Angelo Pettazzi - Where is television moving on? Italian experience

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  • 1. Where Television Is Moving? The Italian Experience
    Extending the TV viewing experience with the DTT Platform
    Television as Business Conference
    Kyev, September 15th, 2011
    1
  • 2. AgendaWhere Television Is Moving? The Italian ExperienceExtending the TV viewing experience with the DTT Platform
    Italian Market Overview
    The connected device threat
    The making of the “Italian Digital Terrestrial Platform”
    The connected TV proposition at Mediaset
    2
  • 3. The Analogue Switch Off Government Calendar
    ItalianDTT Transition – Switchoff areas 2008-2012
    DTT Only Areas
    2010
    2011
    2012
    2009
    2008
    16,4 M HH
    66% of total HH
    19,8 M HH
    79% of total HH
    25,0 M HH
    100% HH
    6,6 M HH
    26% of total HH
    0,66 M HH
    3% of total HH
    Sardegna
    Valle d’Aosta
    Piemonte (west)
    Trentino Alto Adige
    Lazio
    Campania
    Piemonte (east)
    Lombardia
    Emilia Romagna
    Veneto
    Friuli Venezia Giulia
    Liguria
    Marche
    Toscana
    Umbria
    Abruzzo
    Molise
    Basilicata
    Puglia
    Calabria
    Sicilia
    Source: AgCom, Istat, internalelaboration
    3
  • 4. Italian Market Overview: Primary TV set HH by Platform End 2010
    At the end of 2010 more than 80% of Italian HH are all digital
    Source: elaborationon ITMediaConsultingdata (25 M total HH)
    4
  • 5. Italian Market Overview: Players and ResourcesYear 2010
    Italian Players Market Shares
    Total Market Resources: 8.6 billion euro
    Source: elaborationon ITMediaConsulting data
    5
  • 6. Italian Market Overview: DTTMUXsOverview
    6
    25 National MUXs plus various local MUXs according to the switch off area
    *6 internal digital dividend multiplexes assigned by Ministry through a “beauty contest”
  • 7. Italian Market Overview: Channel Line Up Overview
    7
    All Digital Areas Channel Offer:
    • 50+ free-to-air digital channels (included some HD and time shifted channels)
    • 8. Hundreds of local channels depending on the Region
    • 9. Interactive services to enhance viewing experience (available on lots of channels)
    • 10. Pay TV services accessible through “off the shelves” set-top boxes or CAM for iDTVs
    * The Logical Channel Numbering (LCN) functionality allows channels to be automatically ordered on a pre-defined order decided at national level by the Ministry.
  • 11. Italian Market Overview: Access Devices – DTT Decoder Market
    End of May 2011
    Total Decoder Market : 51.204.221 units
    (Feb ’04 – May ’11)
    Last Year Decoder Market : 18.165.306 units
    (May ’10 – May ’11)
    External Decoder
    Source: GfK Marketing Services Italia
    8
  • 12. Connected TVs are Penetrating Markets Strongly
    Over-theopTV: video and interactive services delivered on TVs through internet connectible devices
    iDTV
    Broadband STB /Media Center
    e.g. AppleTV
    Blu-ray /DVD Player
    Game Consoles
    Hybrid STB
    9
  • 13. Connected TVs are Penetrating Markets Strongly
    Highly Fragmented Market and Broadcaster Loss of Viewer Control
    TV set Manufacturers, each one with its own platform:
    Samsung
    LG
    Sony
    Philips
    Panasonic
    Vestel (Inno Hit, … )

    And also:
    Apple (AppleTV, …)
    Google (GoogleTV, …)
    Tens of other devices (Boxee, …)
    10
  • 14. Connected TVs are Penetrating Markets Strongly
    Connected TV
    WidgetPortal
    Widget TV Portal - How the Broadcaster brands can be diluted
    Simulation
    11
    The choice of being on Manufacturer portals is not a matter of technology; it is a mere choice of business models and business relation with Manufacturers.
