121 PTV HDTV English

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Introduction to Datacasting

Over Digital Television

Streaming Media West

June 20, 2001



What is Digital Television?

Revolutionary Change Existing TV sets will not receive it

Totally separate physical plant

Digital carrier can transmit any digital content The television content is sent as data

4:3 Aspect Ratio 16:9 Aspect Ratio




Ch. 6 Ch. 7 Ch. 8 Ch. 9 Ch. 10 Ch. 11 Ch. 12

6 Mhz 6 Mhz 6 Mhz 6 Mhz 6 Mhz 6 Mhz 6 Mhz

Analog StationDigital Station

Digital Television uses the same RF propagationas analog TV Same Radio Shack antenna will work




>103,000 packets per second (188 bits/packet)

The packet header identifies the packet as High Definition TV,SDTV, MP3 files, Web pages, Databases or other content

HDTV

SDTVData

Null

DTV sends a stream of digital packets



When will it happen?

195 stations digital now ~ 10% of total

Timelines All commercial stations must be digital by May 1, 2002

All non-commercial one year later (May 1, 2003)

All analog TV goes away in May 2006 Assuming 85% of the population can receive a digital signal

Although above timelines are the current law,they will almost certainly be extended



What is Datacasting over DTV?

Data Broadcasting Just like existing television

Multicast one-to-many

Uses a portion of the existing digitaltelevision signal to broadcast non-television content

Nichecasting Targeted / Proprietary data distribution

Content can be aimed at audiences too small to justify using mainstream television

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How Does it Compare?

Advantages Cost

Inexpensive receive equipment

One-to-Many economies

Infrastructure built out Wireless

Provisioned very quickly

Ubiquitous coverage

Disadvantages One way

Portable – Not mobile

Nationwide coverage several years away



How Does it Work?

Digital Television is a 19.39Mbps “pipe”

MPEG-2 native transport,but IP can be encapsulated

Bandwidth required for DTVvaries from 3.5 Mbps to19.39 Mbps

Data can use opportunisticto 15.9 Mbps

Rates will improve over time



19.4

Mbps

High Definition

How Does it Work?



19.4

Mbps

Standard Definition

High Definition

How Does it Work?



19.4

Mbps

How Does it Work?

Program 1

Program 2

Program 3

Program 4

Program 5

Multicast



19.4

Mbps

Data

High Definition

Standard Definition

How Does it Work?



Internet never meant to be One-to-Many

Why Bother?

Server

Computer

Computer

Computer

Computer

Computer

Success = Failure for large webcasts

3-5 users watching the same high quality stream consume allof a T-1’s bandwith

Packet loss in the Internet cloud

Unicast



Server

Computer

Computer

Computer

Computer

Computer Multicast

Television is a Multicast Medium

Multicasting is much more efficient when thesame content is going to multiple locations 20 Million people typically watch one network TV program

Why Bother?



Users want television quality, not small windowsat low data rates

Bring all of the benefits of television to proprietary

video distribution by using …

Why Bother?

Television!

Average

television viewer watches 50hours/week



Consumers

Television Reaches 99% of the USPopulation

Consumers will be switching to DTV

receivers over time Many will be datacast enabled

Interactive television will also be possible

Computers can be used to receive DTV now $100 - $400 plug in card or USB device

Computers will eventually ship with DTV tuners



Most businesseshave a thinconnection to theoutside world

InternetExternal

1.5 Mbps

Business Customers



Internal bandwidth

100 Mbps

1 Gbps

10 Gbps

InternetExternal

1.5 Mbps

Choke point isconnection to theoutside world

Much more

bandwidth availableinternally

Business Customers



Internal bandwidth

100 Mbps

1 Gbps

10 Gbps

InternetExternal

1.5 Mbps

Digital TelevisionProvides anAlternative Path

Business Customers



Or bypass theinternal backbonecompletely!

Business Customers



Who is Doing it?

SpectraRep

iBlast

Wavexpress

Dotcast



SpectraRep is an Integrator We handle everything from distribution to antenna installation

Business Customer Focus Partner with Technology Companies

Open systems Buy what you need

Satellite Distribution / Backbone Successfully Deployed

Local markets now (145 stations) Regional / National / Consumer in the future

Flexible Digital Rights Management Smartcards, dongle, software or none

Consulting Offer



Customer Examples

Business to Employee Training Communication

Distance Learning

Retail Kiosks Point of Sale displays Database updates

Market Specific DC – Government Las Vegas – Conventions, Gaming, Hospitality San Francisco – Technology Los Angeles – Entertainment



Content

Acquisition Preparation

Satellite dish

Satellite

Satellite dish

Satellite Direct to Customer

DTV Tower

DTV to Customer

Satellite dish

Satellite

DTV Tower

Satellite dish

Satellite Backbone to DTV

SpectraRep Network

Diagram



Consumer Oriented Movies, music, games, software updates

Free to end user

Content providers pay based on content delivered

Centralized NOC (Content Ingestion Center) Regional / National Distribution

243 Stations (not all digital yet)

Internet Connection Required for E-Commerce

Popular Content Broadcast on a Rotating Basis

Content Providers will Underwrite Hardware Costs



Consumer Oriented Movies, music, games, software updates

Free to end user

Revenue Models Subscription, Purchase, Pay-Per-Use, Rent-to-Own

Prepaid model, supports micro transactions

Users must register a credit card

Uses Proprietary Hardware Dongle for Security

Software allows customization so just the content the user isinterested in is saved to the hard drive

Interactive TV



Consumer Oriented

Customizable Software Interface

Works with Analog TV now,

Transition to Higher Data Rates over DTV in theFuture

Uses a proprietary “Dot Box” Receiver Outboard device with its own storage

Distribution Through Some PBS Stations



Summary

Digital Television offers a 19.39 Mbpsdigital pipe reaching 99% of the USPopulation

DTV Datacasting is available today inthe largest markets, all markets in 1-2years

Very economical for multicast content

Viable for Enterprise customers today,consumers in 2-4 years.

Complex process, but big payoff



Mark O’Brien

Executive VP

SpectraRep, Inc.703-227-9690

[email protected]

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