By Roderick T. dela Cruz

Executives from the Japanese broadcast industry are pushing for the adoption of Japan’s digital television system in the Philippines once Manila shifts from the analog mode.

Hideo Fuseda, director for digital broadcasting technology of the Ministry of Internal Affairs and Communications, cited the advantages of the Japanese digital television system, which is among the terrestrial television standards being considered by the National Telecommunications Commission in the country.

The broadcast industry in the Philippines has until 2015 to complete the migration to digital service. The commission is finalizing a memorandum circular on guidelines for the operation of digital broadcast.

NTC deputy commissioner Jorge Sarmiento said the commission was still in the process of studying and deliberating on the different digital terrestrial television standards to be chosen for adoption in the country.

Aside from the Japanese standards, other digital terrestrial television standards being considered for adoption in the country are the European and American standards.

The Japanese system reportedly had a faster penetration in its five-year existence at 97.7 million, compared with the 79.1 million users for the American standard and Europe DVB-T’s 81 million.

Japanese executives said during a recent industry exhibition at the Crowne Plaza Hotel in Ortigas Center that their system, or Integrated Services Digital Broadcasting-Terrestrial, could provide a wide variety of services such as multi-program, high definition television program, data broadcasting, electronic program guide, mobile TV service called one-seg and emergency warning system.

Members of the Japanese delegation in the exhibition included officials from the Ministry of Internal Affairs and Communications, Association of Radio Industries and Businesses, Digital Broadcasting Experts Group, Japan Broadcasting Corp., Fuji Television Network Inc., Eagle World Development Co. Ltd., Toshiba Corp., Nippon Television Network Corp. and Panasonic Corp.

Earlier, Philip Chien, president and chief executive of Destiny Cable Inc., said the adoption of the digital system in the Philippines, would boost the local cable television industry.

At least 90 percent of the broadcast market in the Philippines remains untapped when it comes to digital technology, according to experts.

Digital technology will introduce rich features in pay TV such as video on demand, pre-paid service, and multi-view that will significantly increase the subscriber base of pay TV in the country.