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iPontificateHD Marketing: Getting Too Gimmicky?

by

- December 17th, 2004

While I will be the first to admit to jumping on the High-Definition bandwagon recently, it has occurred to me that the term HD is becoming a rampant buzzword that is being thrown around like a magic term to describe the Holy Grail of digital cinema and television.

Granted, HD does look spectacular, and using the higher-end HD cameras is a dream, but the term itself seems to be becoming more of a marketing tool than an expression of format.

For instance, Sony recently released the HVR-Z1U HDV Camcorder to public fanfare. The camera was touted as the prosumer version of high-definition acquisition, but the problem is editing in this HDV hybrid format, not to mention the image itself. The bottom line is that it is not really HD, but it is marketed as such. So what is a consumer to think?

Of course the Sony HDV camcorder is not the first prosumer camera to hit the market. JVC announced the JY-HD10U Digital HD Camcorder at NAB in 2003, and the public response after initial use was far from exemplary. JVC also touts the 10U as HD, and technically it is, but it falls short of the imaging that higher end HD cameras can capture.

The problems with these cameras is that the manufactures are trying to capture HD images on a much smaller and less sensitive chip, and then recording the image onto DV tapes. Sounds great on paper, but the imaging isn't what you would expect when you hear the magic words HD, and that is where the danger lies: The term HD is beginning to lose the standard that once defined it.

This is also evident with the hype coming at consumers this holiday season with all the new televisions sitting proudly on display at your local electronics store. HD is the new "revolution" everyone get on board! Be the first kid on your block with a bag-less, never looses suction, 91 inch rear-projection, plasma cored Hologram box!

Whew, what a mouthful.

While the new brand of HD televisions are absolutely stunning to watch, consumers should be careful of getting all caught up with the sales techniques involved with the two letters "HD." Does an HD coffee maker make better tasting and more realistic looking coffee than my standard definition Mr. Coffee? Well probably not because its a ridiculous metaphor, but hopefully you get my gist. HD is becoming such a marketing tool that if you don't have the latest HD model, you're a total loser.

This is also evident in the broadcasting world, where TV Stations and networks constantly announce that the upcoming show will be broadcast in High-Defintion. Maybe it's because I don't have an HDTV, but hearing those words is like a constant put down to me and my fellow slummers stuck in a standard definition world.

I constantly feel the need to want more and buy more products with the HD logo. HD is just so bourgeois. Let us SDers start a revolt against the imperialist HD overlords and bring HD to the common man.

The joke is on them though, because Super HDTV is already in development, and once released will be so realistic, you will be able to put your hand into the television and smack Paris Hilton on the face for being on your TV in the first place. Once those TVs hit the market, all the fancy HDTV owners will feel as we do here in the SD universe.

I say, Amen.

This is also a sales technique in the filmmaking world in which I work. You throw around the word HD with a client and their eyes get buggy like you just invented the airplane.

It's not that they really have any idea what HD really is, it's simply using the term that automatically garners respect. This is a disservice on some levels because production houses will be judged not on the content and quality of work they can provide, but whether or not they can "do" HD.

So is it jealousy? Of course it is, but I am also tense that the lines of resolution are constantly being blurred by the marketing machines of the electronics giants. I love HD. I want it all the time. I just want it in true HD that is less confusing to the public, and has the ring of quality.

You can find out more information on High-Defintion products by Googling the word HD. There should be a few things to read about.

By the way, this article was written in high-definition.


With five years in the entertainment industry, and three years writing for The Mac Observer, works passionately on various genres of film, including documentaries, narrative features, and shorts. He has two feature films under his belt as Director of Photography and Camera Operator, and his current role at TMO is to cover digital media and the film industry.

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Observer Comments

Show: Subjects Only | Full Comments
Close Name:avPaul Posts: 19 Joined: 06 Aug 2004
Subject: to, two, too gimmicky

Here it is, a quarter too to. I should be getting back two work but instead I'm reading this very fine article named "HD Marketing: Getting To Gimmicky?" ...

Close Name:DocRoss Posts: 33 Joined: 06 May 2004
Subject: Getting to "Gimmicky"

I think we'll be arriving at that destination soon.

