Copertina Titolo

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.Pellegrinato
Vice Directtore
Ricerca e Progettazione Tecica.
WEBTELEVISION
le origini…
il paradigma delle telecomunicazioni
CONTENTS
APPLICATION
DECODER
STREAMER
PRESENTAZIONE
PLAYER
CATALOGUE
SESSION
BROWSER
SERVER
TRASPORT
CLIENT
HARDWARE
NETWORK
HARDWARE
SOURCE
PHISICAL
MEDIA
RECEIVER
INTERNET
DEVICE
SERVICE
malgrado le possibili combinazioni i Servizi di
WEBTELEVISION su Rete IP si distinguono in tre famiglie
WEBTELEVISION
una 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).
Is Broadcasting still alive ?
Broadcasting is under sledge..
CHANCES
TREATS
• “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.
• 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
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 2010
500 mio.Video 2011
900 mio.Video. 2012 (exp)
(*) 174,5
Review the Mediaset
Content tomorrow…
( *)
milioni pageview (2011)
4,7 mio uni. visitors (2010)
5,2 mio uni. visitors (2011)
July 2011: Historical Record for TGCom.it 474,3 mio pageviews
(*) Sept. 2011: Historical Record for Sportmediaset.it 196,9 mio pageviews
(*) 396
milioni pageview (2011)
7,7 mio uni. visitors (2010)
14,2 mio uni. visitors (2011)
PREMIUM Play
the Over-The-Top SCENARIO
X-BOX
OTTV
??
OTTV
??
Ipad (future)
STB
Playstation 3
PCTV
OTTV
??
A MULTIDEVICE STRATEGY
STB & iDTV; WEB and I-PAD
(future)
Architecture & Operations
PREMIUM
Hw & Sw elements
forPlay
each macroblock
OTT/WebTV platform: Application
Components
-
2
2a
2b
2c
3
4
Distribution
 CMS- Polymedia
1
 Web DRM Microsoft
 Content Catalogue
 Mondo Mediaset
 Live Encoding
 Digital Video
Project
 Transcoding
 OTTV PRM Nagra
 Streaming
server
 CDN *
selector
 Content
delivery
network
(Telcos)
 WebTV client
 OTTV client
 PRM Nagra
 SW MHP
 Adaptive
streaming
 Live sources
Web
5
6
 Service orchestration e SMS
 Usage collection
 Recommendation engine
 Offer catalogue e VOD catalogue
 Purchase manager
 Web Portal and OTTV back-end
* CDN Content Delivery Network
 Billing
 VPOS CartaSi
 CRM/SMS systems
 Ad server
 Business intelligence
Mediaset Existing components
OTTV/ Web TV core platform
Telco/ISP competences
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:
TECHNICAL SPECIFICATIONS
Published by HD Forum Italia for Italian CE industry.
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 SPECIFICATIONS Hybrid 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
http://www.hdforumitalia.org
8
tivùon! Profile for OTT-TV Services
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.
tivùon! Profile
• DTT
• SAT
• OTT
implementation specific
other Profile
other Profile
implementation specific
implementation specific
OPEN PLATFORM
baseline requirements
PUBLISHER
6
DTT
4
Tivùon
5
SAT
TivuOn CPAS
Content Protection
& Application Security
Requirements for
Broadband Media
Delivery
PUBLICATIONS
HD Book 2.1 DTT
Tivùon CPAS 1.0
HD Book 2.0 SAT
9
Broadband: New Broadcaster challenge
1. Broadcaster acting as a mere Content Provider – PAST
IPTV approach
Broadcast
Network
LINEAR
SCHEDULING
LIVE
Telco A) CDN
NON
LINEAR
Telco A)
Network
Telco B) CDN
CATALOGUE
VOD
Telco B)
Network
CONTENT
PACKAGING
SERVICE
PLATFORM
OWNER / ACTOR
• 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
Tuner
HYB STB with DTT
Broadcaster becomes a Broadbander
2. Broadcaster operates OTT-TV on CDN’s– PRESENT
OTT-TV approach
Telco A)
Network
Broadcast
Network
LINEAR
SCHEDULING
LIVE
Telco A)
CDN
NON
LINEAR
CATALOGUE
VOD
INTERNET
Network
Telco B)
CDN
CONTENT
PACKAGING
SERVICE
PLATFORM
OWNER / ACTOR
• 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
Broadcaster becomes a Broadbander
3. Broadcaster operates OTT-TV on proper HBB-CDI(*) – FUTURE
OTT-TV approach
Telco A)
Network
Broadcast
Network
LINEAR
SCHEDULING
LIVE
Telco A)
CDN
NON
LINEAR
CATALOGUE
VOD
Telco B)
CDN
INTERNET
network
Broadcaster
CDN
CONTENT
PACKAGING
SERVICE
ISP’s
INTRANET
networks
PLATFORM
•
•
•
•
•
•
•
•
BROADCASTER operates broadcast & OTT-TV services
TELCO provides to BROADCASTER owned CDN for content distribution
TELCO provides owned access network & subscribers
BROADCASTER locates owned CDN nodes in ISPs network
END USER purchase a compliant hybrid decoder or an iDTV set
END USER subscribes to a TELCO or ISP network for Internet access
END USER subscribes to a ISP network for Intranet access to service
END USER receives broadcast/broadband services by BROADCASTER
(*)
HBB-CDI: Hybrid Broadcast/Broadband- Content Delivery Infrastructure
OWNER / ACTOR
SEAMLESS SRVC PROVIDER
CDN PROVIDER
ACCESS PROVIDER
CDN hosting SLA
HORIZONTAL DEVICE/iDTV
OTT-TV access (best effort)
IPTV like access (QoS)
DUAL Front end STB/iDTV
Internet CDN vs. HBB CDI
Is there a need for an HBB-CDI ??
Internet CDNs
<vs.> Broadcaster HBB CDI
1. Global Content to Global User
1. Local Content to Local Viewers
2. Video consumption over PC screens does not exceed
15>20 min. of continuing viewing (snack TV)
2. Broadcast quality video contents streamed on Large
Screen Display increase the time spent by the viewers
up to 100 min. (feature film)
3. Internet video streamed contents are prepared with
quality parameters: resolution, frame rate, codecs
suitable for small/medium PC screens.
3. Broadband video streamed contents are prepared with
specific quality parameters: resolution, frame rate,
codecs suitable for large screen TV display (HD).
4. Internet video is normally streamed with SS profiles
at 500 < 1,2 Mb/s.
4. Broadband video contents is streamed with AS profiles:
SD: 0,8 < 2,4 Mb/s.; HD: 1,5 < 4,5 Mb/s.
5. HTTP servers tailored to serve bursty traffic
instead sustained hi speed HTTP videos
(HTML
small objects or graphic components)
5. Hi performance HTTP video streamers specifically
designed to provide sustained hi speed traffic (long
form streaming content)
6. Hi performance Video streaming engines only
applies to Microsoft & Adobe streaming solution
specifically designed for PC environments.
6. compatible receivers make use of industry standard
broadcast quality codecs & containers for a better
large screen TV experience
7. Content prepositioning mainly designed for VoD
services only.
7. Edge nodes capable to either caching off air (DTT) or
multicast (IP) broadcast channels.
8. Live channels distribution not optimised (unicast)
8. Live channels video contents leverage on optimised
broadcast/multicast network solution.
9. Timeshifted service (PVR) not optimised (unicast)
9. Timeshifted video content leverage on caching off air
(DTT) broadcast channels.
CONCLUSIONS
•
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.
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.
GRAZIE
[email protected]