TV-Anytime Forum Business Models

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TV-Anytime Forum Business
Models Preparing for the future
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Agenda

• Early PVR audience research
• What does the business models group do?
• What tools does TVA provide?
• What is TVA working on now?

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Research tells us.

• ? Theres less of a concept of peak time
• ? Fewer water-cooler moments
• ? Off peak hours have greater value
• ? More viewing of series
• ? Fewer ads (promos) are seen
• ? But some recall as they FF
• ? Watch good adverts more (superbowl)

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Business Models Process
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What does Phase 1 give us?

• TVA solves the complexity of real time
  television
• Introduces competition in the metadata supply
  chain reduces cost increases quality
• All metadata author once, use many times
• Will solve the problems of interactive
  advertising which has not seriously taken off
  because of different standards on platforms

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What does Phase 1 give us?

• Consumers want consistent behaviour
• Consistent labels for content.
• Transfer of data and content across multiple
  devices.
• Guaranteed delivery of ALL of the content theyve
  selected.
• Similar functionality on every device in the
  house (car manufacturers dont change the order
  of pedals on a car!!)

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What does Phase 1 give us?

• Broadcasters ALSO want consistent behaviour
• Single authoring of data and content across
  multiple platforms and devices.
• The consumers consumption of content to be
  consistent.
• Behaviour of the platform to be consistent across
  all channels.
• A compelling proposition that reduces churn.

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What has Phase 1 standardised?

• Content Referencing and location resolution
• Definition of content reference identifier (CRID)
• Protocol for resolving from CRID to location
• Metadata
• Standardised format for describing content, and
  navigating through content
• Rights Management and Protection
• Standard APIs to address existing and new content
  protection schemes
• Metadata protection in existing specifications.
  Light content management to follow shortly.

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What has Phase 1 standardised?

• TV-Anytime provides the ability to describe
  segments of a programme, allowing the viewer to
  navigate the content in different ways
• Segmentation also allows pointing to other pieces
  of content and information
• Generation of segmentation data
• Can be generated during production process
• Can be authored after the fact
• For sports, it could be generated during the
  programme
• For education, it could be generated when needed

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TV-Anytime Phase 2 Work
Gateway
PVR
removable media
Networks
PVR
NDR
Gateway
control/content
control
DVD
service providerscontent providers
storage
home of the future
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What are we doing now

• Working on making advertising work harder in a
  DVR new exciting advertising models that allow
  commercials to be updated, extended and targeted.
• Allowing consumers to share content in the home,
  and where they have the rights - outside the
  home.
• Capture of richer content propositions
  interactive content, packages of content.

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Scenario Building

• The Business Models group predicts likely
  scenarios for PVR use.
• These then feed into the Systems and Metadata
  groups to decide on the technologies required.
• Phase 2 has 52 key scenarios
• For example.

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Scenario Building

• Example1
• Scenario 6.2.8 Sharing content through removable
  media
• A customer wants to share a great show on his PVR
  with a friend. Since the rights associated with
  this particular recording allow him to do this,
  he copies the content onto removable media (e.g.
  a DVD). His friend then copies the content from
  this DVD onto his PVR.

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Scenario Building

• Example 2
• Scenario 6.2.43 Telescoping of content while in
  pause
• David is watching live TV through his PVR when
  an advert for a holiday is shown which has an
  associated long form ad already recorded on his
  PVR. An on screen alert tells him it is available
  to watch and he pauses the live programme,
  watches the extended advert, orders a catalogue
  using an interactive application, and then
  returns to the linear stream where he left it.

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Phase 2 work.

• Publish Requirements document
• RQ001vs2.1
• Work with Systems and Metadata to
• confirm requirements are met
• Publish final Phase 2 specification document with
  ETSI

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?

• Thank you
• The Business Models Group
• www.tv-anytime.org