Transcription
2007 Symposium on RacingTechnology: Threats & OpportunitiesAn Brief Tour of IPTV:Capabilities, Technologies & RoadmapDecember 4, 2007Steven HawleyAdvanced Media Strategies LLCsteve@tvstrategies.com 2007 Advanced Media Strategies LLC
Presentation Outline 1: What is Broadband TV? 2: What is IPTV? 3: Other types of TV what Broadband TV isn’t 4: The true meaning of Broadband TV and IPTV 5: The Road Ahead 6: Opportunities (not threats) 2007 Advanced Media Strategies LLC
What is Broadband Television?The delivery of Live Video (TV), Video on Demand,Web and/or text content, to a player (software orhardware), via a broadband IP network.– Content may be:– Live (Multicast, Unicast or streamed) or acombination of these– On demand (pre cached) for near instant playback– Streamed to a local device (computer, set top box ormobile)– Supported by a two way capable network (for interactivity) 2007 Advanced Media Strategies LLC
Types of Broadband TV . . . 2007 Advanced Media Strategies LLC
Internet Video: YouTubeSource: YouTube 2007 Advanced Media Strategies LLC
Internet TV: JoostSource: Joost 2007 Advanced Media Strategies LLC
Major League Baseball video mosaicSource: Major League Baseball 2007 Advanced Media Strategies LLC
IPTV: Another type of Broadband TV“LookslikeTV”Source: Microsoft Corp. 2007 Advanced Media Strategies LLC
Place shifting: Sling Media SlingBoxSource: Sling Media 2007 Advanced Media Strategies LLC
Time & Place shifting: TiVo To GoSource: TiVO Corp. 2007 Advanced Media Strategies LLC
Presentation Outline 1: What is Broadband TV? 2: What is IPTV? 3: Other types of TV what Broadband TV isn’t 4: The true meaning of Broadband TV and IPTV 5: The Road Ahead 6: Opportunities (not threats) 2007 Advanced Media Strategies LLC
What is IPTV?Internet Protocol Television:The secure delivery of multichannel TV, video on demand, text and Web content to adedicated consumer electronics device (set topbox, mobile, portable), via a managedbroadband IP network, such as a Telco.– True Broadcast quality– BIG gamble (and big payoff) for the Telcos– Telcos had to do it (Cable offering voice, data) 2007 Advanced Media Strategies LLC
Types of IPTV providers Telcos– Top ILECs worldwide (National, Regional majorincumbents)– Mid tier and rural telcos ( 200 in US)– Cooperatives / Consortia Utilities– Public utility districts; many in US– Power companies; many in Europe Municipalities– Individual communities Public private partnerships 2007 Advanced Media Strategies LLC
IPTV: Main Menu Single accesspoint to:––––Live TVOn demandWeb on TVInteractivegames– Personalportal– Settings– ParentalcontrolsSource: ANT Ltd and Telecom Italia 2007 Advanced Media Strategies LLC
Content partnerships (TV): PCCWSource: PCCW 2007 Advanced Media Strategies LLC
Content Partnerships: PCCW 2007 Advanced Media Strategies LLC
IPTV: Interactive Program Guide Find “Live”TV programs See what’son later Select andwatchSource: Kasenna Inc. 2007 Advanced Media Strategies LLC
IPTV: Video on Demand Search for titles See Program Info Purchase thevideo Service modelsinclude– Movies on demand– Subscriptionvideo on demand– Free (promo)video on demandSource: Myrio (a unit of Nokia Siemens Networks) 2007 Advanced Media Strategies LLC
Video release hannels71218Syndication24364248 MonthAirlinesand hotelsPay Per ViewNetworkFirst runWebVideo on Demand 2007 Advanced Media Strategies LLC
“The Long Tail”Objective: Extend the revenue generating life span of contentOrigin: Wired, October 2004 2007 Advanced Media Strategies LLC
IPTV: Digital/Personal Video Recorder“Time shifted” TV Request now View Later Playback onTV Playback onother devices Control frommobile or WebbrowserSource: Minerva Networks 2007 Advanced Media Strategies LLC
IPTV: Caller ID on TV Incomingcaller ID Screen yourcalls Click theremote tosend tovoice mailSource: Orca Interactive 2007 Advanced Media Strategies LLC
IPTV: Web on TV Content is“re purposed”from theInternet Must beformattedfor a TVscreenSource: OpenTV Inc 2007 Advanced Media Strategies LLC
IPTV: Games on TVCan beinteractiveand mixedwith live TVprogrammingSource: Orca Interactive 2007 Advanced Media Strategies LLC
IPTV: Personal Media SharingSource: Orca Interactive Personalpictures,movies,sounds,music Contentcould beon PCs,server orset topbox 2007 Advanced Media Strategies LLC
Verizon: Whole home networkingSource: Verizon Communications 2007 Advanced Media Strategies LLC
New selling opportunities, via TV Sell Add onitemsassociated withprogrammingRing tonesSound trackDVDCould beassociated withtime (voting,polling,wageringwhere legal )Source: Minerva Networks 2007 Advanced Media Strategies LLC
