Yukichi Amano is one of Japan's sharpest media critics, so it was disconcerting to see him on NHK several weeks ago pimping for digital TV.
As the date for the changeover from analog to digital broadcasts draws closer, NHK has starting selling the system to the public in a determined fashion, which is odd since no one has a choice in the matter — the government has mandated the switch. However, more than half the country's households still do not possess the proper equipment to receive digital broadcasts, which means if they don't get with the program by July 24, 2011, they will be stuck with what an NHK announcer called "empty boxes."
So NHK brought Amano in to sing the praises of digital on a special half-hour PR feature, and he did what was expected of him, at least up to a point. He talked about picture and sound quality, saying that digital was "perfect for watching sports" since it allowed you to "understand the details." But once the conversation turned to logistics — new antennas, converter boxes for the digitally challenged, dead reception zones — the chirpy announcers were clearly struggling to put a happy face on a development that was obviously going to be less convenient than it seemed.