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Introduction to Datacasting Over Digital Television Streaming Media West June 20, 2001
What is Digital Television?
Revolutionary Change Existing TV sets will not receive it Totally separate physical plant
4:3 Aspect Ratio
16:9 Aspect Ratio
Digital carrier can transmit any digital content The television content is sent as data
What is Digital Television?
Digital Television uses the same RF propagation as analog TV Same Radio Shack antenna will work
Digital Station
Analog Station
Ch. 6
Ch. 7
Ch. 8
Ch. 9
Ch. 10
Ch. 11
Ch. 12
6 Mhz
6 Mhz
6 Mhz
6 Mhz
6 Mhz
6 Mhz
6 Mhz
What is Digital Television?
DTV sends a stream of digital packets HDTV SDTV Data Null
>103,000 packets per second (188 bits/packet) The packet header identifies the packet as High Definition TV,
SDTV, MP3 files, Web pages, Databases or other content
When will it happen?
195 stations digital now ~ 10% of total
Timelines All commercial stations must be digital by May 1, 2002 All non-commercial one year later (May 1, 2003) All analog TV goes away in May 2006 Assuming 85% of the population can receive a digital signal
Although above timelines are the current law, they will almost certainly be extended
What is Datacasting over DTV?
Data Broadcasting Just like existing television Multicast one-to-many
Uses a portion of the existing digital television signal to broadcast nontelevision content Nichecasting Targeted / Proprietary data distribution Content can be aimed at audiences too small to
justify using mainstream television
0110010111011011 1101110011010100 1110101000111001 0110100110100101
How Does it Compare?
Advantages Cost Inexpensive receive equipment
One-to-Many economies Infrastructure built out Wireless Provisioned very quickly
Ubiquitous coverage
Disadvantages One way Portable – Not mobile Nationwide coverage several years away
How Does it Work?
Digital Television is a 19.39 Mbps “pipe” MPEG-2 native transport, but IP can be encapsulated Bandwidth required for DTV varies from 3.5 Mbps to 19.39 Mbps Data can use opportunistic to 15.9 Mbps Rates will improve over time
How Does it Work?
19.4 Mbps
High Definition
How Does it Work?
Standard Definition
19.4 Mbps
High Definition
How Does it Work? Multicast Program 5 Program 4 Program 3
Program 2
Program 1
19.4 Mbps
How Does it Work? Data Standard Definition
19.4 Mbps
High Definition
Why Bother?
Internet never meant to be One-to-Many Computer
Computer
Unicast
Computer
Computer
Server
Computer
Success = Failure for large webcasts 3-5 users watching the same high quality stream consume all
of a T-1’s bandwith Packet loss in the Internet cloud
Why Bother?
Television is a Multicast Medium Computer
Computer
Multicast
Computer
Computer
Server
Computer
Multicasting is much more efficient when the same content is going to multiple locations 20 Million people typically watch one network TV program
Why Bother?
Users want television quality, not small windows at low data rates Bring all of the benefits of television to proprietary video distribution by using …
Television! Average television viewer watches 50 hours/week
Consumers
Television Reaches 99% of the US Population Consumers will be switching to DTV receivers over time Many will be datacast enabled Interactive television will also be possible
Computers can be used to receive DTV now $100 - $400 plug in card or USB device Computers will eventually ship with DTV tuners
Business Customers
Most businesses have a thin connection to the outside world
Internet External 1.5 Mbps
Business Customers
Choke point is connection to the outside world Much more bandwidth available internally
Internet External 1.5 Mbps
Internal bandwidth 100 Mbps 1 Gbps 10 Gbps
Business Customers
Digital Television Provides an Alternative Path
Internet External 1.5 Mbps
Internal bandwidth 100 Mbps 1 Gbps 10 Gbps
Business Customers
Or bypass the internal backbone completely!
Who is Doing it?
