2014 ETIA Summary and

List of Topics

Topics subject to change

* Topics subject to change

2014 Entertainment Technology in the Internet Age

Summary and List of Topics*

Entertainment technology has historically been the purview of Hollywood and Broadcast media.

However, rapid convergence of connectivity, bandwidth, and media technology improvements coupled

with consumer interest has caused a surge in media distribution over the web. Recent reports show a

millions users have switched from subscription pay services to web services in the USA alone. While still a

small percentage of the total, it is a growing trend. The concept of this conference is to explore the “old”

and the “new” in the context of the technology requirements for delivering a compelling entertainment

experience over the web. Join us for this 2 day event on the beautiful Stanford campus where technical

and creative experts from both worlds will explore the differences and commonalities of media over the

web and provide perspectives to help understand the key attributes and technical trends. A must attend

for engineers, creatives, and researchers focused on future of media over the Internet.

Topics will include:

Over The Top (OTT) as the New “Premium” Experience?

Fueling the Pump: Delivering Entertainment Across Platforms ( How technology enables story

telling)

Tools of Trade: Translating Traditional Content for the Web

Everyone a Winner: How Technology Can Help Facilitate Business Models?

Is the Big Stick TV Antenna F-Connector Dead?

Should ISPs be able to charge video providers for Internet fast lane?

Will the Internet Lead with (Quality) 4K and other related enhancements? (Turning classic

thinking upside down)

A Sporty Web in your Future?

Sounding Good: An Update on Sound and Captioning Over the Web

A Challenge of Riches: Telling Stories Across Devices in the Internet Age

The Entertainment Holodeck: An Idea whose Time has Come (Evening event)

2014 ETIA Program Committee

ETIA 2014 Program Committee

Patrick Griffis, Senior Director, Technology Strategy Dolby Labs and SMPTE

Education Vice President – ETIA 2014 Program Committee Chair

Patrick Griffis is Executive Director, Technology Strategy in the Office of the CTO

at Dolby Laboratories where he is charged with helping define future

technology strategy for the company. Prior to Dolby, he spent 10 years at

Microsoft leading digital media standards strategy on a global basis including

adoption of the Digital Living Network Alliance as a baseline media sharing

standard in Windows 7 and standardization of Windows Media Video

technology as an international standard in SMPTE. Prior to Microsoft, Pat spent

15 years at Panasonic in senior management positions including VP/ Strategic

Product Development at Panasonic Broadcast where he helped launch DVCPRO

and drive HDTV strategy for the USA. Pat started his career at RCA earning 8

patents in TV product design. He serves on the executive committee of the

SMPTE and is a SMPTE Fellow. He is past member of the board of the ATSC and

past Vice Chairman of the board of the Digital Living Network Alliance. He is an

invited member of the IBC Council, an industry executive advisory group as well

as the Academy of Digital TV Pioneers. He served two terms as President of the

IEEE Consumer Electronics Society. Pat holds a BSEE from Tufts University and

an MSEE from Purdue University.

Joyce Farrell, Executive Director, Stanford Center for Image Systems

Engineering - ETIA 2014 Program Committee Chair

Joyce Farrell is a senior research associate in the Department of Electrical

Engineering at Stanford University and the Executive Director of the Stanford

Center for Image Systems Engineering. She has a doctorate from Stanford

University and more than 20 years of research and professional experience

working at a variety of companies and institutions, including the NASA Ames

Research Center, New York University, the Xerox Palo Alto Research Center,

Hewlett Packard Laboratories and Shutterfly. She is also the CEO and founder of

ImagEval Consulting, LLC.

ETIA 2014 Program Committee

James Burger, Partner, Thompson Coburn LLP

Jim is a member of the Thompson Coburn Lobbying & Policy and Intellectual

Property Groups. He has worked extensively on legal and policy issues arising from

the intersection of digital technology, intellectual property protection,

communications, and government regulation. Jim has represented the Computer

Industry Group and other information technology entities in efforts to secure copy

protection rules for DVDs, Blu-ray discs and digital music downloads. He has also

represented technology clients before the Administration, Congress, and the FCC in

regard to the Digital TV Transition, the Broadcast Flag, and international

agreements affecting U.S. intellectual property law.

His efforts in the copyright law arena include his work leading negotiations to

exclude the computer industry from the Audio Home Recording Act, to avoid

passage of the Digital Video Recording Act, and prevent passage of analog hole

legislation. In addition, Jim has worked with the semiconductor industry in its

efforts to prevent the importation of dangerous counterfeit semiconductors.

Colin Dixon, Founder and Chief Analyst, nScreenMedia

Mr. Dixon created nScreenMedia as a resource to the Digital Media Industry as it

transitions to the new infrastructure for multi-screen delivery. He brings a wealth

of knowledge on the Digital TV, Over-the-Top and IPTV spaces from his 15 years

working in those industries. For the last 7 years he has been an analyst and partner

with The Diffusion Group. Before that he held senior executive positions at

Microsoft/WebTV, Liberate and Oracle delivering products and services to the

Cable, Satellite and IPTV industries. Mr. Dixon is the author of many reports and

opinion pieces including No Console Required: The Changing Face of TV Gaming

and Smart TVs 2012-2017: Connections, Use and Portal Revenue. He holds

Bachelors and Masters Degrees in Electrical Engineering and has post-graduate

business education experience from Stanford. Mr. Dixon is a frequent speaker and

ETIA 2014 Program Committee

moderator at many industry events such as NAB, IPTV World Forum and OTTcon.

Mr. Dixon was also nominated one of IPTV’s Top 50 People by IPTV Evangelist.

About nScreeMedia. nScreenMedia is a resource to the Digital Media Industry as it

transitions to the new infrastructure for multi-screen delivery. Through a mix of

informed opinion, news, information and research nScreenMedia helps you make

sense of multi-screen media. www.nscreenmedia.com

James Helman, Chief Technology Officer, MovieLabs

Jim Helman is an industry-recognized technologist who brings to MovieLabs an

extensive background inbuilding entertainment-related products and a passion for

technological innovation. Jim was a founding architect and later chief software

architect at Liberate Technologies, where he led the design of systems for

delivering interactive cable services. Prior to Liberate, he was a software architect

at Silicon Graphics, developing real-time 3D systems for location-based

entertainment, virtual sets, and simulation. Jim has also consulted extensively on

software architecture, intellectual property and product development for many

companies including Comcast, NEC Research Labs and Xerox PARC. Having worked

for over twenty years with Silicon Valley technology companies and start-ups, he is

frequently called upon by entrepreneurs and investors as an expert advisor on

patent and technology issues. Jim holds Ph.D. and M.S. degrees in Applied Physics

from Stanford University and a B.A. in Physics and Math from Washington

University.

