an brief tour of iptv - ua-rtip.org brief tour of iptv: ... iptv: interactive program guide ......
Post on 23-Apr-2018
226 Views
Preview:
TRANSCRIPT
© 2007 Advanced Media Strategies LLC
Technology: Threats & Opportunities
An Brief Tour of IPTV: Capabilities, Technologies & Roadmap
December 4, 2007 Steven Hawley
Advanced Media Strategies LLC steve@tvstrategies.com
2007 Symposium on Racing
© 2007 Advanced Media Strategies LLC
Presentation Outline
• 1: What is Broadband TV?
• 2: What is IPTV?
• 3: Other types of TV what Broadband TV isn’t
• 4: The true meaning of Broadband TV and IPTV
• 5: The Road Ahead
• 6: Opportunities (not threats)
© 2007 Advanced Media Strategies LLC
What is Broadband Television?
The delivery of Live Video (TV), VideoonDemand, Web and/or text content, to a player (software or hardware), via a broadband IP network.
– Content may be:
– Live (Multicast, Unicast or streamed) or a combination of these
– Ondemand (precached) for nearinstant playback
– Streamed to a local device (computer, settop box or mobile)
– Supported by a twowaycapable network (for interactivity)
© 2007 Advanced Media Strategies LLC
Types of Broadband TV . . .
© 2007 Advanced Media Strategies LLC
Internet Video: YouTube
Source: YouTube
© 2007 Advanced Media Strategies LLC
Internet TV: Joost
Source: Joost
© 2007 Advanced Media Strategies LLC
Major League Baseball video mosaic
Source: Major League Baseball
© 2007 Advanced Media Strategies LLC
IPTV: Another type of Broadband TV
“Looks like TV”
Source: Microsoft Corp.
© 2007 Advanced Media Strategies LLC
Placeshifting: Sling Media SlingBox
Source: Sling Media
© 2007 Advanced Media Strategies LLC
Time & Placeshifting: TiVo To Go
Source: TiVO Corp.
© 2007 Advanced Media Strategies LLC
Presentation Outline
• 1: What is Broadband TV?
• 2: What is IPTV?
• 3: Other types of TV what Broadband TV isn’t
• 4: The true meaning of Broadband TV and IPTV
• 5: The Road Ahead
• 6: Opportunities (not threats)
© 2007 Advanced Media Strategies LLC
What is IPTV?
Internet Protocol Television: The secure delivery of multichannel TV, video ondemand, text and Web content to a dedicated consumer electronics device (settop box, mobile, portable), via a managed broadband IP network, such as a Telco.
– True Broadcast quality – BIG gamble (and big payoff) for the Telcos – Telcos had to do it (Cable offering voice, data)
© 2007 Advanced Media Strategies LLC
Types of IPTV providers
• Telcos – Top ILECs worldwide (National, Regional major incumbents)
– Midtier and rural telcos (> 200 in US) – Cooperatives / Consortia
• Utilities – Public utility districts; many in US – Power companies; many in Europe
• Municipalities – Individual communities
• Publicprivate partnerships
© 2007 Advanced Media Strategies LLC
IPTV: Main Menu
• Single access point to: – Live TV – Ondemand – WebonTV – Interactive games
– Personal portal
– Settings – Parental controls
Source: ANT Ltd and Telecom Italia
© 2007 Advanced Media Strategies LLC
Content partnerships (TV): PCCW
Source: PCCW
© 2007 Advanced Media Strategies LLC
Content Partnerships: PCCW
© 2007 Advanced Media Strategies LLC
IPTV: Interactive Program Guide
• Find “Live” TV programs
• See what’s on later
• Select and watch
Source: Kasenna Inc.
© 2007 Advanced Media Strategies LLC
IPTV: Video on Demand
• Search for titles
• See Program Info
• Purchase the video
• Service models include – Movieson demand
– Subscription video on demand
– Free (promo) video on demand
Source: Myrio (a unit of Nokia Siemens Networks)
© 2007 Advanced Media Strategies LLC
Video release windows
0 1 2 3 4 5 6 7 12 18 24 36 42 48+
Month
Theatrical Release
Airlines and hotels
Video Stores
PayPer View
Premium Channels
Network Firstrun
Syndication
Web
VideoonDemand
© 2007 Advanced Media Strategies LLC
“The Long Tail”
Origin: Wired, October 2004
Objective: Extend the revenue generating lifespan of content
© 2007 Advanced Media Strategies LLC
IPTV: Digital/Personal Video Recorder
“Timeshifted” TV
• Request now
• View Later • Playback on TV
• Playback on other devices
• Control from mobile or Web browser
Source: Minerva Networks
© 2007 Advanced Media Strategies LLC
IPTV: CallerID on TV
• Incoming caller ID
• Screen your calls
• Click the remote to send to voice mail
Source: Orca Interactive
© 2007 Advanced Media Strategies LLC
IPTV: WebonTV
• Content is “re purposed” from the Internet
• Must be formatted for a TV screen
Source: OpenTV Inc
© 2007 Advanced Media Strategies LLC
IPTV: Games on TV
Can be interactive and mixed with live TV programming
Source: Orca Interactive
© 2007 Advanced Media Strategies LLC
IPTV: Personal Media Sharing
Source: Orca Interactive
• Personal pictures, movies, sounds, music…
• Content could be on PCs, server or settop box
© 2007 Advanced Media Strategies LLC
Verizon: Wholehome networking
Source: Verizon Communications
© 2007 Advanced Media Strategies LLC
New selling opportunities, via TV
• Sell Addon items associated with programming
• Ringtones • Soundtrack • DVD
• Could be associated with time (voting, polling, wagering where legal…)
Source: Minerva Networks
© 2007 Advanced Media Strategies LLC
IPTV Value Chain
Studios
Adverti
sers
TV Programmers
Production
Subscriber Service Provider’s Facilities
Software iTV Apps Middleware EncryptionCA Databases Web server Mail server Firewall Admin server Backoffice Billing
Headend Satellite & Terrestrial Receivers, Backhaul, Video Encoders, VOD Servers
CO / RCO / Field: Switches, Routers
Customer Premises
Client Software User Interface, TV Apps, Client Middleware, Execution environment STB OS
CPE TVset(s) Settop Box(es), Network termination, Router/Modem, Residential Gateway, Telephones Inhome content distribution
“Last Mile(s)”
Access
ADSL VDSL PON Ethernet
IGMP RTSP
Network Admin Provision’g Quality of Service
Managing Multicast & Unicast to network’s edge
Content ingest for p
rocessing
© 2007 Advanced Media Strategies LLC
Many moving parts . . .
Consumer Devices
Headend content processing Network
Content
Applications
Control & Management
Infrastructure
Middleware Content Protection / DRM OSS/BSS
Program Guide VOD, PVR Interactive TV, WebonTV
Live TV, Music Movies Games
TV / STB PCs, Media Centers Mobile, Nomadic devices
© 2007 Advanced Media Strategies LLC
Presentation Outline
• 1: What is Broadband TV?
• 2: What is IPTV?
• 3: Other types of TV what Broadband TV isn’t
• 4: The true meaning of Broadband TV and IPTV
• 5: The Road Ahead
• 6: Opportunities (not threats)
© 2007 Advanced Media Strategies LLC
What ISN’T Broadband TV?
• Direct Broadcast Satellite TV (Dish, DirecTV)
• Cable TV (Comcast, TimeWarner, et al)
– Although IP is on the roadmap for Cable operators
• OvertheAir analog TV (going away now)
• OvertheAir digital TV (replacing analog)
© 2007 Advanced Media Strategies LLC
Presentation Outline
• 1: What is Broadband TV?
• 2: What is IPTV?
• 3: Other types of TV what Broadband TV isn’t
• 4: The true meaning of Broadband TV and IPTV
• 5: The Road Ahead
• 6: Opportunities (not threats)
© 2007 Advanced Media Strategies LLC
What BTV & IPTV mean to the consumer
– A fundamental change in the consumer’s relationship with TV programmers, content owners, advertisers and service providers
– Each consumer can assemble a unique personalized experience
– “Any time, anywhere, any content, any device, any network, in any context”
– Completely on the consumer’s terms
© 2007 Advanced Media Strategies LLC
What BTV & IPTV mean to businesses
– A new way to reach “Audiences of one” – An opportunity to multipurpose content assets, to multiple services, multiple devices, multiple consumer groups, etc
– Ability to “read” audience preferences like never before, to better target programming and advertising
– A way to increase revenue across multiple services
– Increased consumer loyalty (“stickiness”)
© 2007 Advanced Media Strategies LLC
Presentation Outline
• 1: What is Broadband TV?
• 2: What is IPTV?
• 3: Other types of TV what Broadband TV isn’t
• 4: The true meaning of Broadband TV and IPTV
• 5: The Road Ahead
• 6: Opportunities (not threats)
© 2007 Advanced Media Strategies LLC
Transformations Summary
• Push Linear • Cable or Satellite • National & Regional • Locationspecific services
• Tripleplay • Traditional TV business models
• Pull Ondemand • New competitors • Hyperlocal • Any content to any device, anytime
• Multipleplay • Enable new business models
Traditional TV IPTV / iTV
© 2007 Advanced Media Strategies LLC
IBM: Future iTV revenue streams
© 2007 Advanced Media Strategies LLC
IP services = greatest ad growth
© 2007 Advanced Media Strategies LLC
IP service users = new audiences
© 2007 Advanced Media Strategies LLC
TV industry Change Drivers
© 2007 Advanced Media Strategies LLC
Presentation Outline
• 1: What is Broadband TV?
• 2: What is IPTV?
• 3: Other types of TV what Broadband TV isn’t
• 4: The true meaning of Broadband TV and IPTV
• 5: The Road Ahead
• 6: Opportunities (not threats)
© 2007 Advanced Media Strategies LLC
Lets Review . . .
• Online, placeshifted, timeshifted … & traditional
• The concept of the Long Tail (lasts forever)
– Classic games > college alumni…
– Classic races > ???!!!
• Consumers taking charge like never before
• A Revolution in Advertising
© 2007 Advanced Media Strategies LLC
IP alternative to Satellite distribution
Source: TelePhoto Technologies Inc
© 2007 Advanced Media Strategies LLC
Imagine if this were “clickable”
Source: TelePhoto Technologies Inc
And… imagine it over IP networks
© 2007 Advanced Media Strategies LLC
Where IPTV is going… Content view
© 2007 Advanced Media Strategies LLC
It isn’t just theory: PCCW
QuickTime™ and a TIFF (LZW) decompressor
are needed to see this picture.
© 2007 Advanced Media Strategies LLC
Technology: Threats & Opportunities
An Brief Tour of IPTV: Capabilities, Technologies & Roadmap
December 4, 2007 Steven Hawley
Advanced Media Strategies LLC steve@tvstrategies.com
2007 Symposium on Racing
top related