TV Anytime Shanghai IDE - PowerPoint PPT Presentation

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TV Anytime Shanghai IDE

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Manage and label recordings easily and automatically; Record a programme or series by clicking' on the promo trail; ... Record things it thinks' you may like; ... – PowerPoint PPT presentation

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Title: TV Anytime Shanghai IDE


1
TV AnytimeShanghai IDE
  • Simon Parnall
  • Chairman - TV Anytime Forum
  • Director of Advanced Technologies, NDS

2
PVRs and Local Storage
  • The computer industry has given us Moores
    self-fulfilling prophecy
  • Once applied just to numbers of transistors on
    silicon, now applied to almost everything
  • Hard disk drives are providing capacity that
    doubles every year with increasing reliability,
    by new technology, reduced production costs,
    greater volumes
  • It is the revolution of the hard disk drive
    that is transforming the way we watch TV in our
    homes.

3
Price trends
Random-access memory
Factor of 2 in 18 months
Hard disks
Factor of 2 in 12 months
4
What can a PVR do?
  • Manage and label recordings easily and
    automatically
  • Record a programme or series by clicking on the
    promo trail
  • Record things it thinks you may like
  • Record and replay at the same time
  • Pause a live programme
  • Rewind, fast forward and action replay
  • Make magazine programmes easy to watch through
    indexing and
  • Skip advertisements!

5
So whos threatened?
  • Content owners
  • Worried that MP3 / Napster is just the start
  • Content retailers / renters
  • Arrival of new on-line distribution models
  • Broadcasters
  • Channel brands lose value
  • Advertisers
  • Will anyone watch adverts any more?

6
Viewers benefit
  • Personal TV, delivering the programmes I want,
    when I want them
  • Shared TV, because we can still talk about the
    programme at the coffee machine the next day
  • Democratic TV, because channel controllers lose
    much of the power to drive programme ratings
  • Interactive TV, because viewers will be able to
    reply respond to broadcasters and content
    providers.

7
Broadcasters benefit
  • Personal TV - means you know your audience, and
    the things they like
  • Building a relationship - using agents both
    inside and outside the box, to promote and
    deliver the programmes the audience really want
  • Providing feedback through a partnership built on
    trust - with clearly defined benefits and
    voluntary participation
  • To deliver more of what people want, to more
    people, for more time - not less
  • Removing the cry - theres nothing on TV!

8
Content Providers benefit
  • Why are there more magazines now than ever?
  • Entry costs of production have been dramatically
    reduced by electronic publishing, meaning that
    its easier than ever to create a new title
  • Costs of distribution are cut to almost zero by
    the Internet, meaning that your title can reach
    the whole world
  • Storage based TV creates the opportunity to make
    programmes that benefit from indexing (eg
    magazines) and interactivity

9
And Advertisers too..
  • Weve never had an involuntary audience - people
    have clicked and flushed!
  • No one forces you to read a newspaper or magazine
    advertisement - but people do
  • Lets accept that people will skip the adverts
    theyre not interested in - and look at those
    that capture their imagination
  • And lets use the opportunity to take TV
    advertising from pure emotion, to information and
    to fulfillment

10
The role of standards
  • Choose carefully which problems to solve
  • Reliance on proprietary solutions
  • leads to vertical market implementations
  • restricts viewers to a single service or a single
    content provider
  • locks together the broadcaster, the service
    provider and the STB manufacturer
  • Broad adoption of standards will lead to
  • lower costs for service providers and for device
    manufacturers
  • a greater and wider choice of content for
    consumers

11
The TV-Anytime Forum
  • The TV-Anytime Forum is a non-profit association
    of organisations which seeks to develop
    specifications to enable audio-visual services
    based on persistent local storage
  • We have a deliberate policy to be platform
    agnostic and produce specifications that can be
    introduced to all digital platforms, in all three
    major market areas (Europe, USA and Asia)

12
TVAF - Principles
  • The TV-Anytime Forum has produced phase one
    specifications that
  • enable applications to exploit local persistent
    storage in consumer electronics platforms
  • are agnostic about the means for content
    delivery to consumer electronics equipment
    including the various digital broadcast delivery
    mechanisms (ARIB, ATSC, DVB etc.) and the
    Internet
  • have been developed in conjunction with other
    bodies (MPEG, SMPTE etc) in order to achieve this

13
TVAF IPR
  • All submissions made to calls had to be
    accompanied by a statement giving fair and
    non-discriminatory use, a requirement for ETSI
    too
  • We do not, of course, know which other companies
    (who have not submitted) may think they have a
    claim on the TVAF specs
  • VIA licensing have put out a call for essential
    IPR (with our agreement) and they are expected to
    put together quickly a pool of essential
    licensees
  • We expect this to be at a very low cost.

14
TVAF - Adoption
  • In Europe, DVB has incorporated TVAF
    specifications into its standard
  • In the USA, ATSC has chosen to use TVAF metadata
  • In Japan, ARIB have incorporated TVAF into their
    standard S/38
  • IPTC have chosen to adopt TVAF metadata for a
    worldwide publishing interchange standard.
  • We are very happy!

15
TVAF Current Work
  • Phase One
  • Specifications which can benefit devices which
    have hard-disc technology
  • These specifications have been standardised and
    published through ETSI.
  • Phase Two
  • Work in progress, to be published 2004/05
  • Covers content packaging management, rightful
    sharing, advertising support including
    interaction and targeting.
  • Please share with us in this work

16
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