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Interactive TV TV Trends iTV Core Concepts iTV Applications iTV Technologies iTV Revenue Models iTV R&D Presented by: Farid Meinköhn opy right © Cybercultus

Interactive TV TV Trends iTV Core Concepts iTV Applications iTV Technologies iTV Revenue Models iTV R&D Presented by: Farid Meinköhn Copy right © Cybercultus

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Page 1: Interactive TV TV Trends iTV Core Concepts iTV Applications iTV Technologies iTV Revenue Models iTV R&D Presented by: Farid Meinköhn Copy right © Cybercultus

Interactive TV

TV Trends

iTV Core Concepts

iTV Applications

iTV Technologies

iTV Revenue Models

iTV R&D

Presented by: Farid Meinköhn

Copy right © Cybercultus

Page 2: Interactive TV TV Trends iTV Core Concepts iTV Applications iTV Technologies iTV Revenue Models iTV R&D Presented by: Farid Meinköhn Copy right © Cybercultus

TV Trends

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Page 3: Interactive TV TV Trends iTV Core Concepts iTV Applications iTV Technologies iTV Revenue Models iTV R&D Presented by: Farid Meinköhn Copy right © Cybercultus

TV Trends - 1930 to 2010 …..

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Period

Source: Idate 2005

MissionStatement

KeyActivities

At stake

AnalogueCommercial TV

Digital Multi-channel TV

Digital Personal TV

Digital Egocasting TV

InformCultivateEntertain

Maximiseaudience

Maximisethematiccoverage

Help viewerfind content

Help viewerparticipate

Production Programming

Packaging

Content GuideImmersion

Frequenciescontrol

Programs fillingBroadcast rights

Thematic offers& marketing

Guidance& branding

Cost optimisationViewer inclusion

Television by 2010Main milestone of the TV industry

AnaloguePublic TV

2010 -…2005 -…1995 – 20051980 - 19951930 - 1980

Page 4: Interactive TV TV Trends iTV Core Concepts iTV Applications iTV Technologies iTV Revenue Models iTV R&D Presented by: Farid Meinköhn Copy right © Cybercultus

Digital TV Actors Chain

ViewersProducers Broadcasters

Thematic TV prod. toolsEnhancing productions with interactivity

Editors adapted to the TV programs

Playout TV convergenceMulti delivery & costs optimisation

Interactivity managementAdditional revenues

Personal TV ExperienceEmpowerment & emotions sharing

TV anytime any where

TV Trends - Actors needs

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Page 5: Interactive TV TV Trends iTV Core Concepts iTV Applications iTV Technologies iTV Revenue Models iTV R&D Presented by: Farid Meinköhn Copy right © Cybercultus

iTV Core Concepts

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Page 6: Interactive TV TV Trends iTV Core Concepts iTV Applications iTV Technologies iTV Revenue Models iTV R&D Presented by: Farid Meinköhn Copy right © Cybercultus

iTV Core Concepts What is Interactive TV?

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iTV Core Concepts What is Interactive?

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Page 8: Interactive TV TV Trends iTV Core Concepts iTV Applications iTV Technologies iTV Revenue Models iTV R&D Presented by: Farid Meinköhn Copy right © Cybercultus

iTV Core Concepts What is Interactive?

Advanced Electronic Program Guide (EPG)

Buy-me-button (T-Commerce)

Interactive Home Shopping (T-Commerce)

Interactive Commercial (Personalised Ads)

Interactive Entertainment (Quiz shows, reality shows, documentaries, movies,, etc..)

Interactive education (T-Leatning)

Demographic Programming (Voting)

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Page 9: Interactive TV TV Trends iTV Core Concepts iTV Applications iTV Technologies iTV Revenue Models iTV R&D Presented by: Farid Meinköhn Copy right © Cybercultus

iTV Core Concepts Interactive TV actors chain

Content Provider Service Provider Network OperatorTerminal

Manufacturer

Production-ServiceInterface Delivery-Consumption

Interface

Service-DeliveryInterface

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Page 10: Interactive TV TV Trends iTV Core Concepts iTV Applications iTV Technologies iTV Revenue Models iTV R&D Presented by: Farid Meinköhn Copy right © Cybercultus

iTV Core Concepts Content Providers

Sports Games Shows, Talk Shows Childeren’s TV Reality TV Music, Fashion News, Documentaries Soaps Comedies Drama

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Page 11: Interactive TV TV Trends iTV Core Concepts iTV Applications iTV Technologies iTV Revenue Models iTV R&D Presented by: Farid Meinköhn Copy right © Cybercultus

iTV Core Concepts Service Providers

Generic TV channels (Free)

Thematic TV channels (Subscription)

Sports News Music Cartoons Movies Rose ..

