2014 ETIA Summary and
List of Topics
Topics subject to change
* Topics subject to change
2014 Entertainment Technology in the Internet Age
Summary and List of Topics*
Entertainment technology has historically been the purview of Hollywood and Broadcast media.
However, rapid convergence of connectivity, bandwidth, and media technology improvements coupled
with consumer interest has caused a surge in media distribution over the web. Recent reports show a
millions users have switched from subscription pay services to web services in the USA alone. While still a
small percentage of the total, it is a growing trend. The concept of this conference is to explore the “old”
and the “new” in the context of the technology requirements for delivering a compelling entertainment
experience over the web. Join us for this 2 day event on the beautiful Stanford campus where technical
and creative experts from both worlds will explore the differences and commonalities of media over the
web and provide perspectives to help understand the key attributes and technical trends. A must attend
for engineers, creatives, and researchers focused on future of media over the Internet.
Topics will include:
Over The Top (OTT) as the New “Premium” Experience?
Fueling the Pump: Delivering Entertainment Across Platforms ( How technology enables story
telling)
Tools of Trade: Translating Traditional Content for the Web
Everyone a Winner: How Technology Can Help Facilitate Business Models?
Is the Big Stick TV Antenna F-Connector Dead?
Should ISPs be able to charge video providers for Internet fast lane?
Will the Internet Lead with (Quality) 4K and other related enhancements? (Turning classic
thinking upside down)
A Sporty Web in your Future?
Sounding Good: An Update on Sound and Captioning Over the Web
A Challenge of Riches: Telling Stories Across Devices in the Internet Age
The Entertainment Holodeck: An Idea whose Time has Come (Evening event)
2014 ETIA Program Committee
ETIA 2014 Program Committee
Patrick Griffis, Senior Director, Technology Strategy Dolby Labs and SMPTE
Education Vice President – ETIA 2014 Program Committee Chair
Patrick Griffis is Executive Director, Technology Strategy in the Office of the CTO
at Dolby Laboratories where he is charged with helping define future
technology strategy for the company. Prior to Dolby, he spent 10 years at
Microsoft leading digital media standards strategy on a global basis including
adoption of the Digital Living Network Alliance as a baseline media sharing
standard in Windows 7 and standardization of Windows Media Video
technology as an international standard in SMPTE. Prior to Microsoft, Pat spent
15 years at Panasonic in senior management positions including VP/ Strategic
Product Development at Panasonic Broadcast where he helped launch DVCPRO
and drive HDTV strategy for the USA. Pat started his career at RCA earning 8
patents in TV product design. He serves on the executive committee of the
SMPTE and is a SMPTE Fellow. He is past member of the board of the ATSC and
past Vice Chairman of the board of the Digital Living Network Alliance. He is an
invited member of the IBC Council, an industry executive advisory group as well
as the Academy of Digital TV Pioneers. He served two terms as President of the
IEEE Consumer Electronics Society. Pat holds a BSEE from Tufts University and
an MSEE from Purdue University.
Joyce Farrell, Executive Director, Stanford Center for Image Systems
Engineering - ETIA 2014 Program Committee Chair
Joyce Farrell is a senior research associate in the Department of Electrical
Engineering at Stanford University and the Executive Director of the Stanford
Center for Image Systems Engineering. She has a doctorate from Stanford
University and more than 20 years of research and professional experience
working at a variety of companies and institutions, including the NASA Ames
Research Center, New York University, the Xerox Palo Alto Research Center,
Hewlett Packard Laboratories and Shutterfly. She is also the CEO and founder of
ImagEval Consulting, LLC.
ETIA 2014 Program Committee
James Burger, Partner, Thompson Coburn LLP
Jim is a member of the Thompson Coburn Lobbying & Policy and Intellectual
Property Groups. He has worked extensively on legal and policy issues arising from
the intersection of digital technology, intellectual property protection,
communications, and government regulation. Jim has represented the Computer
Industry Group and other information technology entities in efforts to secure copy
protection rules for DVDs, Blu-ray discs and digital music downloads. He has also
represented technology clients before the Administration, Congress, and the FCC in
regard to the Digital TV Transition, the Broadcast Flag, and international
agreements affecting U.S. intellectual property law.
His efforts in the copyright law arena include his work leading negotiations to
exclude the computer industry from the Audio Home Recording Act, to avoid
passage of the Digital Video Recording Act, and prevent passage of analog hole
legislation. In addition, Jim has worked with the semiconductor industry in its
efforts to prevent the importation of dangerous counterfeit semiconductors.
Colin Dixon, Founder and Chief Analyst, nScreenMedia
Mr. Dixon created nScreenMedia as a resource to the Digital Media Industry as it
transitions to the new infrastructure for multi-screen delivery. He brings a wealth
of knowledge on the Digital TV, Over-the-Top and IPTV spaces from his 15 years
working in those industries. For the last 7 years he has been an analyst and partner
with The Diffusion Group. Before that he held senior executive positions at
Microsoft/WebTV, Liberate and Oracle delivering products and services to the
Cable, Satellite and IPTV industries. Mr. Dixon is the author of many reports and
opinion pieces including No Console Required: The Changing Face of TV Gaming
and Smart TVs 2012-2017: Connections, Use and Portal Revenue. He holds
Bachelors and Masters Degrees in Electrical Engineering and has post-graduate
business education experience from Stanford. Mr. Dixon is a frequent speaker and
ETIA 2014 Program Committee
moderator at many industry events such as NAB, IPTV World Forum and OTTcon.
Mr. Dixon was also nominated one of IPTV’s Top 50 People by IPTV Evangelist.
About nScreeMedia. nScreenMedia is a resource to the Digital Media Industry as it
transitions to the new infrastructure for multi-screen delivery. Through a mix of
informed opinion, news, information and research nScreenMedia helps you make
sense of multi-screen media. www.nscreenmedia.com
James Helman, Chief Technology Officer, MovieLabs
Jim Helman is an industry-recognized technologist who brings to MovieLabs an
extensive background inbuilding entertainment-related products and a passion for
technological innovation. Jim was a founding architect and later chief software
architect at Liberate Technologies, where he led the design of systems for
delivering interactive cable services. Prior to Liberate, he was a software architect
at Silicon Graphics, developing real-time 3D systems for location-based
entertainment, virtual sets, and simulation. Jim has also consulted extensively on
software architecture, intellectual property and product development for many
companies including Comcast, NEC Research Labs and Xerox PARC. Having worked
for over twenty years with Silicon Valley technology companies and start-ups, he is
frequently called upon by entrepreneurs and investors as an expert advisor on
patent and technology issues. Jim holds Ph.D. and M.S. degrees in Applied Physics
from Stanford University and a B.A. in Physics and Math from Washington
University.