SpectraRep iBlast Wavexpress Dotcast
SpectraRep is an Integrator We handle everything from distribution to antenna installation
Business Customer Focus Partner with Technology Companies Open systems Buy what you need
Satellite Distribution / Backbone Successfully Deployed Local markets now (145 stations) Regional / National / Consumer in the future
Flexible Digital Rights Management Smartcards, dongle, software or none
Consulting Offer
Customer Examples
Business to Employee Training Communication
Distance Learning Retail Kiosks Point of Sale displays Database updates
Market Specific DC – Government Las Vegas – Conventions, Gaming, Hospitality San Francisco – Technology Los Angeles – Entertainment
DTV to Customer
SpectraRep Network Diagram DTV Tower
Satellite Direct to Customer Satellite
Acquisition
Preparation Satellite dish
Satellite dish
Content
Satellite Backbone to DTV Satellite
Satellite dish
Satellite dish DTV Tower
Consumer Oriented Movies, music, games, software updates Free to end user Content providers pay based on content delivered
Centralized NOC (Content Ingestion Center) Regional / National Distribution 243 Stations (not all digital yet) Internet Connection Required for E-Commerce Popular Content Broadcast on a Rotating Basis Content Providers will Underwrite Hardware Costs
Consumer Oriented Movies, music, games, software updates Free to end user
Revenue Models Subscription, Purchase, Pay-Per-Use, Rent-to-Own Prepaid model, supports micro transactions Users must register a credit card
Uses Proprietary Hardware Dongle for Security Software allows customization so just the content the user is
interested in is saved to the hard drive
Interactive TV
Consumer Oriented Customizable Software Interface Works with Analog TV now, Transition to Higher Data Rates over DTV in the Future Uses a proprietary “Dot Box” Receiver Outboard device with its own storage
Distribution Through Some PBS Stations
Summary
Digital Television offers a 19.39 Mbps digital pipe reaching 99% of the US Population DTV Datacasting is available today in the largest markets, all markets in 1-2 years Very economical for multicast content Viable for Enterprise customers today, consumers in 2-4 years. Complex process, but big payoff
Mark O’Brien Executive VP SpectraRep, Inc. 703-227-9690 [email protected]
What is Digital Television?
Revolutionary Change Existing TV sets will not receive it Totally separate physical plant
4:3 Aspect Ratio
16:9 Aspect Ratio
Digital carrier can transmit any digital content The television content is sent as data
What is Digital Television?
Digital Television uses the same RF propagation as analog TV Same Radio Shack antenna will work
Digital Station
Analog Station
Ch. 6
Ch. 7
Ch. 8
Ch. 9
Ch. 10
Ch. 11
Ch. 12
6 Mhz
6 Mhz
6 Mhz
6 Mhz
6 Mhz
6 Mhz
6 Mhz
What is Digital Television?
DTV sends a stream of digital packets HDTV SDTV Data Null
>103,000 packets per second (188 bits/packet) The packet header identifies the packet as High Definition TV,
SDTV, MP3 files, Web pages, Databases or other content
When will it happen?
195 stations digital now ~ 10% of total
Timelines All commercial stations must be digital by May 1, 2002 All non-commercial one year later (May 1, 2003) All analog TV goes away in May 2006 Assuming 85% of the population can receive a digital signal
Although above timelines are the current law, they will almost certainly be extended
What is Datacasting over DTV?
Data Broadcasting Just like existing television Multicast one-to-many
Uses a portion of the existing digital television signal to broadcast nontelevision content Nichecasting Targeted / Proprietary data distribution Content can be aimed at audiences too small to
justify using mainstream television
0110010111011011 1101110011010100 1110101000111001 0110100110100101
How Does it Compare?
Advantages Cost Inexpensive receive equipment
One-to-Many economies Infrastructure built out Wireless Provisioned very quickly
Ubiquitous coverage
Disadvantages One way Portable – Not mobile Nationwide coverage several years away
How Does it Work?
Digital Television is a 19.39 Mbps “pipe” MPEG-2 native transport, but IP can be encapsulated Bandwidth required for DTV varies from 3.5 Mbps to 19.39 Mbps Data can use opportunistic to 15.9 Mbps Rates will improve over time
How Does it Work?
19.4 Mbps
High Definition
How Does it Work?
Standard Definition
19.4 Mbps
High Definition
How Does it Work? Multicast Program 5 Program 4 Program 3
Program 2
Program 1
19.4 Mbps
How Does it Work? Data Standard Definition
19.4 Mbps
High Definition
Why Bother?
Internet never meant to be One-to-Many Computer
Computer
Unicast
Computer
Computer
Server
Computer
Success = Failure for large webcasts 3-5 users watching the same high quality stream consume all
of a T-1’s bandwith Packet loss in the Internet cloud
Why Bother?
Television is a Multicast Medium Computer
Computer
Multicast
Computer
Computer
Server
Computer
Multicasting is much more efficient when the same content is going to multiple locations 20 Million people typically watch one network TV program
Why Bother?
Users want television quality, not small windows at low data rates Bring all of the benefits of television to proprietary video distribution by using …
Television! Average television viewer watches 50 hours/week
Consumers
Television Reaches 99% of the US Population Consumers will be switching to DTV receivers over time Many will be datacast enabled Interactive television will also be possible
Computers can be used to receive DTV now $100 - $400 plug in card or USB device Computers will eventually ship with DTV tuners
Business Customers
Most businesses have a thin connection to the outside world
Internet External 1.5 Mbps
Business Customers
Choke point is connection to the outside world Much more bandwidth available internally
Internet External 1.5 Mbps
Internal bandwidth 100 Mbps 1 Gbps 10 Gbps
Business Customers
Digital Television Provides an Alternative Path
Internet External 1.5 Mbps
Internal bandwidth 100 Mbps 1 Gbps 10 Gbps
Business Customers
Or bypass the internal backbone completely!
Who is Doing it?
SpectraRep iBlast Wavexpress Dotcast
SpectraRep is an Integrator We handle everything from distribution to antenna installation
Business Customer Focus Partner with Technology Companies Open systems Buy what you need
Satellite Distribution / Backbone Successfully Deployed Local markets now (145 stations) Regional / National / Consumer in the future
Flexible Digital Rights Management Smartcards, dongle, software or none
Consulting Offer
Customer Examples
Business to Employee Training Communication
Distance Learning Retail Kiosks Point of Sale displays Database updates
Market Specific DC – Government Las Vegas – Conventions, Gaming, Hospitality San Francisco – Technology Los Angeles – Entertainment
DTV to Customer
SpectraRep Network Diagram DTV Tower
Satellite Direct to Customer Satellite
Acquisition
Preparation Satellite dish
Satellite dish
Content
Satellite Backbone to DTV Satellite
Satellite dish
Satellite dish DTV Tower
Consumer Oriented Movies, music, games, software updates Free to end user Content providers pay based on content delivered
Centralized NOC (Content Ingestion Center) Regional / National Distribution 243 Stations (not all digital yet) Internet Connection Required for E-Commerce Popular Content Broadcast on a Rotating Basis Content Providers will Underwrite Hardware Costs
Consumer Oriented Movies, music, games, software updates Free to end user
Revenue Models Subscription, Purchase, Pay-Per-Use, Rent-to-Own Prepaid model, supports micro transactions Users must register a credit card
Uses Proprietary Hardware Dongle for Security Software allows customization so just the content the user is
interested in is saved to the hard drive
Interactive TV
Consumer Oriented Customizable Software Interface Works with Analog TV now, Transition to Higher Data Rates over DTV in the Future Uses a proprietary “Dot Box” Receiver Outboard device with its own storage
Distribution Through Some PBS Stations
Summary
Digital Television offers a 19.39 Mbps digital pipe reaching 99% of the US Population DTV Datacasting is available today in the largest markets, all markets in 1-2 years Very economical for multicast content Viable for Enterprise customers today, consumers in 2-4 years. Complex process, but big payoff
Mark O’Brien Executive VP SpectraRep, Inc. 703-227-9690 [email protected]
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