I have been in the industry for over 45 years and the pace of change leaves my head spinning, so I have no doubt the consumer must feel overwhelmed if technology is not a natural interest.    We find ourselves in many homes where good money has been spent on technology that does not get used.

This can often be caused by the shopper not really understanding what the sales person is selling and rather than plead ignorance go ahead and buy what appears to be a new beaut tool or aid to make life easier but in practise it turns out to be more difficult than expected.

This has given rise to the organisations offering to teach the shopper in the home how to use his or her equipment.  Children or grandchildren come to the rescue most often which is great but they seldom empower the adult to use the equipment from that point forward rather they get it going again until the wrong button is pressed once again.  Recent years has seen a great rise in this service call.

Deeper Image Television offer a consulting service based on a thorough knowledge of not only what is available but how to tease out what the customer really wants rather than overwhelming with a number of options.  This is a real skill and to do it successfully you need knowledge and people skills combined with a communication skill that can phrase the right question.

Deeper Image Television can do this and our customers both potential and existing are encouraged to use our wealth of knowledge to get some answers before making major purchases for their current home or a new home that is being planned.

Satellite, off air television, Foxtel, smart recording devices supplied by Telstra, Optus , Foxtel and others, IT networks both wireless or cabled are all technologies offered in the modern home.  To this you can add home automation, computer requirements and the integration of hand held devices – in other words quite a muddle.

Sally Garden


27th April, 2015.

Avoid being conned – How taking charge saves you money

By Sally Garden, founder, Deeper Image Television
from the deeper image archives – IMAGES magazine, Autumn 2009

How many points can you run off one antenna? Almost any number provided the signal received is good quality and the cables and fittings are handled appropriately.

That means ensuring use of the proper tools when terminating cables, plugs and sockets, also that the crimper is the right marriage to the plug being used. These are very important elements in keeping a signal usable over multiple outlets.

Our findings to date are that the choice of cable manufacturer, cable care, and bending radius coupled with poor quality fittings and poor quality installation techniques account for many problems. These problems are totally avoidable with a competent technician on hand.

I object to paying for half a product, because it is not a product at all. It is a con. You think you have purchased something, paid over your money for it, but you did not get what you paid for. This is the very definition of a con.

Recently I have been setting up a 900-plus TV point system at a major sporting venue, and found spots where signal was not arriving adequately. Our inspection showed this was the result of poor knowledge coupled with poor techniques on behalf of the technician doing the job.

When you think about it, the cost to you the customer is outrageous. The cost is threefold:

  • The original price you paid for the service.
  • The cost of inspecting and tracing the fault.
  • The cost of installing what was needed in the first place.

Everyone is responsible for this:

  • Customers for paying without checking the result – you do not have to pay if you have not got a product or are not satisfied with what has been produced;
  • The professional companies, for not taking a lead in providing the right environment for people in the trade to learn the correct skills to do the job right and to have the right attitudes towards getting the job done correctly; and
  • The individual technician who thinks it is okay to dish up anything and expect to get paid.

How taking charge saves you money

There is an obligation for all people involved in the trade to get educated on the subject so they can understand the choices they have to make.

Then, knowing the correct facts, they can make the right purchasing decision for themselves and their clients.

MATV systems and the Body Corporate manager

Deeper Image Television has the know-how to fix or install television systems with multiple outlets. This type of system is known as an MATV system (Master Antenna TV System), meaning one antenna having many TVs feeding off it.


When colour television commenced it meant that many units, flats, apartments, hotels, caravan parks, schools and businesses had to have the reception systems replaced or upgraded. Digital television was another major change to the way we receive television into our homes, offices and lives. (The old analogue TV system was phased out across Australia by the end of 2013.)


At the time we converted to colour, there were minimal ways to handle the switchover; you either had it or you didn’t. Today there are many approaches to receiving and handling digital television signals, a good number of which are not  suitable in a particular situation.

Despite all the options, there will be one that is more ideal than the others, for a number of reasons:

  • Budget clip_image001
  • Existing cabling standard
  • Type of services needed
  • Existing antenna
  • Existing amplifiers and signal control equipment
  • Paid TV services
  • Satellite requirements
  • Telephone and Internet Requirements
  • Needs and requirements of end users

This is not a complete list, but does give an indication of how upgrading existing MATV systems or installing a new service needs proper research.

If you do your research well, you will discover the needs of the people who are going to use it. Lack of research into the needs of the end-user has cost body corporate organisations many hundreds if not thousands of dollars, and left body corporate members with very little to show for the money they have spent.

It is not just the media or pictures that are important, but also there needs to be assurance that the installation gets carried out to a high standard.

Good installation techniques lead to the provision of out-of-sight cabling, a strong signal to all antenna points, and equipment that all works reliably to deliver the services you want.

The installation of an entertainment cabling system means capital expenditure, so you will want that investment back when selling the property. The installation is only valuable when it works well and looks good.

For example, you may have an apartment block with occupants having a number of nationalities. There may be a need for satellite TV for some but not for others. Everyone pays for the basic system, but only those wanting the satellite pictures will pay for that additional service.