Leszek Izdebski, Managing Director, Cisco Internet Business Solutions Group
Leszek Izdebski is director of the Media & Entertainment Group Service Provider
team, Cisco Internet Business Solutions Group (IBSG). He is responsible for driving
Cisco’s thought leadership around the future of media, identifying evolving
industry trends and assisting Cisco’s clients in improving their business
performance. Throughout his more than 20 years of consulting experience with
Accenture, Coopers & Lybrand, and others, Izdebski assisted media and telecom
companies in transforming their businesses through the development of new
ETIA 2014 Program Committee
products, product portfolio and media distribution strategies, and new business
models. His strategic product and service development work includes social TV,
IPTV, interactive TV, broadband music and gaming, and mobile gaming and media
services. He also created media joint ventures and partnerships, and ran strategy
engagements for some of the world’s largest media and telecom corporations and
start-ups in the United States, Asia, Europe, and South America. He assisted some
of the largest TV networks, studios, and media distributors transition to digital
services and develop new business models and advertising services and products.
Previously, Izdebski was an executive producer of films, short videos, and music
CDs, as well as a music producer. He also helped found and build several
technology and media start-ups. Izdebski has published research materials in the
areas of artificial intelligence and interactive media, earning him industry awards,
and has spoken at conferences and provided industry insights to various media
outlets, ranging from industry publications to CNN.
Charlie Jablonski, CEO, OnLive
Charlie oversees the operational aspects of OnLive, bringing a breadth of senior
management, engineering and broadcast technology expertise to the company. He
has a successful track record of leading startups through periods of expansive
growth, including serving as CEO of Myrio and COO of Geocast. Charlie has also
served as an adviser to venture capital, hedge and private equity funds. Charlie’s
career also includes 16 years with the National Broadcasting Corporation (NBC),
where he served as head of engineering and technology. He was awarded six
Emmys for his work on NBC’s coverage of the Olympics, is a fellow and former
president of SMPTE (Society of Motion Picture and Television Engineers) and Chair
Emeritus of the Engineering Awards Committee for the National Academy of
Televisions Arts and Sciences. Charlie serves on several boards, including ForaTV,
as well as the advisory board for the School of Engineering for Rensselaer
Polytechnic Institute.
ETIA 2014 Program Committee
Ken Kerschbaumer, Editorial Director, Sports Video Group
Ken Kerschbaumer has been editorial director of the Sports Video Group since
2005 and has been writing about how sports networks and leagues use video and
audio technology to deliver a quality TV experience since 1991. He began his career
in 1991 at Television Broadcast magazine before joining Cahners where he was
editor of Digital Broadcasting magazine. In 2000 he joined Broadcasting & Cable
magazine as Senior Editor of Technology. Seven years later he helped co-found the
Sports Video Group with Paul Gallo and Marty Porter.
Allan McLennan, CEO, The PADEM Group
Allan McLennan is President and Chief Analyst The PADEM Group which is based in
the San Francisco Bay Area and is a global digital-media advisory and industry
analyst organization specializing in corporate growth and advancement in the
digital media, entertainment and advertising markets. McLennan’s twenty years of
in-depth, global digital/IP knowledge has led to the advancement of digital media,
broadband television/cTV, mobile, ADvTV ratings/analytics, cross/multiplatform
advanced advertising and digital entertainment service offerings with an estimated
reach of close to a billion households. He has participated in the
creation/innovation, management/packaged and/or sold multiple new offerings
around the world in up to 17 countries, and is a recognized category and
management executive which has enabled him to work with numerous media and
technology companies worldwide, for example Microsoft, TIVO, COMCAST, Irdeto,
Canal+, Universal, Disney and even early Apple. During his career he has also held
corporate positions such as the founding AMI divisional president of entertainment
data-analytics corporation – RENTRAK (NASDEQ: RENT), serving 100% of the studio
and network marketplace. Additionally, he recently continued his advocacy of
advanced media programming first hand as Co-Producer on Filmmaker/Journalist
L.M. Kit Carson's radical mobile phone camera shot/created, linear television docu-
series: AFRICA DIARY for the US Cable channel SUNDANCE’s 2013 lineup.
ETIA 2014 Program Committee
Jan Skoglund, Manager, Chrome A/V, Google
Jan Skoglund is a team leader at Google. Jan received his Ph.D. degree from
Chalmers University of Technology, Sweden. From 1999 to 2000, he worked on low
bit rate speech coding at AT&T Labs-Research, Florham Park, NJ. He was with
Global IP Solutions (GIPS), San Francisco, CA, from 2000 to 2011 working on speech
and audio processing tailored for packet-switched networks. GIPS' audio and video
technology was found in many deployments by, e.g., IBM, Google, Yahoo, WebEx,
Skype, and Samsung. Since a 2011 acquisition of GIPS he has been a part of
Chrome at Google, Inc., in Mountain View, CA, where he leads a team developing
audio and video signal processing components.
2013 ETIA Special Report
8 // SMPTE Motion Imaging Journal September 2013
The first ever “summit” between Silicon
Valley representatives and the enter-
tainment industry was held at Stanford
in June, co-sponsored by SMPTE and
Stanford’s Center for Image Engineering
(SCIEN).
Some of the first moving pictures were
made by Eadweard Muybridge for Leland
Stanford. So it was only fitting that the
first-ever summit meeting between Holly-
wood and Silicon Valley was held at Stan-
ford’s beautiful campus. The conference,
officially titled “Entertainment Technology
in the Internet Age” (ETIA 2013) brought
together several-hundred industry execu-
tives and academics to discuss the rapidly
evolving technologies serving the explo-
sive market delivering content online.
