ETV+ActiveVideo; Extending EBIF with Web-infused TV

ETV and ActiveVideo
“Extending EBIF With web-infused TV”
Roger Towne and Jeremy Edmonds
November 2008

©2008 ActiveVideo Networks, Inc.
www.avnetworks.com
Toll-free: 1-800-926-8398
Main: 1-408-931-9200
333 W. San Carlos St., Suite 400
San Jose, CA 95110
v1
ActiveVideo® — better TV for everyone
Table of Contents
ActiveVideo Extends EBIF
EBIF and ActiveVideo Use Cases
How EBIF and ActiveVideo are Combined
What is ActiveVideo
Who can create ActiveVideo Channels
How ActiveVideo Works
ActiveVideo Distribution Network
Personalization
Conclusion
Page 1
Page 2
Page 5
Page 6
Page 7
Page 8
Page 8
Page 8
Page 9
Note: Images in this document do not imply endorsement

www.avnetworks.com
Toll-free: 1-800-926-8398
Main: 1-408-931-9200
San Jose, CA 95110
v1
ActiveVideo Extends EBIF
Enhanced TV (ETV) enables the cable industry to offer new ways for viewers to interact with their TVs. With ETV, it now becomes
possible to play along with TV game shows, request information from a product advertiser, pull up statistics during sporting
events, vote for favorite contestants during an event, and engage with near endless types of informational, educational and
entertainment applications .
Underlying this new form of interactive TV is EBIF (Enhanced TV Binary Format), a tru2way-compatible specification created
by CableLabs™. EBIF gives content developers a write-once, run-anywhere platform while providing cable operators with an
efficient, lightweight, well managed set-top environment that offers interactive applications, graphical overlays and instantaneous
responses via an immensely deployed base of existing cable set-top boxes.
While EBIF opens the door for new kinds of interactivity, by design it was not intended to offer more capabilities than the most
basic set-top boxes could handle. Instead, it has been identified as“a very generic system that provides some basic capabilities for
doing interactive TV on legacy set-top boxes.” [1]
ActiveVideo extends the EBIF platform and empowers it with a new layer of personalized, video-rich interactivity, all the while still
respecting the constraints of those legacy set-top boxes. ActiveVideo accomplishes this by building the interactivity directly into
the MPEG stream, moving the processing off the set-top box and into the network.
By combining the two standards-based technologies, cable operators can offer ActiveVideo-based EBIF applications which
transcend what can be done with EBIF alone. EBIF on-screen prompts and overlays can alert viewers to bonus materials, special
offers, added features, etc., while ActiveVideo can provide full resolution streams that are created on the fly; are video-rich,
personalized and highly interactive; and are infused with Web features and functionality.
The end result is an entirely new viewing experience encompassing the following advantages:
Truly write-once/deploy-everywhere interactive channels that eliminate concerns about offering a least common denominator•
experience for TV viewers;
Full-color animated graphics, scaled broadcast videos and multiple concurrent videos on a single screen for every set-top box;•
Instantaneous content distribution and updating capabilities, keeping content fresh and relevant while removing operational•
and processing responsibilities from the operator;
The ability of content to be authored by the entire Web community based on Internet standards and technologies, and driven•
by standard Web content management and publishing systems; and
Full transactional applications over current set-top boxes and remotes using standard Web services and technologies•
For advertisers, programmers and content developers alike, combining EBIF and ActiveVideo provides the familiar toolsets needed
to access the widest possible subscriber base, all the while creating new avenues for extending brands, building out digital
properties and growing valued audiences.
[1]
So Vang (Vice President of Advanced Media Platforms, CableLabs) – “Cable’s tru2way: The Shape of Things to Come”, Screenplays Magazine, April 2008. 1

www.avnetworks.com
Toll-free: 1-800-926-8398
Main: 1-408-931-9200
San Jose, CA 95110
v1
EBIF and ActiveVideo work in unison to open the door to a new world of possibilities for operators, advertisers and programmers.
Together, they can deliver high levels of personalization and interactivity — including richly populated multimedia ad showcases;
colorful content portals with multiple tiles of concurrent video; branded destinations featuring broadband video and Web-driven
dynamic content; and near-endless other creations — all woven directly into the TV viewing experience.
EBIF and ActiveVideo Use Cases
Below are four use cases which illustrate the power of combining EBIF and ActiveVideo:
Use Case 1. Telescoping to Multimedia Ad Showcases with Broadcast Video Inset
In the first use case, an EBIF on-screen prompt during a Cadillac TV ad break would offer an opportunity to learn more about the
latest model. Upon taking action, the user would be brought to an interactive, portal-like multimedia experience (ad showcase)
provided on the fly by ActiveVideo. The user could interact with the ad showcase while the linear broadcast plays in an inset
window, ensuring nothing is missed on TV.
To facilitate this experience, Cadillac would create an interactive multimedia ad showcase using ActiveVideo’s standards-based
Web technologies and tools. The showcase could include a variety of elements including one or more long-form videos, pictures,
animations, text and clickable links which would facilitate a request for information. Just as it does on the Web, Cadillac could
choose to update the showcase on a dynamic basis, providing new pictures, videos and graphics instantaneously.
After the viewer presses“OK”, the4.
viewer telescopes to an ActiveVideo
multimedia ad showcase which
includes a scaled version of the
broadcast video displayed in the
upper right corner
While the linear broadcast plays,5.
the viewer could watch a long form
video in the upper left corner, read
specifications, see pictures, and
request information
At any point, the viewer could exit6.
the showcase and return to the full
resolution linear broadcast
TV viewer is watching Golf Channel on1.
linear TV when an ad break appears
In the final spot, a :30 second broadcast2.
ad begins for Cadillac
An EBIF on-screen prompt appears,3.
giving the viewer a chance to engage
more deeply with the brand
2

