| By Dave Bankers, June 2006
In less than three years, hotel industry perception of high-definition television (HDTV) has shifted from a �maybe someday� proposition to a mainstream issue � and for more and more hoteliers, a mandated guest room requirement. One driver behind HDTV adoption is the Federal Communications Commission (FCC) mandate that by mid-2007, all newly built televisions must support ATSC-compliant digital television (DTV) video signals. Another key factor is the increasing availability of high definition (HD), first-run, video-on-demand (VOD) Hollywood movies and premium satellite programming. In addition, a growing number of travelers with HDTV in their homes are beginning to expect it in their hotels. It all means that increasing numbers of hotel operators are preparing for HDTV � and they�re finding that their in-room entertainment provider holds the critical key to a successful HDTV migration. When it comes to HDTV, operators are interested and engaged. LodgeNet saw high attendance at its HDTV seminars the past two HITEC shows, and HDTV resources are among the most downloaded documents from the LodgeNet Website. Those whose HD efforts had been focused on self-education are today moving into evaluation and implementation. From venerable luxury chains to landmark independent properties, from established focused service brands to new extended stay flags, hoteliers are specifying HDTV in their long-term agreements with in-room entertainment suppliers and TV manufacturers. Emergence of Security Standard Driving Increased Availability of Premium HD Content Quality HD content is critical to maximizing the ROI on HD displays. Initially, satellite programmers and movie studios were reluctant to license HD entertainment for hotel distribution due to concern that their DVD sales could be impacted by content pirated from digital in-room entertainment systems. That changed last year with the introduction of Pro:Idiom�, a robust content security solution that protects satellite-delivered and VOD content adhering to the digital transport standards of the ATSC. Pro:Idiom� has enabled industry-first, HD content licensing agreements with major Hollywood studios as well as premium HD satellite networks like HBO-HD, HDNet and ESPN-HD. With Pro:Idiom implementation growing among in-room entertainment providers and HD display manufacturers, hoteliers should consider it a �must-have� for their HDTV solution. Making HD Easy Early installations have proven that a successful HD migration entails much more than simply buying HD displays and connecting the cables. Hoteliers must consider every component that plays into the guest�s TV experience, right down to the remote control. There may be far-reaching implications for the hotel�s infrastructure, especially in older properties. And of course, any HD solution must be financed, installed and serviced. Experienced in-room entertainment providers are helping hotel operators smoothly transition to HDTV with solutions that not only integrate a compatible HD television and HD content security, but also account for display furniture (or wall mounting hardware) and can even support the premium sound systems that create a true �home theater� environment. To ensure the most cost effective and trouble-free HDTV conversion, hoteliers should work with an in-room entertainment partner that:
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