The two-day event was kicked off by
SMPTE President Wendy Aylsworth and
SCIEN Director Bernd Girod. Conference
co-chairs Pat Griffis, Education Vice-
president of SMPTE, and Joyce Farrell,
Executive Director of SCIEN, joined them
in welcoming attendees and laying out the
“meaty” agenda for the conference.
Girod showed some of Muybridge’s origi-
nal work, which served as a reminder of
just how far motion pictures have come
over the intervening 130 years. He also
highlighted Stanford’s seminal role in
shaping the Internet, as one of the origi-
nal nodes on the network, as well as the
home of Internet pioneer Vince Cerf—and
of Sun, Yahoo!, and Google, among oth-
ers. Aylsworth tied the conference back to
SMPTE’s education mission, as there is a
clear need for members to learn new ways
to leverage the technology pouring out of
Silicon Valley.
The following is a summary of this ground-
breaking meeting and its individual ses-
sions.
SESSION 1: CREATING CONTENT FOR THE INTERNET
Content Creation for the Internet: New Tools and Concepts
While many entertainment companies are
focused on getting their traditional con-
tent repurposed for, and delivered over,
the Internet, a few thought-leaders like
the ones on this panel are focused on cre-
ating entirely new content designed from
the ground up for highly interactive envi-
ronments.
Ann Greenberg’s work at Sceneplay is fo-
cused on allowing audience members to
create original pieces of content that can
become part of the entertainment—an
idea she refers to as the “democratiza-
tion of media.” This is a vision that she
has been pursuing since she was a child,
and now Internet technology is begin-
ning to make it possible. In particular, she
stressed the importance of metadata-en-
hanced content as a way to provide better
and more personalized viewing experienc-
es. Carl Rosendahl’s 20 Carnegie Mellon
University students are taking their ef-
forts in similar directions, a very different
focus from the years he spent creating
animated features for Hollywood.
Internet luminary Peter Hirshberg took
these ideas even further, expanding the
possible venues for entertainment to en-
tire cityscapes. Giving examples of large-
scale interactive art, like citywide displays
showing energy savings in realtime, Hirsh-
berg showed how the “Internet of Things”
is blurring the distinction between the
world in which we live and our entertain-
ment. As another example of the enter-
tainment world expanding beyond tradi-
tional screens, Hirshberg cited statistics
that 25% of all tweets are about television
and gave examples of media properties
where their online experience is a primary
tool for driving viewers to the broadcast
show. The result has been that social me-
dia—once expected to destroy traditional
media—is instead amplifying it. Hirshberg
tied these trends to the arrival of what
McLuhan described as the “global village,”
where we would all become very involved
in what other people are doing.
SPECIAL REPORT
By DavID CarDINal
Bernd Girod @ SM
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Flash Forward: How HTML-5 and Canvas Will Become the Next Interactive Screen for Web Media
For anyone who was feeling a bit adrift
after all the high-level vision presented
in the first session, this one brought at-
tendees right back down to the practical
reality of making experiences happen on
the Internet. Dirk Schulze from Adobe
started off with a brass tacks walkthrough
of the capabilities brought by the Canvas
tag to HTML5. Most simply, it can be used
to display static drawings and video, but
it also supports animating elements and
even performing graphics operations—in-
cluding alpha-blending and compositing—
on them. The result is some very impres-
sive “in-browser” rendering of multimedia
content. In the future, he said the Canvas
tag will be expanded to include filters, à la
Instagram.
One stumbling block to the widespread
adoption of HTML5 has been the prepon-
derance of Flash video on the Web. Jet
Villegas of Mozilla showed a prototype
Flash viewer, codenamed Shumway, run-
ning entirely in the browser using HTML5
and Javascript. Impressively, it was able to
play most Flash animations and games at
essentially the same speed as the native
player. Mozilla has also done the work to
have Shumway operate transparently by
intercepting calls to the Flash player and
interpreting them directly instead.
Google’s Hugh Finnan started his talk by
relating that HTML5 has been slow to
take off in part because it lacks advanced
features needed by content providers.
Specifically, he cited content protec-
tion, adaptive streaming, and captioning
as three essential elements needing to
be addressed. Fortunately, solutions are
coming for all of these issues. Using a
combination of HTM5’s Encrypted Media
Extensions, Media Source tag, and MPEG’s
DASH adaptive streaming, Google’s own
Play service became the first pure-HTML5
content delivery system. Netflix quickly
followed suit with its HTML5-based player
for Chrome earlier this year—and now for
Internet Explorer (IE) 11.
Another shot in the arm for content pro-
viders—and viewers—is likely to be the
VP9 codec Finnan described. It is expect-
ed to be twice as efficient as the currently
used H.264 version, which will be critical
if video traffic consumes the 86% of In-
ternet bandwidth that Finnan said Cisco
expects it to by 2016.
Future File Formats for Entertainment Media: What Are the Tech Trends and Implications for Internet Distribution?
If there was one statistic to take away from
the ETIA conference, it might have been
Howard Lukk’s: Disney currently needs to
create more than 35,000 different ver-
sions of each movie it releases. At first
hard to believe, once he walked attendees
through the variety of languages, formats,
subtitlings, and custom edits (which might
be as minor as blurring the American Air
logo on the planes shown in a movie on a
United flight), the scale of the issue start-
ed to make sense. Disney hopes that new
technologies like the Interoperable Mas-
ter Format (IMF) will help ease the strain
by allowing the modifications to be done
closer to the end user and at least be built
from a common starting point.
For those not already experts in IMF,
Pierre Lemieux from Sandflow explained
how it works. Much the same way applica-
tion software is packaged with manifests,
IMF uses a series of content manifests
(Extensible Markup Language [XML]-for-
mat metadata) to describe the pieces that
needed to be assembled to make a movie.
Those content playlists (CPLs) are then
combined with another type of manifest,
the output playlist (OPL), to produce a set
of tracks that can be shown.
Pushing the envelope further, Cinecert’s
John Hurst pointed to a future where the
IMF files could be delivered directly to
consumers, allowing the creation of the
final tracks on an “as-needed” basis, cus-
tomized to the environment and display
technology available. As an example, he
said large studio clients like Google, Ap-
ple, and Microsoft might receive IMF files
and produce their own playable tracks for
each device or resolution they need.
