Roanoke Times
Copyright (c) 1995, Landmark Communications, Inc.
DATE: TUESDAY, May 31, 1994 TAG: 9406010007
SECTION: EXTRA PAGE: 6 EDITION: METRO
SOURCE: David Butler
DATELINE: LENGTH: Medium
A: Since the early '80s, a number of companies have been scrambling to launch a new generation of high-powered satellites. After several false starts and hundreds of millions of dollars invested, the era of direct broadcast satellite (DBS) has finally arrived - the first systems recently began operating in selected cities. Each satellite will broadcast a different program mix, from popular cable channels to a rich assortment of specia-interest and educational programming.
DBS represents the birth of a new era in television broadcasting. Like conventional home satellite systems, you'll be able to receive more than 100 channels, including superstations, cable and premium channels, radio stations, pay-per-view events - even foreign television stations. But that's where the similarity ends.
Because of cutting-edge digital technology and powerful new satellites, a tiny 18-inch dish antenna will supplant the familiar eight foot monster, a favorite target of zoning ordinances and neighborhood covenants. In spite of the small dish size, the received image will rival Super VHS with CD-quality audio. You'll be able to mount a DBS antenna on the side of your house, on top of your roof or even on a window ledge!
DBS was designed from day one as a mass-market broadcast system, with a target price to consumers of under $700 for an antenna, receiver and interactive remote control. This is in contrast to the more than $2,500 you're likely to spend on a conventional home satellite system.
Part of the savings stems from the fact that DBS antennas need to receive signals from only a single satellite, eliminating the need for a motor drive.
Few debate the immediate appeal of DBS to an estimated 10 million rural homes that are beyond the reach of cable TV. In fact, the National Rural Telecommunications Cooperative has already announced plans to offer DBS services through its member electric utilities.
However, if DBS is to succeed, it must compete head-on with municipal cable systems. With more than a dozen launches planned over the next several years, DBS plans to meet this challenge with unprecedented programming choices at competitive prices.
In addition to mainstream cable fare, DBS is designed to support futuristic services such as interactive video, electronic mail, information services, digital audio, home shopping and much more. As cable operators and telephone companies introduce interactive services through limited trials, DBS may soon leapfrog ahead by making interactive services available to the entire nation.
This immediate national reach is DBS' greatest strength. While traditional broadcasters and cable operators must cater to local markets, DBS essentially bypasses the middleman, allowing it to ``narrowcast'' to special-interest audiences. When taken on a national scale, niche audiences suddenly look big to would-be programmers. One company aptly characterizes DBS as a video magazine rack.
To receive a copy of my DBS Resource List, please send $1.50 and a self-addressed envelope to David Butler F-241, Roanoke Times & World-News, P.O. Box 2491, Roanoke, Va. 24010-2491. It includes DBS launch schedules and program information along with resources for further research. You'll also receive a list of conventional home satellite programming packagers.
David Butler is a consultant and free-lance writer who specializes in home automation and advanced consumer products.|
by CNB