Hm, I guess I'll actually answer the original question
Japan does not use ATSC as the HDTV standard; it uses ISDB-T (Integrated Services Digital Broadcasting) instead.
So far Japan and Brazil are the only ones using this broadcast format, but ISDB uses channels more
efficiently(OFDM) than ATSC (uses 8VSB) but costs more for TV stations.
ISDB uses MPEG2 video with AAC sound, whereas ATSC uses AC-3 sound.
Japan started HDTV broadcasts over satellite early using MUSE in the 90s.
There is no cable TV culture in Japan so many people subscribe to satellite channels.
Interestingly these HDTV broadcasts are analogue, and will be discontinued in 2007 and
will be replaced by ISDB-S broadcasts which allow dual connections. Most HDTV receivers
in Japan are compatible with MUSE, ISDB-S, and ISDB-T signals but not ATSC.
This will be such pain in gaming consoles and next gen DVD players!
DRM standars are also different.
The ISDB-T ground wave broadcasts are only available in big cities now, and
mostly upconverted 1080i signals.
Most enthusiasts subscribe to satellite anyway so the rollout in 2003 didn't really
create an HDTV craze. The Athens Olympics did help in HDTV sales, however.
HDTV ownership rate is below 10% in Japan despite its high GDP and low cost HDTVs,
though. TV watching culture is definitely different; people don't sit around
and watch TV as much as Americans but make use of DVRs and "power" watch
the programs they want. It's no joke that cell phones are HDTVs, since many
services offer various video broadcasts for cell phones. Also, room space is very limited
in the big cities where free HDTV signals are available. There are no small screen
CRT HDTVs around 15 inch which fit on people's kitchen table. The suburb and rural
people want free HDTV broadcasts before switching, on the other hand. Analog
broadcast was supposed to be terminated in 2004 but was extended to 2011 since
people aren't switching to HDTVs.
Back in the 90s DVDs were very unpopular in Japan, and DVD players were
very expensive. What changed everything was the introduction of PS2, which
cost as much as a high-end DVD player but was also the best gaming console.
Gaming console ownership rate in Japan is highest in the world, and the sales of
PS2 lead to dramatic increase of sales in DVD movies, and eventually players.
Following this example, the PS3 and its HDTV capabilities may spark a similar
revolution. We'll see...