IPTV Value ChainiosAedvrtise rsProductionTVProgrammersContent ingest for processingStudHead endSatellite &TerrestrialReceivers,Backhaul,Video Encoders,VOD ServersCO / RCO / sSoftwareiTV AppsMiddlewareEncryption CADatabasesWeb serverMail serverFirewallAdmin serverBack officeBillingAccessCPETV set(s)Set top Box(es),Network termination,Router/Modem,Residential Gateway,TelephonesIn home content lity of ServiceManagingMulticast &Unicast tonetwork’s edgeSubscriberClient SoftwareUser Interface,TV Apps,Client Middleware,Execution environmentSTB OS 2007 Advanced Media Strategies LLC
Many moving parts . . .Consumer DevicesContentTV / STBPCs, Media CentersMobile, Nomadic devicesLive TV, MusicMoviesGamesApplicationsProgram GuideVOD, PVRInteractive TV, Web on TVControl & ManagementMiddlewareContent Protection / DRMOSS/BSSInfrastructureHeadend content processingNetwork 2007 Advanced Media Strategies LLC
Presentation Outline 1: What is Broadband TV? 2: What is IPTV? 3: Other types of TV what Broadband TV isn’t 4: The true meaning of Broadband TV and IPTV 5: The Road Ahead 6: Opportunities (not threats) 2007 Advanced Media Strategies LLC
What ISN’T Broadband TV? Direct Broadcast Satellite TV (Dish, DirecTV) Cable TV (Comcast, Time Warner, et al)– Although IP is on the roadmap for Cable operators Over the Air analog TV (going away now) Over the Air digital TV (replacing analog) 2007 Advanced Media Strategies LLC
Presentation Outline 1: What is Broadband TV? 2: What is IPTV? 3: Other types of TV what Broadband TV isn’t 4: The true meaning of Broadband TV and IPTV 5: The Road Ahead 6: Opportunities (not threats) 2007 Advanced Media Strategies LLC
What BTV & IPTV mean to the consumer– A fundamental change in the consumer’srelationship with TV programmers, contentowners, advertisers and service providers– Each consumer can assemble a uniquepersonalized experience– “Any time, anywhere, any content, any device,any network, in any context”– Completely on the consumer’s terms 2007 Advanced Media Strategies LLC
What BTV & IPTV mean to businesses– A new way to reach “Audiences of one”– An opportunity to multi purpose contentassets, to multiple services, multiple devices,multiple consumer groups, etc– Ability to “read” audience preferences likenever before, to better target programmingand advertising– A way to increase revenue across multipleservices– Increased consumer loyalty (“stickiness”) 2007 Advanced Media Strategies LLC
Presentation Outline 1: What is Broadband TV? 2: What is IPTV? 3: Other types of TV what Broadband TV isn’t 4: The true meaning of Broadband TV and IPTV 5: The Road Ahead 6: Opportunities (not threats) 2007 Advanced Media Strategies LLC
Transformations SummaryTraditional TV Push LinearCable or SatelliteNational & RegionalLocation specificservices Triple play Traditional TVbusiness modelsIPTV / iTV Pull On demandNew competitorsHyper localAny content to anydevice, anytime Multiple play Enable new businessmodels 2007 Advanced Media Strategies LLC
IBM: Future iTV revenue streams 2007 Advanced Media Strategies LLC
IP services greatest ad growth 2007 Advanced Media Strategies LLC
IP service users new audiences 2007 Advanced Media Strategies LLC
TV industry Change Drivers 2007 Advanced Media Strategies LLC
Presentation Outline 1: What is Broadband TV? 2: What is IPTV? 3: Other types of TV what Broadband TV isn’t 4: The true meaning of Broadband TV and IPTV 5: The Road Ahead 6: Opportunities (not threats) 2007 Advanced Media Strategies LLC
Lets Review . . . Online, place shifted, time shifted & traditional The concept of the Long Tail (lasts forever)– Classic games college alumni – Classic races ?!!! Consumers taking charge like never before A Revolution in Advertising 2007 Advanced Media Strategies LLC
IP alternative to Satellite distributionTelePhotoTechnologies Source:2007 AdvancedMedia StrategiesLLCInc
Imagine if this were “clickable”And imagine it over IP networksTelePhotoTechnologies Source:2007 AdvancedMedia StrategiesLLCInc
Where IPTV is going Content view 2007 Advanced Media Strategies LLC
It isn’t just theory: PCCWQuickTime and aTIFF (LZW) decompressorare needed to see this picture. 2007 Advanced Media Strategies LLC
2007 Symposium on RacingTechnology: Threats & OpportunitiesAn Brief Tour of IPTV:Capabilities, Technologies & RoadmapDecember 4, 2007Steven HawleyAdvanced Media Strategies LLCsteve@tvstrategies.com 2007 Advanced Media Strategies LLC
Control & Management Infrastructure Middleware Content Protection / DRM OSS/BSS Program Guide VOD, PVR Interactive TV, Web on TV Live TV, Music Movies Games TV / STB PCs, Media Centers Mobile, Nomadic devices
