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DigiTAGWeb LetterAugust 2009 DigiTAG seeks to inform members and non-members about important developments in the digital terrestrial television market. Each month, DigiTAG distributes its web letter with news updates and further exploration of one topic.To subscribe to the DigiTAG Web Letter, send an email to the DigiTAG Project Office. The market for HBB servicesHybrid Broadband Broadcast (HBB) has become a new buzz phrase in the audiovisual industry. While it defines the convergence between broadcast and Internet content for a coherent experience, HBB has been used as a catch-all phrase to include the access of Internet content on a television display. Manufacturers have demonstrated confidence in the emergence of this new market that allows viewers to watch Internet video content directly on their television sets by making many products available. Using the HDMI input, viewers can connect a device, such as Apple TV, Roku, Maxdome set-top box or even a computer, to watch Internet content on their television set. Game consoles such as the Xbox 360, Nintendo Wii, and Play Station 3 also make this possible. In addition, consumer electronics manufacturers have also begun developing Internet connected television sets such as Philips Net TV, Panasonic Viera Cast, Sony Bravia Internet Video Link, and Samsung's Internet@TV. While each of these systems is different, all share the objective of allowing viewers to access some IP content using their television sets, whether it is video content, information services, or enhanced television services. The demand for video content from the Internet is high. Data released by ComScore showed that Internet users in the United States viewed 14.5 billion online videos in March 2009 which represented an 11% increase compared with February. Meanwhile, broadcasters have taken steps to make their content available on the Internet. The demand for broadcaster’s content on the Internet is high as demonstrated by the success of the BBC’s on-demand portal, the IPlayer. As of December 2008, over 180 million programmes have been watched since its release in December 2007. Questions are now beginning to arise on how to bring together the content from a broadband environment and a broadcast environment. In what ways should the different types of content interact with each other? Should the Internet content serve as a supplementary service to existing broadcast services or is it a separate service? Issues for manufacturerAccording to a study released by the Consumer Electronics Association in the United States entitled Net-Enabled Video: Early Adopters Only?, 14.5 million consumers are considering the purchase of an Internet-capable television set in the next 12 months. In another study, conducted by the Diffusion Group on behalf of Intel, 76% of the surveyed group said that having a 'widget toolbar' allowing for access to enhanced content via an Internet connection would be of value. Finding and watching an episode of a television show, proved to be the favorite application for 85% of those surveyed. In addition, according to a new study by ABI Research, 20 million television sets offering wireless connectivity will be shipped worldwide in 2011. This segment is expected to show linear growth at least until 2014. For many manufacturers, the ultimate aim is to ensure that the television set is used as the primary source of video consumption. The source of the video matters little, so long as the content looks good on the display. It is for this reason that manufacturers will be wary of certain content from the Internet. While some on-demand or downloaded HD content may be available, it is not yet widespread on the main sites that viewers use to access video content. Because this content has been destined for viewing on computer screens, viewers are generally aware of the quality limitations of such content. However, poor image quality can have an adverse affect on the viewer's perception of the television display. Thus far, most manufacturers have set limits to the content that viewers
can access on the Internet. Through the use of portals, manufacturers
have served as de-facto gatekeepers by only providing viewers with access
to content that they have previously vetted. With time, however, this
may change. And, already, some manufacturers allow viewers unfettered
access to the Internet. Issues for broadcastersThe availability of Internet video content on television sets poses new challenges for broadcasters. In a situation where a clear distinction is made between broadcast content and Internet content, broadcasters do not face a degradation of the displayed brand. However, should it be possible for viewers to overlay Internet content over a broadcast image, concerns over broadcaster branding and on-screen image integrity will emerge. Viewers may not clearly distinguish between the different sources of content which could generate confusion and weaken the broadcaster's brand value. However, broadcasters can benefit from the availability of Internet content. Supplementary services can be made available to enhance linear broadcast content. For example, access to the broadcaster's Internet portal can provide viewers with on-demand services, further programme information, and EPGs. It is also a means for broadcasters to 'interact' with their viewers. Broadcast interest in such services has been evident in the development of such specifications the BBC's Canvas Project and HBBTV. However, broadcasters will need open ETSI standards to ensure that they can maintain control over their services. Based on the current hybrid receivers available, the use of 'portals' by manufacturers to limit the content that viewers can access on the Internet serves an effective gatekeeper. At this stage, while a few manufacturers allow viewers to freely access the Internet, the difficulty in doing so is a form of deterrent. Manufacturer portals place an additional barrier between content providers and their viewers. They could also potentially limit the type of services broadcasters can provide depending on the rules established by the gatekeeper. Yet the development of open standards for unmanaged Internet TV services has been slow. At this stage, work is just beginning within the DVB Project while the Open IPTV Forum has only recently published a first version of its specification in January. Yet, despite the lack of standardization, viewers have been able to access video content on the Internet, albeit from different vendor-specific sources. The speed of Internet content development has surpassed that of standardization organization. The lack of standardization has been highlighted by the BBC when it noted that it must support 14 different video formats and four different Digital Rights Management (DRM) formats to ensure that its online 'catch-up TV' service, the iPlayer, will work across different Internet and mobile platforms. With such a scenario, the BBC's desire for the use of a single specification to access its content can be better understood and perhaps explains its instigation of the Canvas Project. However, manufacturers and competing broadcasters have been critical of the BBC's role in developing a standard rather than providing the necessary broadcast requirements and then allowing manufacturers to develop the compatible devices. Rather, manufacturers will want to participate in the development of such standards in order to ensure that their technical concerns are taken into consideration. A common profile for interactivity, content security, the delivery, and consumption of content will be necessary. Viewers will increasingly access content from the Internet and find means for watching it on their television displays. This bodes well for the development of hybrid services that can combine both broadcasting and Internet TV. Hybrid broadband and broadcast services present new opportunities for both manufacturers and broadcasters but they must be willing to take up the challenge.
Source: Natalie Mouyal, DigiTAG Project Office About DigiTAGDigiTAG aims to encourage and facilitate the implementation and introduction of digital terrestrial television services using the Digital Video Broadcasting Project's Standard (DVB-T). It has some 60 members from broadcasting, network operators, regulatory, and manufacturing organisations throughout Europe and beyond.Visit the DigiTAG websitePlease contact the DigiTAG office if you have any news that you would like to include in the next DigiTAG Web Letter.To unsubscribe from the DigiTAG Web Letter, please click here and put 'UNSUBSCRIBE' in the subject title of your email. |
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DTT NEWS ROUND-UPFor access to the full articles archive, please go to DigiTAG News Spain - Government approves launch of pay-DTT servicesThe Spanish government has issued a Royal Decree allowing for the introduction of pay services on the DTT platform. It justified its action by noting that the launch of pay DTT services is necessary and urgent. According to the government, pay-DTT services can provide an impetus for the DTT platform in the six month period leading up to the completion of analogue switch-off. In addition, pay-DTT services can provide new business opportunities for broadcasters and provide viewers with a wider range of television options. Source: El Pais
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