KeyMedia Trends - tech.ebu.ch

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The DVB-I initiative in relation with Key Media TrendsStan Baaijens

Chairman, DVB Promotions & Communications Module

9 October 2019Tunis, Tunisia

Update on DVB-I

Key Media Trends

Key Media Trends• Personalisation

– Choice of content– Order of presentation– Style of presentation (per device)

• Immersiveness– Deeper level of engagement (for SOME content)– Implies high quality

• Convenience– Ubiquitous access– Portability– Easy navigation/selection

• Interaction

• Low cost

Key Media Trends• PSM have started their transformations (digital) in various

aspects

• Urgency is to change in order to stay relevant and competitive

• Technology is a key enabler to the transformation

• Digital Skills

• Digital Tools

• New workflows based on IP and cloud

• New ways of interacting with the audience

• Data driven and personalized content

• Etc.

The digital journey is unavoidable

Challenges for the broadcaster

• Reduce COSTS

• Maximize REACH

• Improve QUALITY OF SERVICE

• Enable INNOVATIVE MEDIA SERVICE

• Improve STRATEGIC POSITION

Key objectives

In order to realise the key media trends &

challenges for the broadcaster, the future of technology

has to be smart!

UNDERSTANDABLE USABLE

TRUSTWORTHYUSEFUL

• Easy to learn• Simple

• Easy to use• Not distracting

• Reliable• Relationship builder

• Value of time• Value for money

Smart technology

Introducing DVB-I“Television without Limits”

DVB-I is an initiative to bring together broadcast and OTT television. To bridgethe two worlds with standards that will apply equally to both hybrid and pure

OTT use cases.

The elements of DVB-I

What is DVB-I?

• DVB already has DVB-T (terrestrial), DVB-C (cable) and DVB-S (satellite)• DVB-I will be a new addition, where the I stands for Internet• DVB-I will deliver services over the Internet to devices with broadband access

– …meaning “over the top”– …but also over managed networks, with operator support

• The user experience of DVB-I can be similar to DVB-T, C and S• All devices with Internet access are in scope, not just TVs and STBs

Why is DVB-I needed?

• The Internet has transformed how we access TV…

Why is DVB-I needed?• These services are deployed as apps• Apps allowed innovative services to develop outside the traditional processes of

the media industry, but…• Users:

– Content is segregated into independent apps– Not all apps are on all platforms

• Broadcasters:– Apps need to be provided and maintained for multiple platforms– How to get your app noticed?

• Manufacturers:– Many apps to support and certify– Hard to provide a consistent user experience– Multiple solutions to same problem

Why is DVB-I needed?

• DVB-I does for IP services what DVB-T/C/S do for broadcast• Services are signalled and distributed in a standardised manner, so a specific app

is not required• A receiver can present an integrated list of services and content, including DVB-I

and broadcast services• Users don’t have to know or care whether a service arrives via broadcast or IP• Broadcasters can deploy a service once to a wide range of devices• Manufacturers can make a single consistent user experience for DVB-I (and

broadcast) services

DVB-I Process of Commercial Requirements

• Commercial Requirements contents:– Background and Scope– External Influences– Relevant work inside and outside DVB– Use cases– Commercial Requirements

DVB-I Use cases

• Use cases, written from points of view of:– Broadcaster– TV / STB Manufacturer– Existing OTT Service Provider– Mobile Operator– Network Operator

• The commercial requirements were derived from these use cases

DVB-I Areas of applicability

• Commercial Requirements –areas of applicability:– Any device with an internet connection and a media player– May or may not have a DVB tuner– Will work over broadband, wifi, mobile networks, …– OTT or with network operator support– Can be received with a standard receiver or a downloaded application

DVB-I Service types

Commercial Requirements –service types:• Broadcast-like:

– Linear TV– Free and pay TV– Parental control– A/V, subtitles, associated applications, …

