[opendtv] Re: News: DIGITAL TV OPENS UP TWO-WAY OPPORTUNITIES

Where did I here about "non real time" broadcasting before??

Bob Miller

On Thu, Feb 28, 2008 at 10:03 AM, Craig Birkmaier <craig@xxxxxxxxx> wrote:

> http://www.tvnewsday.com/articles/2008/02/28/daily.4/
>
> TECH SPOTLIGHT: INTERACTIVE BROADCASTING
> DIGITAL TV OPENS UP TWO-WAY OPPORTUNITIES
> TVNEWSDAY, FEB. 28, 7:30 AM ET
>
> Richard Chernock, CTO of Triveni Digital, is leading the effort at
> the ATSC to develop a standard for "non-real-time services" that will
> allow broadcasters to offer near-on-demand news and weather, to
> target ads and to download TV shows, movies and music.
>
> But it doesn't have to be that way forever. In fact, right now, the
> Advanced Television Systems Committee is busy developing a standard
> for what it calls "non-real-time services" as an add-on to the DTV
> standard.
>
> It's not full-blown interactivity as you get on the Internet or on
> cable, but it may be close enough. It has the potential for taking
> broadcasting where it has never gone before.
>
> Richard Chernock is chairman of the ATSC committee working on
> standardization of a non-real-time system. He is also the chief
> technology officer of Triveni Digital, an LG Electronics subsidiary.
>
> And, for the moment, he is TVNEWSDAY's expert on broadcast
> non-real-time interactivity.
> In this interview, Chernock says that within certain limitations
> there is little broadcasters can't do with the technology: they can
> offer near-on-demand news and weather, they can target ads at
> individual viewers and they can download TV shows, movies, games and
> music.
> And, he says, the interactivity will work not only with broadcasters'
> fixed DTV service, but also with their planned mobile services.
>
> An edited transcript:
>
> What do you mean by non-real-time services?
>
> OK. Like most people, you probably watch linear television where
> things are broadcast at a certain time. If you want to watch
> something, you turn your TV on, you tune to the right channel and sit
> and consume. Non-real-time services is essentially content that's
> pushed to the receiver usually ahead of time so that it's available
> to you to consume whenever you want.
> So it's stored locally for recall whenever the consumer wants to use
> it or consume it.
>
> That's different than how the Internet and cable VOD works.
>
> Essentially, yes. It is a bit different. Part of the reason for the
> difference is that the Internet and VOD are point-to-point. Two-way
> communication is possible with each person. In television broadcast,
> it's really a one-way broadcast scheme. So setting up point-to-point
> connections really doesn't work.
>
> Do you think the broadcasters' digital channel-19.4 megabits per
> second-is sufficient for interactivity?
>
> Yes. You can do some very interesting things within the current bandwidth.
>
> How much of that bandwidth do you need to set aside for this kind of
> service?
>
> It depends on what you want to do. There are some scenarios that
> involve sending relatively small amounts of information that take
> very little bandwidth. You can essentially trickle this stuff and you
> can make quite a bit of use of that little bit.
>
> Talk about some of the possible applications.
>
> Targeted advertising. Cable is already working on the ability to do
> targeted ad insertion at the home. All sorts of ads are downloaded
> into the receiver. So, if you happen to be actively shopping for cars
> and you tell your receiver that, the receiver is going to show you
> ads for the kinds of cars you're looking for. Those might be ads that
> you actually watch.
>
> And you're saying broadcasters could do the same thing?
>
> Yes. That's one possibility. My guess is that will be a very viable
> thing for broadcast. The same exact kinds of mechanisms could be used
> for enhanced television shows.
>
> What do you mean by "enhanced" TV?"
>
> Say a PBS show has extra content that somebody might be interested in
> pursuing after they watch a show. It could be pushed out so when
> they're done watching whatever the Nova show on dinosaurs was, they
> could be informed that there's more content available, sitting in
> their receiver.
> Right now, they tell me to go to the Internet for the extra information.
>
> What's wrong with that?
>
> With non-real-time enhanced TV, I just push a button on the remote. I
> don't have to go to my PC. I don't have to change from a 40-inch
> viewing experience to a 19-inch viewing experience.
>
> What else can you do with this thing?
>
> You can do almost anything on demand in a television broadcast
> environment.
>
> You mean entire TV shows could be downloaded this way?
>
> Or even movies.
>
> That sounds like it would take a lot of time and bandwidth to download.
>
> Not really. There's a popular movie released for VOD. It goes out
> overnight during the wee hours when there are not many people
> watching. It doesn't take long to get a full movie across that pipe.
> This is all happening in the background. The viewers are not aware of
> how long it takes because it's there when they want it.
>
> Of course, this all involves another set-top box to store the
> programming, right?
>
> Not really. What's starting to happen is more and more storage is
> becoming available. You know, the DVR is spreading around. There are
> even televisions coming out with that capability built in.
> So all you've got to do is get the DVR to recognize the broadcast
> signal and record it.
>
> That's right.
> But how many people could this system realistically support?
>
> Well, remember this is broadcast so it doesn't matter how many people
> are receiving. One of the broadcast advantages over the Internet and
> other things is that the signal goes to everybody. So if I put a
> movie in and I decide I'm going to do it at night when I've got a
> little bit of extra bandwidth, it doesn't cost me anymore to get that
> movie to land on one person's receiver then 10 million. It reaches
> all of them.
>
> But you can't have 1,000 people ordering 1,000 different movies.
>
> Right, this is aimed more at the very popular stuff.
>
> And you can use the technology to just send basic stuff like news,
> weather and sports, right?
>
> And there's even somebody who came up with the notion of a
> personalized news program. You send out different clips of news and,
> depending on what you've set up in your receiver, it will filter it
> out and create a news program just for you.
>
> So if I want to only get the fire stories, I can get the fire stories?
>
> That's right. These guys can get really creative. There's a whole
> bunch of different scenarios that could be realized-download
> services, music distribution, game distribution. There's also a
> notion of pushing the station's Web content to the very edge and
> leaving it in the receiver. So if you wanted to augment a news show,
> instead of going over to your computer to look at wabc.com, you just
> push the button and the site comes up on the TV.
>
> So what's going on over at the ATSC in terms of standardizing this?
>
> We're making significant progress. The goal is to have the standard
> available by the analog turn-off date, February of next year. That's
> what we're shooting for.
>
> This seems like a natural pay medium. Is there a way to encrypt and
> charge for these services?
>
> Conditional access encryption will be part of the standard. It's not
> going to be a requirement, but the option is there. The idea is to
> leave it to the service provider to decide how they want to run their
> business.
>
> You work for a technology company. Is there any push from
> broadcasters to set this standard?
>
> The major push is coming from the broadcasters.
>
> We've been talking about non-real-time standard in fixed
> applications. How would it work in mobile applications?
>
> Exactly the same way. One of our goals is to make sure that it's
> compatible with the mobile standard.
>
> And so the non-real-time services could be just layered on top of the
> mobile DTV standard that ATSC is working on.
>
> That's exactly what we're working towards.
>
> Is this Triveni's technology that we're standardizing?
>
> Actually, no. There are a number of companies. Triveni does have very
> complete products in this space, but there are a few other companies
> that have products. What we're doing is really looking at what's
> available through different deployed products as well as looking at
> standards that exist in the world. We're sort of picking and choosing
> among the best.
>
>
> Richard Chernock will present a paper on non-real-time services at
> the NAB convention. It's scheduled for Tuesday, April 15, at 10 a.m.
> in LVCC room S226/227.
>
>
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