SPECIAL REPORT
Panelists (L-R) Ann Greenberg and Carl Rosendahl.
Dirk Schulze
Hugh Finnan
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Gaming, Entertainment, and the Internet
Like entertainment, gaming has under-
gone a radical transformation since the
“throwing quarters in the machine” era
that Charlie Jablonski remembered as he
kicked off the panel. Followed by the era of
console predominance, gaming is quickly
evolving with mobile games, “freemium”
business models, the rise of casual gam-
ing, and the dramatic increase in the so-
cial aspect of games.
With games costing upwards of $50 mil-
lion to develop, and nearly $60 each
at retail, games are quickly dominating
both the revenue and the profit, even for
console makers. OnLive provides a “play-
anywhere” strategy for gamers. As a sub-
scription model where the games never
leave the server, it side-steps the piracy
issue, while still allowing customers to
play any of its 300 titles on the device of
their choice.
Technically, OnLive had to work hard to
get roundtrip times to the server down to
150 msec to make gaming possible. Cou-
pled with video compression and lots of
data centers with dedicated hardware, the
result is a competitive offering that direct-
ly leverages Internet technology. While
gaming is a great first market, Jablonski
also sees other compute-intensive forms
of visual computing as natural markets in
the future.
By contrast, instead of providing a new
paradigm for existing games, IMVU’s Brett
Durrett is working to create an entirely
new class of games built around social
interactions. Using terms including “so-
cial entertainment” and “self-expression,”
Durrett explained how creating avatars is
only the tip of the iceberg for user-creat-
ed content. The result has been massive
growth of the social aspects of IMVU—with
111 million user accounts and 16 million
user-created products for sale in their vir-
tual marketplace.
Taking a completely different approach to
application distribution than OnLive, Alex
Caccia explained that Marmalade’s set of
developer tools allows companies to tar-
get a large variety of mobile platforms
from a single development environment.
The result is high-quality, high-perfor-
mance applications without the need for
full-up native development on each type
of device.
SESSION 2: DISTRIBUTING CONTENT VIA THE INTERNET
Internet Media Delivery Formats: A DASH to the Races?
Watching content over the Internet is
amazing, until it stops working. Band-
width availability, in particular, continues
to be a major issue for all types of content.
Unfortunately, traditional download and
streaming protocols do not adapt well to
sudden dips in available bandwidth. They
can result from outages, too many users
sharing a connection, or overloading of
the network or servers. In our neighbor-
hood, things slow down on Friday and
Saturday night because of the number of
people streaming movies.
Until recently, adaptive streaming solu-
tions designed to deal with this situation
have been proprietary. Fortunately, the in-
dustry is lining up behind a new standard—
nicknamed DASH—that helps servers ad-
just to the bandwidth available to them.
Dolby’s Richard Doherty stated that, in
addition to being an open standard, one
of DASH’s other advantages is that it runs
entirely over HTTP. Being based on a com-
mon Web protocol makes it much easier to
implement and less likely to be caught up
in filters or proxies than a solution requir-
ing a completely new protocol would be.
Mark Watson of Netflix stressed that Net-
flix wants to push the envelope on this
technology, as its mission is to get content
to as many people as possible. Microsoft
and Adobe have also pledged to put their
weight behind DASH. With all this excite-
ment, it is easy to forget that the very
nature of adaptive streaming is a compro-
mise. After all, if enough bandwidth was
available to show content in its original
form, no reduction in quality through ad-
aptation would be necessary. Before me-
dia can be streamed, adaptively or not,
it needs to be in the right format for the
consumer. Elemental makes its living by
helping content providers transcode be-
tween needed formats—certainly a growth
business for now as told by Jesse Rosenz-
weig of Elemental.
Next-Generation Content in the Cloud: Ultraviolet
The rise of streaming digital media calls
into question the need for consumers to
purchase and collect content. If a movie
can be viewed anytime and anywhere,
then the need to own it and keep it stored
away is reduced. Sony’s Mitch Singer and
MovieLabs’ Craig Seidel believe that their
Ultraviolet solution restores users’ moti-
vation to collect movies. By providing a
multivendor system that includes a “digi-
tal locker” for movie rights, incorporates
both retail and electronic purchase, and
includes cross-platform players, Ultravio-
let is a modern alternative to a physical
collection of DVDs. Unlike a physical col-
lection, your cloud-hosted Ultraviolet col-
lection cannot be stolen or misplaced.
Ultraviolet also allows you to share your
movies with family and friends, a nice
benefit of the cloud. You can even con-
vert your physical disks to Ultraviolet
cloud storage, if they are available in the
Ultraviolet system. With about 12 million
(L-R) Session Chair Charlie Jablonski, Brett Durrett, and Alex Caccia.
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September 2013 SMPTE Motion Imaging Journal // 11
users, Ultraviolet is controlling its rollout,
but Singer said it would be tied in with a
number of major retailers by the end of
the year.
Mobile Internet Media: Content on the Go!
Mobile video is by far the fastest-growing
segment of the market for content. Cis-
co’s Leszek Izdebski explained that 9% of
video watching is already done on mobile
devices, and the percentage for premium
content may be as high as 71%. Unfortu-
nately, advertising sell-through has been
much lower than for content streaming on
traditional computers. While not directly
addressing the monetization issue, panel-
ists presented their ideas for dealing with
the increased demand for mobile content
and capacity.
Jim DeFilippis of TMS described an inter-
esting experiment in which realtime video
feeds were broadcast using UHF through-
out the arena at a Baylor basketball game.
This solved the Wi-Fi bandwidth problem
inherent in large venues and provided the
audience with an interactive experience.
Fox is taking a different tack. Eric Moreno
described a small TV receiver that can be
added to a smartphone and that allows
consumers to receive over-the-air TV
broadcasts. Eric Wolf’s PBS, while not di-
rectly selling ads, is also looking at ways
to provide members with a premium ex-
perience.
