U.S. content providers getting high on hi-def.

The pending U.S. analog shutoff in February 2009, and more affordable high definition television sets in American stores, are spurring increased production of HD television programming in the U.S. Currently, though, producers of non-scripted content have pursued the HD technology more aggressively than their scripted counterparts. According to David Poltrack, chief Research officer for CBS TV network, "Sports is the single biggest reason given for buying a high definition television, and it's the most mentioned form of programming in high definition."

ESPN executive producer Jed Drake said his network saw the trend as far back as 2004 and responded by making HD programming a priority. "We truly feel at ESPN as though we've been at the forefront of high definition, which has now become very much the standard of sports excellence, in terms of presentation," Drake said. "I do believe that we've helped significantly advance the industry in that." He uses the cable net's NASCAR programming as an example. "Every NASCAR race that we do, every camera, including the onboard cameras, is in high definition."

Likewise, other cable and satellite channels are in the market for international sports programming in HD, such as football (soccer).

High definition has also given nature programming new appeal. Patrick Morris, who produced Galapagos for the National Geographic Channel, noted, "I look at the high definition screen, and I see details I didn't even see when I was there. It's such a boon for wildlife. I mean, it just makes the images so gorgeous and cinematic." The technology also provides a practical advantage in that more footage can be shot. "What's been great is working with high definition tape capturing animal behavior. Being able to run that camera, sometimes waiting for that sort of snatch moment when a piece of wildlife behavior may happen, that's partly the reason that shooting ratios have been increased."

Ironically, the very advantages HD offers non-scripted programmers have proven to be challenges for scripted fare. The clarity of high definition can bring out unwanted details when it's an actor's face filling the screen. As a result, careful make-up application becomes more necessary. Plus, high definition means longer takes. Kim Delaney, who stars in Lifetime's series Army Wives, which is shot in HD, said at a press conference promoting the series, "The big difference for me is you don't cut. You just keep shooting and shooting and shooting. So you do have to have some kind of parameter there where you take time to go back to the beginning." Although her cast mate, Catherine Bell added, "It's much easier. You don't have to wait for reloading and that kind of stuff."

[ILLUSTRATION OMITTED]

Army Wives producer Mark Gordon pointed out that HD required new skills for crew members. "Directors of photography need to learn the process. It's not the same way of lighting. And that's the biggest issue. We color-correct the show--or a big part of it--as we are shooting it." There also remains a quality issue for many primetime producers, said Gordon. "Some shows at this point in time are appropriate to be shot in HD, and some still need the richness of film. There is some savings in shooting in HD, and, as the process and the technology gets to be greater, we will find the sort of colors and the range of colors that you can get in HD getting closer and closer to film. We are not there yet. So although everyone says, 'Oh, it looks exactly like film,' it doesn't look exactly like film. But it can be rich and beautiful. So I'm very excited about it."

CBS' Poltrack believes that the most popular series will benefit the most from being produced in HD, noting, "It's shows like Lost and CSI that really are the most enhanced by high definition television." He said that according to the networks research, "Most people say they continue to watch the same, whether they have a high definition TV or not, but a significant number of people say they start watching more television when they get their high definition sets. Almost half of them say they now purposely look for high definition programs. And we also know the shows they watch. The CSI franchise is recognized by high def owners as using the medium most effectively. And they actually watch some shows less because they're not in high definition. And a quarter of the people say they're watching television more as a family now because what happens is everybody wants to watch on the good set. It's not necessarily a smooth transition but the networks, and CBS in particular, are really up front with high definition programming."

Independent of the analog shut-off, HD has become a sought-after technology. Poltrack noted that among both early adopters and the so-called old school--people who had the least amount of technology--"the one piece of technology that they did not have that they most wanted to have was a high definition television." That said, his research also showed many consumers were waiting to make the purchase. "This is a very smart public. They know that the prices of HD sets are going to go down. And to the extent that they know that 2009 is coming, their philosophy basically is, 'I'm going to wait till 2009 because the sets are going to get better and the prices are going to get lower.'"

[ILLUSTRATIONS OMITTED]

But Mark Cuban, founder of HDnet which produces all-HD content all the time, said that HD technology doesn't replace some basic business fundamentals, such as compelling content. "Right now people are so fixated on digital media, they forget about the opportunity that good old television presents. And when you combine some of the basics of television with high definition, with high resolution, with audio, you will draw viewers. And that payoff will be what allows us to have an impact."