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MPEGIF Master Class
Next Generation Television Technology and
Business Models
Thursday, 6 September 2007, 10:00 a.m. 5:30 p.m.
Download the audio file from the MPEGIF Master Class at IBC Click here
Thank you to our Sponsors:
The MPEG Industry Forum (MPEGIF) presented an informational Master Class at IBC2007 focused on Next Generation Television Technology and Business Models.
Operators of new IP-based television services and the technologists enabling them exchanged their views on trends and technologies that are changing the way digital multimedia is created, compressed, stored, delivered and monetized. IP is the technology that is finally creating the converged information delivery infrastructure and an ecosystem is emerging, with new video and audio codecs, new middleware and content protection methods and completely new viewing experiences.
IPTV was initially associated with
PTT and Telcos video services delivered over DSL.
However, cable operators implementation of IP-based Switched Digital Video (SDV)
provides the same unicast-based personalized
services to compete with IPTV over DSL while at the same time, freeing up
further bandwidth for High Speed Internet.
However there are still questions
surrounding Next Generation Television that delay investment and launch
decisions. This Master Class, as in previous years at IBC, provided
information to help organizations make important decisions. Service operators
adopting new IP-based video technologies shared their experiences to
date. This session was an interactive session in which heated debates and audience participation was encouraged.
PROGRAM
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10:00 10:10 a.m.
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Introduction and Welcome
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10:10 10:40 a.m.
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Keynote 1
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10:40 11:40 a.m.
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Roundtable Panel 1: The Next Generation Television Business Model
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Some analysts have questioned the
financial sense of some of the new television services currently being
launched or contemplated. Does the revenue coming from a more personalized
service exceed the cost of that personalization? In our multitasking world
how much information can be brought to a display at one time? How will
advertising change over the next 5 years as customers start to control the
timing of video play outs? In addition will the "over the top
services" drain operators ARPU and send them towards the dumb pipe
that they dread becoming. Are there services that operators can add, which
will move them away from that precipice and add to the ARPU?
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11:40 12:10 p.m.
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Keynote 2
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12:10 1:10 p.m.
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Roundtable Panel 2: Stopping the IP Pirates
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A key element of securing revenues in next generation video entertainment is in
the area of Content Security. There is no doubt that the driving mechanism
for next generation video will be IP, but are the content owners still scared
of the I in IP? Does it mean that new operators are going to be plagued
with piracy? Specifically addressing the role of DRM; is DRM doomed to be
proprietary, and which DRM is expected to be dominant (if any)? How does DRM
and service authorization based security co-exist and complement each other?
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1:55 2:10 p.m.
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Welcome Back and Technology Splash
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David Price -- Vice President, MPEGIF/ Vice President, Harmonic
Sebastian Moeritz -- President, MPEGIF / CEO, dicas
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2:10 2:40 p.m.
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Keynote 3
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2:40 3:40 p.m.
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Roundtable Panel 3: New Video Applications & Services
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Next generation media creation and delivery technologies are enabling new
services, which include, Improved Video and TV on Demand (ranking, positioning,
sponsoring, preferences, interactive, self produced etc), Seamless
integration of traditional TV, Personal & anticipated content (local and
regional, educational, affinity and special interest etc), Video Advertising
(relevant & transactional), Mobile TV, Mobile VOD and many other
applications. Can we assume that the most compelling content for video while away from the home
or office will be live content? Or is cached content such as movies going to
be the way to keep the kids quiet in the back of the mini-van? Can standards
really help simplify an increasingly complex ecosystem?
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3:40 3:50 p.m.
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MPEGIF Logo Qualification Update/Awards
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3:50 4:20 p.m.
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Keynote 4
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4:20 5:20 p.m.
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Roundtable Panel 4: So Many Ecosystems So Little Time!
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One thing is sure. IP will dominate
the transmission of information including video. However, there are many
pieces to the puzzle. How do operators manage the proliferation of
Codecs (dominated by MPEG-4 AVC / H.264). Is there a role for standards elsewhere in the ecosystem
or is it best to leave it to Microsoft IPTVe to
provide a tried and tested total system. Are alternative
middleware/ecosystems feasible? What about the other operators? How quickly
will cable move to IPTV, and is the satellite/terrestrial broadband hybrid
model the most cost effective solution?
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5:20 5:30 p.m.
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Conclusions and Closing Remarks & IPod Drawing
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Sebastian Moeritz -- President, MPEGIF / CEO, dicas
David Price -- Vice President, MPEGIF/ Vice President, Harmonic
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Back to MPEGIF Activities at IBC2007
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