  • 15. 12
    To be or not to be on third parties platforms?
    Isn’t better to exploit our rights on a broadcasters’ owned digital platform?
    Isn’t better to maintain the viewer control over TV Manufacturers?
  • 16. The Italian Digital Terrestrial Platform
    A DVB-GEM based platform to enable enhanced DTT business models
    Since 2003 Italian Broadcasters, joined in the DGTVi, an Association aimed at promoting Digital Terrestrial services interoperability, chose to specify and build a commonDigital Terrestrial Platform based on international open standards (i.e. DVB-T, DVB-GEM)
    The DGTVi Technical Group define and publish the D-Book, the baseline specifications for the platform receivers (end 2004). Together with the CE Industry, the Joint Technical Group of DGTVi and HD Forum Italia, released the HD-Book2.0 that specifies the baseline requirements for compatible HD receivers (Jan 2011).
    DGTVi/HD Forum baselinetechnicalspecificationsforcompatible HDTV receiversforItalian market
    (January 2011)
    DGTVibaselinetechnicalspecificationsforItalian market
    (September 2004)
    A stablebaselinespecificationisnecessaryto create trust for the Consumer, togiveoperationalcertaintyto the Operatorsto exploit new business model (e.g. PPV) and toprovide a referenceforManufacturers
    13
  • 17. The Italian Digital Terrestrial Platform
    A DVB-GEM based platform to enable enhanced DTT business models
    DGTViProgramme Label
    Alongside the work of technical specification, a DGTViprogramme label has been rolled out since the end of 2007; agreed with the CE Industry, it guarantees the consumer products technical features on the high street shelves.
    DGTVi Gold Label Main Technical features
    InteractiveHD receivers (set -top box or iDTV) ready for broadcast HDTV and supporting unprotected “over-the-top” services.
    Full compliance with HD-Book DTT 2.0, except DVB-T2 (waived until 2013):
    • European 7MHz VHF
    • 18. Automatic LCN functionality (with cross-border conflicts resolution and HD simulcast)
    • 19. DVB-SSU loader
    • 20. HD decoding (H.264/AVC HP@L4 video; HE-AACv1, AC-3 and E-AC3 audio)
    • 21. MHP 1.1.3 (with SATSA and OpenGL APIs on STBs only)
    • 22. Ethernet port (mandatory both for STBs and iDTVs)
    • 23. HTTP streaming delivery of unprotected contents with adaptive streaming (OIPF’s HAS) and MHP Application Execution environment
    • 24. Support of DVB Frame Compatible 3DTV with 2D backward compatibility
    • 25. Secure chip/loader (STBs only)
    • 26. Multi CAS/DRM capability either embedded or via CIplus CICAM
    DGTVibluelabelforpay and interactive TV
    DGTVigoldlabelforpay, interactive, connected HDTV
    14
  • 27. The Italian Digital Terrestrial Platform
    A DVB-GEM based platform to enable enhanced DTT business models
    Horizontal, Interoperable, Interactive, Hybrid
    Broadcasting
    Broadcasting and interactive services
    Broadband Service Delivery Platform & Apps Store
    “Advanced” interactive and “on demand” unprotected services (via OTT)
    Broadband access device
    Internet
    Horizontal:every one interested in offering services can exploit the platform; it is based to DVB open and international standards.
    Interoperable: thatmeans with a unique device, directly from the high street shelves, the viewer has access to different services from different providers, free to air or pay TV services at the same time onto the same device, thanks to the embedded CAS into STBs and CAMs on iDTVs.
    Interactive:based on DVB-GEM. Since early days lots of interactive applications have been deployed from Italian Broadcasters; Mediaset, Telecom Italia Media and RAI, all of them are exploiting via broadcast interactive services.
