China in digital ascendancy

China was the focus of major attention globally this year with the hosting of the Olympic Games. The country provided high definition images and surround sound to the world during the games, signalling an evolution as it switched to digital in all its forms: DTT, cable, satellite, mobile television, IPTV and the web.

Speaking at a panel session at the International Broadcasting Congress in Amsterdam, Ken Kerschbaumer, editorial director of Sports Video Group, the international association of sports video professionals and technology providers, described the 2008 Summer Games as the largest all-HD event ever produced in the history of television.

“For decades to come it will be remembered as the event that truly made HD a global phenomenon, a truly remarkable accomplishment that brought the global sports production community together,” Kerschbaumer said.

Anyone who watched the Olympics coverage on CCTV will be familiar with the work of Red Bee Media. They produced the opening title sequence for the Olympics, plus most of the graphics used in the programming. The UK-based media company secured the contract with CCTV through its China representative office, which was set up last year.

The contract was a big win for Red Bee Media, formerly known as BBC Broadcast Ltd. Red Bee Media London office provides “creative services” such as ads, promos and trailers for major TV stations such as the BBC and Channel 4. It also operates a play-out center for television and radio broadcasters such as the BBC, UKTV, Virgin Media Television and ESPN.

Sandy Macmillan, Red Bee Media’s creative director for Asia, explained that the contract was won because they have experience working with the BBC, BBC Sports and BBC Olympics.

“Our team from London came to Beijing and presented our ideas in collaboration with Workshop, a large local company in Beijing. I think our collaboration with the London team was one of the reasons why we won this contract. Our collaboration with the local company, who are actually one of our main rivals, was also a factor,” Macmillan said.

“The storyboard was mostly a Red Bee original creation. The results system you see on CCTV is something we specialise in and the live zipping animation is also our design. The onscreen graphics and presentation system were worked on by Red Bee and CCTV digital, the station’s in-house communications workshop,” Macmillan explained.

John Ive, consultant and technologist, who chaired the IBC forum session said, “China is centre stage after hosting the summer Olympics with the opportunity to show that far from being a follower, China is now a world leader in the media industry. An understanding of what is happening in China is vital and cannot be ignored.”

China is experiencing unprecedented government-led industry expansion. With an annual economic growth approximating to more than 8 per cent and predictions of that rising to double digits, there’s no doubt China’s influence will grow.

Slowly but surely the television and radio infrastructure in China is undergoing radical change as it transitions to DTV in all forms - DTT, cable, satellite, mobile TV, web and IPTV.

For example some of the world’s biggest IPTV installations can be found in China as a part of a rapid transition to digital and increased availability to the 1.3 billion population. Mobile and internet use also dwarfs most countries.

“Commercially China represents big business both as a consumer of technology and supplier worldwide,” said Ive. “New technologies are being researched and standards established that would have an impact far beyond the country borders. Many companies are looking to develop business links but find it difficult to understand the dynamics of this fascinating country.” ASIAIMAGE