With Astro's unveiling of the HD-enabling B.yond services this morning, a lot of Malaysians might be jumping for joy at the thought of watching Didier Drogba or Jessica Alba in full High Definition (HD). Imagine that — the FIFA World Cup 2010 or Into the Blue in HD! However, though is the catchphrase of the moment, and a major thrust in Astro's latest offering, it is not the full story.

"Astro B.yond is more than just HD," said Astro chief operating officer Henry Tan, in an interview. "Astro B.yond is a multi-phased innovative service starting with the first ever HD broadcast in Malaysia. The Astro B.yond box comes with an improved Electronic Programming Guide (EPG) and soon-to-be-introduced services including video recording – either through an external hard drive or a built-in Digital Video Recording (DVR) and IPTV connectivity."

Well, Astro Max decoder owners, hold on to your boxes. Astro B.yond box is not yet capable of recording your favourite shows, and IPTV is set to roll only at the end of the first quarter of 2010. However, sources in Astro said the B.yond box will be able to do all this very soon.

"If customers are still keen to upgrade to Astro B.yond Box without the recording function, we will be more than happy to process their request," said Tan.

The 'improvements' don't look to be very long in the offing. Astro appears to spare no quarter in this endeavour.

According to Tan, the roll-out of the services is estimated to cost some RM200 million, including marketing and operating costs of approximately RM150 million over the next financial year.

Well, Astro reportedly recorded revenue of RM864 million for the quarter ended Oct 31, with a net profit of RM133 million, so it seems like a solid investment for the future. The huge numbers quoted by Tan is perhaps
understandable. HD doesn't just end with a box, or an HD-ready set.

The end-to-end delivery of broad B.yond Definition cast will change every process – from the behind-the-scenes production to post-production editing, broadcast facilities, up to the HDTV home experience.

Looking backstage, the requirements from broadcasting have become a learning curve for the production crew and studio operators around the world. Make-up artists had to reinvent their work as the application of cosmetic products is easily visible in HD. The sharper image quality reveals the layers of make-up applied on an actor/actresses’ complexion. As a result, a host of cosmetics companies such as MAC and Makeup Forever have introduced products specifically for HD.

Production houses had to adapt as well, with the call for newer investments in cameras, video recording equipment, and lighting. The myth of HD being too expensive and difficult to do is no longer the case, as manufacturers have made significant price slashes to make way for demand. A recent report by Adobe shared that an entry-level editing system, including storage, software, and camera, goes for under US$10,000 (RM 34,017.16). In comparison, traditional equipment may go for several times that amount, or more.

Even the international news room studios are making the giant leap to recording.

UK’s Sky News, for example, will be launching an version of their news channel, to be broadcast alongside the current version from early 2010. In America, the big networks, like Fox, already broadcast some of their news in HD.

The involvement of HD at every stage from production to the delivery illustrates the groundbreaking phenomenon of "Today, much of the content available is not in HD format. In the Asia Pacific, pay-TV operators in Australia, HK and Singapore offer a limited number of channels.

We estimate that 10% of our channel line-up will be dedicated to HD over the next 18-24 months but the percentage will grow when there is more content out there."

Tan estimates that 20 per cent of customers will be ready to take up the service within 18-24 months. Existing Astro subscribers can finally join the HD revolution with just RM20 a month, on top of their normal payments to Astro. Subscribing to the HD package, they can exchange their old set-top boxes for the snazzy new ones as well as get the additional five-channel package (HBO HD, Astro Supersports HD, National Geographic HD, History Channel and ESPN HD next January). They will also get a new smart card, outdoor unit dish, Multimedia Interface (HDMI) cable and a new remote control.

In fact, even if you don't have an HDTV, you can still perhaps enjoy better picture quality from the HD broadcast.

"But it's not going to be HD," said Tan.

With Astro, they are even using a new satellite to transmit the signals. Does this mean the signal will be stronger than what we currently have? No more, 'service currently not available?'

"Astro B.yond's HD transmission is from a separate satellite which operates from a high frequency band," said Tan. "Currently the existing dish is only able to receive from a low frequency band. Hence, re-cabling of the infrastructure including installing a new dish is needed to receive transmission.

Please note that the reception quality of any transmission via satellite is subject to weather conditions."

Ah, well. We shall see whether Astro B.yond can not only deliver a whole new entertainment experience, but also improve on the shortcomings of the past.

Visit The Malay Mail website later today for more information on HD, or call the Astro hotline (1300823838) for more info.