s.m.p.t.e. italian section 2012 webtelevision technology meeting milano, 28 febbraio 2012 tv...
TRANSCRIPT
S.M.P.T.E. Italian Section 2012
WEBTELEVISION TECHNOLOGY MEETING
Milano, 28 febbraio 2012
TV non-lineare Mediaset:“Web e OTT-TV, aspetti tecnologici & trends”
M.PellegrinatoVice Directtore
Ricerca e Progettazione Tecica.
SERVICE INTERNET DEVICE
WEBTELEVISIONle origini…
il paradigma delle telecomunicazioni
CONTENTS
STREAMER
CATALOGUE
SERVER
HARDWARE
DECODER
PLAYER
BROWSER
CLIENT
HARDWARE
APPLICATION
PRESENTAZIONE
SESSION
TRASPORT
NETWORK
SOURCESOURCE RECEIVERRECEIVERPHISICAL
MEDIA
malgrado le possibili combinazioni i Servizi di WEBTELEVISION su Rete IP si distinguono in tre
famiglie
WEBTELEVISIONuna parola, molti significati..
le coniugazioni della WEBTELEVISION
• PC-TV: originata da tutti i soggetti che stanno sul WEB: Content Providers, Broadcasters, Operatori, ISPs. Adotta la tecnologia Internet e il contenuto è destinato principalmente ai PC. I contenuti vengono selezionati attraverso WEB Browser e visualizzati tramite player software.
• IP-TV: originata dalle Telco che raccolgono o comprano contenuti dai Broadcasters e dalle Majors per offrirli esclusivamente agli utenti connessi sulle loro reti IP attraverso un STB proprietario connesso al proprio Televisore
• OTT-TV: originata bai Broadcasters per i device connessi alla rete Internet: STBs e iDTV set retail. Offrono un accesso non lineare ai propri contenuti adatti principalmente allo schermo televisivo: catch-up TV, Video on Demand, Virtual Linear Channels,… E’ la risposta pubblica dei Broadcasters (OTT-TV) alla IPTV selettiva delle Telco (IPTV).
• Widget Gallery: è una forma di OTT-TV originata dai TV manufacturers per i Connected TV Internet disponibili sul mercato retail. Fanno da gatekeeper di contenuti e servizi offerti da Broadcasters e Content Providers, originati per Internet e riadattati allo schermo televisivo. E’ la risposta dell’Industry ai Broadcasters (OTT-TV) e alla Telco (IPTV).
Broadcasting is under sledge..
Is Broadcasting still alive ?
• “Broadcasting is dead” broadcast TV popularity decrease of interest on younger viewers
• Connected TV: multimedia contents are aggregated by manufacturers on their own Widget TV portals.
• Google TV, NETFLIX and Apple TV increase their appeal offering value content to Internet population.
• Younger viewers prefer Internet to TV Programs
• UGC (*) and Best of breed TV Programs can be easily downloaded online by internet aggregators than on TV.
TREATS• Telco’s IPTV has not taken off as expected:
undistinguished offering of contents with a lack of original productions reduce interests on customers
• Internet population growths up quickly as per business revenues and bandwidth capacity.
• Hybrid devices availability. They are close to become a commodity
• OTT-TV: a new seamless experience between linear broadcast and non linear broadband access: Live Tv; Catchup TV; Timeshifted TV
CHANCES
BROADCASTER NEEDS A NEW DEFENSIVE STRATEGY:
•EXTEND TRADITIONAL BROADCAST TV EGEMONY TOWARDS NEW APPEALING ON DEMAND LIKE EXPERIENCE
“FROM LINEAR TO NON-LINEAR FRUITION”
* UGC: User Generated Contents
FREE ACCESS WEB COLLECTION
250 mio.Video 2010500 mio.Video 2011900 mio.Video. 2012 (exp)
(*) July 2011: Historical Record for TGCom.it 474,3 mio pageviews(*) Sept. 2011: Historical Record for Sportmediaset.it 196,9 mio pageviews
(*) 174,5 milioni pageview (2011)4,7 mio uni. visitors (2010)5,2 mio uni. visitors (2011)
(*) 396 milioni pageview (2011)7,7 mio uni. visitors (2010)14,2 mio uni. visitors (2011)
Review the Mediaset Content tomorrow…
FREE App.
FREE App.
the Over-The-Top SCENARIO
PREMIUM Play
A MULTIDEVICE STRATEGY STB & iDTV; WEB and I-PAD
OTTV??
OTTV??
OTTV??