Leszek Izdebski, Managing Director, Cisco Internet Business Solutions Group

Leszek Izdebski is director of the Media & Entertainment Group Service Provider

team, Cisco Internet Business Solutions Group (IBSG). He is responsible for driving

Cisco’s thought leadership around the future of media, identifying evolving

industry trends and assisting Cisco’s clients in improving their business

performance. Throughout his more than 20 years of consulting experience with

Accenture, Coopers & Lybrand, and others, Izdebski assisted media and telecom

companies in transforming their businesses through the development of new

ETIA 2014 Program Committee

products, product portfolio and media distribution strategies, and new business

models. His strategic product and service development work includes social TV,

IPTV, interactive TV, broadband music and gaming, and mobile gaming and media

services. He also created media joint ventures and partnerships, and ran strategy

engagements for some of the world’s largest media and telecom corporations and

start-ups in the United States, Asia, Europe, and South America. He assisted some

of the largest TV networks, studios, and media distributors transition to digital

services and develop new business models and advertising services and products.

Previously, Izdebski was an executive producer of films, short videos, and music

CDs, as well as a music producer. He also helped found and build several

technology and media start-ups. Izdebski has published research materials in the

areas of artificial intelligence and interactive media, earning him industry awards,

and has spoken at conferences and provided industry insights to various media

outlets, ranging from industry publications to CNN.

Charlie Jablonski, CEO, OnLive

Charlie oversees the operational aspects of OnLive, bringing a breadth of senior

management, engineering and broadcast technology expertise to the company. He

has a successful track record of leading startups through periods of expansive

growth, including serving as CEO of Myrio and COO of Geocast. Charlie has also

served as an adviser to venture capital, hedge and private equity funds. Charlie’s

career also includes 16 years with the National Broadcasting Corporation (NBC),

where he served as head of engineering and technology. He was awarded six

Emmys for his work on NBC’s coverage of the Olympics, is a fellow and former

president of SMPTE (Society of Motion Picture and Television Engineers) and Chair

Emeritus of the Engineering Awards Committee for the National Academy of

Televisions Arts and Sciences. Charlie serves on several boards, including ForaTV,

as well as the advisory board for the School of Engineering for Rensselaer

Polytechnic Institute.

ETIA 2014 Program Committee

Ken Kerschbaumer, Editorial Director, Sports Video Group

Ken Kerschbaumer has been editorial director of the Sports Video Group since

2005 and has been writing about how sports networks and leagues use video and

audio technology to deliver a quality TV experience since 1991. He began his career

in 1991 at Television Broadcast magazine before joining Cahners where he was

editor of Digital Broadcasting magazine. In 2000 he joined Broadcasting & Cable

magazine as Senior Editor of Technology. Seven years later he helped co-found the

Sports Video Group with Paul Gallo and Marty Porter.

Allan McLennan, CEO, The PADEM Group

Allan McLennan is President and Chief Analyst The PADEM Group which is based in

the San Francisco Bay Area and is a global digital-media advisory and industry

analyst organization specializing in corporate growth and advancement in the

digital media, entertainment and advertising markets. McLennan’s twenty years of

in-depth, global digital/IP knowledge has led to the advancement of digital media,

broadband television/cTV, mobile, ADvTV ratings/analytics, cross/multiplatform

advanced advertising and digital entertainment service offerings with an estimated

reach of close to a billion households. He has participated in the

creation/innovation, management/packaged and/or sold multiple new offerings

around the world in up to 17 countries, and is a recognized category and

management executive which has enabled him to work with numerous media and

technology companies worldwide, for example Microsoft, TIVO, COMCAST, Irdeto,

Canal+, Universal, Disney and even early Apple. During his career he has also held

corporate positions such as the founding AMI divisional president of entertainment

data-analytics corporation – RENTRAK (NASDEQ: RENT), serving 100% of the studio

and network marketplace. Additionally, he recently continued his advocacy of

advanced media programming first hand as Co-Producer on Filmmaker/Journalist

L.M. Kit Carson's radical mobile phone camera shot/created, linear television docu-

series: AFRICA DIARY for the US Cable channel SUNDANCE’s 2013 lineup.

ETIA 2014 Program Committee

Jan Skoglund, Manager, Chrome A/V, Google

Jan Skoglund is a team leader at Google. Jan received his Ph.D. degree from

Chalmers University of Technology, Sweden. From 1999 to 2000, he worked on low

bit rate speech coding at AT&T Labs-Research, Florham Park, NJ. He was with

Global IP Solutions (GIPS), San Francisco, CA, from 2000 to 2011 working on speech

and audio processing tailored for packet-switched networks. GIPS' audio and video

technology was found in many deployments by, e.g., IBM, Google, Yahoo, WebEx,

Skype, and Samsung. Since a 2011 acquisition of GIPS he has been a part of

Chrome at Google, Inc., in Mountain View, CA, where he leads a team developing

audio and video signal processing components.

2013 ETIA Special Report

8 // SMPTE Motion Imaging Journal September 2013

The first ever “summit” between Silicon

Valley representatives and the enter-

tainment industry was held at Stanford

in June, co-sponsored by SMPTE and

Stanford’s Center for Image Engineering

(SCIEN).

Some of the first moving pictures were

made by Eadweard Muybridge for Leland

Stanford. So it was only fitting that the

first-ever summit meeting between Holly-

wood and Silicon Valley was held at Stan-

ford’s beautiful campus. The conference,

officially titled “Entertainment Technology

in the Internet Age” (ETIA 2013) brought

together several-hundred industry execu-

tives and academics to discuss the rapidly

evolving technologies serving the explo-

sive market delivering content online.

The two-day event was kicked off by

SMPTE President Wendy Aylsworth and

SCIEN Director Bernd Girod. Conference

co-chairs Pat Griffis, Education Vice-

president of SMPTE, and Joyce Farrell,

Executive Director of SCIEN, joined them

in welcoming attendees and laying out the

“meaty” agenda for the conference.