www.avnetworks.com
Toll-free: 1-800-926-8398
Main: 1-408-931-9200
San Jose, CA 95110
v1
Whenever the user enters a showcase, ActiveVideo composites the experience in real time, then outputs it to the set-top box as a
standard unicast MPEG stream. The user then navigates the experience using the OK/Select and compass keys (up/down/right/
left arrow keys ) found on a standard set-top box remote control.
In this use case, the inset window always would feature the broadcast stream for the viewer. Upon the completion of the ad break
and the resumption of linear programming, the user could choose to continue interaction with the brand or to return to the linear
broadcast. This convenience provides the user with more control over the TV viewing experience while allowing the programmer
to retain its audience and the advertiser to offer a video-rich multimedia ad showcase that truly engages the viewer.
Use Case 2. Extending Digital Properties with Bonus Materials
In the second use case, FOX would be looking for brand extension, audience building and deeper interaction with its “American
Idol”digital property. FOX would decide to offer theTV viewing audience special outtakes and other bonus materials that otherwise
would not be available onTV. Fox would simply re-use existing assets from its American Idol web site and incorporate them directly
into the“American Idol”ActiveVideo microsite.
Implementation is easy. FOX would begin by using ActiveVideo’s standards-based Web tools to design the Web-infused“American
Idol”microsite. FOX would then embed EBIF triggers in the broadcast of American Idol, alerting the viewing audience about
special outtakes and additional bonus materials found only during the viewing of that episode. Users pressing the OK/Select key
would enter into an American Idol microsite which would display numerous windows of concurrent American Idol outtake videos
among other features.
TV viewer is watching American Idol1.
on linear TV
During the program, an EBIF on-screen2.
prompt appears offering the chance to
view outtakes and bonus materials
The viewer telescopes to the American3.
Idol microsite where multiple windows
of outtake videos are playing.
Meanwhile, a scaled version of the
linear broadcast plays in the upper
right corner
The viewer could watch the outtake4.
videos in near full-screen resolution
while keeping tabs on the whats
happening in the linear broadcast
At any point, the viewer could choose5.
to return to the broadcast program
3

www.avnetworks.com
Toll-free: 1-800-926-8398
Main: 1-408-931-9200
San Jose, CA 95110
v1
While users enjoy the bonus materials, the linear broadcast of American Idol would continue playing in an inset window. FOX
could also offer other ways for the viewer to engage more deeply with television -- including“Coming Up”teasers, trivia games,
bios and so on – all while keeping them tuned into the linear broadcast.
Use Case 3. Facilitating Audience Participation with User-Generated Videos
In a similar situation, ABC could build a portal-like experience with bonus materials for“Lost”. But in this case, users would have
the opportunity to upload via the Web their own“Lost Video Theories”directly into the“Lost”microsite. In a matter of minutes, the
user-generated videos would be available for all TV viewers to see worldwide.
To facilitate the uploads, users would be directed to the “Lost” Website where rules and instructions would guide them through
the upload process. Thereafter, the ActiveVideo platform would pull down the videos, transcode them if necessary, and composite
them into the“Lost”ActiveVideo channel.
TV viewers are watching“Lost”on ABC1.
linear TV, unaware that they will have
the chance to view bonus materials
not typically found on TV
Once the EBIF on-screen prompt2.
appears viewers can press“OK”to
telescope into a“Lost”portal where
they can watch recaps of previous
episodes, read bios, view deleted
scenes, play trivia and so on
While the viewers are interacting with3.
the special features in the“Lost”portal,
a scaled version of the linear broadcast
continues playing in the inset window
The viewer may also upload user-4.
generated“Lost Video Theories”by
following directions and uploading
the video at the Lost website
Minutes later, the ActiveVideo system5.
pulls the user-generated video
from the Lost website, encodes it if
necessary, and composites it so that
it is available for all viewers to see
worldwide
At any point, the viewer could exit6.
the Lost portal and return to the TV
program
4