Head Ends (signal amplifiers that are installed in plant rooms or communications cabinets) are being improved all the time. Many different options are now available from the world’s leading manufacturers in terms of what signals are received and passed on to the end user. For example, free-to-air TV, Pay TV, Satellite TV, FM radio, security camera systems, and the Internet, to name a few. The choice of which product you will use to run the systems requires a sound knowledge of what is available if you are to get the best value.

Deeper Image Television has been developing various packaged systems to offer to this market. Amongst them will be a rental system – not unlike how you pay your telephone bill now – there will be a service or connection fee plus product fees depending upon what is needed.

TRADE TALK – The need for a Business Plan

By Sally Garden, founder, Deeper Image Television
from the archives – IMAGES magazine, Autumn 2009

I have been considering what information I can pass on to our numerous business associates. What would be useful? I thought, well, maybe there would be some interest in how I have managed to stay enthusiastic about my industry even though I have been participating in it for the past 43 years.

There have been periods when this has not been so! These occasions can be traced to times when I was not playing the game. I had forgotten to focus on the purpose for arriving at work each day. I was doing something else – filling in time, working in an automatic way (just repeating what I done many times before), not planning our future, existing and not being interested in where I was going.

Business plans are talked about a lot, and though vital, very few businesses – particularly small businesses – have one. They are vital if we want something to work towards, or actions to take on a daily basis. They are the stimuli for learning something new, facing a challenge or achieving a target.

A business plan with a goal will be actioned on a daily basis. It will have purposes and there will be barriers to overcome. It is a game, you either win or lose.

In this current environment, it is very important that business wins. If it does not… then jobs go, the economy suffers, and the environment in which we all live can go to dust like ancient Rome.

It is not difficult to write a business plan. Generally, business people start with a product or service they would like to deliver or produce. They start on their own, producing that product and selling it to others in exchange for money. The business grows and new staff members come on board. If you have a clearly written business plan, you can have each new staff member read the plan and understand what it is they are there to do.

What is the goal we are going for? What is the product we will produce that will provide the energy to achieve our goal? This makes a great orientation exercise.

For example, the goal might be: To sell 2000 families per year a caravan.

The actual product you produce might be: A caravan made to order to match the unique needs of a specific caravanner.

I am just playing here. The point is, in order to produce the product you would need a way of knowing what the caravanner wants and recommending the right product based on those known needs. This is called surveying. Perhaps companies like Jayco achieve their penetration and market share because their survey techniques get it right more of the time.TRADE TALK - Business Growth Chart

The plan identifies the overall reason for doing the activity – the goal. What happens is, a person has the goal: To provide the dollars or wherewithal so I can look after my family. This is very personal, and when achieved there is no longer a goal to carry on with, and often a business will fail right there. So a new goal needs to be created if the first one has already been achieved.

The purpose could be

  • To meet lots of people who like caravanning; or
  • To provide a safe employment situation for my staff; or
  • To buy a big yacht and sail the seven seas.

If you can identify these purposes and bring them alive for your staff and yourself, then your business culture will benefit because there is purpose to the activity you are doing every day.

If you would like some more information about business plans,
then contact me by phone at (03) 9808 5466.

Deeper Image Television success stories – Case study: Job Number 12885

What our customers have told us

Every now and then, a job comes along that just plain leaves the technician scratching his head wondering what to do next. These are the kinds of jobs we love tackling, here at Deeper Image Television.

The customer’s residence sits at the bottom of a hill in Melbourne’s eastern suburbs. The television signal comes from the other side of the hill. The customer could not get a clear picture on a digital television using our standard antenna installation practices.

We had to come up with a customised solution that enabled a clean signal to reach the television. Our technical staff found the solution to the problem using their years of experience in dealing with problem reception. The problem was that the television signal was bouncing off the crest of the hill and splitting up before it reached the antenna.

This meant that a set of one unified signal the customer was receiving a number of signals that were out of phase. This caused the customers old analogue TV images to slightly ghost – i.e. two versions of the same image appeared on the screen at the same time, but slightly apart. It was hardly noticeable and the customer was able to watch television with minimal fuss.

When the customer installed a digital television calamity occurred. There was no way to get a clean picture. It would pixelate or freeze, if it showed up at all.

After a number of tries, we finally found the solution: a stack of two VHF Band 3 antennas to capture a clear signal, plus a UHF antenna to enable clip_image002the reception of SBS and Community TV stations, all hanging off a 5-metre mast. Once the antennas were properly tuned, the customer was able to enjoy digital television on all channels with minimal interference.

An interview with the customer

Until he installed a digital television, our customer was receiving so-so reception. Once the digital TV was installed, he could not get any decent reception at all. Deeper image television fixed the problem. Below is the customer’s feedback (after the job was completed).

What is the TV picture like now?
Very good picture, very clear and works well.

What was the attitude of the staff at Deeper Image like?
The staff were very good, polite, and listen to our problem. They always did their best and [the technician] is a nice boy.

How would you describe the attitude of Deeper Image to solving your problem?
They showed very good tennis city in solving the problem, really spent time, and took a personal interest in the problem and resolving it.

How would you describe your dealings with Deeper Image and its staff?
We think they have been very good. We thought that they would lose interest after a short while and that would be the end of us. It was a difficult problem: the new digital meter said everything should be great, yet the image kept pixelating. But they came back with always a good attitude and handled it, and that was a pleasant surprise.