High Definition TV for Germany and Austria: Premiere to launch three HDTV channels on 1 November 2005

HDTV package includes sport, films and documentaries co-operation with SES ASTRA KOFLER: "Premiere subscribers are bound to be impressed by HDTV"

Premiere is to start broadcasting its first programmes in high-definition TV format (HDTV) from 1 November 2005 onwards. The Munich-based pay-TV operator will transmit HDTV content on three dedicated channels for sport, film and documentaries. The programmes will be broadcast in digital format via the ASTRA satellite system at 19.2° East. This has been agreed in principle between Premiere and SES ASTRA. Premiere also later intends to introduce its HDTV package on cable networks.

By comparison with conventional TV standards, HDTV offers unprecedented picture quality with high resolution, sharply focused images and deep colour saturation. "Our subscribers are bound to be impressed by Premiere HDTV. They will discover a new dimension of TV", declared Premiere's Chief Executive Officer, Dr Georg Kofler, at the opening of the IBC trade fair in Amsterdam. Kofler: "With HDTV, fans of cinema and documentaries will be able to discern details that they would never have been able to see before, in every sense of the word. The picture is sharper and more brilliant than either on DVD or the cinema screen. Premiere HDTV brings sports enthusiasts even closer to the heart of the action during live transmissions. The dynamic image reproduction reinforces the impression of actually 'being there'."

The introduction of HDTV underlines Premiere's role as the pioneer of digital TV in Germany. Premiere was the first German broadcasting company to transmit a major sporting event live in HDTV format when, on 2 February 2004, visitors to the Berlin Sony Center were able to watch a live HDTV transmission of the final of the North American football league (NFL) championships at the Super Bowl. Immediately after this successful field test, the company set to work on preparations for introducing HDTV as a regular service. At present, the technical specifications for HDTV receivers suitable for Premiere are being set up. HDTV material is also an important factor in the licensing business. "The launch of HDTV on Premiere will give considerable impetus to the digital TV market in Germany," says Kofler. "We expect it to provide a strong boost to hardware manufacturers and the TV production sector." The marketing of HDTV receivers suitable for Premiere is scheduled to begin during the run-up to the Christmas season 2005.

Industry experts expect to see HDTV take off in Europe in a big way over the next few years, particularly in Germany, France and the UK. Euroconsult in Paris forecasts sales of over 15 million HDTV compatible television sets in Western Europe by 2008. "Until now, Europe has been seriously trailing behind countries such as the USA and Japan with regards to the introduction of HDTV. It is therefore particularly gratifying to see that Premiere will be starting to broadcast HDTV programmes via ASTRA as early as next year. This is an important milestone in our concerted efforts to promote the introduction of HDTV in the most important European market for TV", remarks Ferdinand Kayser, President and CEO of SES ASTRA. Even before the IBC show opened its doors, Europe's leading content providers and equipment vendors had reached an agreement with SES ASTRA concerning the technical standards, the timetable and a logo for the launch of HDTV in Europe. Premiere will implement its HDTV services in compliance with these guidelines.

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