S.M.P.T.E. Italian Section 2012 WEBTELEVISION TECHNOLOGY MEETING Milano, 28 febbraio 2012

1. 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.

2. WEBTELEVISION le origini… il paradigma delle telecomunicazioni CONTENTS STREAMER CATALOGUE SERVER HARDWARE APPLICATION PRESENTAZIONE SESSION TRASPORT NETWORK DECODER PLAYER BROWSER CLIENT HARDWARE SOURCE RECEIVER PHISICAL MEDIA SERVICE INTERNET DEVICE malgrado le possibili combinazioni i Servizi di WEBTELEVISION su Rete IP si distinguono in tre famiglie

3. 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 proprietarioconnesso 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).

4. 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. • Youngerviewers 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

5. FREE ACCESS WEB COLLECTION 250 mio.Video 2010 500 mio.Video 2011 900 mio.Video. 2012 (exp) FREE App. FREE App. Review the Mediaset Content tomorrow… (*) 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) (*) July 2011: Historical Record for TGCom.it 474,3 mio pageviews (*) Sept. 2011: Historical Record for Sportmediaset.it 196,9 mio pageviews

6. PREMIUM Play the Over-The-Top SCENARIO X-BOX OTTV ?? OTTV ?? Ipad(future) STB Playstation 3 (future) PCTV OTTV ?? A MULTIDEVICE STRATEGY STB & iDTV; WEB and I-PAD

7. Architecture & Operations Hw & Sw elements for each macroblock PREMIUM Play OTT/WebTV platform: Application Components 2 Video Head-End 4 3 2a 2b 2c Packaging & Encoding Encryption Publishing Distribution Fruition • WebTV client • OTTV client • PRM Nagra • SW MHP • Adaptive streaming • Content delivery network (Telcos) • CMS- Polymedia • Content Catalogue • Live Encoding • Transcoding 1 • Web DRM - Microsoft • OTTV PRM - Nagra • Streaming server • CDN * selector Production & Editorial scheduling • Mondo Mediaset • Digital Video Project • Live sources Web 5 6 Mediaset Existing components Service DeliveryPlatform (SDP) CRM • Service orchestration e SMS • Usage collection • Recommendation engine • Offer catalogue e VOD catalogue • Purchase manager • Web Portal and OTTV back-end OTTV/ Web TV core platform • Billing • VPOS CartaSi • CRM/SMS systems • Ad server • Business intelligence Telco/ISP competences * CDN Content Delivery Network

8. 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: 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 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 TECHNICAL SPECIFICATIONS http://www.hdforumitalia.org 8

9. 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. PUBLISHER 6 4 5 DTT Tivùon SAT TivuOn CPAS Content Protection & Application Security Requirements for Broadband Media Delivery tivùon! Profile implementation specific other Profile implementation specific other Profile implementation specific • DTT • SAT • OTT PUBLICATIONS OPEN PLATFORM baselinerequirements HD Book 2.1 DTT Tivùon CPAS 1.0 HD Book 2.0 SAT

10. Broadband: New Broadcaster challenge Broadcaster acting as a mere Content Provider – PAST IPTV approach Broadcast Network BROADCAST DTT PLAYOUT DTT Head End LIVE LINEAR SCHEDULING HYB-STB A) Telco A) Network Telco A) CDN Telco B) CDN BROADCASTER TELCO A) IPTV PLATFORM IPTV Head End Telco B) Network HYB-STB A) HYB-STB B) 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 HYB STB with DTT Tuner NON LINEAR CATALOGUE VOD TELCO B) IPTV PLATFORM IPTV Head End CONTENT PACKAGING SERVICE

11. Broadcaster becomes a Broadbander Broadcaster operates OTT-TV on CDN’s– PRESENT OTT-TV approach Telco A) Network Broadcast Network BROADCAST DTT PLAYOUT DTT Head End LIVE LINEAR SCHEDULING HYB-STB BROADCASTER Telco A) CDN INTERNET Network BROADCASTER IPTV PLATFORM IPTV Head End IPX Telco B) CDN HYB-STB HYB-STB 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 accessnetwork & subscribers ACCESS PROVIDER • END USER purchase a compliant hybrid decoder or an iDTV set HORIZONTAL DEVICE/iDTV • END USER subscribes to a TELCO or ISPnetwork 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 NON LINEAR CATALOGUE VOD CONTENT PACKAGING SERVICE

12. Broadcaster becomes a Broadbander Broadcaster operates OTT-TV on proper HBB-CDI(*) – FUTURE OTT-TV approach Telco A) Network Broadcast Network BROADCAST DTT PLAYOUT DTT Head End LIVE LINEAR SCHEDULING HYB-STB Broadcaster CDN INTERNET network Telco B) CDN BROADCASTER Telco A) CDN BROADCASTER IPTV PLATFORM IPTV Head End IPX HYB-STB HYB-STB ISP’s INTRANET networks PLATFORM OWNER / ACTOR • 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 ISPnetwork for Internet access OTT-TV access (best effort) • END USER subscribes to a ISPnetwork for Intranet access to service IPTV like access (QoS) • END USER receives broadcast/broadband services by BROADCASTER DUAL Front end STB/iDTV NON LINEAR CATALOGUE VOD CONTENT PACKAGING SERVICE (*) HBB-CDI: Hybrid Broadcast/Broadband- Content Delivery Infrastructure

13. Internet CDN vs. HBB CDI Is there a need for an HBB-CDI ?? <vs.> Internet CDNs Broadcaster HBB CDI Local Content to Local Viewers Broadcast quality video contents streamed on Large Screen Display increase the time spent by the viewers up to 100 min. (feature film) Broadband video streamed contents are prepared with specific quality parameters: resolution, frame rate, codecs suitable for large screen TV display (HD). Broadband video contents is streamed with AS profiles: SD: 0,8 < 2,4 Mb/s.; HD: 1,5 < 4,5 Mb/s. Hi performance HTTP video streamers specifically designed to provide sustained hi speed traffic (long form streaming content) compatible receivers make use of industry standard broadcast quality codecs & containers for a better large screen TV experience Edge nodes capable to either caching off air (DTT) or multicast (IP) broadcast channels. Live channels video contents leverage on optimised broadcast/multicast network solution. Timeshifted video content leverage on caching off air (DTT) broadcast channels. Global Content to Global User Video consumption over PC screens does not exceed 15>20 min. of continuing viewing (snack TV) Internet video streamed contents are prepared with quality parameters: resolution, frame rate, codecs suitable for small/medium PC screens. Internet video is normally streamed with SS profiles at 500 < 1,2 Mb/s. HTTP servers tailored to serve bursty traffic instead sustained hi speed HTTP videos (HTML small objects or graphic components) Hi performance Video streaming engines only applies to Microsoft & Adobe streaming solution specifically designed for PC environments. Content prepositioning mainly designed for VoD services only. Live channels distribution not optimised (unicast) Timeshifted service (PVR) not optimised (unicast)

14. CONCLUSIONS • After IPTV service managed by Telcosand on-line videos provided by the global Content Aggregators: You Tube, Google, Apple.., also Broadcasterscome 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 broadcastand 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 Telcosand 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.

15. GRAZIE marco.pellegrinato@mediaset.it