Girod showed some of Muybridge’s origi-

nal work, which served as a reminder of

just how far motion pictures have come

over the intervening 130 years. He also

highlighted Stanford’s seminal role in

shaping the Internet, as one of the origi-

nal nodes on the network, as well as the

home of Internet pioneer Vince Cerf—and

of Sun, Yahoo!, and Google, among oth-

ers. Aylsworth tied the conference back to

SMPTE’s education mission, as there is a

clear need for members to learn new ways

to leverage the technology pouring out of

Silicon Valley.

The following is a summary of this ground-

breaking meeting and its individual ses-

sions.

SESSION 1: CREATING CONTENT FOR THE INTERNET

Content Creation for the Internet: New Tools and Concepts

While many entertainment companies are

focused on getting their traditional con-

tent repurposed for, and delivered over,

the Internet, a few thought-leaders like

the ones on this panel are focused on cre-

ating entirely new content designed from

the ground up for highly interactive envi-

ronments.

Ann Greenberg’s work at Sceneplay is fo-

cused on allowing audience members to

create original pieces of content that can

become part of the entertainment—an

idea she refers to as the “democratiza-

tion of media.” This is a vision that she

has been pursuing since she was a child,

and now Internet technology is begin-

ning to make it possible. In particular, she

stressed the importance of metadata-en-

hanced content as a way to provide better

and more personalized viewing experienc-

es. Carl Rosendahl’s 20 Carnegie Mellon

University students are taking their ef-

forts in similar directions, a very different

focus from the years he spent creating

animated features for Hollywood.

Internet luminary Peter Hirshberg took

these ideas even further, expanding the

possible venues for entertainment to en-

tire cityscapes. Giving examples of large-

scale interactive art, like citywide displays

showing energy savings in realtime, Hirsh-

berg showed how the “Internet of Things”

is blurring the distinction between the

world in which we live and our entertain-

ment. As another example of the enter-

tainment world expanding beyond tradi-

tional screens, Hirshberg cited statistics

that 25% of all tweets are about television

and gave examples of media properties

where their online experience is a primary

tool for driving viewers to the broadcast

show. The result has been that social me-

dia—once expected to destroy traditional

media—is instead amplifying it. Hirshberg

tied these trends to the arrival of what

McLuhan described as the “global village,”

where we would all become very involved

in what other people are doing.

SPECIAL REPORT

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Flash Forward: How HTML-5 and Canvas Will Become the Next Interactive Screen for Web Media

For anyone who was feeling a bit adrift

after all the high-level vision presented

in the first session, this one brought at-

tendees right back down to the practical

reality of making experiences happen on

the Internet. Dirk Schulze from Adobe

started off with a brass tacks walkthrough

of the capabilities brought by the Canvas

tag to HTML5. Most simply, it can be used

to display static drawings and video, but

it also supports animating elements and

even performing graphics operations—in-

cluding alpha-blending and compositing—

on them. The result is some very impres-

sive “in-browser” rendering of multimedia

content. In the future, he said the Canvas

tag will be expanded to include filters, à la

Instagram.

One stumbling block to the widespread

adoption of HTML5 has been the prepon-

derance of Flash video on the Web. Jet

Villegas of Mozilla showed a prototype

Flash viewer, codenamed Shumway, run-

ning entirely in the browser using HTML5

and Javascript. Impressively, it was able to

play most Flash animations and games at

essentially the same speed as the native

player. Mozilla has also done the work to

have Shumway operate transparently by

intercepting calls to the Flash player and

interpreting them directly instead.

Google’s Hugh Finnan started his talk by

relating that HTML5 has been slow to

take off in part because it lacks advanced

features needed by content providers.

Specifically, he cited content protec-

tion, adaptive streaming, and captioning

as three essential elements needing to

be addressed. Fortunately, solutions are

coming for all of these issues. Using a

combination of HTM5’s Encrypted Media

Extensions, Media Source tag, and MPEG’s

DASH adaptive streaming, Google’s own

Play service became the first pure-HTML5

content delivery system. Netflix quickly

followed suit with its HTML5-based player

for Chrome earlier this year—and now for

Internet Explorer (IE) 11.

Another shot in the arm for content pro-

viders—and viewers—is likely to be the

VP9 codec Finnan described. It is expect-

ed to be twice as efficient as the currently

used H.264 version, which will be critical

if video traffic consumes the 86% of In-

ternet bandwidth that Finnan said Cisco

expects it to by 2016.

Future File Formats for Entertainment Media: What Are the Tech Trends and Implications for Internet Distribution?

If there was one statistic to take away from

the ETIA conference, it might have been

Howard Lukk’s: Disney currently needs to

create more than 35,000 different ver-

sions of each movie it releases. At first

hard to believe, once he walked attendees

through the variety of languages, formats,

subtitlings, and custom edits (which might

be as minor as blurring the American Air

logo on the planes shown in a movie on a

United flight), the scale of the issue start-

ed to make sense. Disney hopes that new

technologies like the Interoperable Mas-

ter Format (IMF) will help ease the strain

by allowing the modifications to be done

closer to the end user and at least be built

from a common starting point.

For those not already experts in IMF,

Pierre Lemieux from Sandflow explained

how it works. Much the same way applica-

tion software is packaged with manifests,

IMF uses a series of content manifests

(Extensible Markup Language [XML]-for-

mat metadata) to describe the pieces that

needed to be assembled to make a movie.

Those content playlists (CPLs) are then

combined with another type of manifest,

the output playlist (OPL), to produce a set

of tracks that can be shown.

Pushing the envelope further, Cinecert’s

John Hurst pointed to a future where the

IMF files could be delivered directly to

consumers, allowing the creation of the

final tracks on an “as-needed” basis, cus-

tomized to the environment and display

technology available. As an example, he

said large studio clients like Google, Ap-

ple, and Microsoft might receive IMF files

and produce their own playable tracks for

each device or resolution they need.

SPECIAL REPORT

Panelists (L-R) Ann Greenberg and Carl Rosendahl.

Dirk Schulze

Hugh Finnan

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10 // SMPTE Motion Imaging Journal September 2013

Gaming, Entertainment, and the Internet

Like entertainment, gaming has under-

gone a radical transformation since the

“throwing quarters in the machine” era

that Charlie Jablonski remembered as he

kicked off the panel. Followed by the era of

console predominance, gaming is quickly

evolving with mobile games, “freemium”

business models, the rise of casual gam-

ing, and the dramatic increase in the so-

cial aspect of games.