    Hybrid:new opportunities and new potential for the Broadcasters thanks to hybrid devices that join together broadcast and broadband capabilities by the means of DVB-GEM. Advance interactive apps and “on demand” unprotected services are possible viaover-the-top.
    15
  • 28. 16
    But something is still missing!
    Protected over the top services, that means Digital Right Management (DRM)
  • 29. Tivù, Association of Italian Broadcasters, as manager of Broadcaster platform to offer services to maintain viewer control over market fragmentation
    Tivù is offering the following services to participant Broadcasters:
    • Access to EPG, LCN and content indexing
    • 30. Security services for content and applications, acting as “Certificate Authority”
    Tivù defines the interoperable receiverrequirements for the Italian market leveraging existing platform assets and expertise (DGTVi and HD Forum Italia):
    • Open technology and standards:
    • 31. DVB-GEM (GloballyExecutable MHP) to deliver interactive service;
    • 32. Marlin DRM, a published standard, to offer Broadband delivered content and application security services
    • 33. DGTViand HD Forum Italia specified the “DRM Addendum”, the special requirements for broadband protected media delivery on compatible HD receivers for the Italian market and “BAS Addendum” for Broadband Application Security.
    Tivù is granting the Tivù On label to DGTVi gold label devices compliant with the DRM Addendum specifications.
    17
    The Italian Digital Terrestrial Platform
    A DVB-GEM based platform to enable enhanced DTT business models
    On March 2011, “Tivù” the Italian Television Service Provider founded by the three main national Broadcasters – RAI, Mediaset and Telecom Italia media – chose the platform DRM system, signing an agreement with Intertrust to exploit Marlin Digital Right Management in Italy:
    Italian TV service provider “Tivù” and “Intertrust Technologies Corporation” announced a partnership to create Marlin Digital Rights Management (DRM) based services for Italian broadcasters wishing to create “over the top” Internet TV channels.
  • 34. 18
    The Italian Digital Terrestrial Platform
    A DVB-GEM based platform to enable enhanced DTT business models
    Tivù, Association of Italian Broadcasters, as manager of Broadcaster platform to offer services to maintain viewer control over market fragmentation
    Interactive HD receivers, set-top boxor iDTV, ready for broadcast HD premium andsupporting protected “over-the-top” services.
    A DGTVi Gold label receiver will be eligible also to TivùOn label by complying with the Tivù profile of the DGTVi/HD Forum Italia specification:
    • Marlin based “DRM Addendum”
    • 35. “BAS ”Broadband Applications Security Addendum, a generic framework for securing over-the-topapplications.
    +
  • 36. An Horizontal Interoperable Device – based on Open Standards Technologies: Multiple CAS, GEM, Hybrid and Marlin DRM – ready for broadcast HD premium and supporting protected OTT services
    19
    The Italian Digital Terrestrial Platform
    A DVB-GEM based platform to enable enhanced DTT business models
    Horizontal, Interoperable, Interactive, Hybrid and “Secure”
    Broadcasting
    Broadcasting and interactive services
    Broadband Service Delivery Platform & Apps Store
    “Advanced” interactive and “on demand” protected services (via OTT)
    Broadband access device
    Internet
  • 37. “Gold Label” Devices Market Penetration Forecast
    Interactive BB Services Target Devices – Italian Market Forecast
    Householdswith at leastone internet enableddevice (~ 16 M HH)
    Householdswith at leastone internet enableddeviceand a Broadband connection (~ 12 M HH)
    Thousands HH
    Householdswith at leastone internet enableddeviceconnectedtoBroadband (~ 6 M HH)
    Householdswithat leastonebroadband connectedDGTViGOLD labeldevice (~ 3.6 M HH)
    Source: DGTVi, E-mediainstitute, ScreenDigest, E-Res, GFK and internalelaborations - Jan 2011
    20
  • 38. The Connected TV Proposition at Mediaset
    The best of breed technology to enable the best of breed business models
    Exploiting technology evolution to maintain control and turn it into sustainable business models.
