strengthening digital broadcasting experience itu-aidb–abu regional workshop – hanoi – 23-24...

Strengthening Digital Broadcasting Experience

ITU-AIDB–ABU Regional Workshop – Hanoi – 23-24 May 2011 1©Strategy & Technology, 2011

Connected TV Developments

Colin Prior

Director of International SalesStrategy & Technology



Agenda Introduction to S&T Connected TV – What is it and what does if offer? What is happening in the market? Public Standards choices Business issues:

Security Audience Measurement Control of content use

Summary



S&T Overview Independent company

Offices in London & Bristol (UK), Denver (USA), Hong Kong (SAR) Worked exclusively in digital TV since 1996 On council of UK DTG, leading MHEG-5 specification activity;

previously on DVB Steering Board Products provide a complete interactive TV solution:

RedkeyTM MHEG-5 engines to receiver manufacturers MHEG-5 applications to broadcasters and operators Interactive playout equipment (Object Carousels) Customers include Sky, Arqiva (UK), Freeview NZ, Kordia,

Canwest, TVNZ (NZ), TVB (HK), Digicable (India), ABC, SBS, Seven, Nine, Ten, Win, Broadcast Australia, Prime, Southern Cross (Australia), RAI (Italy), Mediacorp (Singapore), RTM (Malaysia), Time Warner Cable, Comcast, Weather Channel, Videotron, Cisco, Rogers, NBC, Motorola (USA)

Also provide consulting services to broadcasters operators and regulators



Connected TV – What is it and what does it offer? TV delivered via the open Internet to TVs, games

consoles, tablets and other devices From both Free-to-Air and Pay TV operators Catch-up TV services such as BBC iPlayer Advertising, PPV and subscription funded Broadcasters have largest share of advertising funded

on-line TV revenues in Europe (Screen Digest)

What it is not: Delivery via a managed network (i.e. IPTV) Screen Digest predict that Connected TV users will

overtake IPTV subscribers by 2014



BBC iPlayer – Catch-up TV on Freeview HD



CI+ On-demand applications



ARD Mediatek - Catch-up TV on HbbTV



Shopping – QVC



Freeview Australia EPG



Connected TV

Connected TV is the delivery of content via both broadcast (DVB-x) and broadband (IP)

Uses both delivery technologies for maximum benefit:

Broadcast for live, high definition, first-run content Broadband for on-demand, lower resolution, catch-up or

niche content

Primary consumer take-up so far is in existing Free-to-Air markets viewing mainstream broadcast content



Hybrid TV Architecture – MHEG & HbbTV

DSMCC Object Carousel

Middleware

Receiver

Program Video & Audio(e.g. Video Server playout)

ApplicationTV

Display

VOD Catalogue

Mux TX VoD CatalogueDVB-SI

Other apps

ASI or IPVOD Launch Application

‘Back Office’

Catalogue Transform

Web Server

Internet or IP network

Content Delivery Network

VOD Application



What’s happening in the market Public standards based solutions in free to air markets such as

UK, Germany, France, New Zealand using either: MHEG Interaction Channel HbbTV

CE Manufacturers ‘Connected TV’ solutions from Samsung, Sony, Panasonic, Humax, etc

Proprietary solutions (although all HTML browser-based) Major CE manufacturers own content portals, often with

‘exclusive’ content ….but expensive for broadcasters to support/maintain multiple

implementations ….and do not extend over multiple devices



Connected TV receiver growth

90% of TV’s sold in Europe will be ‘Connectable’ by 2014 (Source – Screen Digest)



Public Standards Status / ComparisonMHEG-IC HbbTV

Specification Complete(DBook 6.2.1 and

ETSI 202 184)

Still in development (ETSI 102 796)

IPR None known License fees still to be determined for Sony and Philips patents

Receiver Conformance Testing

Complete DTG Testing test suite

In development

Broadcaster control of content

Yes – complete control No – does not restrict use of broadcast

content

Broadcast-only use (with no IP connection)

Yes Yes – but content is much larger so

requires more capacity



Hybrid TV Business Models Free to view – license fee funded e.g. BBC

But need to protect content against piracy/theft

Free to view - advertising funded But how to measure in a way that is acceptable to

advertisers?

Subscription / Pay Need secure transactional model



Content Protection Content delivered over IP / public internet needs to

be protected against piracy Content owners will not allow ‘in the clear’

distribution of content Tools such as 128 bit AES encryption of the

transport stream, combined with secure key management are required

Receiver devices must not store or redistribute streamed content



Advertising requirements Advertising-funded business models require:

Playlist support – delivering a list of commercials and programme content to a receiver that it plays back to back in sequence

Tag commercials to optionally prevent ad-skipping Playback reporting – logging viewer playback to

measure consumption and advertising views Possibility of personalised advertising on a per

viewer basis



But what about the advertisers? TV advertising sales are driven by ratings On-demand viewing offers much greater accuracy In most markets the independent TV ratings figures

are trusted and set the ‘rate card’ TV advertisers want the same independent

measurement for catch up TV (as they do for time-shifted PVR viewing)

Also consider the impact if catch-up TV services shift viewers from broadcast to catch-up consumption...



Broadcaster Control of content display Broadcasters need to keep control of their content

and how it is used Need to prevent third-parties using broadcaster-

owned content with their applications Could superimpose inappropriate advertising or

associate other material with broadcast content

Security models are needed to ensure that only authorised applications run and only connect to allowed application servers



MHEG-IC Security features Always launch from broadcast Signed applications Allowed server ‘White List’ delivered via broadcast

carousel Security keys delivered using broadcast carousel to

ensure receiver is connected to broadcast Streamed AV content only – no storage or redistribution Optional AES encryption of AV content

no embedded secrets in receiver, keys not available to MHEG applications



MHEG-IC Deployment Every UK free-to-air broadcast HD receiver (STB,

PVR and iDTV) now has an IP connection with MHEG Interaction Channel

All New Zealand receivers will have MHEG-IC from mid-2011

Every such receiver will have free-to-air catch-up TV capability

Core broadcaster on-demand commercial requirements have been met with this solution



HbbTV deployment Pilot services from all German broadcasters Test service underway in France Holland, Czech and other European countries have

announced they will adopt HbbTV specification Additional commercial requirements from French

broadcasters have to be incorporated into the specification

When conformance tests are developed then alll HbbTV receivers will have Connected TV capability



Summary Connected TV is now mainstream and coming to a TV

near you very soon! Business models are evolving, but primarily advertising

funded at present At the current time, MHEG-5 is the most mature and

market ready public standard to support Connected TV, and is already integrated into iDTVs from all major manufacturers

HbbTV is coming, but is still some way from being market ready

Security and content protection are major business issue that have to be addressed



Thank you!

Web sites: www.s-and-t.com

Colin PriorDirector of International [email protected]

strengthening digital broadcasting experience itu-aidb–abu regional workshop – hanoi – 23-24...

Documents

digital tv

tv solutions

hbbtv slide

connected tv users

connected tv receiver

online tv revenues

freeview hd slide

bbc iplayer catchup