A brief Digital TV and TV interactivity scenario.

1. PARTNERS
Ilaria Pellini (Digintel) - Valencia 3rd
May 2012
FUNDING
TV: evolution and
possibilities

2. 0501 02 0403
06
TV History Digital TV and
Interactivy
TV Trends Connected/Sma
rt TV
What Future?
Appendix -
Links
Index

3. 01 TV History

4. 4
TV is the most popular and
widespread electronic medium today.
Do you know its history?

5. 5
1897
CTR
1928
Black TV
Broadcasting
1934 Germany
1936 UK
1938 US, URSS
1950 Korea
1954 Italy
1936 1950 1955
First TVs
were sold
(US / UK)
Color TV
Broadcasting
1954 US
1960 Japan
1967 UK, Germany
1972 Italy
1980 Korea
1954 - '80s
First wireless
remote control
First wired
remote
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

6. 02 Digital TV and Interactivity

7. 7
The most important innovation after
the introduction of the color in 60's /
70's has been the transition to Digital
TV.
Why?

8. 8
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 →

9. 9
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 offers
improvements in terms of picture and
sound quality.
>> digitalization of the television signal
enebles interactivity
.

10. 10
DTV (digital television) refers
simply to the digital broadcast
and reception of digital
television signals delivered by a
range of media as distinct from
the traditional analogue
method 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)

11. 11
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.

12. 12
>>Two way Interactivity /
Conversational interactivity
This 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 interactivity
In 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).

13. 13
Interactive
TV
Services
produced
specifically
for use on the TV
set
Web access
services via the
TV set
Enhanced
TV
accompanying the
videostream with
related
supplementary
information
Interactive
services
independent of
TV programmes

14. 03 TV Trends

15. 15
CONNECTED TV
An 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.

16. 16
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) services
VOD 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.

17. 17
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 SCREEN
Second 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.

18. 18
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 the
entire viewer lifecycle so...

19. 19
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.

20. 20
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:

21. 04 Connected / Smart TV

22. 22
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.

23. 23
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.

24. 24
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.

25. 25
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

26. 26
What about the actual SmartTV
scenario for developers?

27. 27
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

28. 28
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?

29. 05 What Future?

30. 30
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 real
future of tv will look like...we can
just wait and see users' reaction

31. 06 Appendix - Links

32. 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
.

33. 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

34. 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

35. 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

36. 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/

37. 37
Thank you.