2.1 Merlin Naicker

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The rise and RISE of broadband The i-player story

Merlin NaickerHead: Media & Telecommunications

Siemens IT Solutions and Services / Media

Copyright © Siemens SA 2009. All rights reserved.

May 2009Page 2

Introduction

� Consumers have an increased choice of entertainment options - No more mass audiences

� Broadcasters seem to be at the losing end – loss of audience share

� With this increased choice - loyalty to content not the channel

� Audience fragmentation - 16-34 age group

� Advertising revenue being eroded - competition and spend moving



May 2009Page 3

What is Siemens’ Broadband Media Platform?

� The BBC i-player

“Resolve the BBC’s problem of repeats in a terrestrial environment (non multi-channel)”

� Web based content driven service

� Streaming and download [install] option

� 7 day ‘catch up TV’ offering

� Allows download and store for up to 30 days – (DRM)

� Access to content from all of its properties

� TV

� Radio

� Provide performance and usage info for capacity planning / reporting

� Capture of statistical data

� From peer-to-peer delivery servers

� DRM license delivery servers

� Overall system performance

� Key metrics



May 2009Page 4

BBC i-player walk



May 2009Page 5

BMP usage - trend



May 2009Page 6

i-player numbers – actual

2009/04/272009/04/28

2009/04/29

viewers

programs

1,290,3241,254,140 1,319,124

598,756595,308 608,712

0

200000

400000

600000

800000

1000000

1200000

1400000

Numbers

Date

DAILY ON-DEMAND STREAMING

viewers programs



May 2009Page 7

i-player numbers - actual

2009/04/272009/04/28

2009/04/29

viewers

programs

1,552,5041,491,604 1,544,360

713,324696,512

705,288

0

200000

400000

600000

800000

1000000

1200000

1400000

1600000

Numbers

Date

DAILY TV DOWNLOADS

viewers programs



May 2009Page 8

Portability



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May 2009Page 12

So why develop online capabilities?

GLOBAL TRENDS:

� Online is fast becoming the new prime-time

� Online advertising shows the fastest growth (51% SA 07/08)

� Google covers over 75% of the globe (643m unique visitors)

� User Generated Content (UGC) equates to almost 95% of internet traffic – 5% advertising

� YouTube! already achieving 16.6 minutes per session –24 minute broadcast format

� The i-phone is the no.1 smart-phone amongst teens in the US

Source: ad Dynamix, worldwideworx



May 2009Page 13

*Ranking based on the top 250 properties in March 2009.

So why develop online capabilities?

ORGANISATIONAL BENEFITS:

� Brand extension / enhancement

� Individual customisation / interaction

� Improved interaction / feedback

� Increased loyalty

� Reliable research capability



May 2009Page 14

Siemens BMP supports…

� Content upload service [FTP and web service external interfaces]

� Content management service

� Content packaging: associate idents, trailers and subtitles withprogrammes and advertising

� DRM service - transform, process and protect content

� Revocation service – even after the user has downloaded it

� Distribute required DRM licenses

� Receive content and metadata from content providers

� Supporting services

� Tracking

� Licensing

� Workflow

� Geo-blocking

� Statistics collection



May 2009Page 15

Three primary business models

� Pay per view

� Fixed once off pricing - $1.99 per episode

� Football Clubs [UK and France] – 24 hours after match

� Complementary services – eg. Highlights after the TV event

� Fixed fee for fixed period [year, month, season]

� Europe, USA [multiple broadcasts available online]

� Ice Hockey season, Tour de France single package, NASCAR –annual ‘Track Pass’ - $9.99 per month

� 3rd Party Distribution

� Content owners - selling to third party online services



May 2009Page 16

Considerations for SA market

� Availability and quality of “broadband” – Seacom

� Push your brand and your content out there

� Build more content around your core content, or get your audiences to do it for you

� BMP gives you this functionality at your fingertips!



May 2009Page 17

i-player video



May 2009Page 18

Thank you for your attention!


Technology

2.1 Merlin Naicker