BRAZIL CRAWLS TOWARD DIGITAL TV

UNCLAS SECTION 01 OF 03 SAO PAULO 000245

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TAGS: ECPS ECON PGOV ETRD BEXP BR
SUBJECT: BRAZIL CRAWLS TOWARD DIGITAL TV



1. (SBU) SUMMARY. With the nominal March deadline set for the
adoption of a digital television (DTV) standard, Brazilian officials
remain divided on the issue, and the recent entry of the Brazilian
Congress into the process will likely delay a final decision.
Brazil is currently choosing a digital TV standard from among three
competing consortia: ATSC (embraced by the United States, Canada,
Mexico, and South Korea),DVB (the European standard),and ISDB-T
(Japan's choice). While the Japanese standard is favored by
Minister of Communications Helio Costa, it has become clear that the
President's office will be making the ultimate call on this. U.S.
Mission is working with the ATSC Forum and ATSC-related companies to
showcase the merits of that standard. END SUMMARY.

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DIGITAL TV DECISION STILL UP IN THE AIR
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2. (SBU) Brazil's interagency community is in the midst of a
complicated process to select the standard for the country's digital
TV system. While Minister of Communications Helio Costa, a
proponent of the Japanese standard, has led much of the Government's
preparatory efforts, responsibility for presenting the options to
President Lula has now shifted to the president's Chief of Staff:
Dilma Rousseff. Based upon Mission's contacts with Rousseff, she
appears determined at all costs to avoid a repeat of the debacle
surrounding Brazil's choice of its PAL-M analog standard - which
ended up being embraced by only Brazil and Laos (the latter hardly a
major world player). According to Rousseff and Minister of Trade
Luiz Fernando Furlan, Brazil's decision should be based on the needs
of Brazilian manufacturers and the country's potential export
markets. Minister of Culture Gilberto Gil has chimed in as well,
noting that all three standards equally meet Brazil's technological
requirements and that the choice will be based on business and
regulatory concerns.


3. (SBU) While Minister Costa announced recently that Lula has all
the information he needs to make a decision, this statement appears
to be a bit premature. The various ministries involved have until
March 10 to submit their views to the President's office (the
Planalto). Thereafter, it is unclear when a decision would be made.
One industry contact Emboff spoke to thought that given the desire
on the part of some GOB staffers to convene another round of
meetings between high-level officials and consortia reps, no
decision would be forthcoming until May or June.


4. (SBU) Meanwhile, Federal Deputy Walter Pinheiro (PT-Bahia) has
presented a bill to Congress that would suspend the March 10
deadline and allow more time to discuss the issue within the
Brazilian government. While Pinheiro's bill stands little chance of
passage, it has served notice to the executive branch that Congress
would like input into the ultimate decision, thus throwing another
wild card into the deck. A recent editorial in the influential
newspaper "O Estado de Sao Paulo" notes that Congress' decision to
enter the debate comes late in the process and will only deepen the
differences within the GOB, adding pointedly, "this is a billion
dollar business. The changeover from analog to digital will cost
about USD 45 billion dollars over four years... Depending on the
standard selected, Brazil stands to export digital TV sets, and not
just to South American countries."

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JAPANESE DIGITAL TV STANDARD COSTS THE CONSUMER MORE
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5. (U) According to a report by the GoB's Technological Research
and Development Foundation Center (CPqD),the Japanese digital
television standard would be the most expensive for the consumer
among the systems being considered for adoption in Brazil. Reports
say the leaking of the report's conclusions displeased Minister
Costa, who labeled the data as "inconsistent". The report states
that, of the three consortia, the European standard would have the
lowest broadcasting cost to Brazil. The study also recommends that
selection not be based on technological considerations alone.


SAO PAULO 00000245 002 OF 003


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GOB SEEKING FINANCIAL INCENTIVES
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6. (SBU) In recent days, it has become clear that the GOB is
placing a great deal of emphasis on the financial incentives that
each consortia can offer. We know that Trade Ministry staffers have
approached one ATSC manufacturer seeking a commitment to invest in
local production of television sets and/or semi-conductors. Other
key factors for the Brazilians will likely be exemptions from
royalty requirements, cut-rate financing and/or loan guarantees,
opportunities for both technology transfer and Brazilian
participation in the development of "middleware," and the potential
for duty-free access by Brazilian manufacturers of receivers to
developed country markets. We were told by one industry contact
that the GOB thought that if it were accorded duty-free access to
the U.S. market, DTVs manufactured in the south of Brazil could get
to the U.S. market as cheaply as those made in Mexico. Meanwhile,
the Europeans are already moving to sweeten their often. Siemens
has announced that it will create a DTV Development Center in
Manaus. Once operational, the USD 5.5 million facility would be
capable of exporting 2.5 million Euros annually in software and
set-top boxes.


7. (SBU) According to the ATSC Forum, there are at least eight
equipment manufacturers competing to provide ATSC transmission
equipment (compared to only two for the Japanese system). In the
U.S., Harris Corporation is the leading provider in this highly
competitive market. Harris played a leading role in preparing U.S.
broadcasters for the introduction of DTV, and, if Brazil were to
adopt the ATSC standard, Harris would be prepared to:

-- Conduct up to three, week-long, intensive ATSC Convergence
Seminars,

-- Following ATSC adoption, for any transmitter sold, train up to
three technicians about the transmitter, and

-- Open a factory in Brazil for the final assembly of transmitters
and exciters.


8. (SBU) Meanwhile, the ATSC Forum also reports that, again if
Brazil were to adopt the ATSC Standard, Zenith Electronics and its
parent company, LG Electronics, would be prepared to support the
transition to DTV broadcasting through:

-- Direct contributions to a Brazilian DTV development fund,

-- Transfer of receiver reference designs to Brazilian
manufacturers,

-- Transfer of ATSC modulator reference designs to Brazilian
manufacturers, and

-- Expanded manufacturing investments in Brazil.

The timing and amounts of these investments and contributions would
depend on the pace of the DTV transition in Brazil.

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MISSION EFFORTS
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9. (SBU) Over the past month, FCS and State have worked closely
with the ATSC Forum to highlight the advantages associated with the
ATSC system. Now that the competition is reaching the end-game
stage, we are intensifying our
efforts. Charge has co-signed a letter with the Canadian and South
Korean Ambassadors (the Mexican Ambassador couldn't get
authorization from his capital to sign) emphasizing the degree to
which the ATSC standard would
promote the GOB's goal of digital inclusion. In addition, we are
pushing forward on the public diplomacy front and keeping in touch
with ATSC manufacturers - who are conducting their own lobbying

SAO PAULO 00000245 003 OF 003


campaign. Specifically, both Embassy and Consulate will note to our
interlocutors here
that the GOB can easily gain duty-free access to the U.S. market for
Brazilian-manufactured digital televisions by simply signing on to
the WTO Information Technology Agreement. Overall, Mission shall
continue to report
on the DTV issue as the situation develops.


10. (U) This cable was coordinated with Embassy Brasilia.

McMullen