Ateme - OTT – Desafios, oportunidades e o cenário atual - Gustavo Marra

1. OTT
Gustavo Marra – ATEME
SSPI Broadcast Day 2012

2. Confidential 2
● Queda da Constantinopla em 1453
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Agenda

3. Confidential 3
● OTT – Conceitos
● Cenário atual – Brasil e Mundo
● Desafios: Tecnologia e Mercado
● Soluções e alternativas
● Conclusão
Agenda

4. Confidential 4
OTT - Conceitos

5. Confidential 5
OTT - Conceitos

6. Confidential 6
Cenário Atual
Analog
Digital
(MPEG-2)
Internet
Connected
devices
80s 90s 2000 2007
Explosion of number/size of screens since the 80s

7. Confidential 7
Cenário Atual

8. Confidential 8
Cenário Atual
Contribution Distribution Re-distribution
Satellite
Cable
Telco
• Netflix doubled in 2 years and now exceeds Comcast with 23 million subs
• A battle has started between Pay TV operators with multi-screen strategies and pure
OTT players to share $billions subscription and advertising budgets
Over The Top
(OTT)
Multi-screen strategies
High quality content (pristine VQ/HD at low bitrates)
will be the key differentiator in this battle

9. Confidential 9
Cenário Atual
Revenue Flow
Work Flow
Cost reduction
Non managed
network
More OTT STB
Customer reach
Today’s situation

10. Confidential 10
● Historically, the content were delivered over pure streaming
• RTSP connections between server and client
● The main issue came from bandwidth variations
• One unique stream delivered to many places where bandwidth can
vary
● Adaptive streaming (over HTTP) overcomes the bandwidth variations
• Multiple profiles of the same content, chunked/fragmented into small
pieces
● The end user device decides the stream quality, according to the
available bandwidth and switch at the chunk border (method=
compute the download time on each chunk)
Cenário Atual

11. Confidential 11
Cenário Atual
TV (STB) TV (OTT) Web Mobile
Target
Operator’s STBs Hybrids STBs/
Connected TV
Web sites Smartphones/Tablets
Delivery IP
IP or Adaptive
Streaming
IP or Adaptive
Streaming
Adaptive Streaming
Network Managed
Non-managed
(open Internet)
Non-managed
(open Internet)
Non-managed
(open Internet)
Decoding
framework
Set Top Box
decoding
Depends
on device
Web plug-ins
Web plug-ins
or Apps
Use Case
& Working
points
Interlaced
SD:1 to 1.5Mbps ,
HD 1080i 3 to 6Mbps
Multi-audio layering
Closed
Caption/Subtitling
Progressive
SD:800 to 1.5Mbps ,
HD 720p 2 to 3 Mbps
Multi-audio layering
Closed
Caption/Subtitling
Progressive
SD: below 1Mbps ,
HD 720p: 2 to 3 Mbps
Subtitle burn-in
Progressive
SD: below 1Mbps ,
HD: 2Mbps (3G)
HD 720p:2 to 3 Mbps
(WIFI)

12. Confidential 12
Desafios & Soluções – TRANSCODING
● How can I avoid network variations over
the Open Internet ?
● What kind of profiles (bitrate, resolution)
shall I set ?
● Shall I run multiple compression
technologies ?

13. Confidential 13
Desafios & Soluções – TRANSCODING
Bandwidth efficiency means increased Customer Reach, better Video
Quality, shorther Downloading Time.
This contributes to an enhanced End-user Experience
In the past Nowadays
Supported by the devices
Bandwidth efficient

14. Confidential 14
Desafios & Soluções – TRANSCODING
Smartphones/Tablets TVTablets/Computers/TV
s
Nomad
Network
(3G)
Accepatble/Good
VQ
Home Network
(WIFI/DSLx)/
Best VQ
Premium
Home Network
(DSLx/FTTH)/
Pristine VQ
Still Picture
Audio Only
64Kbps
480x360p
AAC-LC
From 300Kbps
1280x720p
HE-AAC
From 2Mbps
1080p/i
HE-AAC
From 3.5 Mbps
Networks/
VQ expectations
1 Mbps

15. Confidential 15
Desafios & Soluções – TRANSCODING
1. Media are split into a series of file
chunks/fragments
2. A Manifest file is created to
reference the number of
chunks/segments
3. A super manifest file is created to
reference the different profiles
4. The chunks are downloaded over
basic HTTP (like any web page)
5. Client can choose which bitrate to
choose depending its bandwidth
Several profiles
(of the same assets)
Super manifest file
manifest file Chunks/Segments
…

16. Confidential 16
Desafios & Soluções – TRANSCODING

17. Confidential 17
Desafios & Soluções – TRANSCODING
Bandwidth adaptation is done based on the chunks/segment
downloading time on client device (fast download = high bandwidth)

18. Confidential 18
Desafios & Soluções – TRANSCODING
VS
HTTP Live Streaming (HLS)
Market leader
Natively supported on iOS devices and Android devices
Get traction from STB and Middleware providers for TV
Smooth Streaming
Good adoption on PC
Limited availability
on iOS devices (specific
App)
HTTP Dynamic Streaming
(HDS)
Slow adoption, mainly on PC
Initiative to standardize the adaptive streaming profiles.
Slow adoption by the market, mainly on connected TVs

19. Confidential 19
Desafios & Soluções – TRANSCODING
● H.264 & AAC payloads are the long-term compression
technologies to enhance end-user expererience
● 8-10 transcoding profiles with a focus below 1Mbps
● The choice of adaptive streaming format depend on your
targeted audience
Resolution Video Bitrate Network
Still picture 64 Kbps CELL
160x120 150 Kbps CELL
480x360 200 Kbps CELL
480x360 400 Kbps CELL/WIFI
640x360 600 Kbps CELL/WIFI
640x480 900 Kbps WIFI
960x540 1.5 Mbps WIFI
1280x720 2.5 Mbps WIFI

20. Confidential 20
Desafios & Soluções – Sistema
Live
VOD
Content Management System
Content
Delivery
Network
Client
display

21. Confidential 21
Desafios & Soluções – Sistema

22. Confidential 22
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Conclusão

23. Obrigado!
g.marra@ateme.com