Preserving Artistic Intent in an Internet Device World
Pixar’s workflow, as described by Rod Bog-
art, starts with a quality storyline and then
tries to preserve it. This is easiest with the
Digital Cinema master it creates for each
movie, but issues of mismatched aspect
ratios and frame rates make the masters
for home and especially for mobile con-
tent consumption much more difficult.
The other half of the mobile viewing expe-
rience is the player and device software.
nVidia’s Ricardo Motta explained some of
the techniques it uses to try to preserve
as much as possible of the original cre-
ative intent of quality content, while mini-
mizing battery drain and living within the
processing power limits of smartphones
and tablets. He explained that frame-by-
frame brightness and contrast process-
ing can reduce power consumption by as
much as 50% while improving the quality
of the viewing experience. Both panelists
agreed with audience members that bet-
ter metadata passed along with content
would help players optimize it more intel-
ligently.
Achieving Quality on the Internet: How Can it Be Done?
No one moves more data on the Internet
than Cisco, so it was with great interest
that attendees listened to John Apos-
tolopoulos as he talked about some of
the technologies that will help increase
the Internet’s capacity. He reiterated the
importance of DASH, but he also said it
should be complemented with opportu-
nistic and off-peak downloading of con-
tent in advance. Faster wireless standards
like 802.11ac and 802.11ad promise to help
carry increasing bandwidth all the way
to individual devices in the home. Going
further, OpenStack-based scalable serv-
ers are one way to help content providers
support their increased demand.
Sunil Bharitkar from Dolby switched gears,
giving an earful about how audio has been
a poor stepchild to video when it comes to
bandwidth allocation. In his dream world,
audio content would contain more, bet-
ter, channels. Pushing the performance
envelope without breaking the bank on
speaker budgets, he pitched Dolby’s own
ATMOS solution for next-generation audio
as the future.
Scott Daly, also from Dolby, delved back
to the world of video bandwidth. He sees
a future where narrowcasting could pro-
vide each device with exactly the data it
needs—like a next-generation version of
adaptive streaming. Alternatively, if trans-
mission speeds continue to increase along
with cloud processing, then another option
is to do all the processing before sending
the stream to the home and have the de-
vices in the home act strictly like display
devices—closer to the model OnLive uses
for streaming games and applications.
SPECIAL EVENING SESSION
Legal and Illegal Distribution over the Internet: Can We Find Common Solution(s)?
In this marquee session of the confer-
ence—live-streamed by SMPTE—a wide
variety of perspectives on piracy were
presented. On one end of the spectrum,
the studios, in this case represented by
Mitch Singer from Sony and Chris Odgers
from Warner Brothers, feel they are in a Rod Bogart
Ricardo Motta Scott Daly
John Apostolopoulos
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bind on release windows—held hostage by
the theaters—and would like some help in
enforcing copyright laws to crack down on
piracy during that window. Google’s Fred
von Lohmann and BitTorrent’s Eric Klinker
provided a different perspective—that the
real issue is a business model problem,
and that the solution is to deliver content
to customers in a form they are willing to
consume.
Ultraviolet was presented as a major at-
tempt by the studios to provide a better
purchasing experience for video consum-
ers, but it became clear that it will not ad-
dress the major problem of the pirating
of first-run movies before they are legally
available online. There was also a differ-
ence of opinion among the panelists over
the existing Safe Harbor provision in the
Digital Millennium Copyright Act (DMCA).
Von Lohmann specifically mentioned
that it fostered innovation and risk-taking
among entrepreneurs, while Singer wished
it had never been included in the bill.
Panelists all agreed that market-based
solutions, which they termed “carrots,”
were far preferable to legal intervention,
which they called “sticks,” with Intel’s Ste-
phen Balogh describing some of its efforts
at both. However, it was clear by the end
of the question and answer (Q&A) ses-
sion that the planned carrots are still not
enough to eliminate piracy.
SESSION 3: PAYING FOR CONTENT VIA THE WEB
Where are the Eyeballs? A Fireside Chat
Unlike the conference’s other panel ses-
sions, this one featured a one-on-one
chat—with Dish Network’s Vivek Khemka.
He provided an overview of how Dish is
breaking new ground with its Hopper
products by allowing viewers to custom-
ize their TV experience. In particular, he
addressed its controversial commercial-
skipping feature by explaining that it is
specifically limited to scenarios where
viewers would be unlikely to sit through
the commercials anyway.
The Hopper uses a hybrid delivery system,
with satellite providing enough content
for a baseline viewing experience, and an
optional connection to the Internet avail-
able to augment it and also to provide
on-demand viewing. Dish, like other dis-
tribution channels, is fighting increasing
content costs and is looking at various op-
tions for more selective packages to try to
keep prices in check. Even small changes
in the economy, like the expiration of the
payroll tax cut, cause some subscribers to
“cut the cord.” With Dish’s $800 cost to
acquire a customer (compared to around
$25 for Netflix), it needs to maximize rev-
enue from each one.
Paying for Content over IP? How is it Changing?
Microsoft’s Taras Bugir helped get this
session on monetizing content on the In-
ternet off to an optimistic start by stating
that the amount of advertising revenue
that has moved to online is still small as a
percentage of total advertising, implying
that there is plenty of room for growth.
One panelist referred to the current situ-
ation as “turning analog dollars into digi-
tal pennies.” Bugir also linked the current
lack of true digitally-oriented content to
the nascent advertising model and hoped
the situation will improve over time.
Samsung’s Alan Messer made the case
that new technologies—for example, being
able to tell whether consumers are really
watching a show—will help fuel digital rev-
enue growth. He cited technologies like
those provided by Cognitive Networks
as the sort of breakthrough that will al-
low ads and actions to be more closely
tracked—even if the action occurs on a
Special Evening Session Panelists included Mitch Singer, Sony; Steve Weinstein, Deluxe Entertainment Service Group; Chris Odgers, Warner Bros.; Stephen Balogh, Intel; Fred von Lohmann, Google; and Eric Klinker, BitTorrent.
(L-R) Rajasekar Krishnamurthy, Dan Russell, and Dolce Ponceleon.
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September 2013 SMPTE Motion Imaging Journal // 13
second screen other than the primary
screen that is showing the content.
Wayne Ruting from Decentrix worried
that, currently, many separate silos of data
are being created, rather than integrating
data about the entire viewing experience.
