Discover the Consumer Lifestyle World! Daily, starting at 10 a.m., trade visitors will be able to obtain background information on industry trends and product debuts relating to key topics at IFA 2009. Morning daily tours for trade visitors will begin at 10 a.m. at the Trade Visitor Reception in Hall 1.1 / 2.1 at the South Entrance. Afternoon tours will begin daily at 1.30 p.m. in Hall 24. Eight theme tours are scheduled, with visits to 3 to 4 leading brand manufacturers respectively. TOpIcS OF ThE mORnIng TOURS FOR TRADE VISITORS home cinema (TV and audio) Home Cinema represents a genuine home movie experience and conjures a desire for higher quality sets for listening and viewing. IpTV / web TV With IPTV, viewers are able to receive TV programmes via an internet connection. As well as allowing telephone and internet access a telephone connection also makes it possible to watch television. Web TV enables broadband transmission of television programmes and movies over the internet. The only difference is in the quality of the transmissions. 3D TV 3D television is a hot topic at IFA. 3D television captures numerous different viewing angles and employs a 3D screen to realistically reproduce TV programmes in three dimensions. Large home appliances – ecology The manufacturers of domestic appliances have long been aiming to employ modern concepts to improve energy efficiency and increase resource savings. Thus from 1997 to 2007, a 30 per cent increase in energy savings was achieved for washing machines, 40 per cent for dishwashers, and even around 45 per cent for refrigerators. TRADE VISITORS’ TOUR TOpIcS OF ThE AFTERnOOn TOURS FOR TRADE VISITORS Wireless hDTV The first wireless television sets in full high-definition quality are one of the highlights at IFA. All connections are wired into an external media box which transmits wireless audio and video signals to the television set with no loss in quality. Entertainment centres / media servers Media centres represent a collection of numerous multimedia programmes on a common graphical user interface (media servers). They combine devices which store mp3 or mpeg files and play them back over a television set or hifi system. IFA 2009 Digital imaging (photos / videos) Digital imaging describes all stages of electronic image processing. Source materials are digital images and videos produced by digital cameras, but also slides and negatives digitalised using scanners. Digital imaging consists of processing, editing, archiving and presenting these media using computers, as well as printing and duplicating photos. Small home appliances – lifestyle The latest domestic appliances not only make life better and easier, but are also pioneering lifestyle trends with easy-to-use, stylish control panels, intelligent technology, outstanding design and efficient energy usage. Please note: the guided tours are all in German, there are no English ones.
Meet the visionaries sKY-hiGh eXPeCtations ses astra's sateLLite PLatForM Drives DiGitaL-tv UPtaKe Ferdinand Kayser, President and CEO of SES ASTRA, believes his company can play a stellar role in the rapidly evolving media landscape. He tells IFA International why… How has SES ASTRA helped to stimulate the growth of digital TV in Europe? Today, 50% or 122 million out of the 243 million TV homes in Europe are already receiving their TV content digitally. And this success has largely been driven by SES ASTRA and the satellite infrastructure in general. The digitalisation rate of satellite is three times higher than that of the cable networks. One of the reasons for this is that our infrastructure is already 100% digital, which means we do not need to upgrade in order to go digital. We are ready. Today, satellite provides more than a quarter of all TV households with their digital TV signals. Last year, SES ASTRA alone gained 6.1 million digital-satellite households, reaching a total of 47.2 million digitalsatellite homes in Europe. These figures show that we are clearly a leader in terms of the digitalisation of European television and we intend to remain so in the future. HDTV has been slow to take off in Europe. What has SES ASTRA done to promote this? And what else can be done to stimulate uptake? SES ASTRA is a pioneer of HD and has been involved with its introduction in Europe from the outset. We have worked closely with the industry to help develop the HD-Ready standard. Moreover, by driving digitalisation in Europe, we have establish the foundations for the launch of HDTV. There is no better infrastructure for HDTV transmission than satellite in terms of reliability, bandwidth and geographical reach. Today, SES ASTRA broadcasts nearly 80 HD channels from Europe's leading broadcasters and reaches 3 million HD homes. As a result, we are the most important HD platform in Europe. And there is more to come. By 2010, we expect to be broadcasting 100 HD channels. With the steady launch of additional HD channels, digitalisation will be boosted still further. More than 100 million HD- Ready TV sets sold in the European market prove that the TV viewer is ready for HDTV. We are convinced that the growing number of HD channels will further drive the proliferation of HD equipment in the European market. We also expect to have almost 50 million HD viewers in Europe by 2013, with satellite being the largest distribution platform. We were the first to talk about HDTV and we will continue to inform viewers about its advantages. But in the end, I'm convinced that the brilliant pictures and the exceptional sound quality of HDTV speak for themselves. Where do you believe satellite is headed with regards to IPTV? SES ASTRA transmits 2,500 TV channels and services, and serves 122 million households in 35 countries across Europe and North Africa. We are fully convinced that satellite is, and will remain, the most powerful infrastructure to broadcast television to large territories and markets. Hundreds of channels, large bandwidth and broad geographical reach no other infrastructure is able to come close to such performance. The technological advances of satellite constantly breathe new life into the broadcasting industry. Take, for example, HD and 3D. We expect the demand for satellite bandwidth to increase significantly over the next few years. This is why we are investing nearly 400m this year in order to both replace and grow our capacity offer. Looking at the competition from new technologies such as IPTV, we believe we are also well positioned. We have expanded not only in the geographical sense, but we have also grown our business along the value chain. As a neutral technicalservice provider, we not only deliver direct home services to millions of households, but we also serve cable and IP infrastructures and customers, including KDG, T-Home and Orange. And we also invest in new technologies, such as broadband, mobile TV and hybrid reception. In the last month, a new consortium to which we belong, HbbTV which stands for Hybrid Broadcast Broadband TV launched an initiative to harmonise SES ASTRA'S Ferdinand Kayser: "There is more to come" broadcast and broadband standards. The aim is to build a homogeneous receiver population, providing customers with the combined richness of broadcast and broadband. "SES ASTRA transmits 2,500 TV channels and services, and serves 122 million households in 35 countries" IFA International • Monday, 7 th September 2009 www.ifa-international.org 17