TV Anytime Forum Phase 2 --Metadata--

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TV Anytime ForumPhase 2 --Metadata--

• Shanghai,
• June 14, 2004
• Masahito Kawamori
• NTT

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Agenda

• What is TV Anytime Phase2 ?
• Why TVA Phase 2?
• What is TVA Phase 2 defining?
• Some Issues of TVA Phase 2 Metadata
• Where are we?
• Some Liaisons
• TVA Phase 2 Workplan

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TVA Phase 2

• PDR will evolve into a digital hub that allows
  consumers various forms of digital entertainment
  and information-rich experiences
• need to accommodate many and various new
  services that the market demands
• network and standalone games,
• information and educational packages,
• entertaining enhanced television,
• transactional services and utilities such as
  banking, shopping and smart appliances.

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What is TV Anytime Phase2 ?

• In TVA Phase 2, the domain of service will go
• Beyond a box,
• Beyond a room,
• Beyond a home
• i.e. TV at Anytime and Anywhere you want

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Digital Hub
Networks
storage
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Why TVA Phase 2?

• We are experiencing PDR beyond PDR
• We are experiencing Broadcasting beyond AV

We need open, secure, interoperable standard
for market.
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PDR beyond PDR

• PDRs (Personal Digital Recorder) PVR (Private
  Video Recorder), DVR (Digital Video Recorder),
  HDR (Hard Disk Recorder) and DVD-recorder are
  here to stay.
• Forecasted 12 mil. Boxes by end 2005.
• But more than just conventional Boxes!

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PDR GameBox

• TV Tuner (NTSC Japan)
• 500GB HDD
• 100 base T Ethernet Adapter
• Records up to 325 Hours to the HDD from TV or DVD
  
• Records up to 6 hours on 1 DVD-R/RW
• Picture playback of JPEG, TIFF and GIF from HDD
  or Memory Card slot
• DVD movie playback - region 2 NTSC

From SONY PSX brochure
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And other new trends
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In China, 300 mil. have mobile phones.

• by the end of 2004, about 300 million people in
  China, or 24.5 percent of the population, will
  have cell phones. Currently, around 295 million
  Chinese have phones. Approximately 2.7 million
  became cellular subscribers in the first four
  months of the year.
• In Europe, about 60 percent to 70 percent of the
  population uses cell phones, while in the United
  States the penetration rate is close to 50
  percent. South Korea and Singapore have
  penetration rates of about 60 percent and 70
  percent, respectively. In Taiwan, cell phones
  exceed people, as many carry more than one phone
  for personal or business use.

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Mobile Digital TV

• Efforts are under way around the world to prepare
  for commercial roll-out of digital TV-capable
  mobile phones and car TVs
• China, Europe, Japan, Korea, the US, and the
  nations around the world are trying to
  commercialize mobile phones and automotive
  terminals capable of displaying digital TV
  broadcasts.

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Mobile Phone with TV

• Samsung Electronics introduced the TV Phone in
  Korea that accesses color TV in real time over
  VHF/UHF channels. It has a built-in TV tuner that
  receives TV broadcasts directly from the station.
• We (Samsung Electronics) now have a camera
  phone, camcorder phone and TV phone in our
  multimedia mobile phone lineup, and we will soon
  add a music-on-demand phone, as we aggressively
  go after the domestic market.
• (Jun 09, 2003)

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Mobile Phone with TV(2)

• Vodafone released in December 2003 the first
  mobile phone in Japan capable of receiving
  terrestrial analog television broadcasts.
• It has an earpiece with a built-in TV antenna,
  and its battery will permit about an hour of
  watching TV.
• The Phone features 2 screens one 2.2 inches TFT
  (216160 pixel, 26 ten thousand colors) and a 1.2
  inch small screen

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Japans ISDB-T

For Mobile terminals on Layer A
For HOME on Layer B
Smaller screen TV
HDTV

• Provides video, sound, and data services to
  mobile terminals in parallel with HDTV services
  to fixed terminals.
• Mobile services expected to start in 2005

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Mobile Phone for Digital TV

• NEC developed the working prototype of mobile
  phone which is equipped with the receiver of
  terrestrial digital TV broadcasting. (July 2003)

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Interactive Mobile TV

• NHK and KDDI have jointly developed a
  mobile-phone terminal that receives digital
  terrestrial TV broadcasts with interactive
  services. The two companies are the first in
  Japan to develop such a product in advance of
  digital TV broadcasting aimed at mobile
  terminals, which is due to commence in fiscal
  2005.
• (May, 2004)

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Mobile PDR

• NTT DoCoMo's OnQ Concept Widescreen DVR Phone
  sits in a hard drive television recorder cradle,
  which performs standard PVR functions, then
  copies select shows to the phone for later
  viewing (May 2004)

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• The prototype consists of mobile handset and a
  dock with a hard-disk drive in it. The handset
  fetches desired programs from the hard drive.

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HDD-based Car Navigation System

• equipped with a removable 30GB hard disk
• "central unit," consisting of the computer and
  high-capacity hard disk drive at the heart of the
  system, can be removed and inserted into a
  "Living Kit" box at home, and hooked up to a TV
  set and other equipment
• the Living Kit device supports a broadband
  connection to the Internet.