With games costing upwards of $50 mil-

lion to develop, and nearly $60 each

at retail, games are quickly dominating

both the revenue and the profit, even for

console makers. OnLive provides a “play-

anywhere” strategy for gamers. As a sub-

scription model where the games never

leave the server, it side-steps the piracy

issue, while still allowing customers to

play any of its 300 titles on the device of

their choice.

Technically, OnLive had to work hard to

get roundtrip times to the server down to

150 msec to make gaming possible. Cou-

pled with video compression and lots of

data centers with dedicated hardware, the

result is a competitive offering that direct-

ly leverages Internet technology. While

gaming is a great first market, Jablonski

also sees other compute-intensive forms

of visual computing as natural markets in

the future.

By contrast, instead of providing a new

paradigm for existing games, IMVU’s Brett

Durrett is working to create an entirely

new class of games built around social

interactions. Using terms including “so-

cial entertainment” and “self-expression,”

Durrett explained how creating avatars is

only the tip of the iceberg for user-creat-

ed content. The result has been massive

growth of the social aspects of IMVU—with

111 million user accounts and 16 million

user-created products for sale in their vir-

tual marketplace.

Taking a completely different approach to

application distribution than OnLive, Alex

Caccia explained that Marmalade’s set of

developer tools allows companies to tar-

get a large variety of mobile platforms

from a single development environment.

The result is high-quality, high-perfor-

mance applications without the need for

full-up native development on each type

of device.

SESSION 2: DISTRIBUTING CONTENT VIA THE INTERNET

Internet Media Delivery Formats: A DASH to the Races?

Watching content over the Internet is

amazing, until it stops working. Band-

width availability, in particular, continues

to be a major issue for all types of content.

Unfortunately, traditional download and

streaming protocols do not adapt well to

sudden dips in available bandwidth. They

can result from outages, too many users

sharing a connection, or overloading of

the network or servers. In our neighbor-

hood, things slow down on Friday and

Saturday night because of the number of

people streaming movies.

Until recently, adaptive streaming solu-

tions designed to deal with this situation

have been proprietary. Fortunately, the in-

dustry is lining up behind a new standard—

nicknamed DASH—that helps servers ad-

just to the bandwidth available to them.

Dolby’s Richard Doherty stated that, in

addition to being an open standard, one

of DASH’s other advantages is that it runs

entirely over HTTP. Being based on a com-

mon Web protocol makes it much easier to

implement and less likely to be caught up

in filters or proxies than a solution requir-

ing a completely new protocol would be.

Mark Watson of Netflix stressed that Net-

flix wants to push the envelope on this

technology, as its mission is to get content

to as many people as possible. Microsoft

and Adobe have also pledged to put their

weight behind DASH. With all this excite-

ment, it is easy to forget that the very

nature of adaptive streaming is a compro-

mise. After all, if enough bandwidth was

available to show content in its original

form, no reduction in quality through ad-

aptation would be necessary. Before me-

dia can be streamed, adaptively or not,

it needs to be in the right format for the

consumer. Elemental makes its living by

helping content providers transcode be-

tween needed formats—certainly a growth

business for now as told by Jesse Rosenz-

weig of Elemental.

Next-Generation Content in the Cloud: Ultraviolet

The rise of streaming digital media calls

into question the need for consumers to

purchase and collect content. If a movie

can be viewed anytime and anywhere,

then the need to own it and keep it stored

away is reduced. Sony’s Mitch Singer and

MovieLabs’ Craig Seidel believe that their

Ultraviolet solution restores users’ moti-

vation to collect movies. By providing a

multivendor system that includes a “digi-

tal locker” for movie rights, incorporates

both retail and electronic purchase, and

includes cross-platform players, Ultravio-

let is a modern alternative to a physical

collection of DVDs. Unlike a physical col-

lection, your cloud-hosted Ultraviolet col-

lection cannot be stolen or misplaced.

Ultraviolet also allows you to share your

movies with family and friends, a nice

benefit of the cloud. You can even con-

vert your physical disks to Ultraviolet

cloud storage, if they are available in the

Ultraviolet system. With about 12 million

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users, Ultraviolet is controlling its rollout,

but Singer said it would be tied in with a

number of major retailers by the end of

the year.

Mobile Internet Media: Content on the Go!

Mobile video is by far the fastest-growing

segment of the market for content. Cis-

co’s Leszek Izdebski explained that 9% of

video watching is already done on mobile

devices, and the percentage for premium

content may be as high as 71%. Unfortu-

nately, advertising sell-through has been

much lower than for content streaming on

traditional computers. While not directly

addressing the monetization issue, panel-

ists presented their ideas for dealing with

the increased demand for mobile content

and capacity.

Jim DeFilippis of TMS described an inter-

esting experiment in which realtime video

feeds were broadcast using UHF through-

out the arena at a Baylor basketball game.

This solved the Wi-Fi bandwidth problem

inherent in large venues and provided the

audience with an interactive experience.

Fox is taking a different tack. Eric Moreno

described a small TV receiver that can be

added to a smartphone and that allows

consumers to receive over-the-air TV

broadcasts. Eric Wolf’s PBS, while not di-

rectly selling ads, is also looking at ways

to provide members with a premium ex-

perience.

Preserving Artistic Intent in an Internet Device World

Pixar’s workflow, as described by Rod Bog-

art, starts with a quality storyline and then

tries to preserve it. This is easiest with the

Digital Cinema master it creates for each

movie, but issues of mismatched aspect

ratios and frame rates make the masters

for home and especially for mobile con-

tent consumption much more difficult.

The other half of the mobile viewing expe-

rience is the player and device software.

nVidia’s Ricardo Motta explained some of

the techniques it uses to try to preserve

as much as possible of the original cre-

ative intent of quality content, while mini-

mizing battery drain and living within the

processing power limits of smartphones

and tablets. He explained that frame-by-

frame brightness and contrast process-

ing can reduce power consumption by as

much as 50% while improving the quality

of the viewing experience. Both panelists

agreed with audience members that bet-

ter metadata passed along with content

would help players optimize it more intel-

ligently.

Achieving Quality on the Internet: How Can it Be Done?

