Cross Platform Delivery Issues, Opportunities and Challenges Professor Dennis F. Kehoe LJMU Presentation, 24 th April 2013.

Cross Platform DeliveryIssues, Opportunities and

Challenges

Professor Dennis F. Kehoe LJMU Presentation, 24th April 2013

Denholm Logistics

• Introduction

• Background to cross-platform Local TV

• Digital opportunities

• Technical, business and distribution challenges

Agenda

Professor Dennis F. Kehoe LJMU Presentation, 24th April 2013

Denholm Logistics

• AIMES is a Cloud Services Provider spun out of the University of Liverpool to exploit the business opportunities from utility/ grid/cloud computing.

• AIMES hosts a number of media platforms including the Bay TV IPTV service.

AIMES Introduction

• AIMES recently invested £2m in new data centre facilities at Kilby House.

• AIMES infrastructure includes high capacity fibre network, large scale compute and storage resources and highly resilient data centre capacity.

Professor Dennis F. Kehoe LJMU Presentation, 24th April 2013

Denholm Logistics

Background – Local TV

"Birmingham Alabama has eight local TV stations, despite being a quarter of the size of our Birmingham that… doesn't even have one." Jeremy Hunt, Former Secretary of State for Culture, Olympics, Media and Sport

" The Pothole Paradox and why local TV is destined to fail….. there are many things in our lives that are considered newsworthy, but the very nature of these events mean that they are only newsworthy to a limited number of people.." The Economist

Professor Dennis F. Kehoe LJMU Presentation, 24th April 2013

Denholm Logistics

Background – the Second Screen

The number of U.S. mobile subscribers watching video on their mobile devices rose more than 40 percent year-over-year between 2010 and 2013.Projected growth in mobile video advertising over the period 2010 to 2015 is 1000% for national and 4000% for local advertising.

In the UK currently TV viewed on other devices is a small part of total viewing according to BARB. This data in terms of on-line consumption represents either a huge anomaly or a huge opportunity

Professor Dennis F. Kehoe LJMU Presentation, 24th April 2013

Denholm Logistics

Background – Digital Landscape

34 million people watch BBC TV news every week - the highest figure since 2006.Live linear is still the core of television viewing today, accounting for about 85% of total viewing across all devices and 89% of total television viewing

US Local TV channels deliver four “killer apps”;

• News• Sport• Weather• Travel

Services are streamed live with pre-reel and conventional web advertising.

Professor Dennis F. Kehoe LJMU Presentation, 24th April 2013

Denholm Logistics

Opportunities – Demand

• Live video follows the traditional TV viewing pattern.• This might change as mobile operators provide faster

cheaper access to data.• Video streaming services must track this usage pattern

to maximise returns.• Making use of cloud scaling architecture is essential.

SRC - http://downloads.bbc.co.uk/mediacentre/iplayer/iplayer-performance-jan13.pdf

Professor Dennis F. Kehoe LJMU Presentation, 24th April 2013

Denholm Logistics

Opportunities – Reach

Global brands with an extended reach to over 100m people

Professor Dennis F. Kehoe LJMU Presentation, 24th April 2013

Denholm Logistics

Opportunities – Focus

“I know that half of my advertising dollars are wasted ... I just don’t know which half.” (John Wanamaker, the father of modern advertising)

C-MAP Project;The Community-Media

Analytics Platform:

Captured Data Targeted Content Delivery

Live TV

stream

Upload

video

Live TV

stream

“Studio”

Community Suite

PC viafixedlineMobile devices

Mobile devices

Analytics tools

Hosting Platform

Professor Dennis F. Kehoe LJMU Presentation, 24th April 2013

Denholm Logistics

Challenges – Technical

Ana

lytic

s

Man

agem

ent

Highly Redundant Platform

HLS Flash Webm

Other

Transcode

Delivery

Adv

ertis

emen

t G

ener

atio

n an

d tr

acki

ng

Live Feed

Geo Cloud Bursting Private Cloud

End Users

ONE Project;OurNet Everywhere

Platform

Professor Dennis F. Kehoe LJMU Presentation, 24th April 2013

Denholm Logistics

Challenges – Business Models

Revenue model based upon user transactions rather than conventional advertising or subscription models

Trials suggest micro-revenue model scales quickly when driven by community relevant content and usage

Partnership with BT Openreach to deliver OurNet services in conjunction with L-DTPS content to RSL’s with over 4m homes in the UK

Professor Dennis F. Kehoe LJMU Presentation, 24th April 2013

Denholm Logistics

Challenges – Distribution

Professor Dennis F. Kehoe LJMU Presentation, 24th April 2013

Home AIMES

OurNet Project;The Community IPTV

Platform:

Streaming Media Stack

VDSL Delivery

Tablet TV

Denholm Logistics

• Local TV presents opportunities for cross platform distribution which addresses the “pothole paradox” through providing new demand, new reach and new mechanisms for audience targeting

• “Crown Jewel” services of News, Sport, Weather and Travel are ideal content to drive cross platform consumption of local media output and to provide new business models around users analytics and transaction-based services

• Projects over the past 12 months to overcome the technical challenges around scalable streaming, sentiment analysis and micro billing have led to the development of new platforms suitable for L-DTPS services

• AIMES investment in a new 1.5MW resilient cloud computing campus here in Liverpool has been made to help exploit these new opportunities

SUMMARY

Professor Dennis F. Kehoe LJMU Presentation, 24th April 2013

Questions and Answers