    Focus on:
    Contextual extension of a TV program experience; means to interact with TV programs in real time (e.g. social TV, enhanced TV, second/third screen experience, …)
    Access to content “on demand”; means to unpack “channel bouquet” into “content pills a la carte” (e.g. catch up TV or advance DVD windowing for premium content)
    Main projects:
    • Interactive applications to enrich TV programs
    • 39. Social TV application (share and checking-in of TV programs)
    • 40. News and sport on demand
    • 41. Interactive games
    • 42. “Premium Net TV”, i.e. premium content “a la carte” through a DVB-GEM application over-the-top delivered.
    21
  • 43. The Connected TV Proposition at Mediaset
    Extension of a TV
    program experience
    Extension of a TV program experience with interactive applications, seamlessly delivered via BC & BB, to enrich and interact with TV programs
    22
  • 44. The Connected TV Proposition at Mediaset
    Extension of a TV
    program experience
    Extension of a TV program experience with interactive applications, seamlessly delivered via BC & BB, to enrich and interact with TV programs
    23
    Weather Report iApp
    News iApp
    Sport iApp
  • 45. The Connected TV Proposition at Mediaset
    Extension of a TV
    program experience
    Extension of a TV program experience with interactive applications, seamlessly delivered via BC & BB, to enrich and interact with TV programs
    24
    “Who Wants To Be A Millionaire?” interactive Application
  • 46. The Connected TV Proposition at Mediaset
    Extension of a TV
    program experience
    Extension of a TV program experience with interactive applications, seamlessly delivered via BC & BB, to enrich and interact with TV programs
    Share/Check In
    25
  • 47. Mediaset Premium NetTV
    Access to content
    “On Demand”
    A content “on demand” service, via broadband DVB-GEM application
    Main Features
    Available on PCs and TVs “for free” to all Mediaset Premium subscribers (to a monthly threshold of 60 hours);
    1500 + hours of content on demand: cinema, TV series, documentary, cartoons, fiction, free-to-air catch up TV, news, soccer, sports …;
    Premiere: selection of “Home Video” window blockbusters at 2,99€ (a catalogue of around 50 titles);
    Most of the content available in HD format (depending of the BB connection bandwidth);
    Easy access to the offer through a “graphic carousel” organized in understandable categories managed by a recommendation engine with relation to viewing experience and to editorial and business rules (last arrived, most viewed, preferred);
    Virtual thematic channels (Cinema Italia, Cinema Hit, Series, Kids, Soccer, Shows, Fiction, Lifestyle, …) ; thematic content aggregation as a catalogue playlist.
    DRM for content protection; adaptive streaming technology; different encoding profiles (900 Kbit/s to 4,5 Mbit/s for HD); automatic bandwidth recognition; trick modes (play/pause, seek FFW, seek RWD);
    Access devices: Telesystem TS7900HD, ADB, Samsung and Humax “gold label” set-top boxes and on the Mediaset Premium branded “Premium on Demand” set-top box.
    26
  • 48. The Connected TV Proposition at Mediaset
    Access to content
    “On Demand”
    Multiple access points to “Mediaset Premium NetTV”, content “on demand”
    via broadband DVB-GEM application
    27
    From Free-to-Air Portals
    From Electronic Program Guide
    From Premium NetTVchannel
  • 49. In Summary
    Italian Broadcasters have built a consumer device operating environment to maintain viewer control and exploit owned rights by themselves
    Do not surrender to approach market in fragmenting rights to myriad of devices controlled by third parties
    Continue to offer a secure, trusted environment for entertainment establishing solid position in non linear video market where new – even external – players are coming
    Experiment new way to interact with programs and brands to learn how to build new sustainable business models for pay TV and new advertising markets for ad investors
    28
  • 50. Thank you for your attention
    angelo.pettazzi@mediaset.it
    29