• Specific to IP:– Video on Demand– “Scheduled VoD”– Personalized services

• DVB-I platform can be stand alone or integrated with broadcast

DVB-I User experience

• Commercial Requirements –user experience:– Can be similar user experience to DVB-T/C/S– Navigation possible with channel list and programme guide (which may include

broadcast and IP services)– Zapping times between linear channels similar to broadcast

DVB-I Service discovery and trust

• Commercial Requirements –service discovery and trust:– Critical issue –who provides the service list?– Has commercial, legal and technical implications– Many thousands of channels may be technically available to a users– How to ensure only legal, trusted services are available?– DVB-I specification will support a number of scenarios

Testing, Validation and Verification

• DVB has decided to help the industry adopt its technology more easily• DVB-I will be the first major specification to benefit• Aims for DVB-I include:

– Accelerating and assisting deployments• Help service providers create interoperable services• Help manufacturers create interoperable clients

– Verify that specification is correct– Create framework for experimentation and further development

Development of Internet Services

DVB Solutions

DVB Solutions for Broadband

Television

DVB Solutions for Broadcast

Television

DVB Solutions for Hybrid Television

DVB-I

DVB-I Component Standards

Area Standard DescriptionService Discovery

DVB-SR Service discovery via hierarchical service repositories

Service Information

DVB-ISI Service information delivered over broadband (internet service information)

Audio/Video Transport

DVB-DASH Standardized and profiled adaptive bit-rate HTTP-based streaming

DVB-MABR Adaptive Bit Rate unicast content over a multicast network

DVB-I in Operator and Operatorless Environments

DVB Solutions for Hybrid Television

DVB solutions for Broadband Television

Operator Based

Broadcast service list enhanced by the operator

Service list provided by operator

Operatorless Broadcast services list enhanced through registry based service discovery

Service list constructed through registry based service discovery

DVB-I: DVB on any device

• Terrestrial Operators (DVB-T/T2)• Satellite Operators (DVB-S/S2/SX)• Cable Operators (DVB-C)

DVB Operator Types for Hybrid Television

Background – Terrestrial Operators (DVB-T/T2)

• Owned by a consortium of broadcasters and/or national infrastructure operator

• Operates as a horizontal market – devices sold in retail, controlled by a certification regime

• Main consumer device is a integrated digital TV (IDTV)• Primarily driven by advertising funded free-to-view content (occasionally

some pay content)• Number of Channels limited by spectrum, not market demand• Limited HD services and unable to evolve to full scale UHD services due

to bandwidth constraints

Characteristics of a Terrestrial Operator

• DigitalUK/Freeview (GB)• Freeview Australia (AU)• Freeview NZ (NZ)• Tivu (IT)• TDF/TNT/Salto (FR)• Cellnex/tdt/LOVEStv (ES)• Freenet (DE)• Antenna Hungaria (HU)

Example Terrestrial Operators

• Pressure on the spectrum available for TV services (i.e. 800 and 700 clearance)• Declining linear TV viewing – putting pressure on business models – particularly in

younger age groups• Declining advertising revenues due to competition from digital advertising• Emergence of new OTT TV services increasing competition for eye-balls and control of

the main living room▪ Global and regional SVOD services (Netflix, Amazon, NOW)▪ Skinny Pay-TV bundles bundle (YouTube TV)

• Consumer expectations of the quality of experience are shifting ever higher • Video standards (UHD, HDR, HFR) are demanding greater bandwidth which is unlikely to

be available to DVB-T/T2 services

Their World TodayRelevance and business model are under threat

• Continued horizontal market solutions supporting direct to TV services• Enhanced content discovery services – helping consumers find content they want to

watch from the operator’s services• Enhanced metadata (logos, Images, cast, reviews, trailers) for content within operator’s

services• OTT delivered linear channels to enhanced linear bouquet, mixed in with traditional

broadcast channels, with a seamless consumer experience• Links from linear services to on-demand services (restart, catch-up, box sets)• Ability to offer clearly identified pay services (event and channels)