TV Bundlers (Bouquets)

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Page 12: Interactive TV TV Trends iTV Core Concepts iTV Applications iTV Technologies iTV Revenue Models iTV R&D Presented by: Farid Meinköhn Copy right © Cybercultus

iTV Core Concepts Networks Operators

Terrestrial (Broadcast) Poor return channel

Satellite (Broadcast) Expensive return channel

Cable (Broadcast) Cost effective and operational return channel

Telecom (Point-to-Point) Bandwidth limitation / saturation

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iTV Core Concepts Terminal Manufacturers

Digital Receivers / Transmitters Digital TV sets Set-top boxes, Home Media Servers Mobile TV devices Smart cards Web servers iTV middleware

Open TV Mediahighway Liberate DVB-MHP

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Page 14: Interactive TV TV Trends iTV Core Concepts iTV Applications iTV Technologies iTV Revenue Models iTV R&D Presented by: Farid Meinköhn Copy right © Cybercultus

iTV Core Concepts Interactive TV infrastructure

Interaction Channel

Satellite

Cable Terrestrial

Receiver

IDTV Terminal

Remote ControlSmart Card

View Screen

MPEG-2

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iTV Core Concepts Broadcast modes

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iTV Core Concepts Broadband modes

Categories of wired networkCategories of wired network

DSL (4MB to 150 MB) - Some cable networks

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Page 17: Interactive TV TV Trends iTV Core Concepts iTV Applications iTV Technologies iTV Revenue Models iTV R&D Presented by: Farid Meinköhn Copy right © Cybercultus

  ATSC DVB ISDB

Digitalização de Video

MPEG-2 MPEG-2 MPEG-2

Digitalização de Áudio

DOLBY AC-3 MPEG-2 ACC MPEG-2 AAC

Multiplexação MPEG MPEG MPEG

Transmissão dos Sinais

Modulação 8-VSB

Modulação COFDM

Modulação COFDM

Middleware DCAP ARIB ARIB

iTV Core Concepts Broadcast standards

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Page 18: Interactive TV TV Trends iTV Core Concepts iTV Applications iTV Technologies iTV Revenue Models iTV R&D Presented by: Farid Meinköhn Copy right © Cybercultus

iTV Applications

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Page 19: Interactive TV TV Trends iTV Core Concepts iTV Applications iTV Technologies iTV Revenue Models iTV R&D Presented by: Farid Meinköhn Copy right © Cybercultus

iTV Applications Microsoft TV

Finance© Cybercultus

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Weather

iTV Applications Microsoft TV

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Page 21: Interactive TV TV Trends iTV Core Concepts iTV Applications iTV Technologies iTV Revenue Models iTV R&D Presented by: Farid Meinköhn Copy right © Cybercultus

Sports

iTV Applications Microsoft TV

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VOD

iTV Applications Microsoft TV

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Chat

iTV Applications Microsoft TV

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E-Mail

iTV Applications Microsoft TV

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Web sites

iTV Applications Microsoft TV

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Games

iTV Applications Microsoft TV

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Music Clips

iTV Applications Microsoft TV

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Page 28: Interactive TV TV Trends iTV Core Concepts iTV Applications iTV Technologies iTV Revenue Models iTV R&D Presented by: Farid Meinköhn Copy right © Cybercultus

iTV Applications Open TV

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iTV Applications Open TV

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iTV Applications Open TV

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iTV Applications Open TV

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iTV Applications Open TV

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iTV Applications Open TV

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BBC - Quiz show / voting: Test the Nation

iTV Applications Two Ways TV

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Page 35: Interactive TV TV Trends iTV Core Concepts iTV Applications iTV Technologies iTV Revenue Models iTV R&D Presented by: Farid Meinköhn Copy right © Cybercultus

Channel4 – Fifteen to One: Quiz Show

iTV Applications Two Ways TV

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Page 36: Interactive TV TV Trends iTV Core Concepts iTV Applications iTV Technologies iTV Revenue Models iTV R&D Presented by: Farid Meinköhn Copy right © Cybercultus

Channel4 – Big Brother: Voting (who stays!)

iTV Applications Two Ways TV

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Page 37: Interactive TV TV Trends iTV Core Concepts iTV Applications iTV Technologies iTV Revenue Models iTV R&D Presented by: Farid Meinköhn Copy right © Cybercultus

Chat

iTV Applications Visionik iTV

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E-Mail / News

iTV Applications Visionik iTV

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Page 39: Interactive TV TV Trends iTV Core Concepts iTV Applications iTV Technologies iTV Revenue Models iTV R&D Presented by: Farid Meinköhn Copy right © Cybercultus

