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

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

Governments face on Smart TV Software services

• 2009-2015 CAGR=54% – 2009 德法HBB TV標準化 廣電整合電視設備商之聯網電視模式

• 歐洲PSB+終端設備製造商+中介軟體廠商

國家投入

共同標準

邁向廣播&寬頻匯流

• 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&南方傳媒集團

• 2009-2015 CAGR=8% – 2007 acTVila成立(SONY, Sharp,

Panasonic, Toshiba, Hitachi合資)提供開放硬體標準

– 2009 OESF成立 推廣與交流Android 手機以外EM開發

– 電視品牌、終端設備或電信服務與手機應用極廣電標準皆具影響力 (預期2011年中 停止所有類比TV訊號發送)

• 早開始 成長趨緩

走向Multi-platform • 2009-2015 CAGR=45%

– 2009 • Yahoo! TV Widget與國際電視大廠合作 (SONY, Samsung, LG, VIZIO)

• 聯網電視3C通路上架率3成 • 電視營運商推跨PC、TV、手機數位電視服務

• Cable業者展開TV Everywhere服務

– 2010 • Samsung 推出聯網電視應用商店(TV apps)

• Youtube leanback功能簡化之客廳使用方式

Television Revolution

TV 1.0

Broadcast TV

TV 2.0

Connected TV

TV 3.0

Smart TV

Broadcasting

Watching

TV via Internet

Catching, Surfing,

Playing

VHS

Intelligent TV

Sharing, Social

Interlink

Internet TV

電視機大廠開發自己的上網軟體&操作介面

Connected TV

電視機大廠+Yahoo合作內建Yahoo Widget

+ 3rdParty軟體 -

開發商合作上網套件

第一階段 Smart TV

Samsung電視app商店，Google TV

Android 軟體商店與Sony+羅技多家廠商合作共推產品

~2008

2009

2010 2011~

封閉 開放

TV link to Internet Video TV link to Services & Devices One-way Receiver

互連

OTT

streaming

TV apps

store

Social

Net VOIP Multi-

devices

more

第二階段 Smart TV

The schedule about Analog TV switch-off

• Timetable of major countries stop sending analog broadcast signals

Japan Stop schedule: 2011 System: ISDB-T

Korea Stop schedule: 2012 System: DVB-S

Taiwan Stop schedule: 2012 System: DVB-T

USA Stop schedule: 2009 System: ATSC

Australia Stop schedule: 2013 System: DVB-T Subscribers: 2.51M

French, English, Germany

Stop schedule: 2011, 2012 System: DVB-T

Mexico Stop schedule: 2022 System: ATSC Subscribers: 4.76 M

Brazil Stop schedule: 2016 System: ISDB-T Subscribers: 6.97 M

Russia Stop schedule: 2015 System: DVB-T Subscribers: 7.15M

Poland Stop schedule: 2015 System: DVB-T Subscribers: 9.52M

Romania Stop schedule: 2012 System: DVB-T Subscribers: 4.71M

Ref:MIC(2011/10)+ 本專案整理 Argentina

Stop schedule: 2019 System: ISDB-T Subscribers: 5.32 M

數位訊號的轉換記事

China Stop schedule: 2015 System: DTMB Subscribers: 194.73M

India Stop schedule: 2017 System: DVB-T Subscribers: 43.74M

Market: Global Subscribers & Operators

亞洲

拉美

北美

中歐+非洲

東歐

西歐

Ref:MIC(2011/10)+ 本專案整理

2011

2011

BskyB

2010

2011

2011

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

Understand customers' preferences

• 影視觀看需求為使用者的大宗需求

Market – SW & HW on TV Markets Map

大圖：毛利率70% ↑ 中圖：毛利率30%~69% 小圖：毛利率29%↓ HD SD

Operator : 服務營收

Video Content Provider: 營收

Smart TV Software – App market

• 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

Panasonic VIESA SONY

TV apps

LG Apps

Samsung

TOSHIBA

What’s good scenario in living room

Ref: avac

Internet

Satellite Cable Terrestrial

TV Scenario in living room

~ 3m

10-foot UI renderer

2-feet UI renderer

~ 60 cm

(資料來源：UPnP論壇, 資策會整理)

Smart

Entertainment

Connect

Some Hybrid features on TV

Content Provider

Mobile Operators

Mobile Manufacturers

TV/STB Manufacturers

Movie & TV Industry

Mobile Industry

Content Provider

Generalized Hollywood

TV Operators

Ecosystem different

Multi-device, sharing apps

TV content, game, app

store

Touch, gesture,

management

D-Link miiiCASA Pioneer PAIS

Samsung allshare

DLNA

Video, Radio, Photo, File,

Game …

TTV, PTS, ABC, CBS, NHK…

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)

Hybrid Internet Broadcast TV

(ref：III)

Cable, Satellite, Terrestrial broadcasting (DVB-S, C, T)

2 way

Internet B’cast media • Channel I, II, …, N

Internet TV/Video Clip • Youtube, Hulu, …

TV Widget Gallery • Voting service • Recipe service

…

Internet service • Info.: Player info. & statistics

club details

• Fan club: Facebook, social TV,

Forum

• Comm.: chatting room, VOIP

• TV shopping: Food,

Ingredients …

Client site

STB

Inte

rnet

VoD

Widget

B’cast

Server site

Personalization

Hybrid TV – customer-oriented design

電視台示範展示調查分析反饋

國際標準彙整 參與電視台舉辦焦點座談會，簡介展示HIB-TV典型應用。

彙整與分析聯網電視台焦點座談會之問卷，了解電視台對於互動技術服務平台的實際商業需求。

納入同時期歐洲HBB TV – EBU requirements(2010/01)之混合式聯網需求設計原則。

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)

互動應用示範展示介面

示範展示系統架構建議規格書

與台視共同合作。

(ref：III)

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

構想

• 架構數種多媒體設備間與使用者間建立良好互動

The Environment where the user watches TV

Publish his/her feeling on social

network as facebook, LinkedIN,

twitter…

STB

Ref: NoTube

Individual

20%-50% Internet users have a

profile on social networls

Group TV ↔ Social network

Family (age, willingness, show preferences, & time) Privacy: low

Friends (age diversity is small, same interest…) Privacy: middle

Strangers Ex. Watch World Cup Privacy: high

Arbitron’s PPM Outside the US

http://www.arbitron.com/international/ppm.htm

test

run Portable People Meter

Household Hub

Analog Encoder Digital Encoder SDI Encoder Base

Station

PPM (Portable People Meter)

Comparison - Television Ratings System

21

• Existing systems

Machine TARiS 5000

PeopleMeter Portable People

Meter (PPM) AimView AlliO Aprico

Company TNS Arbitron (license by TNS)

Cognovision TruMedia Philips

Technology Analyzing the signal(GPRS) is sent to TV set

1. cover the intersection of media 2. Identify where voices come from?

Use a camera to watch what consumers are watching

User create a profile that is used to keep track

Drawback Can’t detect which users are watching

Just monitor its owned radio station Limit.. (for one person)

Audience may undesirable to be monitored privacy problem

“log in” frequently

No real-time statistics

Similar system 1. Nielsen in USA 2. Civolution in France

• 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

Media CRM methodology

Ref: vrtmedialab

VRT-medialab Collecting and enriching the consumer data

Ref: EBU

http://www.vrtmedialab.be/en/projects/mediasquare2

VRT-medialab - User interface

Screenshot of MediaSquare Front End Data Store Architecture

My Generation – ipad App

Ref: vrtmedialab

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

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/