Hybrid TV approaches including Governments face on Smart TV Software services, TV markets, scenario design in living room and 2 case studies

1. Hybrid Digital
Broadcasting methods
數位匯流之智慧聯網的實踐方案
2011/12/16
Chen Jing-Fung @ CSRSR, NCU

2. Outline
• Governments face on Smart TV Software services
– Television Revolution
– The schedule about Analog TV switch-off
• TV markets
– Global Subscribers & Operators
– Online Video Service Approaches
– SW & HW on TV Markets Map
• Scenario in living room
– Some Hybrid features on TV
– Existing TV services
• Case study
– III hybrid TV services
– 2nd screen application

3. Governments face on Smart TV Software services
國家投入
2009-2015 CAGR=102%
– 三網融合政策+數位電視
國有化目標確立
– 網路視訊內容提供須具營運牌
照業者
• 杭州華數(Wasu)、上海
文廣互動電視
(SiTV+BesTV)、CNTV&南 走向Multi-platform
方傳媒集團 • 2009-2015 CAGR=45%
– 2009
• Yahoo! TV Widget與國際電
視大廠合作 (SONY, Samsung,
邁向廣播&寬頻匯流 LG, VIZIO)
• 聯網電視3C通路上架率3成
2009-2015 CAGR=54% 共同標準 • 電視營運商推跨PC、TV、手
– 2009 德法HBB TV標準 • 機數位電視服務
2009-2015 CAGR=8%
化 廣電整合電視設備 • Cable業者展開TV
– 2007 acTVila成立(SONY, Sharp, Everywhere服務
商之聯網電視模式 Panasonic, Toshiba, Hitachi合資)提供開
– 2010
放硬體標準
• 歐洲PSB+終端設備製 – 2009 OESF成立 推廣與交流Android 手 • Samsung 推出聯網電視應用
造商+中介軟體廠商 機以外EM開發 商店(TV apps)
– 電視品牌、終端設備或電信服務與手 • Youtube leanback功能簡化
機應用極廣電標準皆具影響力 (預期 之客廳使用方式
2011年中 停止所有類比TV訊號發送)
• 早開始 成長趨緩

4. Television Revolution
TV 1.0 TV 2.0 TV 3.0
Broadcast TV Connected TV Smart TV
One-way Receiver TV link to Internet Video TV link to Services & Devices
VHS
TV via Internet Intelligent TV
Broadcasting Catching, Surfing, Sharing, Social
Watching Playing Interlink
Internet TV Connected TV 第一階段 Smart TV 第二階段 Smart TV
TV apps
電視機大廠開發自 電視機大廠+Yahoo合 Samsung電視app商 OTT store
店，Google TV streaming
己的上網軟體&操 作內建Yahoo Widget Android 軟體商店與 more
作介面 + 3rdParty軟體 -
開發商合作上網套件 Sony+羅技多家廠商 Social
2009 合作共推產品 Net VOIP Multi-
devices
~2008 2010 2011~
封閉 開放 互連

5. The schedule about Analog TV switch-off
• Timetable of major countries stop sending analog broadcast signals
Poland Romania
Stop schedule: 2015 Stop schedule: 2012
System: DVB-T System: DVB-T Russia
Subscribers: 9.52M Subscribers: 4.71M Stop schedule: 2015 Korea
System: DVB-T Stop schedule: 2012
USA French, English, Germany Subscribers: 7.15M System: DVB-S
Stop schedule: 2009 China Japan
System: ATSC Stop schedule: 2015 Stop schedule: 2011
Stop schedule: 2011, 2012 System: DTMB System: ISDB-T
System: DVB-T Subscribers: 194.73M
Mexico Taiwan
Stop schedule: 2022 India Stop schedule: 2012
System: ATSC Stop schedule: 2017 System: DVB-T
Subscribers: 4.76 M System: DVB-T
Subscribers: 43.74M
Brazil
Stop schedule: 2016
System: ISDB-T
Subscribers: 6.97 M Australia Ref:MIC(2011/10)+
Argentina Stop schedule: 2013 本專案整理
Stop schedule: 2019 System: DVB-T
System: ISDB-T Subscribers: 2.51M
Subscribers: 5.32 M
數位訊號的轉換記事

6. Market: Global Subscribers & Operators
西歐
東歐
中歐+非洲
北美
拉美
亞洲
2011
2011 Ref:MIC(2011/10)+
本專案整理
2011
2010
BskyB 2011

7. Market: Online Video Service Approaches
免費 付費
服務方式可藉由網路串流服務特性，展現其樣貌

8. Understand customers' preferences
• 影視觀看需求為使用者的大宗需求

9. Market – SW & HW on TV Markets Map
大圖：毛利率70% ↑
Video Content 中圖：毛利率30%~69% Operator : 服
HD SD Provider: 營收 小圖：毛利率29%↓ 務營收

10. Smart TV Software – App market
Panasonic VIESA SONY TOSHIBA
TV
apps
Samsung LG
Apps
• Apple、Google、Samsung電視軟體(TV
app)市集競爭激烈，螢幕越大網路黏著
度(sticky)越高 [Gtk NIS調查]
• 支援周邊設備數量眾多(百萬)
• 習慣付費使用者日增

11. What’s good scenario in living room
Satellite Cable
Terrestrial
Internet
Ref: avac

12. TV Scenario in living room
10-foot UI
renderer
~ 3m ~ 60 cm
2-feet UI
renderer
(資料來源：UPnP論壇, 資策會整理)

13. Some Hybrid features on TV
Mobile Industry
Touch,
Content Mobile Mobile
gesture,
Provider Operators Manufacturers
management
Movie & TV Industry Ecosystem
TTV, different
Content TV TV/STB Smart
PTS,
Provider Operators Manufacturers
ABC,
CBS, Generalized Hollywood
Samsung allshare
NHK…
DLNA Entertai
Connect
nment
Video, Radio,
Photo, File, TV content,
Game … Multi-device,
sharing apps game, app
store
Pioneer PAIS D-Link miiiCASA