Close Name:dhp Posts: 176 Joined: 22 May 2003
Subject: Me, to

I believe the Mac Observer is getting to sloppy.

Close Name:Slipstream Posts: 72 Joined: 28 Aug 2002
Subject:

I two feal that it is geting to gimmecky out their in marketing land.

Close Name:Bryan -   TMO Staff Posts: 7325 Joined: 11 Jun 2001
Subject:

Pshaw, folks. The typo has been corrected, and our full-time professional copy editor has been reprimanded.

Thanks for the notes!

Bryan
Editor
TMO

Close Name:randompro42 Posts: 215 Joined: 25 Sep 2003
Subject:

quit complaining-- lets see all you complainers maintain a site that has at least 10 updates per day with a plethora of staff and temp writers

i dont even think everything on my website is perfectly spelled, so i am not going to complain about others, especially those updated so often

why not write about the content of the article, instead of griping about one little typo that wasnt picked up by the spell checker because it is another word that is correctly spelled

now that thats over

he is unfortunately correct-- there are some of these televisions that are claiming to be HD, but even some SD televisions look better (higher resolution)-- the most egretious error is the larger LCD televisions (30" and greater) which start to hold the same resolutions as 12"iBooks and claim to be HD

so, call it flat panel, call it LCD, call it Plasma, but dont call it HD unless it is actually High Definition

my 2 Turkish Lira

TRO

Close Name:Small White Car Posts: 1933 Joined: 02 Jul 2004
Subject:

Quote
Mike Washlesky wrote:
...but the problem is editing in this HDV hybrid format, not to mention the image itself. The bottom line is that it is not really HD, but it is marketed as such.


You seem to be treating HD as if it's some "digital-film, pro-user" kind of thing, when in fact it's much less than that. It CAN be a very nice, Star Wars kind of aquisition format, but it can also be Jay Leno's huge head coming into your home over the airwaves in HD. (Which has the same data rate as HDV, btw.) The basic qualifier for something to be "HD" is the resolution. Of course, there's more to it than that, but nowhere is it said that somthing has to be a professional format to actually be "HD."

Saying something is "HD" is a lot like saying that video is "in color." My local news is "in color" and the original 'Raiders of the Lost Ark' is ALSO in color. Yet the two couldn't be more different.

Likewise, shooting a movie using HDCAM is "HD," but so is every "ER" and home-movies shot on the FX-1. That doesn't mean they're the same...far from it...but it also doesn't mean the lessor forms of HD aren't HD.

That would be a lot like saying my local news isn't "real color" just because it's not film quality.

Close Name:Mikuro Posts: 444 Joined: 15 Jun 2002
Subject: "high" is a relative

Part of the problem here is that the term "HD" is dumb to begin with, because it's subjective. "High" compared to what? Nowadays "HD" is (usually) taken to mean video at a particular resolution (1920x1080), but a few years ago, when someone said "high-definition", they usually meant 640x480.

And does it even mean 1920x1080? Or does it simply mean that it reads HDTV signals? If I displayed an HDTV feed on my 800x600 iMac monitor, would it or wouldn't it be "HD"?

"HD" doesn't really mean a whole lot. It isn't written into lawm. Anyway, "high" is a relative term, so you can hardly blame people and the industry for using it as such.

Bleh.

There actually is a more descriptive term, but nobody uses it: 1080p. That is to say, 1080 pixels tall, progressive scan (doesn't say anything about aspect ratio, but then again, why should it, since any 4:3 "HD" content obviously wouldn't be 1920 pixels wide anyway).

View Name:Guest
Subject: Eh??!
Close Name:Small White Car Posts: 1933 Joined: 02 Jul 2004
Subject: Re: Eh??!

Quote
Anonymous wrote:


Quote
SmallWhiteCar wrote:

You seem to be treating HD as if it's some "digital-film, pro-user" kind of thing, when in fact it's much less than that.



If "HD" is a defined technology for broadcast and record/playback, the fact that a device is "professional" or "consumer" oriented is really irrelevant.


Aren't you saying exactly what I said?