VOD (Video On Demand)

iTV Applications Visionik iTV

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Page 40: Interactive TV TV Trends iTV Core Concepts iTV Applications iTV Technologies iTV Revenue Models iTV R&D Presented by: Farid Meinköhn Copy right © Cybercultus

T-Commerce

iTV Applications Visionik iTV

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Page 41: Interactive TV TV Trends iTV Core Concepts iTV Applications iTV Technologies iTV Revenue Models iTV R&D Presented by: Farid Meinköhn Copy right © Cybercultus

Weather

iTV Applications Visionik iTV

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Page 42: Interactive TV TV Trends iTV Core Concepts iTV Applications iTV Technologies iTV Revenue Models iTV R&D Presented by: Farid Meinköhn Copy right © Cybercultus

T-commerce: catalogue, order, pay, deliver

iTV Applications Visiware

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Page 43: Interactive TV TV Trends iTV Core Concepts iTV Applications iTV Technologies iTV Revenue Models iTV R&D Presented by: Farid Meinköhn Copy right © Cybercultus

iTV Technologies

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Page 44: Interactive TV TV Trends iTV Core Concepts iTV Applications iTV Technologies iTV Revenue Models iTV R&D Presented by: Farid Meinköhn Copy right © Cybercultus

Global Set-Top Box Architecture

System Software

Software Middleware - Navigator - Virtual MachineOperating System - Transport Protocols

System Hardware

MPEG Processing – Graphics RenderingCPU – RAM – HD – Cash – I/O Devices

API OpenTV – Mediahighway – Liberate – DVB MHP

ApplicationsEPG – Weather – Sports – Info – Games

Shopping – Banking – VOD – Etc.

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Page 45: Interactive TV TV Trends iTV Core Concepts iTV Applications iTV Technologies iTV Revenue Models iTV R&D Presented by: Farid Meinköhn Copy right © Cybercultus

Key open technologies / standards

ATSC (Advanced TV Enhancement Forum – mostly US)

DVB-HTML (Digital Video Broadcast - HyperText Markup Language)

DVB-MHP (Digital Video Broadcast – Multimedia Home Platform)

MPEG4 (Moving Picture Experts Group 4)

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Page 46: Interactive TV TV Trends iTV Core Concepts iTV Applications iTV Technologies iTV Revenue Models iTV R&D Presented by: Farid Meinköhn Copy right © Cybercultus

Key open techs / standards: ATVEF / ATSC

What :– Triggers in TV signals allowing links to content on the Web.

Pros :– Re-use existing technology and content.

Contras : – Difficult to achieve deterministic behavior with constrained

terminals .

– Very limited set of media unless you allow the use of plug-ins.

– Badly integrated with the deployed MPEG-2 based digital TV infrastructure.

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Page 47: Interactive TV TV Trends iTV Core Concepts iTV Applications iTV Technologies iTV Revenue Models iTV R&D Presented by: Farid Meinköhn Copy right © Cybercultus

Key open techs / standards: DVB-HTML

What :– Subset of HTML (XHTML) allowing development of

content applications.

Pros :– Fully compatible with existing Internet content.

– Uses subsets of CSS (Style Sheets) – XML – Scripts

Contras : – Reduced capabilities

– Very limited set of media.

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Page 48: Interactive TV TV Trends iTV Core Concepts iTV Applications iTV Technologies iTV Revenue Models iTV R&D Presented by: Farid Meinköhn Copy right © Cybercultus

What :– Java APIs allowing development of content applications.

Pros :– Tightly integrated with the existing digital TV

infrastructure.

– Flexible and extensible platform (Java based).

Contras : – Difficult to perform conformance testing due to the

programmatic nature of the content.

– Very limited set of media.

Key open techs / standards: DVB-MHP

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Page 49: Interactive TV TV Trends iTV Core Concepts iTV Applications iTV Technologies iTV Revenue Models iTV R&D Presented by: Farid Meinköhn Copy right © Cybercultus

Key open techs / standards: MPEG4

What :– Multimedia objects representation formats and APIs.

Pros :– Rich media including 2D and 3D scene description.

– Tightly integrated with the existing digital TV infrastructure.

– Conformance testing defined.

Contras : – Only few tools are available yet.

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Page 50: Interactive TV TV Trends iTV Core Concepts iTV Applications iTV Technologies iTV Revenue Models iTV R&D Presented by: Farid Meinköhn Copy right © Cybercultus

Key open techs / standards: Trend

DVB-MHP

ATVEF -> MPEG-4on top of MPEG-2

Integration of HTMLin MPEG-4

ATVEF

MPEG-4

MPEG-4 contentin MHP Application

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Page 51: Interactive TV TV Trends iTV Core Concepts iTV Applications iTV Technologies iTV Revenue Models iTV R&D Presented by: Farid Meinköhn Copy right © Cybercultus

iTV Market & Revenue Models

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iTV Market

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Page 53: Interactive TV TV Trends iTV Core Concepts iTV Applications iTV Technologies iTV Revenue Models iTV R&D Presented by: Farid Meinköhn Copy right © Cybercultus

iTV Market

source: Idate 2003

ITV services editing revenues worldwide (in billions euros)

38 billions

4,9 billions

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Page 54: Interactive TV TV Trends iTV Core Concepts iTV Applications iTV Technologies iTV Revenue Models iTV R&D Presented by: Farid Meinköhn Copy right © Cybercultus

iTV Revenue models - B to C

Subscription

Advertising

Pay per view Overcharged calls

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Page 55: Interactive TV TV Trends iTV Core Concepts iTV Applications iTV Technologies iTV Revenue Models iTV R&D Presented by: Farid Meinköhn Copy right © Cybercultus

iTV R&D

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iTV R&DIMSATV setting

On Field immersive TV production

and transmission

In Studioimmersive TV production

and transmission

Set-Top Box

SATMODE(Home Interactive Satellite Syst)

Bidirectional Satellite Communication

Bidirectional

Satellite Com.Bidirectional Satellite Com.

Fixed Broadcast CentreTransportable Broadcast

Viewer immersionin a TV programme

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Page 57: Interactive TV TV Trends iTV Core Concepts iTV Applications iTV Technologies iTV Revenue Models iTV R&D Presented by: Farid Meinköhn Copy right © Cybercultus

Satellite Broadcast

actions / feedback

Web Server

Set-top Box

TV

User Databases, structured data

Virtual communities

Users via set-top boxes interacting together on a

same programme through the ITV Web server

Filmed & VRahow content

Interactive channel (cable, coaxial)

Set-top Boxes

Filmed real show &

Virtual show application

Return channel (sat lin

k)

BBIlink

Interactive channel

(cable, coaxial)

Interactivity with the show center or with other viewers can be supported either by a satellite return channel (BBI) or by a cable return channel or by a connection to coaxial networks.

BBIlink

iTV R&DIMSATV setting

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iTV R&DIMSATV setting

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RAMO Libraries

TV Programs

Immersive Objects

iTV Diffusion

TV Content

1

iTV Thematic Production (here quiz show type)

23

Multi-system Playout

Viewer Immersive Participation

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iTV R&D - IMSATV

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©

RAMO Libraries

TV Programs

Immersive Objects

TV Content

1

iTV Thematic Production (here magazine type)

2

iTV Diffusion

3

Multi-system Playout

Viewer Immersive Participation

iTV R&D - IMSATV

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©

RAMO Libraries

TV Programs

Immersive Objects

TV Content

1

iTV Thematic Production (here magazine type)

iTV Diffusion

2

3

Multi-system Playout

Viewer Immersive Participation

iTV R&D - IMSATV

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©

iTV Diffusion

2

3

Multi-system Playout

Viewer Immersive Participation

RAMO Libraries

TV Programs

Immersive Objects

TV Content

1

iTV Thematic Production (here magazine type)

iTV R&D - IMSATV

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©

iTV Diffusion

2

3

Multi-system Playout

Viewer Immersive Participation

RAMO Libraries

TV Programs

Immersive Objects

TV Content

1

iTV Thematic Production (here magazine type)

iTV R&D - IMSATV

Page 64: Interactive TV TV Trends iTV Core Concepts iTV Applications iTV Technologies iTV Revenue Models iTV R&D Presented by: Farid Meinköhn Copy right © Cybercultus

22Personal

TV Client(for viewers)

Home Media Server

Mobile Set

Set-top Box

Terminal Infrastructure

ThematicProduction Tools

(for Producers)

Magazine

TV Programs

11

Converging Playout System(for Boadcasters)

Satellite Terrestrial Mobile

CablexDSL

Diffusion Infrastructure

33

Added ValueImmersive TVComponents

Current TV Market Content &

Infrastructure

44

55

RAMO : Reactive and Adaptive Multimedia Objects (Immersive TV Core Libraries)

for

SportsMovie

Quiz show

©

iTV R&D - IMSATV

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Application Database

Application Database

IMSATV Application Server

Results ProcessorResults Processor

Interactions Handler

Data Manager

ServerCom

ServerCom

ServerSystem

ServerSystem

Client ApplicationClient Application

MHP Middleware / OSMHP Middleware / OS

Set-top box hardwareSet-top box hardware

IMSATV MHP Client

Client ComClient Com

Client System Client System

MHP Playout ComponentsMHP Playout Components

IMSATV MHP Playout

2D/3DObjectsLibrary

2D/3DObjectsLibrary

IMSATV Authoring Tools

Virtual Scenes MakerVirtual Scenes Maker

Virtual Avatars MakerVirtual Avatars Maker

Interactive Objects MakerInteractive Objects Maker

1

2

3

4

5

6Virtual Scenes ProducerVirtual Scenes Producer

Virtual Actors ProducerVirtual Actors Producer

IMSATV Production Tools

Virtual Application ProducerVirtual Application Producer

VirtualScenes,

ActorsModels,

InteractiveObjects,

AVSequences

VirtualScenes,

ActorsModels,

InteractiveObjects,

AVSequences

Interactive Objects ProducerInteractive Objects Producer

Motion ProducerMotion Producer

AV scenarios ProducerAV scenarios Producer

Timer ProducerTimer Producer

©

iTV R&D - IMSATV

Page 66: Interactive TV TV Trends iTV Core Concepts iTV Applications iTV Technologies iTV Revenue Models iTV R&D Presented by: Farid Meinköhn Copy right © Cybercultus

Interfacing SATMODE - consumer « 2 way satellite » connectivity

Main SATMODE advantages– Very low cost mass-market all in one

solution

– Broadband DVB-S

– Return channel from 48 kbps to 128 kbps

IMSATV Network layer– Supporting DVB-S

– Supporting SATMODE

– Supporting wired return

©

iTV R&D - IMSATV

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DVB-S +PSTN-RC

DVB-S +PSTN-RC

DVB-S +SAT-RC

SESSatellite

Broadcast

ApplicationServer

DVB-S +PSTN-RC

50 TV Viewers to test the IMSATV applications over a 6 months period (Sept 06 to Feb 07)

iTV R&D - IMSATV

©

Page 68: Interactive TV TV Trends iTV Core Concepts iTV Applications iTV Technologies iTV Revenue Models iTV R&D Presented by: Farid Meinköhn Copy right © Cybercultus

RAMO Objects

TV Content Thematic Production (movie / series)

Multi-system

1 2

3

Viewer Immersion

Should I? 1 Confront 2 Leave 3 Call Alex

Broadcast

iTV R&D – Up coming development

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RAMO Objects

TV Content Thematic Production (movie / series)

Multi-system

Viewer Immersion

1 2

3

To page the book use < >

If you find the clue press OK

5

Broadcast

iTV R&D – Up coming development

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RAMO MPEG7 Description Scheme

RAMO DS

States DS Properties DS

SyntacticStates DS

States & Propertiesrelations DS

SemanticStates DS

Syn. & Semrelations DS

SyntacticProperties DS

SemanticProperties DS

Syn. & Semrelations DS

Syntactic: Physical and logical structure Semantic: meanings and events

RAMO Concept: Reactive and Adaptive Multimedia Objects

RAMO MPEG7 processing chain

RAMOS DS

IS-TV Content

Description Generation

MPEG7Description

RAMO Processing tools

MPEG 7 data AV stream

iTV R&D - RAMO concept

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RAMO Description Scheme

States & Propertiesrelations DS

Syn. & Semrelations DS

Syn. & Semrelations DS

Passive Events

DS

RAMO DS

Active Events

DS

Internal Impacts

DS

ExternalImpacts

DS

SensorialProcesses

DS

CognitiveProcesses

DS

Shape Color TextureSound

Low level description schemes and descriptors

Music Motion LocalisationTimeSeries

TemporalInterpolation

Sensorial Representation DS

RAMOStates DS

Temporal & Spatial DS

Processes DSEvents &

Impacts DS

RAMOProperties DS

AudioDS

Visual DS

TemporalDS

Spatial DS

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iTV R&D - RAMO concept

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Ice cream States – Sensorial representation

• Solid state– Ice cream solid shapes, textures, colors

• Liquid state– Ice cream liquid shapes, textures, colors

– Temporal & spatial data• Ice cream localisation vectors

• Ice cream time referential

Ice cream Properties– Processes (sensorial)

• Melt process– Shape, texture, color changes

• Freeze process– Shape, texture, color changes

• Friction process– Shape, texture, color changes

– Events and impacts• Events (active)

– Temperature: exposition duration & distance

– Collision: force, speed & surface

• Events (passive)– Passed out: expiration date

• Impact– Internal: sensorial change

– External: thermo, sticking & ailing effects

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iTV R&D - RAMO concept