PCTV
STB
X-BOX
Ipad (future)
Playstation 3 (future)
Hw & Sw elements for each macroblockOTT/WebTV platform: Application Components
Architecture & Operations
5
Service orchestration e SMS Usage collection Recommendation engine Offer catalogue e VOD catalogue Purchase manager Web Portal and OTTV back-end
4
WebTV client
OTTV client
PRM Nagra
SW MHP
Adaptive streaming
Billing VPOS CartaSi CRM/SMS systems Ad server Business
intelligence
6
Content delivery network (Telcos)
Distribution
3
2
2b
CMS- Polymedia
Content Catalogue
Live Encoding
Transcoding
Web DRM - Microsoft
OTTV PRM - Nagra
2c
Streaming server
CDN * selector
2a
WebWebWebWeb
1
Mondo Mediaset
Digital Video Project
Live sources
Mediaset Existing components
OTTV/ Web TV core platform
Telco/ISP competences
PREMIUM Play
* CDN Content Delivery Network
DGTVi: Digital Broadcasters Association
Italian TV Profile: “Open, Interactive, Hybrid ..and now
Secured” HD Book 2.1: a coordinated set of baseline requirements for Digital TV Industry in Italy:
8
HD Book DTT 2.1, edited in cooperation with DGTVi for the Digital Terrestrial platform (DTT). It is the technical reference for DGTVI Certification Program: “Bollino Gold”
MAIN TECHNICAL SPECIFICATIONSHybrid networks support (dual front End)• DVB-T & T2 (DTT broadcast front end)• IP port (ethernet) with HTTP 1.1 streaming (IP broadband front end)Middleware• MHP 1.1.3 (GEM)Codecs• SD - MPEG 2 ML@MP; Audio MPEG 2 LII• SD/HD - H264AVC codec HiP@L4;Audio AAC, HE-AAC, MP3• Multichannel Audio : Dolby Digital +Containers • MPEG2-TS (broadcast/broadband)• MP4 (broadband)Content Protection• CAS embedded (STB) – CI+CAM (iDTV)- (broadcast)• DRM- support to MPEG-CENC Format Adaptive Streaming• MPEG-DASH
TE
CH
NIC
AL
SP
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IFIC
AT
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ST
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HN
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L S
PE
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TIO
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http://www.hdforumitalia.org
Published by HD Forum Italia for Italian CE industry.
tivùon! Profile for OTT-TV Services
9
TivuOn CPAS
Content Protection & Application Security Requirements forBroadband Media Delivery
46 5DTTDTT SATSATTivùonTivùon
HD Book 2.1 DTT Tivùon CPAS 1.0 HD Book 2.0 SAT
PUBLICATIONS
PUBLISHER
other Profileimplementation specific
tivùon! Profileimplementation specific
OPEN PLATFORMbaseline requirements
other Profileimplementation specific
• DTT• SAT• OTT
Italian Open platform & specific Profiles on top
Reference model adopted to extend platform requirements to specific profiles is the following:
• Open Platform: horizontal, open to common standards (DVB; ETSI; EITF; OIPF; ISO-MPEG).
• Multi Profiles: set of implementation specific criteria & service functionalities on top.
Broadband: New Broadcaster challenge1. Broadcaster acting as a mere Content Provider –
PASTIPTV approach
Telco A) CDNTelco A)Network
Broadcast Network
LINEAR LIVESCHEDULING
Telco B) CDN
Telco B) Network
CONTENT SERVICEPACKAGING
NON LINEAR
VODCATALOGUE
• BROADCASTER provides contents to Telco IPTV platforms CONTENT PROVIDER
• TELCO provides proper content aggregation, distribution, provisioning SERVICE PROVIDER
• TELCO rent hybrid STB to proper subscribers VERTICAL DEVICEs
• END USER subscribes to a TELCO network only for VOD Service SINGLE SERVICE per STB
• TELCO pays Content to BROADCASTER
• END USER receives broadcast FTA/PAY service from DTT network HYB STB with DTT Tuner
PLATFORM OWNER / ACTOR
Broadcaster becomes a Broadbander2. Broadcaster operates OTT-TV on CDN’s– PRESENT
OTT-TV approach
Telco A) CDN
Telco A)Network
Broadcast Network
LINEAR LIVESCHEDULING
INTERNETNetwork
CONTENT SERVICEPACKAGING
NON LINEAR
VODCATALOGUE
• BROADCASTER operates both Broadcast & OTT-TV Services SEAMLESS SRVC PROVIDER
• TELCO provides to BROADCASTER owned CDN for content distribution CDN PROVIDER
• TELCO provides owned access network & subscribers ACCESS PROVIDER
• END USER purchase a compliant hybrid decoder or an iDTV set HORIZONTAL DEVICE/iDTV
• END USER subscribes to a TELCO or ISP network for Internet access OTT-TV access (best effort)
• both Broadcast & OTT-TV Content owned by BROADCASTER