▪ DRM available with most TVs• Ability to automatically provide alternative enhanced quality channels (e.g. UHD) via

OTT• Support for new forms of advertising (i.e. Addressable/Targeted Advertising)• Ability to provide services to OTT only devices

Terrestrial Operators’ Hybrid Requirements

Background – Satellite Operators(DVB-S/S2/SX)

• Free-to-view Satellite Operators• Pay-TV Satellite Operators

There are also free-to-air satellite services such as Astra 19.2 but there is no effective operator from which hybrid services could be provided

Characteristics of a Satellite Operator: Two Segments

• Free-to-view Satellite Operators▪ Owned by a consortium of broadcasters and/or satellite operator▪ Often established as DVB-T fill-in service, but developed beyond this ▪ Operates as a horizontal market – devices sold in retail, controlled by a certification regime▪ Main consumer device is a integrated digital TV (IDTV)▪ Primarily driven by advertising funded free-to-view content▪ Unable to sustain UHD services due to bandwidth costs vs. revenue opportunity▪ Experimenting with limited pay-TV services

• Pay-TV Satellite Operators▪ Owned by international TV operator or publicly listed▪ Operates as a vertical market – proprietary set-top boxes provided by the operator▪ Main consumer device is a set-top box (increasingly a PVR)▪ Primarily driven by pay-TV subscriptions▪ Business model for UHD services is questionable give bandwidth cost vs potential audience

Characteristics of a Satellite Operator

Example Satellite Operators

Example Free-TV Satellite Operators• HD+ (DE)• Tivusat (IT)• Fransat (FR)• Freesat (GB)

Example Pay-TV Satellite Operators• CanalSat (FR)• DigiTurk (TR)• DSTV (ZA)• Foxtel (AU)• NTV Plus (RU)• OSN (AE)• Sky (GB)• Sun Direct (IN)• Tata Sky (IN)• Viasat (US)

• Declining linear TV viewing – putting pressure on business models –particularly in younger age groups

• Declining advertising revenues due to competition from digital advertising• Emergence of new OTT TV services increasing competition for eye-balls

and subscription revenues▪ Global and regional SVOD services (Netflix, Amazon, NOW)▪ Skinny Pay-TV bundles bundle (YouTube TV)

• Consumer expectations of the quality of experience are shifting ever higher

Their World Today

Business model is under threat

• Continued horizontal market solutions supporting direct to TV services• Enhanced content discovery services – helping consumers find content they want to

watch from the operator’s services• Enhanced metadata (logos, Images, cast, reviews, trailers) for content within operator’s

services• OTT delivered linear channels to enhanced linear bouquet, mixed in with traditional

broadcast channels, with a seamless consumer experience• Links from linear services to on-demand services (restart, catch-up, box sets)• Ability to offer clearly identified pay services (event and channels)

▪ DRM available with most TVs• Ability to automatically provide alternative enhanced quality channels (e.g. UHD) via

OTT• Support for new forms of advertising (i.e. Addressable/Targeted Advertising)• Ability to provide services to OTT only devices

Free-TV Satellite Operators’ Hybrid Requirements

• Enhanced content discovery services – helping consumers find content they want to watch from the operator’s services

• Enhanced metadata (logos, Images, cast, reviews, trailers) for content within operator’s services

• OTT delivered linear channels to enhanced linear bouquet, mixed in with traditional broadcast channels, with a seamless consumer experience

• Links from linear services to on-demand services (restart, catch-up, box sets)• Ability to offer clearly identified pay services (event and channels)

▪ DRM available with most TVs• Ability to automatically provide alternative enhanced quality channels (e.g.

