TV Anytime Forum Phase 2 MetadataShanghai June 14

TV Anytime Forum Phase 2 --Metadata-Shanghai, June 14, 2004 Masahito Kawamori NTT

Agenda • • What is TV Anytime Phase 2 ? Why TVA Phase 2? What is TVA Phase 2 defining? Some Issues of TVA Phase 2 Metadata Where are we? Some Liaisons TVA Phase 2 Workplan

TVA Phase 2 Ø PDR will evolve into a “digital hub” that allows consumers various forms of digital entertainment and information-rich experiences Ø need to accommodate many and various new services that the market demands: – – network and standalone games, information and educational packages, entertaining enhanced television, transactional services and utilities such as banking, shopping and smart appliances.

What is TV Anytime Phase 2 ? • • In TVA Phase 2, the domain of service will go Beyond a box, Beyond a room, Beyond a home i. e. TV at Anytime and Anywhere you want

Provider Digital Hub Networks Provider Networks storage

Why TVA Phase 2? • We are experiencing “PDR beyond PDR” • We are experiencing “Broadcasting beyond AV” We need open, secure, interoperable standard for market.

PDR beyond PDR • PDR’s (Personal Digital Recorder) PVR (Private Video Recorder), DVR (Digital Video Recorder), HDR (Hard Disk Recorder) and DVD-recorder are here to stay. • Forecasted 12 mil. Boxes by end 2005. • But more than just conventional Boxes!

PDR Game. Box • TV Tuner (NTSC Japan) • 500 GB HDD • 100 base T Ethernet Adapter • Records up to 325 Hours to the HDD from TV or DVD • Records up to 6 hours on 1 DVD-R/RW • Picture playback of JPEG, TIFF and GIF from HDD or Memory Card slot • DVD movie playback - region 2 NTSC From SONY PSX brochure

And other new trends…

In China, 300 mil. have mobile phones. • by the end of 2004, about 300 million people in China, or 24. 5 percent of the population, will have cell phones. Currently, around 295 million Chinese have phones. Approximately 2. 7 million became cellular subscribers in the first four months of the year. • In Europe, about 60 percent to 70 percent of the population uses cell phones, while in the United States the penetration rate is close to 50 percent. South Korea and Singapore have penetration rates of about 60 percent and 70 percent, respectively. In Taiwan, cell phones exceed people, as many carry more than one phone for personal or business use.

Mobile Digital TV • Efforts are under way around the world to prepare for commercial roll-out of digital TV-capable mobile phones and car TVs • China, Europe, Japan, Korea, the US, and the nations around the world are trying to commercialize mobile phones and automotive terminals capable of displaying digital TV broadcasts.

Mobile Phone with TV • Samsung Electronics introduced the TV Phone in Korea that accesses color TV in real time over VHF/UHF channels. It has a built-in TV tuner that receives TV broadcasts directly from the station. • “We (Samsung Electronics) now have a camera phone, camcorder phone and TV phone in our multimedia mobile phone lineup, and we will soon add a music-ondemand phone, as we aggressively go after the domestic market. ” (Jun 09, 2003)

Mobile Phone with TV(2) Vodafone released in December 2003 the first mobile phone in Japan capable of receiving terrestrial analog television broadcasts. • It has an earpiece with a built -in TV antenna, and its battery will permit about an hour of watching TV. • The Phone features 2 screens one 2. 2 inches TFT (216× 160 pixel, 26 ten thousand colors) and a 1. 2 inch small screen •

Japan’s ISDB-T 　　　 For HOME For Mobile terminals on Layer B on Layer A Smaller screen TV HDTV • Provides video, sound, and data services to mobile terminals in parallel with HDTV services to fixed terminals. • Mobile services expected to start in 2005

Mobile Phone for Digital TV • NEC developed the working prototype of mobile phone which is equipped with the receiver of terrestrial digital TV broadcasting. (July 2003)

Interactive Mobile TV • NHK and KDDI have jointly developed a mobile-phone terminal that receives digital terrestrial TV broadcasts with interactive services. The two companies are the first in Japan to develop such a product in advance of digital TV broadcasting aimed at mobile terminals, which is due to commence in fiscal 2005. • (May, 2004)

Mobile PDR • NTT Do. Co. Mo's On. Q Concept Widescreen DVR Phone sits in a hard drive television recorder cradle, which performs standard PVR functions, then copies select shows to the phone for later viewing (May 2004)

• The prototype consists of mobile handset and a dock with a harddisk drive in it. The handset fetches desired programs from the hard drive.

HDD-based Car Navigation System Pioneer ‘s press release (May, 2004) • equipped with a removable 30 GB hard disk • "central unit, " consisting of the computer and high -capacity hard disk drive at the heart of the system, can be removed and inserted into a "Living Kit" box at home, and hooked up to a TV set and other equipment • the Living Kit device supports a broadband connection to the Internet.

And TV beyond TV

Music Download for Mobile • Tokyo FM and KDDI launched the FM Keitai, a 3 G handset with an FM receiver that displays programming information as well as the lyrics of the currently playing song. • Listeners can click on a link when they hear a favorite song and download a song to their phone in the form of a "Chaku Uta (ring song)" music file (but limited to only 30 seconds).