His vision is for a model similar to Internet
“cookies” to track TV viewing. Of course,
combining multiple data streams caused
piracy concerns from the attendees.
SESSION 4: ENJOYING THE CONTENT (THE USER’S EXPERIENCE)
Internet, the Second Screen and Beyond
With more than half of those viewing tele-
vision also using another screen at the
same time, this so-called “second screen”
is a ripe opportunity for enhancing the
viewing experience. nScreenMedia’s Co-
lin Dixon laid out three possibilities: that
the second screen can be another TV, en-
hance a TV, or change the way TV is expe-
rienced. He suggested that some ground-
breaking second screen experiences like
BET TV’s 106+Park, which make the audi-
ence part of the show, are the way of the
future. In his mind, given the choices avail-
able to consumers, “boredom is death” for
a TV show.
Panelists agreed that one difficulty in
rolling out second screen experiences is
synchronizing the second screen view-
ing experience with the main screen.
For sporting events, a human operator
can time the augmented content for the
second screen; however, for routine pro-
gramming, some form of fingerprinting or
watermarking of the content is needed.
Applications like Shazam that listen to the
soundtrack are merely the beginning of
what will be possible.
Analytics on the Internet
For those stunned by the size of National
Security Agency (NSA) data centers that
have been in the news recently, Sekar
Krishnamurthy from IBM research demon-
strated that doing “big-data” on reactions
to TV on the Internet required compiling
data on more than 60,000 Internet sites
and 100 million consumer profiles. IBM
consolidated all that data, then broke it
into microsegments by analyzing not just
the tweets, but also the intent of the post-
er and whether they were likely to view
the content. Correlating that data with
media promotions provided clients with
new tools for analyzing the effectiveness
of their marketing dollars.
Google’s Dan Russell took the discussion
off into an entirely different direction,
giving the audience a step-by-step tuto-
rial on how he created a MOOC (massive
open online course) version of his class on
more effective searching on Google. He
was happy to announce that all his work
is available in the form of the Course-
builder open-source project. Privacy came
up again in this session, as the thought
of hundreds of millions of consumer pro-
files cross-correlated between vendors
stressed the need for intelligent privacy
policies and user control over data gath-
ering.
Content Discovery and Personalization
Everyone agrees that finding enjoyable
content to watch is a big issue for consum-
ers facing an increasing number of choic-
es—often 300 or more TV channels or
potentially hundreds of millions of Inter-
net sites. While this is often described as
a search problem, Florian Pestoni played
devil’s advocate by saying it was better
represented as an optimization problem—
optimizing the process of getting a viewer
to their preferred content as quickly and
easily as possible.
V2’s Adam Powers explained how start-
up Nanocrowd’s system of nano-genres
helped achieve that goal of getting users
to their desired content faster, while Vi-
dora’s Alex Holub bemoaned the fact that
video is very “opaque,” so it is hard to in-
dex and analyze, and therefore to create
recommendations about it automatically.
All the panelists agreed that the TV model
of “instant on, something is always play-
ing” was lacking in Internet-based content
distribution, and that personalized, al-
ways-on, channels could be very valuable
if “over the top” (OTT, or Internet) TV is to
become pervasive.
Closed Captioning of Internet-Delivered Content—Why, When, and How?
Studios and TV networks are very familiar
with the legal and technical requirements
of closed-captioning of content, but many
Internet companies are not. This session
provided an excellent introduction to the
legal situation from Jim Burger, followed
by an approach to a technical solution
from TBT’s Mike Dolan.
LESSONS LEARNED AND GOING FORWARD
For two days, attendees were treated to a
flood of insightful presentations from both
content creators and the high-tech ven-
dors that help push that content across
the Internet. A factor that became clear
early on is that there is a lot of room for
closer cooperation among all the groups
involved. Many of the proposed techni-
cal solutions could well be candidates for
SMPTE standards. For example, defining
common metadata for content and having
it passed end-to-end throughout the con-
tent delivery system would be a big win
for everyone.
From a show of hands, it was also obvi-
ous that attendees had learned a lot, both
from the sessions and from other attend-
ees, and they hope ETIA will become a
regular event.
David Cardinal is a professional photog-
rapher and technologist with a decade of
experience as a digital travel and nature
photographer and over two decades work-
ing in high tech, including many years in
software development and management
at Sun Microsystems and Amdahl, and the
cofounding of FirstFloor Software, later
part of Calico Commerce. He cowrote one
of the first image management solutions
for digital photographers—DigitalPro for
Windows. His articles have appeared in
dozens of magazines, including many in
PC Magazine, Photoshop User, Dr. Dobbs,
and Outdoor Photographer.
Dan Russell
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2013 ETIA in the News
Topics to change
Select ETIA Media Coverage (2013)
"Entertainment Technology in the Internet Age (ETIA) -- Special Report." SMPTE Digital Library. Society of Motion Picture and Television Engineers, 1 Sept. 2013.
"Hollywood and Silicon Valley Face off on Movie Piracy." ExtremeTech. Ziff Davis,
LLC, 21 June 2013. "SMPTE and Stanford University's SCIEN Draw Leaders From Silicon Valley and
Hollywood to ETIA Conference." InsideTheBayArea. ANG Newspapers, 28 June 2013.
"SMPTE and the Internet." Post Magazine. 20 June 2013. "Hollywood, Silicon Valley Quarrel over Digital Media." EETimes. UBM Tech, 19 June
2013. "SMPTE & Stanford Talk Tech." The Standard - ATSC. Advanced Television Systems
Committee, June 2013. "SMPTE Entertainment Technology in the Internet Age (ETIA) Virtual Press Conference
Now Available Online” SiliconValley.com. The Mercury News, 29 May 2013. "SMPTE and Stanford Center for Image Systems Engineering to Coproduce
‘Entertainment Technology in the Internet Age' Conference." 4rfv.com International Broadcast News. Regional Film & Video, 12 Mar. 2013.