Pioneer s press release (May, 2004)
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And TV beyond TV
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Music Download for Mobile

• Tokyo FM and KDDI launched the FM Keitai, a 3G
  handset with an FM receiver that displays
  programming information as well as the lyrics of
  the currently playing song.
• Listeners can click on a link when they hear a
  favorite song and download a song to their phone
  in the form of a "Chaku Uta (ring song)" music
  file (but limited to only 30 seconds).

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Game content

• Japan's mobile phone game users hit 8.97 million
  in 2003, while PC-based, multi-player network
  game users numbered 3.43 million.
• In Japan and South Korea, estimated 34.44 million
  enjoy game in either way.
• In China, industrial analysts predict there would
  be more than 1 million players by the end of 2004.

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What is TVA Phase 2 defining?
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Phase 2 key areas

• 1.      New Content Types - Integration of other
  content types (games, enhanced TV, web pages,
  music files, graphics, data and many other
  applications) in addition to audio and video
  content.
• 2.      Targeting Automatically matching
  delivering relevant content to profiled consumers
  
• 3.      Redistribution moving content around
  systems
• Content sharing - Peer-to-peer distribution of
  un-protected and protected content over provider
  networks
• Home networking - Multiple connected storage and
  display terminals within a defined private
  physical network
• Removable media - Peer-to-peer distribution of
  un-protected and protected content on physical
  storage 
• Time-Synchronized Presentation Information
• Interactivity
• Promotional information and advertisement

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New Content Types

• Integration of other content types
• games,
• enhanced TV,
• web pages,
• music files,
• graphics,
• data and other applications
• package of content

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Beyond the conventional AV content
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Package

• Package is a collection of content components
  that in some way are related and where in one or
  more combinations provide a consumer experience.
  It is a unit of content selection. It can be
  regarded as a generalized concept of program. A
  component in this context is any kind of digital
  material, such as applications, data, textual,
  video and audio files.

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Targeting

• Automatically matching delivering relevant
  content to profiled consumers
• Targeting for Education
• Targeting for Advertisement
• Targeting for Prorgramming
• Etc.

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Targeted T-Learning
Broadcaster/CP
Educational data
User submits
Learning
information
PDR matches educational
metadata with user profile
Educational metadata is
and selects proper content
created and pushed to PDR
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Redistribution

• moving content around systems
• Content sharing - Peer-to-peer distribution of
  un-protected and protected content over provider
  networks
• Home networking - Multiple connected storage and
  display terminals within a defined private
  physical network
• Removable media - Peer-to-peer distribution of
  un-protected and protected content on physical
  storage 

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Content Sharing
From Share it! Project
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Remote Programming
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Other Important Areas

• Enhanced Promotion and Advertisement
• (Personal) Identity Management
• Security of Metadata

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Enhanced Promotion

• Targeted ads and Promotion
• E-flyer
• Package (Showcase) Ad
• Telescoping Ad
• Request for Information Ad
• Interactive Ad

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E-flyer

• e-flyer information is attractor metadata
  concerning business practices such as price,
  discounts, advertisements, subscription,
  promotion, etc., intended to be visible to the
  user. It is an electronic equivalent of a
  standard real-world flyer.

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E-flyer (1)
Title of the e-flyer
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MLB High Light 2003 Game !
Japanese MLB Game Package 20-
All Star Game World Series Pack 15-
(Synopsis of this e-flyer)
Offer expires 11/30/03 at 6pm ET
Click
(ExpirationDate of this e-flyer)
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E-Flyer for Mobile TV
Title of the e-flyer
MLB Video. Now 20 !
(Synopsis of this e-flyer)
MLB High Lights 2003 20
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Some Issues of TVA Phase 2 Metadata

• Content Package
• E-flyer
• Metadata for Game
• Metadata for Education
• Metadata for Enhanced Advertisement
• Metadata for Personal Exchange (Sharing)
• Remote and Removable Media
• (many media, devices, networks)
• Metadata for Targeting
• Metadata Adaptation (Profiling)
• Metadata and Data content

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Where are we?

• Published Calls for Contributions
• Drafted Content Package and E-flyer specs, to
  be considered for DVB/ETSI inclusion.
• Currently working on
• Remote Programming and Home networking
• Sharing
• Ad Metadata
• Education Metadata
• Personal Identity
• Game Metadata
• Data Content
• Etc.

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Sample Schema of Phase 2 metadata
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Interim Schema of e-flyer
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Some Liaisons

• Open Mobile Alliance (OMA)
• Liberty Alliance
• DiMA (Digital Media and Advertisement)

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TVA Phase 2 Workplan

• Continuation upon Phase 1
• Still Calling for Contributions
• Will draft specs by November 2004.
• Try to finish by July 2005.
• To be incorporated with Phase 1 as ETSI document.

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Expected Timeline

• 2003 DVR-shock in US, EchoStar, DirectTV
  announce DVR distribution. Server-P
  (Implementation Group for TVA-like service) is
  set up in Japan. (TVA-Phase1)
• 2004 Superbowl. AAAA guidelines for VOD (incl.
  DVR) ad. DTG (TVA-based) testing starts in UK.
• 2005 DTG (BBC) service in(?) Nielsen starts new
  view metrics. (TVA-Phase2)
• 2006World Cup. Mobile-DTV starts in Japan.
  TVA-style TV starts in Japan
• 2007 (Start of) end of Analog TV in US
• 2008Beijing Olympics (China). DVR is expected
  to reach 30 mil in US.

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Thank you very much!

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