TV Anytime Shanghai IDE

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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 Moores
  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
Random-access memory
Factor of 2 in 18 months
Hard disks
Factor of 2 in 12 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 whos 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 - theres 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
  its 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..

• Weve never had an involuntary audience - people
  have clicked and flushed!
• No one forces you to read a newspaper or magazine
  advertisement - but people do
• Lets accept that people will skip the adverts
  theyre not interested in - and look at those
  that capture their imagination
• And lets 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

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