14. Other TV application
‘face match” feature embedded in Hulu
solution
HCI Roommate III puts Android
powered TVs in hospitals
(22- ~ 42-inch LCD HDTV built-in
whiteboard)

15. Hybrid Internet Broadcast TV
B’cast media Internet
• Channel I, II, …, N
B’cast
2 way
Internet TV/Video Clip
VoD
• Youtube, Hulu, …
TV Widget Gallery
• Voting service Cable, Satellite,
• Recipe service Terrestrial
… broadcasting (DVB-
Widget S, C, T)
Internet service
• Info.: Player info. & statistics Personalization
club details STB
Internet
• Fan club: Facebook, social TV,
Forum
• Comm.: chatting room, VOIP
• TV shopping: Food,
Ingredients …
Server site (ref：III) Client site

16. Hybrid TV – customer-oriented design
電視台示範展示調查分析反饋
 參與電視台舉辦焦點座談會，
簡介展示HIB-TV典型應用。 國際標準彙整
 彙整與分析聯網電視台焦點
 納入同時期歐洲HBB TV – EBU
座談會之問卷，了解電視台
互動應用示範展示介面 requirements(2010/01)之混合式
對於互動技術服務平台的實
聯網需求設計原則。
際商業需求。
 與台視共同合作。  比較本計畫架構的HIB-TV整合技
術規畫建議的應用程序(API)之技
術發展特徵與由法國、德國、義
大利等國的商業電視台和公共廣
電，透過歐洲廣播聯盟(EBU)共
同制定的HBBTV標準(ETST TS 102
796 , 2010/06)
示範展示系統架構建議規格書
(ref：III)

17. Dual (2nd) screen application
• The type of “second screen” apps
an amazing opportunity for programme makers to create truly new
& innovative cross-media social and interactive experience
– Programme discovery apps
• The programme guide / EPG use one time
– Check-in app
• But you only return to websites
– Second screen advertising apps
• Ads app can run on TV screen and your table
– Social chat apps
• Let you interect with friends during a programme via Facebook & Twitter
– Programme-specific apps
• Create new cross-media social and interactive experience
• Ex. III solution has a “i” on TV show
– Remote control app
• Old plastic TV remote controls with a smartphone
Ref: EBU

18. 構想
• 架構數種多媒體設備間與使用者間建立良
好互動

19. The Environment where the user watches TV
TV ↔ Social network Group
Individual
Family
Publish his/her (age, willingness,
feeling on social show preferences,
STB
network as & time)
facebook, LinkedIN, Privacy: low
twitter… Friends
(age diversity is
small, same
interest…)
20%-50% Internet Privacy: middle
users have a Strangers
profile on social Ex. Watch World
networls Cup
Privacy: high
Ref: NoTube

20. Arbitron’s PPM Outside the US
Analog Encoder
Digital Encoder
SDI Encoder Base
Station
Household
run Hub Portable
People Meter
test
PPM (Portable People Meter)
http://www.arbitron.com/international/ppm.htm

21. Comparison - Television Ratings System
Similar system
• Existing systems 1. Nielsen in USA
2. Civolution in France
TARiS 5000 Portable People
Machine AimView AlliO Aprico
PeopleMeter Meter (PPM)
Company TNS Arbitron (license Cognovision TruMedia Philips
by TNS)
Technology Analyzing the 1. cover the Use a camera to watch User create
signal(GPRS) is intersection of what consumers are a profile that
sent to TV set media watching is used to
2. Identify where keep track
voices come from?
Drawback Can’t detect Just monitor its Audience may undesirable “log in”
which users owned radio to be monitored frequently
are watching station privacy problem
Limit.. (for one
person)
No real-time statistics
21

22. Media CRM methodology
• CRM (Customer
Relationship
Management)
– Old PPM: No direct
ties btw the
professional media
market & the media
customers
– 2nd Screen provides a
chance to directly
interact with a TV
show
• EPG + user profile
can be combined
together
Ref: vrtmedialab

23. VRT-medialab
Collecting and enriching the consumer data
Ref: EBU
http://www.vrtmedialab.be/en/projects/mediasquare2

24. VRT-medialab - User interface
Screenshot of MediaSquare Front End Data Store
Architecture
My Generation –
ipad App
Ref: vrtmedialab

25. Summary
• Government strategy -> TV markets ->
Scenario design -> case study (III hybrid TV &
another 2nd screen application)
• User behavior becomes more and more
important field
– III living lab runs a field try at 民生社區

27. reference
• Summary the challenges of social TV,
– http://www.slideshare.net/fungfung/summary-the-challenges-of-
social-tv
• Hybrid + Interactive TV designs,
– http://fungsiong.blogspot.com/2011/03/blog-post.html
• CE HTML structure – vkevent,
– http://fungsiong.blogspot.com/2011/05/ce-html-industry-
application.html
• Hybrid TV can produce diversity services,
– http://fungsiong.blogspot.com/2011/09/blog-post.html
• Introduce W3C Widget on Hybrid TV App platform,
– http://fungsiong.blogspot.com/2011/08/w3c-widget-app.html
• Create a good scenario – Agile (step by step)
– Choose your tool, How to write, gather ideas, estimate the
approach, catalog of story smells, planning an iteration
• Blog
– http://fungsiong.blogspot.com/