TV AnytimeShanghai IDE

Simon Parnall

Chairman - TV Anytime Forum &

Director of Advanced Technologies, NDS

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PVRs and Local Storage

The computer industry has given us Moore’s ‘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.

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Price trends

0.001

0.01

0.1

1

10

100

1990 1992 1994 1996 1998 2000 2002

Year

Pri

ce p

er M

B (

UK

£)

Hard disks

Random-accessmemory

Factor of 2 in18 months

Factor of 2 in12 months

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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!

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So who’s 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?

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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.

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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 - “there’s nothing on TV!”

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Content Providers benefit

Why are there more magazines now than ever?– Entry costs of production have been

dramatically reduced by electronic publishing, meaning that it’s 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

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And Advertisers too…..

We’ve never had an involuntary audience - people have clicked and flushed!

No one forces you to read a newspaper or magazine advertisement - but people do

Let’s accept that people will skip the adverts they’re not interested in - and look at those that capture their imagination

And let’s use the opportunity to take TV advertising from pure emotion, to information and to fulfillment

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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

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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)

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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

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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.

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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!

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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