2013 ETIA Program
Topics to change
1
Entertainment Technology in the Internet Age 18 – 19 June 2013
Stanford University
Stanford Graduate School of Business
Knight Management Center
655 Knight Way
Stanford, California 94305
Overview
Entertainment technology development and content deployment has historically been the purview of Hollywood and
traditional broadcast media. However, rapid convergence of technology improvements in connectivity, bandwidth, and
media-processing coupled with consumer interest has caused a surge in media distribution over the web.
Produced by the Society of Motion Picture and Television Engineers in partnership with the Stanford Center for Image
Systems Engineering, this two-day conference at the beautiful Stanford University campus will explore the technical,
creative, and business requirements for delivering a compelling, high-quality, monetizable entertainment experience
over the web, covering four aspects of the ecosystem and include an evening event with keynote speaker(s).
Day 1 – 18 June 2013
08:45 - 09:00
Welcome, Introductions and Program Overview
Bernd Girod/Director, Stanford Center for Image Systems Engineering
Wendy Aylsworth/SMPTE President
Dr. Joyce Farrell/Conference Chair, Stanford Center for Image Systems Engineering
Pat Griffis/Conference Chair and SMPTE Education Vice President
Session 1: Creating Content for the Internet
09:00 - 10:00
Content Creation for the Internet: New Tools and Concepts
Session Chair: Fred Fuchs/President, Riverside Entertainment
Presenters/Panelists:
Ann Greenberg/CEO, Sceneplay
Carl Rosendahl/Faculty, Entertainment Technology Center, Carnegie Mellon
Peter Hirshberg/Silicon Valley Executive, Entrepreneur and Marketing Specialist
This session will look at the new technologies enabled by the web that allow new innovative concepts in media creation
and distribution. What can Hollywood learn from the new approaches? What can the traditional creatives teach the
Internet generation? Panel will include a mix of creatives from both perspectives.
2
10:00 - 11:00
Flash Forward - How HTML-5 and Canvas Will Become the Next Interactive Screen for Web Media
Session Chair: Dr. Jan Skoglund/Manager, Chrome A/V, Google
Presenters/Panelists:
Hugh Finnan/Director of Product Management, Google
Jet Villegas/Senior Engineering Manager, Mozilla Corporation
Dirk Schulze/WebKit Developer, Adobe
HTML-5 is the latest generation of web browser technology designed from the start to be media savvy. What are the key
features it offers and when can we expect to see deployment in the marketplace? More importantly, can traditional TV
services such as captioning and remote user interfaces be integrated effectively? What issues are preventing an effective
marriage of the two? Will HTML-5 coupled with Canvas 2D/3D rule as the next-generation UI technology? Come hear
from W3C and media technology experts.
11:00 - 11:20
Networking Break
11:20 - 12:00
Future File Formats for Entertainment Media: What are the Tech Trends and Implications for Internet Distribution?
Session Chair: Howard Lukk/VP Production Technology, The Walt Disney Studios
Presenters/Panelists:
John Hurst/President/CEO, Cinecert
Dr. Pierre Lemieux/Partner, Sandflow Consulting
This session will give selected highlights of current activities in standards to simplify premium content creation and
distribution for Internet applications. Topics will include an update on SMPTE Interoperable Master Format (IMF) which
is a standard to allow a mezzanine-level production quality master format that can then be efficiently translated for
diverse output applications ranging from Blu-ray to Ultraviolet to Internet. What do these new approaches mean for
content distribution via the Internet?
12:00 - 13:00
Gaming, Entertainment, and the Internet
Session Chair: Charlie Jablonski/CEO, On Live
Presenters/Panelists:
Bill Gardner/Partner, Digital Entertainment Insights, LLC
Charlie Jablonski/CEO, OnLive
Alex Caccia/President, Marmalade
Brett Durrett/CEO, IMVU
3
The distinctions between gaming and traditional linear entertainment is blurring. With the advent of social gaming
popularized by companies like Zynga where will the distinctions blur further and what does the intersection look like?
13:00 - 14:15
Lunch Break (on your own)
Session 2: Distributing Content Via the Internet
14:15- 15:00
Internet Media Delivery Formats - A DASH to the Races?
Session Chair: Richard Doherty/Director, Dolby EMedia Technology Strategy, Dolby Laboratories
Presenters/Panelists:
Mark Watson/Director Streaming Standards, Netflix
Will Law/Principal Architect, Akamai
Jesse Rosenzweig/CTO, Elemental
This session will provide a high-level overview of what adaptive streaming is all about and why it is needed. It will then
discuss the technical differences between some popular technologies including HLS and MPEG’s DASH and offer insights
as to the pros/and cons of each as well as an overview on the business issues and opportunities for harmonization.
15:00 - 15:30
Next Generation Content in the Cloud: Ultraviolet
Session Chair: Mark Teitell/General Manager, UltraViolet (DECE)
Presenters/Panelists:
Craig Seidel/Vice President, Distribution Technology, MovieLabs
Mitch Singer/Chief Digital Strategy Officer, Sony Pictures Entertainment
UltraViolet is a new generation of content delivery via the cloud. Consumer’s buy“rights” which stored in the cloud and
then fulfilled via a variety of mechanisms. This panel will discuss Ultraviolet concepts and technology.
15:30 - 15:45
Networking Break
15:45 - 16:45
Mobile Internet Media: Content on the Go!
Session Chair: Leszek Izdebski/Managing Director, Cisco Internet Business Solutions Group
Presenters/Panelists:
Nishad Pai/Principal, Global Alliance Development, Google, Inc.
Eric Wolf/Vice President, Technology Strategy & Planning, PBS
Erik Moreno/SVP Corporate Development, Fox Networks Group / Co-GM Mobile Content Venture
Jim DeFilippis/CGO, TMS Consulting
4
Explosive growth of consumption of mobile video is creating new challenges and opportunities for media companies and
distributors. Rapid rate of innovation in end-user devices and broad rollout of 4G infrastructure is enabling new mobile
media businesses and is changing behavior of consumers. This panel will discuss many of the challenges and
opportunities that this new ecosystem is creating. It will examine current trends in monetization of mobile media,
challenges in production for mobile distribution, and current trends in broadcast (linear) vs.on-demand services. It will
also discuss current growing rates of Wi-Fivs. 3G/4G consumption and implications of increased penetration of 4Gto that
trend.
