Turn down the volume
Jan 1, 2010 12:00 PM, By Dennis Ciapura
Uncle Sam plans to control digital TV audio.
Audio equipment in the home varies, making the control of commercial loudness an even larger challenge.
With all of the complexities of digital TV broadcasting, who would ever have thought that audio level control would become a national issue? It's become an issue so much so that the Commercial Advertisement Loudness Mitigation Act (the CALM Act, H.R. 1084) is inexorably inching its way through Congress and is expected to gain broad consumer support.
It's not as though this is a new issue. The FCC issued a Notice of Inquiry on the subject in 1962, a second notice in 1979 and an Opinion and Order in 1984. The perfect storm that has finally forced the situation to a head is the intersection of digital television's far greater audio dynamic range and the proliferation of high-quality 5.1 TV audio systems in the home as companions to the large-screen HDTVs that have been flying off the shelves.
Why digital audio is an issue
Dialnorm, the audio metadata protocol, was supposed to provide absolute level assignments to all sources, and in a perfect world, DTV audio level control would not be a problem. Commercials would be assigned appropriate levels compatible with surrounding program levels, and the Dolby decoders in the home would dutifully reproduce the desired level scaling. Unfortunately, as Gilbert Besnard pointed out in his article “Getting loudness under control” (in Broadcast Engineering December 2008), it is virtually impossible to preserve the original audio metadata through the complexities of production, storage, distribution and transmission in a modern TV plant.
Therefore, viewers with digital receiver outputs feeding 5.1 Dolby decoders are essentially getting raw audio, and most commercials are processed to produce consistently high average levels. They are intentionally loud. This is further exacerbated by the fact that many viewers are enjoying their 5.1 program audio at high levels, and when loud commercials hit, they really hit! Even before digital, and with significant analog program audio compression at the station, the inherent commercial loudness differential was prompting a regular stream of viewer complaints. And even with cable or satellite set-top boxes with additional audio compression enabled, many commercials still sound louder than the programming.
Government steps in
There are three major components to the commercial loudness problem. It's certainly a broadcast technical problem, but there's also a consumer electronics component as well as a growing political problem. Of these, the political aspect may be the most vexing. Broadcasters and advertisers loathe the idea of government intervention. The advertiser and ad agency perspective is revealingly reflected in a June 29, 2009, “Adweek” column by Robert Thompson, wherein he points out that “noisy and strident are part of the very foundation of advertising aesthetics.” Broadcasters obviously strive to super serve advertisers and the agencies, particularly in today's difficult economic environment with ever increasing shares of ad dollars going to alternative media.
But TV broadcasters can no longer ignore the reality of the pressure for a legislative remedy after 40 years of complaints. As Joel Kelsey of the Consumers Union stated in his June 11, 2009, testimony before the House Subcommittee on Communications, Technology and the Internet, 21 of the 25 FCC reports on consumer complaints since 2002 have listed loud commercials as a top grievance. Jim Starzynski of NBCU and David Donavan of MSTV provided effective testimony at the same session. They described the ongoing industry efforts to resolve the commercial loudness problem and requested that legislation not be moved forward pending the introduction of the new Recommended Practice for implementing the ATSC audio standard.
In late October, Starzynski presented a demonstration of how the Recommended Practice would work to subcommittee representatives, and although the demo was well received, it looks like H.R. 1084 is moving forward anyway. It has been amended to reference the Recommended Practice, but calls for the FCC to mandate its implementation. The original bill was clumsily based on “modulation” levels and maximum program loudness without reference to program length time integration, so at least the amended version would be based on meaningful industry-developed standards.
The ATSC Recommended Practice was introduced at an ATSC seminar on Nov. 4, 2009, and will be summarized in an article by Jim Starzynski in the March 2010 issue of Broadcast Engineering. This recommendation is the culmination of years of work by many of the brightest minds in the business and is intended to provide a path to effective commercial loudness control while maintaining the exciting program dynamic range that consumers have come to expect.
The reality is that in H.R. 1084, Rep. Anna Eshoo, D-CA, has a bill that almost nobody other than advertisers, TV broadcasters, cable and satellite operators would oppose. After all, how many representatives would like to explain to their constituents back home why they opposed a bill to stop loud TV commercials? And with consumer-oriented FCC chairman Julius Genachowski at the helm, it is expected that there will be effective enforcement.
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