• END USER receives broadcast/broadband services by BROADCASTER DUAL Front end STB/iDTV
Telco B) CDN
PLATFORM OWNER / ACTOR
Broadcaster becomes a Broadbander3. Broadcaster operates OTT-TV on proper HBB-CDI(*) –
FUTUREOTT-TV approach
Telco A) CDN
Telco A)Network
Broadcast Network
LINEAR LIVESCHEDULING
INTERNETnetwork
CONTENT SERVICEPACKAGING
NON LINEAR
VODCATALOGUE
• BROADCASTER operates broadcast & OTT-TV services SEAMLESS SRVC PROVIDER
• TELCO provides to BROADCASTER owned CDN for content distribution CDN PROVIDER
• TELCO provides owned access network & subscribers ACCESS PROVIDER• BROADCASTER locates owned CDN nodes in ISPs network CDN hosting SLA• END USER purchase a compliant hybrid decoder or an iDTV set HORIZONTAL
DEVICE/iDTV• END USER subscribes to a TELCO or ISP network for Internet access OTT-TV access
(best effort)• END USER subscribes to a ISP network for Intranet access to service IPTV like
access (QoS)• END USER receives broadcast/broadband services by BROADCASTER DUAL Front
end STB/iDTV
Telco B) CDN
Broadcaster CDN
ISP’sINTRANETnetworks
(*) HBB-CDI: Hybrid Broadcast/Broadband- Content Delivery Infrastructure
PLATFORM OWNER / ACTOR
Is there a need for an HBB-CDI ??
Internet CDN vs. HBB CDI
1. Global Content to Global User
2. Video consumption over PC screens does not exceed 15>20 min. of continuing viewing (snack TV)
3. Internet video streamed contents are prepared with quality parameters: resolution, frame rate, codecs suitable for small/medium PC screens.
4. Internet video is normally streamed with SS profiles at 500 < 1,2 Mb/s.
5. HTTP servers tailored to serve bursty traffic instead sustained hi speed HTTP videos (HTML small objects or graphic components)
6. Hi performance Video streaming engines only applies to Microsoft & Adobe streaming solution specifically designed for PC environments.
7. Content prepositioning mainly designed for VoD services only.
8. Live channels distribution not optimised (unicast)
9. Timeshifted service (PVR) not optimised (unicast)
Internet CDNs1. Local Content to Local Viewers
2. Broadcast quality video contents streamed on Large Screen Display increase the time spent by the viewers up to 100 min. (feature film)
3. Broadband video streamed contents are prepared with specific quality parameters: resolution, frame rate, codecs suitable for large screen TV display (HD).
4. Broadband video contents is streamed with AS profiles: SD: 0,8 < 2,4 Mb/s.; HD: 1,5 < 4,5 Mb/s.
5. Hi performance HTTP video streamers specifically designed to provide sustained hi speed traffic (long form streaming content)
6. compatible receivers make use of industry standard broadcast quality codecs & containers for a better large screen TV experience
7. Edge nodes capable to either caching off air (DTT) or multicast (IP) broadcast channels.
8. Live channels video contents leverage on optimised broadcast/multicast network solution.
9. Timeshifted video content leverage on caching off air (DTT) broadcast channels.
Broadcaster HBB CDI<vs.>
• After IPTV service managed by Telcos and on-line videos provided by the global Content Aggregators: You Tube, Google, Apple.., also Broadcasters come to the playground with their OTT-TV services aimed to regain competitiveness on TV business bringing back lost viewers to Television and TV set.
• Throughout OTT-TV service, the Broadcasters intends to set a new benchmark in IP offerings, leveraging on the coexistence of broadcast and broadband networks. The viewer will endorse a better user experience on a smart mix of seamless linear and non-linear content fruition, using legacy hybrid receivers: TV STB and iDTV set.
• Some Broadcasters will try to extend their competence in the new arena also playing the role of content distributors upon owned broadband networks in a fair coopetition with Telcos and ISPs to gain value and reduce costs.
CONCLUSIONS
Q: Broadbander: a new stakeholder in the network competitive arena. Treat or chance for Telcos ?
A: If all stakeholders will enter in a Coopetitive scenario and leave every actors on the field to play its own role: Brodcasters, Telcos, ISPs, there will be chances enough in the media supply chain, to benefit of a win win solution on respect of the enduser needs.