UHD) via OTT• Support for new forms of advertising (i.e. Addressable/Targeted Advertising)• Ability to provide services to OTT only devices

Pay-TV Satellite Operators’ Hybrid Requirements

Background – Cable Operators(DVB-C)

• Country wide consolidation is being followed up by international consolidation• Broadband internet access is main driver for business, TV business is focused on pay-

TV subscriptions• Operates as primarily in a vertical market – proprietary set-top boxes provided by the

operator• Also supports vertical market with CI+ CAMs for direct to TV services• Main consumer device is a set-top box • VOD has been a major part of offering (delivered in-band) with variable financial success• Business model for UHD services is questionable give bandwidth utilization vs

potential audience

Characteristics of a Cable Operator

• NOS (PT)• Numericable (BE)• Starhub (SG)• UPC (NL)• Virgin Media (GB)• Vodafone Kabel Deutschland (DE)• Ziggo (NL)

Example Cable Operators

• Demand for high-speed broadband (DOCISIS) driving business• Difficult to balance bandwidth requirements for TV service vs broadband• Declining linear TV viewing – putting pressure on TV subscription business

models – particularly in younger age groups• Emergence of new OTT TV services increasing competition for eye-balls,

control of the main living room and TV subscription revenues▪ Global and regional SVOD services (Netflix, Amazon, NOW)▪ Skinny Pay-TV bundles bundle (YouTube TV)

• Consumer expectations of the quality of experience are shifting ever higher • Risk of becoming a “dumb pipe” provider only.

Their World TodayNeed better bandwidth utilisation

• OTT delivered linear channels mixed in with traditional broadcast channels, with a seamless consumer experience, to achieve better bandwidth utilization

• Extend direct-to-TV solutions to support full range of TV offering• Enhanced content discovery services – helping consumers find content they

want to watch from the operator’s services• Enhanced metadata (logos, Images, cast, reviews, trailers) for content within

operator’s services• Links from linear services to on-demand services (restart, catch-up, box sets)• Ability to automatically provide alternative enhanced quality channels (e.g.

UHD) via OTT• Support for new forms of advertising (i.e. Addressable/Targeted Advertising)• Ability to provide services to OTT only devices

Cable Operators’ Hybrid Requirements

DVB’s Future Activities for DVB-I

• DVB broadcast standards have evolved for over more than two decades• DVB-I will also not stand still - maintenance and extension with new features will

continue into future

• DVB-I may also be relevant beyond DVB’s traditional membership• For example: it will be possible to deploy DVB-I over 5G networks

• The future will be shaped by DVB’s members!

So, why DVB-I?

• To retain their competitive position and access new markets and demographics, traditional television broadcasters are increasingly looking to exploit the internet as a delivery mechanism for their services.

• With DVB-I, linear television services on the internet will be signalled and distributed in a standardized manner – individual services will not require specific apps or integration.

• Broadcasters and other content providers will be able to deploy common services across a wider range of devices.

• Manufacturers will be able to make a single consistent user experience for all video services.

Conclusions

Conclusions

• DVB-I enables the delivery of DVB services over the Internet• Services:

– will reach more users…– on more devices…– and users without access to traditional broadcast reception

• Users:– will be able to access more services– won’t need to know or care whether a service reaches them via DVB-T/C/S or DVB-I

• DVB:– will support its members with new deployment options– brings opportunities support new parts of the industry– extends DVB’s relevance outside the traditional broadcast domain

Next milestone

• The first DVB-I specifications, covering service information and content guides, should be approved in November 2019.

• In parallel with the specification work, DVB will take steps to provide resources for verification and validation of the specs and to help implementers test their implementations.

• DVB World 2020 (9-11 March, Valencia, www.dvbworld.org) will be the next milestone to demonstrate progress towards service launches.

DVB-I demo @ IBC 2019

https://youtu.be/xgVIsavkyR8

Let’s keep in touch!

Thank you for your attention!

Stan BaaijensCEO, Funke Digital TV

Steering Board member, DVB Chairman, DVB Promotions & Communications Module (PCM)

[email protected]

Presentation made in collaboration with

Background slides

DVB technology is the foundation of TV services globally.It sets the standard for satellite, cable, terrestrial and IP-based services.

DVB’s flagship specifications

Delivery

Source Coding & Multiplexing Content Security

Applications & ServicesComplemented by: