PARTNERS

Ilaria Pellini (Digintel) - Valencia 3rd May 2012

FUNDING

TV: evolution and possibilities

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TV History Digital TV and Interactivy

TV Trends Connected/Smart TV

What Future?

Appendix - Links

Index

01 TV History

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TV is the most popular and widespread electronic medium today.

Do you know its history?

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1897

CTR

1928

Black TV Broadcasting1934 Germany1936 UK1938 US, URSS1950 Korea1954 Italy

1936 1950 1955

First TVs were sold(US / UK)

Color TV Broadcasting1954 US1960 Japan1967 UK, Germany1972 Italy1980 Korea

1954 - '80s

First wirelessremote control

First wiredremote control

1934 1954 - '80s 1998

Launch of Digital Cable, Satellite and Terrestrial

1999

Launch of IPTV

Today

Connected TV

RC with touchpad, keyboards and pointing system

INVENTION MASS PROD. COLOR DIGITAL SMART TV

Voice and motion control

RC with a lot of buttons and functionalities

02 Digital TV and Interactivity

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The most important innovation after the introduction of the color in 60's /

70's has been the transition to Digital TV.

Why?

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Why is digital better?

Digital signal

>> is less prone to interference than analog signals.

>> since it is just a string of numbers,it can be reproduced exactly, an unlimited number of times. By contrast, analog signals cannot be copied perfectly. Each copy of an analog audio or video recording will have deterioration.

>> is more secure because it is easier to encrypt.

...and most of all →

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Digital signals are more efficient than analogue signals because:

>> it can be compressed far more than an analog signal. Compression allows stations to fit more information in the signal so more services can be broadcast using less bandwidth capacity (multicasting / datacasting embed digital data into the streams)

>> digital broadcast offersimprovements in terms of picture and sound quality.

>> digitalization of the television signal enebles interactivity

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DTV (digital television) refers simply to the digital broadcast and reception of digitaltelevision signals delivered by a range of media as distinct from the traditional analoguemethod of transmission:

>> cable>> satellite>> terrestrial (via the ether)>> through a telephone line (ADSL, optical fibre) → IPTV (internet protocol television)

All it needs is a television and a set top box. (STB)

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IDTV involves the transmission of digital signals together with a capacity for ‘interaction’ between the service users and the service providers.

Interaction is possible thanks to ‘return path’ (also knows as 'back channel' or 'return channel'), which enables a two-way communication.

With this return channel, the users choices can be send as data bytes to the service provider through phone line (for satellite or terrestrial viewers) or cable service.

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>>Two way Interactivity / Conversational interactivityThis is what the technological purist defines as «true» interactivity. The user sends data to a service provider or other user, which travels along a return path, and the service provider or user sends data back, either via the return path itself or «over the air». Two-way interactivity presupposes «addressability»—the senders and receivers must be able to address a specific dataset to another sender or receiver.

>>One way interactivity / Consultational interactivityIn this, the viewer sends back a signal to the service provider via a return path, but there is no ongoing, continuous, two-way, real-time dialogue, and the user doesn’t receive a personalized response (choice from an existing selection).

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Interactive TV

Servicesproduced specificallyfor use on the TV set

Web accessservices via theTV set

Enhanced TVaccompanying the videostream with related supplementary information

Interactive servicesindependent ofTV programmes

03 TV Trends

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CONNECTED TVAn Internet-enabled TV set or set-top box with advanced functions. Nowadays most manufactorers provide connected tv devices with their current and new product lines.

You can: >> access the web and surf the net through web browsers. >> have access to interactive contents and features, as:

Apps → They have played a leading role in making smart phones the awesome devices they are today. Apps provide a never-ending supply of new content to learn from or play with and an easier and more efficient access to to communication tools. The same could be for TV. Having access to apps will let users control what additional features, games or widgets they want to use, ultimately leading to a more controllable, and enjoyable viewing experience.

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Custom Streaming Connected TVs will also allow viewers to choose what they want to watch, and when. Content producers continue to align their service offerings to support a streaming mode. In US Netflix and Hulu have also helped push the streaming model to the mainstream. User control is one of the largest game changing features of connected TV.

→ Video on demand (VOD) servicesVOD systems either stream content allowing viewing in real time, or download it to a device.→ Catch Up (Replay TV) services Catch Up TV is a more specific term to refer to a VOD service where users could watch recent episodes of current TV series. It allows to watch your favourite TV show even after the original broadcast without the need to record.Either of these servies can in theory offered by many of the different players depending on the contracts.

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A research by Nielsen found that 70% of tablet users and 68% of smartphone owners used their device while watching television. A lot of people use their devices as a distraction from what they are watching but other users use their second screen as an add-on to discuss about the shows and to obtain related info.

SECOND SCREENSecond screening is the new way to consume broadcast content.In essence, second screen involves using a second display device, like a smartphone, laptop or tablet, while watching television.

There is a greater chance of interacting with users during TV shows and the challenge is to engage them: many companies beginning to look at ways to control the way consumers second screen.

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SOCIAL TV It is digital interaction between people about television content or their digital interaction with that content.Television has always had a social dimension but now television is about to become a social experience in a broader sense and TV shows will become more and more socially integrated.

This phenomena started spontaneously with:>> the rise of entertainment checkin services (Miso, GetGlue,..)>> the emergence of the companion app on smart phone & tablets,

But leading media companies has often understood the potential of this trens to engage their audience throughout theentire viewer lifecycle so...

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A) they encourage vievers to tap social netwtorks while they're watching TV shows.

B) start creating apps (TV app and second screen app) for their shows: - to enhance view er experience; - to boost users to talk about the show with their social circle; -to provide marketers with a new way to serve advertising content, gather consumer data and utilize instant feedback from conversations within the app.

...

Marketers can use pre-show promotional content to drive conversations and build viral buzz, ultimately driving more live viewers During the show, broadcasters can use second screen applications to engage live viewers and boost partecipation (polling, voting, betting, live Tweet or FB chat). After the show they can post extra, making of and behind the scenes contest to drive ongoing debate.

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3 MAIN DIFFERENT POINTS OF VIEW ABOUT TV

>> Live TV is the heart of the experience, and Smart TV has to provide advanced services “on top of TV”. ItS aim should be enhance the TV viewers' experience with content and services coming from the Internet in a seamless experience.

>> Non linear content will rule the TV viewing,and promote on-demand : the “Over The Top” services.

>> the entry point is the device, and that TV should be enabled on every device with the same in-depth content offering:

04 Connected / Smart TV

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The rise of the Smart TV will be one of the most prominent trends this year. Google announced partnerships with several electronics manufacturers (Sony, LG, Samsung, Vizio and Nyxio) to push Google TV embedded devices. Accordint to Google, over 150 TV applications are already available,and thousands of Android smartphone applications can be used as well.

Besides, TV makers have their own operating systems for smart TVs and they will continue to release models using your own OS and their market apps as well.More than 1,400 Smart TV apps are now available in the Samsung Content Market, and the number of third-party developers has grown from 550 to 25,000 in just two years. LG’s own Smart TV platform (on 60 percent of LG TVs) has more than 1,200 apps.

In addition set top boxes like Boxee, ROKU or AppleTV, and game consoles such as Xbox can be used to turn any TV into some form of connected TV.

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Connected TV Penetration Forecast

Source: DisplaySearch Quarterly TV Design and Features Report

Connected TV is expected to achieve high penetration rate is expected in western Europe in the next few years.

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Connected TV Penetration Forecast

Source: DisplaySearch Quarterly TV Design and Features Report

In 2011, more than 27% of TVs shipped worldwide will be able to connect to a network, a figure that is expected to rise 54% to 155 million by 2015.

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Global TV set connected to the internet Penetration Forecast

There are several ways by which a TV set can be connected to the internet. The most popular at present is via the fixed games console (Wii, PlayStation 3 and Xbox), which accounted for 79 million of the end-2010 total.The number of connected TV sets will exceed the number of connected games consoles by end-2012.

Source: Digital TV Research

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What about the actual SmartTV scenario for developers?

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Developers have to deal with a fragmented ecosystem in which a lot of different manufactures and platforms coexist

Manufacturer's specific Smart TV platforms

Middleware provider for TV set or TV companion box

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What's better? A native App or a an adapted website? In theory to reach the largest possible customer base, you should target the Web browser. But you have to consider that not every connected device has web browsers support and the access to online content is is allowed only through Apps.

Generally Smart TV platform or middleware public SDK (Software Development Kit) and/or NDK (Native Development Kit) to enable third-party developers to create applications for it, and an app store so that the end-users can install and uninstall apps themselves, just like for Smart Phones.

But current TV apps are mostly proprietary and have to be adapted from one brand to another.

So, once again, what's better?

05 What Future?

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Maybe Smart TV will be the way of the future, or maybe not... Tv sets are evolving and

consumers' TV usage is changing too but at present nobody can

predict what the realfuture of tv will look like...we can just wait and see users' reaction

06 Appendix - Links

TV EVOLUTION and FUTURE

The Evolution of TV → http://www.youtube.com/watch?v=BWNXfoplvMQ

The Future of Smart TV (Samsung) → http://www.youtube.com/watch?v=6BVlcbKOprY

The Future of Television (Cisco) → http://www.youtube.com/watch?v=dRsAnaBG3No

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SECOND SCREEN / SOCIAL TV COMPANION APPS

Zeebox → http://www.youtube.com/watch?v=eYD-GrrA4L4

TheChanner → http://www.youtube.com/watch?v=LNlmi2PsavY

Vualla → http://www.youtube.com/watch?v=Kmh6YhFtPhw

Miso (sync experience) → http://www.youtube.com/watch?v=iQpCDc_6SgI

Starhub → http://www.youtube.com/watch?v=ah1egWhYn74

Companies App

Heineken → http://www.youtube.com/watch?v=XP5yySEZub8

“Bambi” Movie (Disney) - Blue Ray → http://www.youtube.com/watch?v=s2PFwbW_WQw

“Real Steel” Movie - Blue Ray disk→ http://www.youtube.com/watch?v=gA12UshPSyY

“Cowboys and aliens” Movie - Blue Ray → http://www.youtube.com/watch?v=xM_jN8CYtH4

Social TV on TVset

Samsung social tv → http://www.youtube.com/watch?v=zvETgYeMiUg

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SMART TV

Panasonic Viera → http://www.youtube.com/watch?v=khMTVpBaJpw

Samsung Smart TV → http://www.youtube.com/watch?v=JV6JLcjVJiA

Samsung Smart Hub → http://www.youtube.com/watch?v=lEGheaABwAA

Sony Google TV → http://www.youtube.com/watch?v=gf57KkKr9HE

Vizio Google TV → http://www.youtube.com/watch?v=fjmrLaEFzu8d

LG Google TV → http://www.youtube.com/watch?v=odWCUqn_0K0

Toshiba → http://www.youtube.com/watch?v=sdIlGSd-nwM

LG → http://www.youtube.com/watch?v=l16SJnz1sxo

LG Smart TV upgrader → http://www.youtube.com/watch?v=Ch7yIPsVcRQ

Lenovo → http://www.youtube.com/watch?v=T4E5-vPpyHI

Intel → http://www.youtube.com/watch?v=MuC6HK0ZjVg

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REMOTE CONTROL SYSTEM

LG Magic Motion → http://www.youtube.com/watch?v=w0bdRhoCxmQ

Samsung Smart TV Voice and Motion Control → http://www.youtube.com/watch?v=aGqzyviV4eg

Vingo Voice Assistant → http://www.youtube.com/watch?v=SOxzlliWbx0

Samsung Smart TV – QWERTY Remote Control → http://www.youtube.com/watch?v=86cVK92jEc8

Samsung Smart Touch Control → http://www.youtube.com/watch?v=3nJxZHEiz0g

Philips Remote Control → http://www.youtube.com/watch?v=xqx2HvvV00s

ToshibaTablet Remot App Capable (TRAC) → http://www.youtube.com/watch?v=Gcc71_jFXx4

Samsung Smart Tv Face Recognition Log-In (1:50) → http://www.youtube.com/watch?v=cnyN6P7nBOM

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SDK and DEVELOPERS COMMUNITIES

>> LG Developer Lounge http://developer.lgappstv.com

>> Panasonic Viera Connect http://developer.vieraconnect.com/

>> Philips NetTV (based on the Open IPTV Forum standards) http://www.philips.co.uk/c/smarttv/286454/cat/#nettv

>> Samsung Smart TV http://www.samsungdforum.com/

>> Roku (only US) → http://www.roku.com/developer

>> Google TV → https://developers.google.com/tv/

>> Opera (web browser) → http://www.opera.com/business/tv/

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Thank you.