No one moves more data on the Internet

than Cisco, so it was with great interest

that attendees listened to John Apos-

tolopoulos as he talked about some of

the technologies that will help increase

the Internet’s capacity. He reiterated the

importance of DASH, but he also said it

should be complemented with opportu-

nistic and off-peak downloading of con-

tent in advance. Faster wireless standards

like 802.11ac and 802.11ad promise to help

carry increasing bandwidth all the way

to individual devices in the home. Going

further, OpenStack-based scalable serv-

ers are one way to help content providers

support their increased demand.

Sunil Bharitkar from Dolby switched gears,

giving an earful about how audio has been

a poor stepchild to video when it comes to

bandwidth allocation. In his dream world,

audio content would contain more, bet-

ter, channels. Pushing the performance

envelope without breaking the bank on

speaker budgets, he pitched Dolby’s own

ATMOS solution for next-generation audio

as the future.

Scott Daly, also from Dolby, delved back

to the world of video bandwidth. He sees

a future where narrowcasting could pro-

vide each device with exactly the data it

needs—like a next-generation version of

adaptive streaming. Alternatively, if trans-

mission speeds continue to increase along

with cloud processing, then another option

is to do all the processing before sending

the stream to the home and have the de-

vices in the home act strictly like display

devices—closer to the model OnLive uses

for streaming games and applications.

SPECIAL EVENING SESSION

Legal and Illegal Distribution over the Internet: Can We Find Common Solution(s)?

In this marquee session of the confer-

ence—live-streamed by SMPTE—a wide

variety of perspectives on piracy were

presented. On one end of the spectrum,

the studios, in this case represented by

Mitch Singer from Sony and Chris Odgers

from Warner Brothers, feel they are in a Rod Bogart

Ricardo Motta Scott Daly

John Apostolopoulos

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bind on release windows—held hostage by

the theaters—and would like some help in

enforcing copyright laws to crack down on

piracy during that window. Google’s Fred

von Lohmann and BitTorrent’s Eric Klinker

provided a different perspective—that the

real issue is a business model problem,

and that the solution is to deliver content

to customers in a form they are willing to

consume.

Ultraviolet was presented as a major at-

tempt by the studios to provide a better

purchasing experience for video consum-

ers, but it became clear that it will not ad-

dress the major problem of the pirating

of first-run movies before they are legally

available online. There was also a differ-

ence of opinion among the panelists over

the existing Safe Harbor provision in the

Digital Millennium Copyright Act (DMCA).

Von Lohmann specifically mentioned

that it fostered innovation and risk-taking

among entrepreneurs, while Singer wished

it had never been included in the bill.

Panelists all agreed that market-based

solutions, which they termed “carrots,”

were far preferable to legal intervention,

which they called “sticks,” with Intel’s Ste-

phen Balogh describing some of its efforts

at both. However, it was clear by the end

of the question and answer (Q&A) ses-

sion that the planned carrots are still not

enough to eliminate piracy.

SESSION 3: PAYING FOR CONTENT VIA THE WEB

Where are the Eyeballs? A Fireside Chat

Unlike the conference’s other panel ses-

sions, this one featured a one-on-one

chat—with Dish Network’s Vivek Khemka.

He provided an overview of how Dish is

breaking new ground with its Hopper

products by allowing viewers to custom-

ize their TV experience. In particular, he

addressed its controversial commercial-

skipping feature by explaining that it is

specifically limited to scenarios where

viewers would be unlikely to sit through

the commercials anyway.

The Hopper uses a hybrid delivery system,

with satellite providing enough content

for a baseline viewing experience, and an

optional connection to the Internet avail-

able to augment it and also to provide

on-demand viewing. Dish, like other dis-

tribution channels, is fighting increasing

content costs and is looking at various op-

tions for more selective packages to try to

keep prices in check. Even small changes

in the economy, like the expiration of the

payroll tax cut, cause some subscribers to

“cut the cord.” With Dish’s $800 cost to

acquire a customer (compared to around

$25 for Netflix), it needs to maximize rev-

enue from each one.

Paying for Content over IP? How is it Changing?

Microsoft’s Taras Bugir helped get this

session on monetizing content on the In-

ternet off to an optimistic start by stating

that the amount of advertising revenue

that has moved to online is still small as a

percentage of total advertising, implying

that there is plenty of room for growth.

One panelist referred to the current situ-

ation as “turning analog dollars into digi-

tal pennies.” Bugir also linked the current

lack of true digitally-oriented content to

the nascent advertising model and hoped

the situation will improve over time.

Samsung’s Alan Messer made the case

that new technologies—for example, being

able to tell whether consumers are really

watching a show—will help fuel digital rev-

enue growth. He cited technologies like

those provided by Cognitive Networks

as the sort of breakthrough that will al-

low ads and actions to be more closely

tracked—even if the action occurs on a

Special Evening Session Panelists included Mitch Singer, Sony; Steve Weinstein, Deluxe Entertainment Service Group; Chris Odgers, Warner Bros.; Stephen Balogh, Intel; Fred von Lohmann, Google; and Eric Klinker, BitTorrent.

(L-R) Rajasekar Krishnamurthy, Dan Russell, and Dolce Ponceleon.

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September 2013 SMPTE Motion Imaging Journal // 13

second screen other than the primary

screen that is showing the content.

Wayne Ruting from Decentrix worried

that, currently, many separate silos of data

are being created, rather than integrating

data about the entire viewing experience.

His vision is for a model similar to Internet

“cookies” to track TV viewing. Of course,

combining multiple data streams caused

piracy concerns from the attendees.

SESSION 4: ENJOYING THE CONTENT (THE USER’S EXPERIENCE)

Internet, the Second Screen and Beyond

With more than half of those viewing tele-

vision also using another screen at the

same time, this so-called “second screen”

is a ripe opportunity for enhancing the

viewing experience. nScreenMedia’s Co-

lin Dixon laid out three possibilities: that

the second screen can be another TV, en-

hance a TV, or change the way TV is expe-

rienced. He suggested that some ground-

breaking second screen experiences like

BET TV’s 106+Park, which make the audi-

ence part of the show, are the way of the

future. In his mind, given the choices avail-

able to consumers, “boredom is death” for

a TV show.

Panelists agreed that one difficulty in

rolling out second screen experiences is

synchronizing the second screen view-

ing experience with the main screen.

For sporting events, a human operator

can time the augmented content for the

second screen; however, for routine pro-

gramming, some form of fingerprinting or

watermarking of the content is needed.

Applications like Shazam that listen to the

soundtrack are merely the beginning of

what will be possible.

Analytics on the Internet

For those stunned by the size of National

Security Agency (NSA) data centers that

have been in the news recently, Sekar

Krishnamurthy from IBM research demon-

strated that doing “big-data” on reactions

to TV on the Internet required compiling

data on more than 60,000 Internet sites

and 100 million consumer profiles. IBM

consolidated all that data, then broke it

into microsegments by analyzing not just

the tweets, but also the intent of the post-

er and whether they were likely to view

the content. Correlating that data with

media promotions provided clients with

new tools for analyzing the effectiveness

of their marketing dollars.

Google’s Dan Russell took the discussion

off into an entirely different direction,

giving the audience a step-by-step tuto-

rial on how he created a MOOC (massive

open online course) version of his class on

more effective searching on Google. He

was happy to announce that all his work

is available in the form of the Course-

builder open-source project. Privacy came

up again in this session, as the thought

of hundreds of millions of consumer pro-

files cross-correlated between vendors

stressed the need for intelligent privacy

policies and user control over data gath-

ering.

Content Discovery and Personalization

Everyone agrees that finding enjoyable

content to watch is a big issue for consum-

ers facing an increasing number of choic-

es—often 300 or more TV channels or

potentially hundreds of millions of Inter-

net sites. While this is often described as

a search problem, Florian Pestoni played

devil’s advocate by saying it was better

represented as an optimization problem—

optimizing the process of getting a viewer

to their preferred content as quickly and

easily as possible.

V2’s Adam Powers explained how start-

up Nanocrowd’s system of nano-genres

helped achieve that goal of getting users

to their desired content faster, while Vi-

dora’s Alex Holub bemoaned the fact that

video is very “opaque,” so it is hard to in-

dex and analyze, and therefore to create

recommendations about it automatically.

All the panelists agreed that the TV model

of “instant on, something is always play-

ing” was lacking in Internet-based content

distribution, and that personalized, al-

ways-on, channels could be very valuable

if “over the top” (OTT, or Internet) TV is to

become pervasive.

Closed Captioning of Internet-Delivered Content—Why, When, and How?

Studios and TV networks are very familiar

with the legal and technical requirements

of closed-captioning of content, but many

Internet companies are not. This session

provided an excellent introduction to the

legal situation from Jim Burger, followed

by an approach to a technical solution

from TBT’s Mike Dolan.

LESSONS LEARNED AND GOING FORWARD

For two days, attendees were treated to a

flood of insightful presentations from both

content creators and the high-tech ven-

dors that help push that content across

the Internet. A factor that became clear

early on is that there is a lot of room for

closer cooperation among all the groups

involved. Many of the proposed techni-

cal solutions could well be candidates for

SMPTE standards. For example, defining

common metadata for content and having

it passed end-to-end throughout the con-

tent delivery system would be a big win

for everyone.

From a show of hands, it was also obvi-

ous that attendees had learned a lot, both

from the sessions and from other attend-

ees, and they hope ETIA will become a

regular event.

David Cardinal is a professional photog-

rapher and technologist with a decade of

experience as a digital travel and nature

photographer and over two decades work-

ing in high tech, including many years in

software development and management

at Sun Microsystems and Amdahl, and the

cofounding of FirstFloor Software, later

part of Calico Commerce. He cowrote one

of the first image management solutions

for digital photographers—DigitalPro for

Windows. His articles have appeared in

dozens of magazines, including many in

PC Magazine, Photoshop User, Dr. Dobbs,

and Outdoor Photographer.

Dan Russell

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2013 ETIA in the News

Topics to change

Select ETIA Media Coverage (2013)

"Entertainment Technology in the Internet Age (ETIA) -- Special Report." SMPTE Digital Library. Society of Motion Picture and Television Engineers, 1 Sept. 2013.

"Hollywood and Silicon Valley Face off on Movie Piracy." ExtremeTech. Ziff Davis,

LLC, 21 June 2013. "SMPTE and Stanford University's SCIEN Draw Leaders From Silicon Valley and

Hollywood to ETIA Conference." InsideTheBayArea. ANG Newspapers, 28 June 2013.

"SMPTE and the Internet." Post Magazine. 20 June 2013. "Hollywood, Silicon Valley Quarrel over Digital Media." EETimes. UBM Tech, 19 June

2013. "SMPTE & Stanford Talk Tech." The Standard - ATSC. Advanced Television Systems

Committee, June 2013. "SMPTE Entertainment Technology in the Internet Age (ETIA) Virtual Press Conference

Now Available Online” SiliconValley.com. The Mercury News, 29 May 2013. "SMPTE and Stanford Center for Image Systems Engineering to Coproduce

‘Entertainment Technology in the Internet Age' Conference." 4rfv.com International Broadcast News. Regional Film & Video, 12 Mar. 2013.

2013 ETIA Program

Topics to change

1

Entertainment Technology in the Internet Age 18 – 19 June 2013

Stanford University

Stanford Graduate School of Business

Knight Management Center

655 Knight Way

Stanford, California 94305

Overview

Entertainment technology development and content deployment has historically been the purview of Hollywood and

traditional broadcast media. However, rapid convergence of technology improvements in connectivity, bandwidth, and

media-processing coupled with consumer interest has caused a surge in media distribution over the web.

Produced by the Society of Motion Picture and Television Engineers in partnership with the Stanford Center for Image

Systems Engineering, this two-day conference at the beautiful Stanford University campus will explore the technical,

creative, and business requirements for delivering a compelling, high-quality, monetizable entertainment experience

over the web, covering four aspects of the ecosystem and include an evening event with keynote speaker(s).

Day 1 – 18 June 2013

08:45 - 09:00

Welcome, Introductions and Program Overview

Bernd Girod/Director, Stanford Center for Image Systems Engineering

Wendy Aylsworth/SMPTE President

Dr. Joyce Farrell/Conference Chair, Stanford Center for Image Systems Engineering

Pat Griffis/Conference Chair and SMPTE Education Vice President

Session 1: Creating Content for the Internet

09:00 - 10:00

Content Creation for the Internet: New Tools and Concepts

Session Chair: Fred Fuchs/President, Riverside Entertainment

Presenters/Panelists:

Ann Greenberg/CEO, Sceneplay

Carl Rosendahl/Faculty, Entertainment Technology Center, Carnegie Mellon

Peter Hirshberg/Silicon Valley Executive, Entrepreneur and Marketing Specialist

This session will look at the new technologies enabled by the web that allow new innovative concepts in media creation

and distribution. What can Hollywood learn from the new approaches? What can the traditional creatives teach the

Internet generation? Panel will include a mix of creatives from both perspectives.

2

10:00 - 11:00

Flash Forward - How HTML-5 and Canvas Will Become the Next Interactive Screen for Web Media

Session Chair: Dr. Jan Skoglund/Manager, Chrome A/V, Google

Presenters/Panelists:

Hugh Finnan/Director of Product Management, Google

Jet Villegas/Senior Engineering Manager, Mozilla Corporation

Dirk Schulze/WebKit Developer, Adobe

HTML-5 is the latest generation of web browser technology designed from the start to be media savvy. What are the key

features it offers and when can we expect to see deployment in the marketplace? More importantly, can traditional TV

services such as captioning and remote user interfaces be integrated effectively? What issues are preventing an effective

marriage of the two? Will HTML-5 coupled with Canvas 2D/3D rule as the next-generation UI technology? Come hear

from W3C and media technology experts.

11:00 - 11:20

Networking Break

11:20 - 12:00

Future File Formats for Entertainment Media: What are the Tech Trends and Implications for Internet Distribution?

Session Chair: Howard Lukk/VP Production Technology, The Walt Disney Studios

Presenters/Panelists:

John Hurst/President/CEO, Cinecert

Dr. Pierre Lemieux/Partner, Sandflow Consulting

This session will give selected highlights of current activities in standards to simplify premium content creation and

distribution for Internet applications. Topics will include an update on SMPTE Interoperable Master Format (IMF) which

is a standard to allow a mezzanine-level production quality master format that can then be efficiently translated for

diverse output applications ranging from Blu-ray to Ultraviolet to Internet. What do these new approaches mean for

content distribution via the Internet?

12:00 - 13:00

Gaming, Entertainment, and the Internet

Session Chair: Charlie Jablonski/CEO, On Live

Presenters/Panelists:

Bill Gardner/Partner, Digital Entertainment Insights, LLC

Charlie Jablonski/CEO, OnLive

Alex Caccia/President, Marmalade

Brett Durrett/CEO, IMVU

3

The distinctions between gaming and traditional linear entertainment is blurring. With the advent of social gaming

popularized by companies like Zynga where will the distinctions blur further and what does the intersection look like?

13:00 - 14:15

Lunch Break (on your own)

Session 2: Distributing Content Via the Internet

14:15- 15:00

Internet Media Delivery Formats - A DASH to the Races?

Session Chair: Richard Doherty/Director, Dolby EMedia Technology Strategy, Dolby Laboratories

Presenters/Panelists:

Mark Watson/Director Streaming Standards, Netflix

Will Law/Principal Architect, Akamai

Jesse Rosenzweig/CTO, Elemental

This session will provide a high-level overview of what adaptive streaming is all about and why it is needed. It will then

discuss the technical differences between some popular technologies including HLS and MPEG’s DASH and offer insights

as to the pros/and cons of each as well as an overview on the business issues and opportunities for harmonization.

15:00 - 15:30

Next Generation Content in the Cloud: Ultraviolet

Session Chair: Mark Teitell/General Manager, UltraViolet (DECE)

Presenters/Panelists:

Craig Seidel/Vice President, Distribution Technology, MovieLabs

Mitch Singer/Chief Digital Strategy Officer, Sony Pictures Entertainment

UltraViolet is a new generation of content delivery via the cloud. Consumer’s buy“rights” which stored in the cloud and

then fulfilled via a variety of mechanisms. This panel will discuss Ultraviolet concepts and technology.

15:30 - 15:45

Networking Break

15:45 - 16:45

Mobile Internet Media: Content on the Go!

Session Chair: Leszek Izdebski/Managing Director, Cisco Internet Business Solutions Group

Presenters/Panelists:

Nishad Pai/Principal, Global Alliance Development, Google, Inc.

Eric Wolf/Vice President, Technology Strategy & Planning, PBS

Erik Moreno/SVP Corporate Development, Fox Networks Group / Co-GM Mobile Content Venture

Jim DeFilippis/CGO, TMS Consulting

4

Explosive growth of consumption of mobile video is creating new challenges and opportunities for media companies and

distributors. Rapid rate of innovation in end-user devices and broad rollout of 4G infrastructure is enabling new mobile

media businesses and is changing behavior of consumers. This panel will discuss many of the challenges and

opportunities that this new ecosystem is creating. It will examine current trends in monetization of mobile media,

challenges in production for mobile distribution, and current trends in broadcast (linear) vs.on-demand services. It will

also discuss current growing rates of Wi-Fivs. 3G/4G consumption and implications of increased penetration of 4Gto that

trend.

16:45 - 17:15

Summary/Adjourn

17:15

Networking Reception

Special Evening Session

18:30 - 20:00

Legal and Illegal Distribution over the Internet: Can We Find Common Solution(s)?

Session Chair: Pat Griffis/Executive Director, Technology Strategy, Dolby Labs and SMPTE Education Vice President

Moderator: James M. Burger/Partner, Thompson Coburn LLP

Presenters/Panelists:

Mitch Singer/CTO, Sony Pictures Entertainment

Steve Weinstein/CTO, Deluxe Entertainment Service Group

Chris Odgers/VP Technology, Warner Bros.

Stephen Balogh/Technology Policy Specialist, Intel

Fred von Lohmann/Legal Director, Copyright, Google

Eric Klinker/CEO, BitTorrent

The IP clause of the US Constitution instructs Congress: “To promote the Progress of Science … by securing for limited

Times to Authors … the exclusive Right to their … Writings ….” How do we implement an over 200-year old concept in an

age where processing power and communication speed increase at a rapid rate? The last major revision to the Copyright

Act was in 1976, with patches, among others, to protect CDs (1992) and to deal with circumventing devices and online

infringement (1998). There doesn’t appear to be much disagreement that these laws have, so far, failed to stem massive

online infringement. Some claim this infringing activity threatens the future of entertainment content and drastic

measures need to be deployed. Others claim online infringement has little impact on the production of copyrighted

entertainment content and drastic measures threaten the future of the Internet and the dissemination of knowledge the

Constitution intended. This panel examines whether there is a middle ground of legal and/or business models that could

ameliorate any economic damage caused by such online infringement without harming the Internet..

20:15+

Informal Networking

5

Day 2 – 19 June 2013

08:45 - 09:00

Welcome and Review

Dr. Joyce Farrell/Conference Chair, Stanford Center for Image Systems Engineering

Pat Griffis/Conference Chair and SMPTE Education Vice President

Barbara Lange/SMPTE Executive Director

Session 2: Distributing Content Via the Internet (Continued)

09:00 - 09:30

Preserving Artistic Intent in an Internet Device World

Session Chair: Pat Griffis/Executive Director, Technology Strategy Dolby Labs and SMPTE Education Vice President

Presenters/Panelists:

Rod Bogart/Color Scientist, Pixar

Richard Motta/CTO and Distinguished Engineer, Mobile Business Unit, NVIDIA

This session will be a tutorial on common practice in rendering artistic intent with the variety of tools in the movie

creation world and then a discussion of challenges of maintaining artistic intent when delivering to a growing category of

internet-centric devices with different rendering capabilities. Is there a device independent solution or are we stuck with

optimizing on a device by device basis? What role can standards play to help signal and preserve artistic intent?

09:30 - 10:30

Achieving Quality on the Internet: How Can it Be Done?

Session Chair: Dr. Joyce Farrell/Stanford

Presenters/Panelists:

John Apostolopoulos/VP & CTO, Enterprise Networking Group & Director of Enterprise Networking Labs, Cisco

Scott Daly/Principal Member Technical Staff-Applied Perception, Dolby Laboratories, Inc.

Dr. Sunil Bharitkar/Director of Technology Strategy, Office of the CTO, Dolby Laboratories, Inc.

This session will explore the technical challenges of improving the delivery and quality of multimedia over the Internet

and to mobile devices, with comparisons to traditional distribution methods. Speakers will address how joint audio-

video coding, Internet streaming, wireless communications and display properties affect the user's experience.

10:30 - 11:00

Networking Break

Session 3: Paying for Content Via the Web

6

11:00 - 12:00

Where are the Eyeballs? A Fireside Chat

Session Chair: Colin Dixon/Founder and Chief Analyst, nScreenMedia

Presenters/Panelists:

Vivek Khemka/Vice President Customer Technology, Dish Network

Keeping track of the eyeballs is becoming increasingly difficult. In the space of just a few years television operators have

had to expand their focus from one screen - the television - to multiple screens. Reacting to the fundamental shifts in

viewing behavior is not just a customer convenience feature; it has become a matter of survival. In this fireside chat, we

will examine the challenges of not only keeping up with a consumer’s changing needs but anticipating them. What will

an operator need to provide in five years to deliver a compelling user experience? How do you prepare for devices that

haven’t even been invented yet? How do you continue to help content providers make money through all these

changes? These and other questions will help you get a clearer picture of not only where we are but also where we are

going.

12:00 - 13:00

Paying for Content Over IP? How is it Changing?

Session Chair: Allan McLennan/CEO, The Padem Group

Presenters/Panelists:

Dr. Alan Messer/VP, Head of Advanced Technology Lab, USA, Samsung Silicon Valley R&D Center (SISA)

Taras Bugir/Worldwide Managing Director-Media & Cable, Microsoft

Wayne Ruting/CEO, Decentrix Inc.

How is the Internet embracing new forms of multiplatform advertising? How do these new platform ads differ from the

traditional approaches and how can user viewing be tracked? Is Nielsen or old school still in command of this new model

and what goes into developing compelling advertising that’s associated with the specific interests of a program's

audience now that targeting is real.

13:00 - 14:15

Lunch (on your own)

Session 4: Enjoying Content (The Users' Experience)

14:15 - 15:15

Internet, the Second Screen and Beyond

Session Chair: Al Kovalick/Founder, Media Systems Consulting

Presenters/Panelists:

Colin Dixon/Founder and Chief Analyst, nScreenMedia

Trevor Doersken/CEO, Mobovivo

Khris Loux/CEO and Co-Founder, Echo

Hardie Tankersley/VP Digital Platforms, Fox Broadcasting

7

The use of second screens such as PC's, iPad's, etc., to control or complement a main screen viewing experience in the

home is a growing phenomenon. In this session, we will examine innovative developments in this area and their impact

from both a Hollywood creative and technical perspective in enhancing an over-the-top content experience by

collaborative efforts.

15:15 - 16:00

Analytics on the Internet

Session Chair: Dr. Dulce Ponceleon/Manager, Content Protection, IBM Research

Presenters/Panelists:

Dan Russell/Uber Tech Lead for Search Quality and User Happiness, Google

Rajasekar Krishnamurthy/Research Scientist, Computer Science, IBM Almaden Research Center

The new generation of analytics technology can provide powerful context clues on user behavior that can be used in a

variety of media applications, including better contextual search and content identification. In this session we will

discuss some of the latest technology developments and relevance to entertainment applications.

16:00- 16:15

Networking Break

16:15- 17:15

Content Discovery and Personalization

Session Chair: Florian Pestoni/Entrepreneur and Technology Executive

Presenters/Panelists:

Adam Powers/VP of Media Technology & Solutions, V2 Solutions

Alex Holub/Co-Founder and CEO, Vidora

As the lines between linear and on-demand continue to blur, television is becoming more personal and social. In a world

of near-infinite content, connecting users with relevant content is emerging as a key differentiator. From established

players with large content libraries to new entrants, companies are pursuing different approaches to discovering

content, including search, collaborative filtering, machine learning, scene-level metadata and social sharing. In this

panel, we will explore these trends with some of the leaders in the space.

17:15 - 18:00

Closed Captioning of Internet Delivered Content - Why, When, and How?

Session Chair: Pat Griffis/Executive Director, Technology Strategy, Dolby Labs and SMPTE Education Vice President

Presenters/Panelists:

James M. Burger/Partner, Thompson Coburn LLP

Mike Dolan/President, TBT Inc.

As more and more media content moves to the Internet, governments are increasingly putting regulations in place to

mandate the same accessibility features that exist for traditional broadcast services. This panel will discuss some of the

8

technical issues facing the industry, work that has been done to address new FCC requirements for Internet-delivered

content, as well as future synergies between the legacy and Internet captioning technology approaches.

18:00 - 18:15

Conference Summary and Take-Aways

Conference Chairs and Audience

18:15

Adjourn

Program subject to change!