www.avnetworks.com
Toll-free: 1-800-926-8398
Main: 1-408-931-9200
San Jose, CA 95110
v1
Use Case 4. Microsites within Microsites
In this use case, Home Depot would sponsor an episode of“Trading Spaces”on The Learning Channel. During the program, an
EBIF on-screen prompt would appear which would allow users to telescope into a Home-Depot branded microsite.
Once in the microsite, users would be able to watch do-it-yourself videos related to the program. In addition, product videos
about tools and materials used in the projects could be viewed. Home Depot could also create ad showcases for each of its
featured brands, in effect creating individual branded microsites under the Home Depot umbrella.
Throughout the experience, a scaled version of the linear broadcast would continue to play in the inset window so the viewer
would not miss anything on TV.
How EBIF and ActiveVideo are Combined
For the cable operator, combining ActiveVideo and EBIF is almost effortless. Given that the EBIF platform already provides all the
features needed to support ActiveVideo, cable operators are not required to make any changes to existing infrastructure or set-
top box code. ActiveVideo simply operates as any other EBIF application. [2]
TV viewer is watching Trading1.
Spaces, a linear TV program about
home remodeling on The Learning
Channel
During the program, an EBIF on-screen2.
prompt appears giving the viewer a
chance to see do-it-yourself videos
relating to the TV show
After pressing“OK”, the viewer3.
telescopes to a Home Depot branded
microsite featuring do-it-yourself
videos, product demos and so on.
Meanwhile a scaled version of the
linear broadcast plays in the bottom
right corner
Viewers could watch do-it-yourself4.
videos and learn about products
which assist in the projects, such
as Black & Decker tools & Benjamin
Moore paints
Home Depot can even choose to5.
provide dedicated multi-layered
showcases for each featured brand,
effectively creating“Microsites
within a Microsite”
At any point, the viewer could exit the6.
Home Depot microsite and return to
the full resolution linear broadcast
[2]
For Cable Operators who have not deployed EBIF, ActiveVideo can also run without EBIF as a stand-alone client in the set-top box 5

www.avnetworks.com
Toll-free: 1-800-926-8398
Main: 1-408-931-9200
San Jose, CA 95110
v1
Typical EBIF Infrastructure and How an ActiveVideo EBIF Application Works
ActiveVideo Networks has created a standard EBIF client application that, like any other EBIF client, is multiplexed into
the TV program stream for delivery to the set-top box. What sets an ActiveVideo EBIF application apart from others is
that when the EBIF User Agent executes the application, the ActiveVideo server creates a new full resolution stream for
the viewer that is personalized in real time based on the viewer’s interactions with the STB remote control. The User
Agent then simply passes remote keystrokes and other instructions to the ActiveVideo server, enabling the viewer to
continuously control the experience.
In order to facilitate the ActiveVideo EBIF application and stream ActiveVideo channels, an ActiveVideo server installed at the
head-end requests minimal bandwidth from the operator’s Session Resource Manager (SRM). When the bandwidth is provided,
the ActiveVideo server instructs the user’s set-top box to tune to the allocated service (not viewable by other subscribers) by
sending a message to the set-top box over the EBIF infrastructure.
Once the channel tune is completed, the ActiveVideo platform sends a full resolution MPEG unicast stream directly to the user’s
set-top box. As the user interacts with the experience, keystrokes are sent from the set-top box back to the ActiveVideo server
which continually re-composites the MPEG stream in real time. The end result is the user control over the stream while enjoying a
highly personalized, interactive, Web-infused experience over the TV.
What is ActiveVideo?
ActiveVideo is an end-to-end network extending from the advertiser, programmer and content developer straight to the set-top
box. Essentially, ActiveVideo has three touch points — content developers (advertisers, programmers, etc.), cable operators and
set-top boxes. ActiveVideo provides the opportunity for content developers to use standard Web tools, talent and technologies
to develop new Web-infused TV channels, microsites, ad showcases, etc. The Web-like content is then delivered through the
ActiveVideo network into standard cable infrastructure where they are displayed on any set-top box, including the legacy
2000-series.
6

