TV Anytime Shanghai IDE

1. TV AnytimeShanghai IDE Simon Parnall Chairman - TV Anytime Forum & Director of Advanced Technologies, NDS

2. PVRs and Local Storage • The computer industry has given us Moore’s ‘self-fulfilling’ prophecy; • Once applied just to numbers of transistors on silicon, now applied to almost everything; • Hard disk drives are providing capacity that doubles every year with increasing reliability, by new technology, reduced production costs, greater volumes; • It is the ‘revolution’ of the hard disk drive that is transforming the way we watch TV in our homes.

3. Price trends Random-access memory Factor of 2 in 18 months Hard disks Factor of 2 in 12 months

4. What can a PVR do? • Manage and label recordings easily and automatically; • Record a programme or series by ‘clicking’ on the promo trail; • Record things it ‘thinks’ you may like; • Record and replay at the same time; • Pause a “live” programme; • Rewind, fast forward and action replay; • Make magazine programmes easy to watch through indexing; and • “Skip” advertisements!

5. So who’s threatened? • Content owners • Worried that MP3 / Napster is just the start • Content retailers / renters • Arrival of new on-line distribution models • Broadcasters • Channel brands lose value • Advertisers • Will anyone watch adverts any more?

6. Viewers benefit • Personal TV, delivering the programmes I want, when I want them • Shared TV, because we can still talk about the programme at the coffee machine the next day • Democratic TV, because channel controllers lose much of the power to drive programme ratings • Interactive TV, because viewers will be able to reply & respond to broadcasters and content providers.

7. Broadcasters benefit • Personal TV - means you know your audience, and the things they like • Building a relationship - using agents both inside and outside the box, to promote and deliver the programmes the audience really want • Providing feedback through a partnership built on trust - with clearly defined benefits and voluntary participation • To deliver more of what people want, to more people, for more time - not less • Removing the cry - “there’s nothing on TV!”

8. Content Providers benefit • Why are there more magazines now than ever? • Entry costs of production have been dramatically reduced by electronic publishing, meaning that it’s easier than ever to create a new title • Costs of distribution are cut to almost zero by the Internet, meaning that your title can reach the whole world • Storage based TV creates the opportunity to make programmes that benefit from indexing (eg magazines) and interactivity

9. And Advertisers too….. • We’ve never had an involuntary audience - people have clicked and flushed! • No one forces you to read a newspaper or magazine advertisement - but people do • Let’s accept that people will skip the adverts they’re not interested in - and look at those that capture their imagination • And let’s use the opportunity to take TV advertising from pure emotion, to information and to fulfillment

10. The role of standards • Choose carefully which problems to solve; • Reliance on proprietary solutions: • leads to vertical market implementations • restricts viewers to a single service or a single content provider • locks together the broadcaster, the service provider and the STB manufacturer • Broad adoption of standards will lead to: • lower costs for service providers and for device manufacturers • a greater and wider choice of content for consumers

11. The TV-Anytime Forum • The TV-Anytime Forum is a non-profit association of organisations which seeks to develop specifications to enable audio-visual services based on persistent local storage • We have a deliberate policy to be platform ‘agnostic’ and produce specifications that can be introduced to all digital platforms, in all three major market areas (Europe, USA and Asia)

12. TVAF - Principles The TV-Anytime Forum has produced phase one specifications that: • enable applications to exploit local persistent storage in consumer electronics platforms • are ‘agnostic’ about the means for content delivery to consumer electronics equipment; including the various digital broadcast delivery mechanisms (ARIB, ATSC, DVB etc.) and the Internet • have been developed in conjunction with other bodies (MPEG, SMPTE etc) in order to achieve this

13. TVAF IPR • All submissions made to calls had to be accompanied by a statement giving “fair and non-discriminatory use”, a requirement for ETSI too; • We do not, of course, know which other companies (who have not submitted) may think they have a claim on the TVAF specs; • VIA licensing have put out a call for essential IPR (with our agreement) and they are expected to put together quickly a pool of essential licensees; • We expect this to be at a very low cost.

14. TVAF - Adoption • In Europe, DVB has incorporated TVAF specifications into its standard; • In the USA, ATSC has chosen to use TVAF metadata; • In Japan, ARIB have incorporated TVAF into their standard S/38; • IPTC have chosen to adopt TVAF metadata for a worldwide publishing interchange standard. • We are very happy!

15. TVAF Current Work • Phase One • Specifications which can benefit devices which have hard-disc technology; • These specifications have been standardised and published through ETSI. • Phase Two • Work in progress, to be published 2004/05; • Covers content packaging & management, rightful sharing, advertising support including interaction and targeting. • Please share with us in this work