Game content • Japan's mobile phone game users hit 8. 97 million in 2003, while PC-based, multiplayer network game users numbered 3. 43 million. • In Japan and South Korea, estimated 34. 44 million enjoy game in either way. • In China, industrial analysts predict there would be more than 1 million players by the end of 2004.

What is TVA Phase 2 defining?

Phase 2 key areas • 1. New Content Types - Integration of other content types (games, enhanced TV, web pages, music files, graphics, data and many other applications) in addition to audio and video content. • 2. Targeting – Automatically matching & delivering relevant content to profiled consumers • 3. Redistribution – moving content around systems • Content sharing - Peer-to-peer distribution of un-protected and protected content over provider networks • Home networking - Multiple connected storage and display terminals within a defined private physical network • Removable media - Peer-to-peer distribution of un-protected and protected content on physical storage • Time-Synchronized Presentation Information • Interactivity • Promotional information and advertisement

New Content Types • Integration of other content types – games, – enhanced TV, – web pages, – music files, – graphics, – data and other applications – package of content

Beyond the conventional AV content Interactive Content Music Games Webpages and Datacontent

Package • Package is a collection of content components that in some way are related and where in one or more combinations provide a consumer experience. It is a unit of content selection. It can be regarded as a generalized concept of program. A component in this context is any kind of digital material, such as applications, data, textual, video and audio files.

Targeting • Automatically matching & delivering relevant content to profiled consumers – Targeting for Education – Targeting for Advertisement – Targeting for Prorgramming – Etc.

Targeted T-Learning Broadcaster/CP PDR Filtering Content+ Metadata (XML) Educational data Educational metadata is created and pushed to PDR XML Schema User Preference. User submits Learning User Profile information PDR matches educational metadata with user profile and selects proper content

Redistribution • moving content around systems – Content sharing - Peer-to-peer distribution of un-protected and protected content over provider networks – Home networking - Multiple connected storage and display terminals within a defined private physical network – Removable media - Peer-to-peer distribution of un-protected and protected content on physical storage

Content Sharing broadcast broadband interactive my home a friend’s home mobile From Share it! Project

Remote Programming

Other Important Areas • Enhanced Promotion and Advertisement • (Personal) Identity Management • Security of Metadata

Enhanced Promotion • Targeted ads and Promotion • E-flyer • Package (Showcase) Ad • Telescoping Ad • “Request for Information” Ad • Interactive Ad

E-flyer • e-flyer information is attractor metadata concerning business practices such as price, discounts, advertisements, subscription, promotion, etc. , intended to be visible to the user. It is an electronic equivalent of a standard “real-world” flyer.

E-flyer (1) Click Major Leaguer Game Package starting as low as $20 !! Title of the e-flyer

MLB High Light 2003 Game ! ・Japanese MLB Game Package: $20 Purchase ・All Star Game & World Series Pack: $15 - (Synopsis of this e-flyer) Purchase ＊Offer expires 11/30/03 at 6 pm ET Click (Expiration. Date of this e-flyer)

E-Flyer for Mobile TV MLB Video. Now $20 ! MLB High Lights 2003: $20 Purchase Official site Title of the e-flyer (Synopsis of this e-flyer)

Some Issues of TVA Phase 2 Metadata • • • Content Package E-flyer Metadata for Game Metadata for Education Metadata for Enhanced Advertisement Metadata for Personal Exchange (Sharing) Remote and Removable Media (many media, devices, networks) Metadata for Targeting Metadata Adaptation (Profiling) Metadata and Data content

Where are we? • Published Calls for Contributions • Drafted “Content Package” and “E-flyer” specs, to be considered for DVB/ETSI inclusion. • Currently working on – – – – Remote Programming and Home networking Sharing Ad Metadata Education Metadata Personal Identity Game Metadata Data Content Etc.

Sample Schema of Phase 2 metadata

Interim Schema of e-flyer

Some Liaisons • Open Mobile Alliance (OMA) • Liberty Alliance • Di. MA (Digital Media and Advertisement)

TVA Phase 2 Workplan • • • Continuation upon Phase 1 Still Calling for Contributions Will draft specs by November 2004. Try to finish by July 2005. To be incorporated with Phase 1 as ETSI document.

Expected Timeline • 2003: DVR-shock in US, Echo. Star, Direct. TV announce DVR distribution. Server-P (Implementation Group for TVA-like service) is set up in Japan. (TVA-Phase 1) • 2004: Superbowl. AAAA guidelines for VOD (incl. DVR) ad. DTG (TVA-based) testing starts in UK. • 2005: DTG (BBC) service in(? ) Nielsen starts new view metrics. (TVA-Phase 2) • 2006：World Cup. Mobile-DTV starts in Japan. TVA-style TV starts in Japan • 2007: (Start of) end of Analog TV in US • 2008：Beijing Olympics (China). DVR is expected to reach 30 mil in US.

Thank you very much! • 謝謝