HDTV Magazine Interview

KPBS HD - Twenty Hours a Day - Every Day

By Howard Barton
Courtesy of HDTV Magazine
http://www.ilovehdtv.com/

EDITOR'S NOTE:

I recently spoke with Doug Myrland, General Manager of KPBS in San Diego, CA. We talked HD. Pull up a printer, or an easy chair, and join us.

HDTV Magazine:

Doug, could you please update our readers about KPBS and HD?

Doug Myrland:

We are broadcasting an HDTV channel 20 hours a day. We are actually multicasting - we have a 480i mirror of our regular NTSC channel and then we are using the 720p format to broadcast HDTV. We've also made a significant investment in studio equipment and editing equipment so that we can be a completely HDTV capable operation.

HDTV Magazine:

720, rather than 1080?

Doug Myrland:

It allows us to put out an extremely high quality high definition picture and still run the simulcast of our regular NTSC programming. We had misgivings about trying to limit the bandwidth in such a way with the 1080i signal - we thought it would create artifacts. We wanted to put out a high quality, high definition picture. We originally started off with the idea that we were going to build a 720p plant. But, that wasn't in the cards. Almost all of the equipment that is available is 1080i. So, we're doing a cross-conversion right before transmission.

HDTV Magazine:

Dolby Digital 5.1?

Doug Myrland:

We have the 5.1 audio turned on 20 hours a day right now, but, not all of the programming material has it. Right now, all of our HD programming is running from a video server. We're in process of installing automation equipment that will create more sophisticated switching capabilities so that we can turn the 5.1 on and off, depending on what the program requires.

HDTV Magazine:

Are you producing HD programming in the San Diego area?

Doug Myrland:

We're doing a little. We produce a public affairs and arts series called 'Full Focus' - right now it's once a week. But, it's going more days a week very soon. It's on our NTSC channel. We shoot it in 16x9 and we upconvert that and run it on the HD channel. Very similar to the FOX Super Bowl thing. We don't think that is desirable in the long run, but, as an interim step, it looks pretty good. We have an all digital plant. It looks good enough to feature on the HD channel. We will eventually do all of our local production in true high definition. But, right now, we lack that capability. We have high definition studio cameras, and a number of high definition tape decks and an editing system, but we aren't yet capable of switching live high definition - but we will be.

HDTV Magazine:

How long have you been broadcasting HD 20 hours a day.

Doug Myrland:

Since we began broadcasting a digital signal - Wednesday, November 21st.

HDTV Magazine:

Right out of the gate.

Doug Myrland:

Yep, full power - right off the bat.

I think I sent you our website (http://www.kpbs.org/_nav/frameset_dtv.html). You might want to note on the first page of our DTV website. We talk about how KPBS was the first television station on the planet to broadcast a digital television signal. The date we picked for the sign-on is ten years after we broadcast the first signal. The history books will say that the first one was broadcast in Washington, D.C. as a demonstration to Congress. But, General Instrument actually did it here before then. We have hanging on our wall, the original FCC authorization to do that. It wasn't a real picture, it was just ones and zeros, but, it was, in fact, the first digital television signal. When we saw that the sign-on of our new channel would happen around that date, we picked that date.

HDTV Magazine:

What has been the viewer reaction to date?

Doug Myrland:

The viewing public for our high definition is like everyone else's, it is very small. Starting last year, every time someone phoned the station, or sent us a letter inquiring about digital television, or HDTV, I captured their e-mail address. I now have an e-mail list of about seventy-five people who I correspond with. I'm sure there are more people than 75 out in the market, but, I know there are 75 for sure. I was just reading some statistics that say it may be .03 percent of the total television market that actually has reception capabilities. But, the reaction has been very positive. I don't think a lot of people who are watching our high definition channel realize that we are one of the only stations in the country doing it - they may just assume that a lot of PBS stations are running this much material. As far as I know, we are the only station that's really running complete programs twenty hours a day, seven days a week.

HDTV Magazine:

Are you doing any cross promotion on your NTSC channel?

Doug Myrland:

Hardly any. We just don't see much utility to that right now. The overwhelming majority of the people watching the NTSC channel would not know what we are talking about. We're trying to reach out and let people know in ways that doesn't cause mass confusion. It's a sad statement about digital television, but, it's a matter of how do create the correct public awareness. One assumption that we made, so far it has proven to be correct, is that everybody who has a digital television also has a computer and deals with the Web. So, we have put our program schedule on our website and, again, my e-mail communication with these folks has been pretty effective. We realize we are broadcasting to a really small audience. But, here's the thing: we are mandated to sign the digital station on. We were one of the first stations to be successful in raising sufficient money to do it. You face choices when you turn it on. Do you just simulcast your NTSC stuff and assume no one is watching? Do you multicast? Or, do you try to provide a real television station - a real service to those few people who are there. We made that last choice. We said we were not going to spend this kind of money and do this conversion without having something we are proud to watch. None of us has a crystal ball. We don't know if high definition television will ultimately be on every station 24 hours a day, or if it will end up a primetime phenomenon, or, if it will primarily be on satellite. If I could predict that I would be a very rich man. But I do know, deep down inside, that no one who spends the money to buy a high definition television or a set-top box are doing so because they want multiple NTSC channels.

HDTV Magazine:

Exactly.

Doug Myrland:

Eventually, multicasting may be very significant. I've seen some great experimental things from the Corporation for Public Broadcasting. One of the nicest tapes they have shows a mock-up of a symphony broadcast and how, using multicasting techniques, the viewer at home could use their remote control and isolate instruments, look at various players in the orchestra, call up the script, or, call up the musical score. Someday that may be a very valuable application, but, the fact is, right now, no set-top box will do that - nobody has the software to make any of that happen. I prefer to serve people, for the immediate future, with the reason they invested in the technology. I really think that the more people who see - I've read this in your magazine - everyone who sees high definition television wants it. By providing this service to San Diego, we are the demonstration channel every retailer will use.

HDTV Magazine:

Have you spoken with retailers?

Doug Myrland:

Only in a very informal way. I don't mean to sound too cynical, Howard, but, any retailer who is educable probably already knows we are on. Sending a bunch of letters to a bunch of retailers who don't know anything about digital television anyway wouldn't help. I have visited a number of stores and I notice they are using us as a demonstration channel. That certainly is not a reason to operate a television station but it is helping the overall branding and imaging of our station.

HDTV Magazine:

Have you done any demonstrations in the malls - inviting the public? If the PBS stations were to offer absolutely stunning HDTV content, wouldn't that help fundraising efforts?

Doug Myrland:

Eventually, the answer is yes. In the near term, there are so many other kinds of promotional activities that have so much more impact. When someone in our marketing department hears something about HDTV, it doesn't get up the priority list as often as you might think. We've devoted pages on our website to it, we've sent out news releases. We undoubtedly will be doing more public demonstrations. I think it would be misleading your readers to suggest television stations are going to make that a high priority anytime soon. For example, are we going to devote time and resources to do a major community outreach project around a major PBS series that is on our NTSC channel, or, are we going to do a demonstration of high definition tv? Probably the high profile community outreach is going to win that battle. What has to happen is that I, as the General Manager, have to impose digital television. I know it is not cost effective, but, in the long run - we have to look beyond the short term - we have to promote this service and have faith. You can only do so much of that.

HDTV Magazine:

We commend you for that.

Doug Myrland:

People in PBS think I'm crazy for doing this at all. Pick your statistics, but, there are probably less than 500,000 set-top boxes out there. So, it's a given it is a very small market. Given that, and given our mandate to sign on and do this. Do we want to serve only a few people? Or, no people? I'll choose a few.

HDTV Magazine:

Despite whichever numbers are chosen, it is a growing market, not a shrinking market.

Doug Myrland:

Yes. When somebody brings home a new DTV in San Diego, I know we are going to be their first choice. We have a lot of digital stations on the air here in San Diego, probably better than most anyplace in the country. We have all the affiliates on, with the exception of UPN. They are all passing through all the high definition material their network makes available to them. So, people in San Diego don't have anything to complain about compared to the rest of the county. But, I know we are going to be choice number one because we are there twenty hours a day with high definition, high quality Public Broadcasting kinds of programs. Our Program Director is acquiring these programs from all over the country. I know we are going to make that new consumer really happy. They are going to feel like KPBS is their number one station. In the overall scheme of things, in our overall budget, in our overall fundraising, will that make a big difference right now? No. But, over time, it will.

HDTV Magazine:

That is exactly right.

Doug Myrland:

It is sure a heck of a lot better than disappointing them by broadcasting four simulcasts of stuff that no one wants to watch. I did insist that we do the multicast with our normal NTSC channel. Our standard 480i broadcast on the digital channel looks great. A Lot of people are buying digital televisions and they are watching all of their television on that DTV. Not only does our high definition channel look great, but, compared to every other NTSC channel, our digital simulcast looks markedly superior.

HDTV Magazine:

Very wise and perceptive in terms of market strategy. The sets are flying off the shelves, we get reports constantly about people going back to the retailer and buying set-top boxes because there is now more programming available.

Doug Myrland:

To be totally fair, up until recently the only reason to buy a big screen, high quality television was to watch DVDs. That is what drove the market. It may still drive the market. But, in a community like San Diego with so much digital television being broadcast, if you have a satellite dish, there are more choices now, there a reason to have that set-top box.

HDTV Magazine:

What would you do to hasten this transition and benefit the viewer and broadcaster alike?

Doug Myrland:

I don't really know what we can do to hasten the transition other than to do what we do best, in the highest quality way. That's why we decided that when we signed on this digital channel we didn't want to just run a loop. We wanted to have a real tv station. We have real breaks. I recorded a one minute pledge pitch that we run in between programs in 16x9. We are doing a real tv station. It's not as wonderful as we would like it to be, but it's got lots of great programs, it's a real service, we have a schedule on the website, you can know what's on when. We're not just running a demonstration loop. This isn't a demonstration channel. It's a real channel. The more real programming that is out there, the better. My hat is off to Mark Cuban and HDNet, that is what is really driving the market now. You don't have to take an advanced marketing class to figure that out - content is what will make the difference. For the longer term, we fully intend to be a high definition production house serving primarily Public Television. We've taken it a step further here with our high definition studio equipment, HD field package, and, just this month, a brand new high definition editing and graphic system - we have the smoke and flames system - which are the same that the Hollywood studios use. We are going to be positioned ahead of most every other Public Television station in terms of production capability. Our prediction is that there will be a need for high definition material, there will be a need for production capability like we have. We can provide that to the public television community. I don't expect every television station to take that kind of strategy, but, I do think that by trying to give the market what it wants now, we have a better chance to succeed in the future.

HDTV Magazine:

What can readers do to assist broadcasters?

Doug Myrland:

Several things. Even though you've made a big investment in equipment and you really want good service, try to be patient with your broadcasters. This is all very new. We went on the high definition equipment market, trying to be one of the earlier stations broadcasting. We discovered that some of the equipment being advertised wasn't even being manufactured. It's not just broadcaster's dragging their heels. There are very real barriers. My first message is to please be patient. KPBS is out there ahead, we're doing twenty hours a day, we're doing great, but, there are also other broadcasters in this market who are also trying to do a good job. They are limited by what their network is offering. If, once in a while, someone makes a switching mistake in Master Control, or they forget to turn on the 5.1 sound, or whatever, don't take that as a sign that broadcasters are unconcerned. It is just that high definition isn't their primary business yet. Having said all that, viewers can take some responsibility to let their needs be known. Broadcasters need to hear from people who are watching. It isn't just two, or three, even though the audience is not the size of the analog audience, it's not as if no one is watching. I think some broadcasters are under the illusion that - literally - no one is watching. That has not proven to be the case. Even very late at night, with a program that we've run eight, or nine times, I know somebody is watching. Broadcasters need to hear from people. When they forget to turn the digital transmitter on, or forget to make the switch in Master Control - be friendly, don't be angry - but send that e-mail, make that phone call. Get the idea across to broadcasters that there is a population capable of watching this material.

HDTV Magazine:

What is the general consensus of broadcasters in San Diego?

Doug Myrland:

I can't really speak for other broadcasters. We've maybe been aware of digital television longer than most places because General Instrument was here. So, it's been a little bit more on everybody's minds than perhaps in other markets because of that. People who work in television stations, by and large, are not able to watch digital television at home. So, until it becomes real for them, it's hard for them to internalize what it means.

HDTV Magazine:

Good point.

Doug Myrland:

I have a DTV at home, our Program Director has a monitor in his office. We have 112 employees, and I am only aware of six people who have the capability of watching digital television at home.

HDTV Magazine:

Does the twenty hour broadcast day create a problem - obtaining enough HD content?

Doug Myrland:

Yes. It's a challenge. Everything that comes over from PBS we download it into our server or put it on tape. Our Program Director has been acquiring programs from all kinds of people. In fact, he has been talking to HDNet about trying to share some acquisitions and things. He has acquired some programs from independent producers. We've discovered that there are several public television stations that have produced one or two high definition programs. They would hire an independent production company to come in and do a program about their state, or whatever. We have been acquiring those programs. But, right now, our high definition channel has a lot of repeat broadcasts.

HDTV Magazine:

Local broadcasters have a wealth of content as they become able to capture it - HDTV makes everything new.

Doug Myrland:

Every year, we do an awards program in our studio - we give awards to local theatre. This year we shot the program in 16x9, then upconverted it to the HD channel. It looked great. We ran it a bunch of times on the high definition channel. To see your own studio with that kind of clarity. We are really anxious to do true high definition. In fact, we are in the process of producing our first high definition documentary about a local artist. The programming will be coming out of here pretty soon. As I said, it's new. Yesterday I walked down to the editing suite. Our editor was taking the tutorial on the editing system - that's how fresh it is - he was teaching himself how to use it.

HDTV Magazine:

Has the artistic community in San Diego evinced any interest in high definition?

Doug Myrland:

We did have some conversations with one of the local art museums about a year ago regarding a couple of different projects. Nothing has come of it yet, but, clearly that was one of the interests they had. Other inquiries we have had are from people who might want to do high definition video conferencing. There are certain business applications, including for people who are in the art business, where that kind of video conferencing has a lot of appeal.

HDTV Magazine:

As artists, in all genres, realize what the full palette of HDTV offers, I think we will see more and more of them bring their talents to the party, the viewer, and society as a whole, can only benefit.

Doug Myrland:

Yes. That and sports - as the Winter Olympics has shown. I was so pleased to see NBC running an almost continuous loop so that the programming was available, not just a couple of hours a night, but continuously.

HDTV Magazine:

Feedback regarding HDNet's and NBC's coverage of the 2002 Winter Olympics was phenomenal. It was the riveting content everyone had been wanting. It moved the needle. Riveting content is a hallmark of Public Broadcasting.

Doug Myrland:

I think it is. The nice thing about our high definition channel is that a lot of the public broadcasting programs we are running on it are the very best programs. They are the high end programs, the only programs that are produced in high definition, or shot in 16x9. Our Program Director and I were saying the other day that, in a way, it's the best of Public Television - a little bit like the old days of Public Television when things were different. Quality is a funny thing. I'm not sure anybody really switched over, for example, from their cassette tapes, or their vinyl records, to CDs, simply because the quality was better. Everybody thought cassettes sounded pretty good. It was a combination of convenience and quality. I think you can make the same case about DVDs and VHS. A lot of us who were early adopters of DVDs probably were also Laser Disc users and we gravitated because of the quality. The mass market - well, manufacturers don't get a lot of complaints about VHS tape not looking that great. People have to be exposed to higher quality before they begin to know what they have been missing. I think there is a little bit of that with HDTV. I've worked in this business a long time. I've never had a viewer call me up and want more lines in a picture. But, once people begin to see what it can be, then, that creates a market. That is one of the obstacles that HDTV is overcoming. There isn't another motivator other than the quality. Lord knows it's not more convenient to put up an antenna on your roof, figure out how to work a complicated set-top box and plug it into your monitor - convenience isn't part of it. We've got to have easier consumer electronics to use, better distribution mechanisms, we have to have cable carrying local broadcasters digital signals before it is going to really take off. We just can't be delusional and expect mass numbers of people to go to the lengths to receive a signal that early adopters have.

HDTV Magazine:

Have you had discussions with local cable?

Doug Myrland:

We have both Time Warner and COX. Time Warner has an agreement with Public Television nationally to carry local digital signals. Our local time Warner system at this point doesn't have our high definition channel on. I'm anticipating that they will. I think it is a matter of them getting the right kind of equipment in place and deciding how they are going to distribute it. We have had some preliminary discussions with COX, but there is no agreement in place yet. I don't anticipate that happening as soon as Time Warner. I'm a broadcaster so, it's like cattlemen and sheepmen, I don't want to say anything too kind about cable, but, I don't really want to beat up on them. I understand their bandwidth limitations. They have to decide what's more important. But, I would remind your readers that ultimately cable built their business on broadcast television. The reason cable exists was that it was built to deliver broadcast television to communities. It's interesting that the term 'Broadcast Quality' lost its currency for a while. Now, with HDTV, we do have the best quality. I think that quality needs to drive some decision making at cable companies. I think it will. I think when there is sufficient consumer interest, cable will deliver those signals. A little bit of a chicken and egg thing but cable companies are in business and must please their customers.

HDTV Magazine:

If broadcasters make public demonstrations and fully promote HDTV, that will also bring cable companies aboard, that too is an aspect of chicken and egg. At the local level do you see any chance for a joint demonstration of HDTV?

Doug Myrland:

Howard, I don't mean to be negative, but, think about how long it has been since any broadcaster has had to do anything like that - probably UHF was the last time that broadcasters had to educate the public about how to get their signals. It's not something that broadcasters have a lot of experience or expertise in. We're good at broadcasting over the air. With the exception of Public Broadcasters, we do a lot of community outreach and events we are more in this part of the business than commercial broadcasters, setting up demonstrations in malls is not something a lot of broadcasters have experience in - they do remotes and all that - but, it's a little far afield given the day to day priorities of most people at most television stations. That may not be something your readers want to hear. Everyone working at a television station has so many hours to make x amount of money, or x amount of decisions, or whatever  their job is - doing that kind of special promotion in order to make a market for HDTV is not something that is going to make the cut in a lot of stations. You can say that is short-sighted. Yeah, it is. That's the way business works. Are you going to invest in making a buck today, or a buck tomorrow? I think that the way to that is through organizations like the NAB and CEA - that's why you have national organizations. I think it is more likely to happen at that level and then filter down to local broadcasters. Not to say that some of it won't happen, but I don't think that's going to make the market. I think what going to make the market is that people are going to notice there is something else to watch on their nice tvs besides DVDs. They will start telling their neighbors. We will have more high profile events. I'm sorry the Academy Awards aren't in HDTV this year. I'm real hopeful that Monday Night Football will come back. That will accelerate the market. Without' Bonanza' how much longer would it have been before the market bought color. That is what will drive it - something people want to watch. I hate to sound like a broken record. I hope there is enough momentum now that the HDTV roll-out can't be derailed. I'm really encouraged about the ABC and CBS primetime schedule. Once we have a few years of Super Bowls and Monday Night Football under our belts - once we get enough critical mass, I'm hopeful there will be no turning back. The networks won't be able to back off.

HDTV Magazine:

You have positioned KPBS to be amongst the leaders. I commend you for that, and, on behalf of TEAM HDTV, thank you for that. I wish there were more of this can do attitude in every community in America.

Doug Myrland:

It's a pleasure. It's a privilege to be a Public Broadcaster. It's a privilege to be at the beginning of a new era. It is also very pleasureable to know that we now have the ability to create even more public service. I've said to people that we have the potential now to create twice as much public service. We now have both standard definition and high definition. I'm hopeful there will be more public.

HDTV Magazine:

Anything else HD on your mind?

Doug Myrland:

Yes, recording capability. I sure hope that all of the copyright and copy protection discussions don't screw things up so much that we can't give viewers the option to time-shift. Right now it's no big deal because we don't enough programming to fill up twenty hours to begin with - if you miss 'American Masters' or 'Wyoming Wild', or whatever - tune back in - it will be on again. At some point we have to give people the ability to control their own viewing. We must allow high definition hard drive storage and embrace all of the new formats, such as the new JVC. I think this paranoia about copy protection is a silly thing. I remember the 'Grateful Dead' who told their audience to go ahead and come on in with their tape recorders. It didn't hurt their record sales. We've seen this over and over again. Movie collectors are going to buy DVDs because they want the extras, the packaging, the convenience- trying to stop people from having their own home archive of material is silly. It also decreases from the value of your investment. If you can only watch things in real time, it means you can't maximize that relatively expensive television set. I hope we can move forward quickly with some useable, convenient home recording capability. I think that will really make a difference in the value people put on this medium.

HDTV Magazine:

Thank you for your time and your candor Doug.

Doug Myrland:

Thank you.

Courtesy of HDTV Magazine

http://www.ilovehdtv.com/

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