hitherto favourite of the majority of custom installers: component video distribution over Cat5e. Those planning this type of system over Cat5e networks should note that broadcasters may decide not to continue with component video outputs on future set-top-boxes.

Distribution by HDMI allows HDCP and 5.1 surround over the same single cable - but beware budget or OEM HDMI cables. The same goes for DVI. Yes, it can be HDCP compliant - but you'll need to make a separate cabling provision for the audio. Other types of distribution such as SDI or FireWire are currently complete no-goers. Recently, HDMI with HDCP compliant point-to-point switches over twin Cat5e cables have been introduced - extending distribution distances from 100 feet on HDMI cable up to 200 feet.

The HDCP-compliant Gefen HDMI extender over Cat5

Indeed one manufacturer has just announced the world's first 4 x 4 HDMI / HDCP compliant matrix switch which is going to be a great assistance to the custom install HDTV system designer.

The Gefen 4x4 HDMI Matrix that allows 4 sources to be routed to 4 displays, independently

Conclusion

What is becoming clear is that those custom installers who have bothered to gain the HDTV knowledge have created clear opportunities for themselves with not only their clients - but often with their competitors' clients too. Signal distribution with full HDCP compliancy has already become the issue and it's one that every installer should be fully aware of. Unfortunately, many in our industry just don't have any HDTV experience, even though they may claim to have the related products. My advice then, is simple. Find out all you can about HDTV now - from an experienced source - and avoid those embarrassing and reputation-destroying errors. Thankfully for many, it is still not too late to learn!

Rob Butler is the Business Manager and CEDIA Certified Instructor for SCC Convergency, the technical, research and training division of SCC International.

www.sccdistribution.co.uk
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