Quo Vadis, Broadcasting. Mediaday, Innopoli, Espoo, September 25, 2012 Ville Ollikainen, VTT

Transcription

1 Quo Vadis, Broadcasting Mediaday, Innopoli, Espoo, September 25, 2012 Ville Ollikainen, VTT

2 2 Presentation in Two Parts 1. Nelme foresight 2. My thoughts

3 Nelme New Electronic Media: Partners Industrial partners: YLE (coordinator) MTV ANVIA TIETO Finland Jutel Sofia Digital Genelec Research subcontractors: VTT (coordinator) TUT Metropolia Edited by Ville Ollikainen /

4 Nelme: Five Work Packages Technology trends Erkki Aalto, Metropolia Metropolia, VTT, Yle, Anvia, Jutel, Tieto, Sofia Digital, Genelec Business Models Ulf Lindqvist, VTT VTT, Yle, Anvia, Tieto, Sofia Digital WP5 WP1 NELME WP2 Production processes and Workflows Leena Norros, VTT VTT, Yle, MTV, Jutel, Tieto, Sofia Digital, Genelec Ambient media Experiece Artur Lugmayr, TUT TUT, Yle, Jutel, Sofia Digital WP4 WP3 New User Driven Services Anu Seisto, VTT VTT, Yle, MTV Edited by Ville Ollikainen /

5 Foresight (Nelme 2011) Micropayment Olympics OTT/Hbb - 3rd party - ecosystems Tablets Social media - UGC Larger screens PVR HDTV broadcasts Ad skipping IPTV/Hbb - controlled Pay TV 2013: Personal Viewing : Nonlinear TV Internet sets the pace to : Slow HD

6 > 2016 Foresight Content Shopping Social Media Operator Dominance Proactive Broadcasters Open Internet Value Added Content and Services Print Media Intervention 2013: Personal Viewing : Nonlinear TV New Advertizing Models IP Audio 2013: Slow HD Home Theaters Ecosystem Dominance Pay-TV Critical Audience Broadcast as Usual

7 Foresight: 2 Axes -> 4 Main Scenarios #1: Linear broadcasting Exclusive content rights #2: Online mass media Broadcast as Usual Value Added Content and Services Pay-TV Proactive Broadcasters Print Media Intervention Limited broadband Critical Audience Home Theaters Social Media IP Audio New Advertizing Models Operator Dominance Ecosystem Dominance Content Shopping Open Internet World of broadband #3: Specialized audiences Open digital market #4: Nonlinear era

8 8 Beyond 2016 #1: Linear broadcasting Limited broadband #3: Specialized audiences Broadcast as Usual Critical Audience Home Theaters Social Media Exclusive content rights Pay-TV IP Audio Open digital market New Advertizing Models Proactive Broadcasters Operator Dominance Ecosystem Dominance Content Shopping Open Internet #2: Online mass media -- + Value Added Content and Services Print Media Intervention World of broadband + #4: Nonlinear era

9 9 Companies to Watch (in Finland) Yle, MTV, Sanoma Digita, Anvia, DNA, Elisa, Sonera TVkaista, booxtv Kesko, S-ryhmä Time Warner (HBO), Netflix Amazon, Hulu, Disney Sony, Samsung, LG Apple, Nokia, Google/Android

10 10 N.B. Broadcasters vs Broadcasting I should mention this Broadcasters are NOT only broadcasting Large broadcasters have a strong brand, known by everyone have original content have engaged audience chances for broadband success, too A wish list: broadband formats which take advantage of broadcasts a technology bridge between broadcast and broadband (HbbTV)

11 11 HbbTV (Hybrid Broadcast Broadband) #1: Linear broadcasting Exclusive content rights #2: Online mass media Broadcast as Usual Value Added Content and Services Pay-TV Proactive Broadcasters Print Media Intervention Limited broadband Critical Audience Home Theaters Social Media IP Audio New Advertizing Models Operator Dominance Ecosystem Dominance Content Shopping Open Internet World of broadband #3: Specialized audiences Open digital market #4: Nonlinear era

12 12 HbbTV A standardized bridge between broadcast and broadband Web standards and best practices Supported by main CE manufacturers In use in Germany In Finland (perhaps no )? MHP disaster still in mind HbbTV seen as a value added platform only - not a bridge? fear that HbbTV came in too late, better to wait for something new? don t want to tell people: A new TV set again! Will there be any unifying standards after HbbTV? the last (intercity) train? (In order to avoid MHP disaster, could HbbTV be modestly launched as the next generation Teletext?)

13 13 My thoughts

14 14 Stuff for Techies HD -> 4k 3D 2 x FullHD in both directions Soon but not in broadcast (8k not feasible in living rooms, rather 4k3D) Limited support, but is here LCD -> OLED New benchmark for image quality MPEG DASH HEVC Adaptive HTTP streaming: making bits flow through the Internet

15 15 HEVC (this is important!) High Efficiency Video Coding ( H.265 ) predecessor H.264 = Advanced Video Coding, MPEG-4 AVC 50% bit rate saving compared to H % bit rate saving compared to MPEG-2 (in DVB-T transmissions) Decoding slightly more demanding than AVC Schedule for standard: January 2013 Takes a couple of years to enter consumer market by Christmas season 2014? Broadband first (urgent need)

16 16 HEVC: What Does It Mean? (Part 1/2) One broadcast multiplex with HEVC Broadband with HEVC

17 17 HEVC: What Does It Mean? (Part 2/2) DAMMIT! A new TV One broadcast multiplex with HEVC OH YEAH! Broadband with HEVC

18 18 An Observation Broadcast audience seems to have a tendency to reject innovations, whereas broadband audience seems to embrace them. Ville Ollikainen 2012 DAMMIT OH YEAH! Photo: Walid Hassanein

19 19 Contact Information Ville Ollikainen Senior Scientist VTT Technical Research Centre of Finland

20 20 VTT - 70 vuotta teknologiaa yhteiskunnan ja elinkeinoelämän hyväksi