High-definition TV is celebrating its first anniversary in Malta. Launched by Melita just in time for the FIFA World Cup held in South Africa, HDTV is set to become an integral part of the local TV offering as competition in this sector will intensify in the coming months.
In the meantime Melita is busy working on the launch of video-on-demand in the coming weeks.
“Our customers reacted positively to the new HD service. Melita experienced a very good take-up during the World Cup period in 2010 and a constant rate since then,” explained a Melita spokesman, who however declined to give the number of HD customers.
“Over this first year, the HD service has evolved on many counts. First, we eliminated the initial teething problems that any major launch similar to this is likely to experience. Following that phase, we introduced new content and new packaged bundles combining multiple services.”
The first HD trials started in August 2007 and members of the public were enrolled to test the service for a few months. Despite the fact that the trials were technically a success, the company made the commercial decision to wait until the local market was ready, and a major football event like the FIFA World Cup seemed to provide the ideal opportunity.
From a content point of view, the HD platform has increased from an initial 10 HD channels to the present 15, including highly sought after channels such as Food Network HD and the UEFA Champions League in HD on Melita Sports.
Melita has also re-positioned the HD product as part of Melita Entertainment Pack that combines TV and internet. In fact this pack recognised the close relationship and inter-dependency of television and internet.
“With the recent launch of Melita Fibre Power with broadband speeds reaching up to 100 megabits per second, the Entertainment Pack has taken another new dimension with a special focus on interactive services,” the spokesman said. “Melita is working carefully on this area of convergence as we believe it holds very high potential.”
HD TV is possible thanks to the set-top box, the Melita Netbox HD. This interactive device, which is technologically advanced and comparable to a small computer, acts as the interface between Melita’s network and the TV. Other than offering HD and standard definition viewing, it can also be used to pause and record live or scheduled transmissions for viewing at leisure. Other than the typical DVB (digital video broadcasting) standards, this set-top box also has internet protocol TV capabilities. Indeed it connects to internet and can offer web browsing, e-mail and access to popular online social networks.
In fact Melita has recently launched its Facebook on TV application, which registered an immediate success and demand from customers. As the interactive Melita Netbox HD becomes more available in households, more customers will be able to take advantage of social media applications and other integrated services.
Melita has also launched a remote control app for Android and iPhone which enables customers to use their smartphones as a remote control. More developments will be launched soon and in the future there will be other apps with a local context.
One important development is expected in the coming weeks.
“Video on-demand will be launched this summer and part of the content will be in high-definition,” the Melita spokesman revealed. “The VOD roll-out is being planned carefully and we are designing a multi-phase launch which involves our customers even before the product becomes commercially available.”