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Simple Definitions Needed for HDTV About 200 satellite dealers got a taste of HDTV yesterday at the DSI-CSS conference, though panelists predicted confusion for consumers unless front-line salespeople jettison the technical explanations of different formats in favor of selling the sizzle of movie-like picture quality and sound. "Explaining the format questions will be a real rat's nest with your customers," said Jim Williams, director of DirecTv's HDTV program. "It s best to stay away from it." Williams reiterated DirecTv's commitment to launch an HDTV channel "suitable for showing in dealer showrooms" sometime in the fourth quarter. He did not say what programming would be offered, but noted transferring just one movie to HDTV format costs $20,000. DirecTv's HDTV delivery will require subs to buy a 3-foot dish with two LNBs to get signals from the medium-power 95-degree and high-power 101-degree orbital slots. Among programmers, HBO and the Discovery Networks have committed to HDTV programming in 1999. A production bottleneck, said Robert Zitter, senior vice president of technology operations for HBO, is that there is only "one HDTV production truck in Dallas with six cameras" while HBO boxing and concerts use 12 and 26 cameras, respectively. Zitter also warned against overly technical retail pitches and noted improvements in digital audio also improve consumers' perception of picture quality. Panelists, including executives from Thomson and Toshiba, said the best way to sell HDTV is to provoke the "Wow" factor among potential buyers with showroom demos. Details were sketchy on equipment price points, though Bruce Babcock, a Thomson vice president, said the company would launch a DirecTv/USSB box "on steroids," including an HDTV input, for $700 in the first quarter of 1999. Babcock also noted Thomson's first-generation HDTV sets "will not be cable-ready," which drew scattered cheers from the satellite dealers. (click on the ad below to visit advertiser's web site) PREVIOUS PAGE NEXT PAGE   July 24 daily   July 25 daily     Please direct questions about this site to general.mail@satbiznews.com q 1999 Satellite Business News Inc. All rights reserved.