www.avnetworks.com
Toll-free: 1-800-926-8398
Main: 1-408-931-9200
San Jose, CA 95110
v1
ActiveVideo Channels have the look and feel of a regular TV channels, but are highly interactive and personalized. With
ActiveVideo, TV viewers enjoy an entirely new experience where they can see visually immersive TV screens featuring multiple
windows of concurrent video, scaled broadcasts, targeted advertising and almost any combination of video, pictures, banners,
tickers, buttons, text and objects found on the web— any of which can be clickable and interactive.
Examples of ActiveVideo Channels
Who can create ActiveVideo Channels?
ActiveVideo content can be created by anyone, including cable networks, TV broadcasters, game designers, retail merchants,
advertisers, Web companies and cable operators. Using the standards-based ActiveVideo Content Developer Kit (AV-CDK),
content developers can simply create the look and feel they want using the same assets, tools and talents they currently use on
Web properties. Once the channel is published, assets may be added or deleted on a dynamic, real time basis — keeping the
programming fresh and relevant.
Using the CNN screenshot (right) as an example, CNN has
designed an ActiveVideo channel featuring a multitude of video
clips, news stories, weather reports, tickers and other elements.
The CNN ActiveVideo experience provides a scaled version of the
live linear broadcast while also populating the news stories and
video clips via RSS feeds.
Similarly, advertisers and sponsors alike can create themed
destination channels where their brands co-exist with video
featurettes, games, trivia, videos, product infomercials and
more, just as they do on the Web. The key for advertisers is that
ActiveVideo enables them to take advantage of the one-to-one
relationship between their ActiveVideo Channel and the viewer,
allowing for a new and lucrative advertising opportunity that
hasn’t yet been available on TV.
CNN Home Shopping Channel Reuters
7

www.avnetworks.com
Toll-free: 1-800-926-8398
Main: 1-408-931-9200
San Jose, CA 95110
v1
How ActiveVideo Works
ActiveVideo builds the interactivity directly into the MPEG stream,
moving the processing off the set-top box and into the network.
This allows cable operators to provide highly interactive channels
via any set-top without having to upgrade set-top boxes or
reconfigure networks for special video delivery functions.
ActiveVideo channels start with content developers and
programmers who use the AV-CDK to create new channel layouts.
The process is similar to designing Web pages, except that the
channel is designed for remote control navigation. The layout is
comprised of different assets including video, pictures, text and
many of the features and functions found on the Web.
The completed layout and assets are published to the ActiveVideo Distribution Network (AVDN) which is connected directly with
the cable operators’headends. When the layout and assets reach the headend, ActiveVideo processes them into a standard MPEG
stream playable on any set-top box – all while retaining the interactive properties of each asset.
ActiveVideo channels can be delivered using a stand-alone ActiveVideo client on the set-top box, or they can flow over the EBIF
platform to the user agent running the ActiveVideo EBIF application.
ActiveVideo Distribution Network
Programmers, content providers and advertisers
alike publish their ActiveVideo channels directly to
the ActiveVideo Distribution Network, a managed
end‑to‑end network which plugs directly into the cable
operators headends
Personalization
Because ActiveVideo continuously compiles real time streams for each user, ActiveVideo Channels offer unparalleled
personalization – a distinct benefit for operators, advertisers, programmers and content developers alike. This not only uniquely
allows the viewing experience to be customized, targeted and tailored to individual tastes, but also enable the kind of one-to-one
advertising opportunity long sought for television.
8

www.avnetworks.com
Toll-free: 1-800-926-8398
Main: 1-408-931-9200
San Jose, CA 95110
v1
Personalization: Same ActiveVideo Channel, Different User Experiences
The same ActiveVideo Channel can be personalized for each viewer. Based on the viewer’s request, the ActiveVideo
system simply mixes and matches the required assets for the desired output. When EBIF and ActiveVideo are
deployed hand in hand, the end-result is a true write-once/deploy-everywhere interactive platform which attracts
viewers, increases brand engagement, generates long sought after targeted advertising revenues, provides pinpoint
personalization, and delivers the most sophisticated user experience to reach every viewer.
Conclusion
ActiveVideo takes EBIF a step further and extends it into a feature-filled platform which empowers operators, advertisers and
content developers with entirely new ways for viewers to interact more deeply with brands, participate interactively with their
favorite shows, and become more involved in their overall television viewing experience.
By leveraging the local execution of EBIF applications with the ActiveVideo Network, cable operators can offer fresh TV
experiences in which on-screen prompts pull viewers into interactive channels that feature full color animated graphics, scaled
broadcast programming, Web-like features and functions, and multiple concurrent videos -- all viewable on a single screen with
any set-top box.
When EBIF and ActiveVideo are deployed hand in hand, the end-result is a true write-once/deploy-everywhere interactive
platform which attracts viewers, increases brand engagement, generates long sought after targeted advertising revenues,
provides pinpoint personalization, and delivers the most sophisticated user experience to reach every viewer.
9

ETV+ActiveVideo; Extending EBIF with Web-infused TV

Recommended

Recommended

More Related Content

What's hot

What's hot (20)

Viewers also liked

Viewers also liked (17)

Similar to ETV+ActiveVideo; Extending EBIF with Web-infused TV

Similar to ETV+ActiveVideo; Extending EBIF with Web-infused TV (20)

ETV+ActiveVideo; Extending EBIF with Web-infused TV