Close Name:Brutno Posts: 194 Joined: 28 Aug 2002
Subject: Great Line

"you will be able to put your hand into the television and smack Paris Hilton on the face for being on your TV in the first place."

Amen to that! LOL

Thanks for a well-written article.

Close Name:Steve W Posts: 482 Joined: 22 Nov 2002
Subject: Re: Eh??!

Quote
Anonymous wrote:
Irrespective, if prices for HD TVs do not come down dramatically by the time normal broadcast signals go away, I for one will no longer be watching television. Heck, there's darn little of value on broadcast TV now as it is, so I don't really know as I'll be missing a whole lot, either.

I'm just about to that point already, and cable isn't much better, IMHO. As always, advertising money rules, and since advertising seeks the lowest common denominator, we will, as always, end up with more of the same worthless junk.

Close Name:algr Posts: 278 Joined: 07 Aug 2003
Subject: HDTV will fail in the market.

The bottom line is that it is not really HD, but it is marketed as such.

How do you figure this? What is the minimum you are calling HD then? ANY camera will "fall short" of the image from cameras that cost ten times as much, (even 35 mm) no one expects otherwise. But both these cameras deliver pictures clearly impossible from DV or DVD. No one disputes that VHS is "NTSC" even though it doesn't deliver all the detail that NTSC is capable of.

================

High quality isn't the critical selling point you think it is. Consumers chose audio cassettes over superior sounding LPs. SVHS had no more effect on VHS sales then digital playback effects. Laserdisc never got beyond a niche either.

The successful high quality formats (CD, DVD, FM radio, color TV, iPod) improved convenience as well as quality. With these formats the consumer automatically got better quality without having to do anything extra to get it. No scratched records or rewind time, no flipping the disk in the middle of a movie, ect... I'd bet that 90% of DVD players today are connected through the composite jack, even when S-Video inputs are on the set. But DVD's advantages are clear anyway.

HDTV by comparison is complicated as all hell to use! It will NOT survive being treated with the level of tech savvy that the typical consumer has time to learn. Even when I look at the displays in electronics stores, half the HDTV sets are connected to HD sources through the composite jack. I see messed-up aspect ratios everywhere. Just changing from one HD channel to another can be an ordeal, since you usually have HD sets with NTSC-only tuners, and separate tuners to actually get HD, plus multiple versions of each program to surf through. It is easy to get "lost" in the inputs and become unable to get a picture on the set at all. And it takes forever to switch from one HD channel to another - making channel surfing an awkward experience.

People will wake up one day and start wondering why watching the tube has suddenly become work instead of relaxation. Then they'll pick up the Nintendo Gameboy HD...

Close Name:algr Posts: 278 Joined: 07 Aug 2003
Subject: Super HDTV

Super HDTV is already in development

Forget about this. Today's best $25,000 screens are barely above one megapixel of honestly visible detail. It will be at least a decade before 4 megapixel UDTV is available, and then where will the programming come from? You'll see this in movie theaters, and probably that's it. Screen resolution hasn't progressed nearly as fast as, say, CPU power.

View Name:Guest
Subject:
View Name:Guest
Subject: NTSC/PAL
Close Name:Mace Posts: 9015 Joined: 07 Aug 2003
Subject:

I feel the concept of TV has to be re-invented. With the rapid adoption of broadband (I recall reading that it has passed 50% penetration in home), is about time for someone (aka Apple) to re-invent TV.

The concept of channels, scheduled time for news/shows/movies and revenue through in-show advertising business model are arcane.

Are super-HD, HD and whatever formats still relevant?

View Name:Guest
Subject: typos not all fixed
Close Name:Brutno Posts: 194 Joined: 28 Aug 2002
Subject: Reply to Guest above

I guess I should point out another, then.

It's "manufacturers", not "manufactures" in one of the items you mentioned;
"The problems with these cameras is that the manufactures are trying..."

It passes spelling checks and consequently doesn't get flagged.

Close Name:AFCdtLoeb Posts: 2533 Joined: 20 Jul 2004
Subject:

Can someone explain the diffrence between HD and HDV for me please?

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