Marketing Downloadable Content as “HD”
A Suspicious Value Statement
It is logical to assume that in the future we have a “mystical box” that pipes in high definition movies and games to any television/monitor in the house. This HD content will be relayed wirelessly to our cell phones, maybe even our virtual reality visors. We will command it by voice, it may even have a name, and it will know us, and download movies it knows we’ll like without command. This “magic box” will sense our every entertainment want and need and predict, download, and present it in glorious high definition on any type of screen we want. The cost of this box? Nothing. The cost to download a movie? Zilch. Writers will never strike and meaningful HD content will be bountiful.
As we step back to planet earth we see industry giants capitalizing on this ideal of entertainment utopia. At CES 2008, Apple announced its “HD” version of Apple TV. You can download “HD” programs to your XBOX 360. Some of the major networks are even letting you download “HD” video versions of their sitcoms. The problem is that none of these downloads are truly HD and marketing them as such is potentially fraudulent.
George Ou, a technical Zdnet.com columnist, confirmed the industry-wide misrepresentation in “Don’t Believe the Low Bit-Rate Lie.” The article draws a clear distinction between resolution and bit rate, which few understand. As a review, resolution is simply the physical number of columns and rows of pixels creating the display. Bit rate refers to the actual amount of video data being transferred per second to the display. The true measure of whether something is HD should be measured first by bit rate then by resolution. This confusion has led to many media conglomerates taking advantage of the bewildered consumer.
When the consumer goes shopping for an HD display, they are pursuaded to choose between resolutions as a measurement of quality. There is a price disparities between resolutions. For example, a 1080p display will command a premium over a 720p display. However, the amount of video data being transferred to that display is more important.
What is more interesting is the fact that a standard definition (480i) DVD played on a 720p display with a bit rate of 8 mbps will look better than the “HD Movie” downloaded on your computer, XBOX Live, or your Apple TV with bit rates less than 5 mbps. DVDs are not marketed as “HD” despite the fact that they can be scaled to display on any TV resolution. The fact that some digital downloads advertise themselves as “HD” when really it is worse than DVD quality is puzzling.
The HD bit rate has been set by the next generation formats as being a minimum of 36 mbps. This is why when you view video presented in HD-DVD or Blu-Ray it is spectacular in comparison with all other forms of HD.
It is suspicious that Dish Network and Cable frequently wage war against each other on the amount of HD it offers. What is lacking in the battle is a discussion on quality of HD. However, when a digital downloading service is advertised as offering “HD”, and the quality is less than the standard definition DVD quality, it should remove the “HD” label altogether. Offering something that transfers 9 times less video data at a resolution often used by HD video should not be labeled HD as consumers associate “HD” with high quality.