16:45 - 17:15
Summary/Adjourn
17:15
Networking Reception
Special Evening Session
18:30 - 20:00
Legal and Illegal Distribution over the Internet: Can We Find Common Solution(s)?
Session Chair: Pat Griffis/Executive Director, Technology Strategy, Dolby Labs and SMPTE Education Vice President
Moderator: James M. Burger/Partner, Thompson Coburn LLP
Presenters/Panelists:
Mitch Singer/CTO, Sony Pictures Entertainment
Steve Weinstein/CTO, Deluxe Entertainment Service Group
Chris Odgers/VP Technology, Warner Bros.
Stephen Balogh/Technology Policy Specialist, Intel
Fred von Lohmann/Legal Director, Copyright, Google
Eric Klinker/CEO, BitTorrent
The IP clause of the US Constitution instructs Congress: “To promote the Progress of Science … by securing for limited
Times to Authors … the exclusive Right to their … Writings ….” How do we implement an over 200-year old concept in an
age where processing power and communication speed increase at a rapid rate? The last major revision to the Copyright
Act was in 1976, with patches, among others, to protect CDs (1992) and to deal with circumventing devices and online
infringement (1998). There doesn’t appear to be much disagreement that these laws have, so far, failed to stem massive
online infringement. Some claim this infringing activity threatens the future of entertainment content and drastic
measures need to be deployed. Others claim online infringement has little impact on the production of copyrighted
entertainment content and drastic measures threaten the future of the Internet and the dissemination of knowledge the
Constitution intended. This panel examines whether there is a middle ground of legal and/or business models that could
ameliorate any economic damage caused by such online infringement without harming the Internet..
20:15+
Informal Networking
5
Day 2 – 19 June 2013
08:45 - 09:00
Welcome and Review
Dr. Joyce Farrell/Conference Chair, Stanford Center for Image Systems Engineering
Pat Griffis/Conference Chair and SMPTE Education Vice President
Barbara Lange/SMPTE Executive Director
Session 2: Distributing Content Via the Internet (Continued)
09:00 - 09:30
Preserving Artistic Intent in an Internet Device World
Session Chair: Pat Griffis/Executive Director, Technology Strategy Dolby Labs and SMPTE Education Vice President
Presenters/Panelists:
Rod Bogart/Color Scientist, Pixar
Richard Motta/CTO and Distinguished Engineer, Mobile Business Unit, NVIDIA
This session will be a tutorial on common practice in rendering artistic intent with the variety of tools in the movie
creation world and then a discussion of challenges of maintaining artistic intent when delivering to a growing category of
internet-centric devices with different rendering capabilities. Is there a device independent solution or are we stuck with
optimizing on a device by device basis? What role can standards play to help signal and preserve artistic intent?
09:30 - 10:30
Achieving Quality on the Internet: How Can it Be Done?
Session Chair: Dr. Joyce Farrell/Stanford
Presenters/Panelists:
John Apostolopoulos/VP & CTO, Enterprise Networking Group & Director of Enterprise Networking Labs, Cisco
Scott Daly/Principal Member Technical Staff-Applied Perception, Dolby Laboratories, Inc.
Dr. Sunil Bharitkar/Director of Technology Strategy, Office of the CTO, Dolby Laboratories, Inc.
This session will explore the technical challenges of improving the delivery and quality of multimedia over the Internet
and to mobile devices, with comparisons to traditional distribution methods. Speakers will address how joint audio-
video coding, Internet streaming, wireless communications and display properties affect the user's experience.
10:30 - 11:00
Networking Break
Session 3: Paying for Content Via the Web
6
11:00 - 12:00
Where are the Eyeballs? A Fireside Chat
Session Chair: Colin Dixon/Founder and Chief Analyst, nScreenMedia
Presenters/Panelists:
Vivek Khemka/Vice President Customer Technology, Dish Network
Keeping track of the eyeballs is becoming increasingly difficult. In the space of just a few years television operators have
had to expand their focus from one screen - the television - to multiple screens. Reacting to the fundamental shifts in
viewing behavior is not just a customer convenience feature; it has become a matter of survival. In this fireside chat, we
will examine the challenges of not only keeping up with a consumer’s changing needs but anticipating them. What will
an operator need to provide in five years to deliver a compelling user experience? How do you prepare for devices that
haven’t even been invented yet? How do you continue to help content providers make money through all these
changes? These and other questions will help you get a clearer picture of not only where we are but also where we are
going.
12:00 - 13:00
Paying for Content Over IP? How is it Changing?
Session Chair: Allan McLennan/CEO, The Padem Group
Presenters/Panelists:
Dr. Alan Messer/VP, Head of Advanced Technology Lab, USA, Samsung Silicon Valley R&D Center (SISA)
Taras Bugir/Worldwide Managing Director-Media & Cable, Microsoft
Wayne Ruting/CEO, Decentrix Inc.
How is the Internet embracing new forms of multiplatform advertising? How do these new platform ads differ from the
traditional approaches and how can user viewing be tracked? Is Nielsen or old school still in command of this new model
and what goes into developing compelling advertising that’s associated with the specific interests of a program's
audience now that targeting is real.
13:00 - 14:15
Lunch (on your own)
Session 4: Enjoying Content (The Users' Experience)
14:15 - 15:15
Internet, the Second Screen and Beyond
Session Chair: Al Kovalick/Founder, Media Systems Consulting
Presenters/Panelists:
Colin Dixon/Founder and Chief Analyst, nScreenMedia
Trevor Doersken/CEO, Mobovivo
Khris Loux/CEO and Co-Founder, Echo
Hardie Tankersley/VP Digital Platforms, Fox Broadcasting
7
The use of second screens such as PC's, iPad's, etc., to control or complement a main screen viewing experience in the
home is a growing phenomenon. In this session, we will examine innovative developments in this area and their impact
from both a Hollywood creative and technical perspective in enhancing an over-the-top content experience by
collaborative efforts.
15:15 - 16:00
Analytics on the Internet
Session Chair: Dr. Dulce Ponceleon/Manager, Content Protection, IBM Research
Presenters/Panelists:
Dan Russell/Uber Tech Lead for Search Quality and User Happiness, Google
Rajasekar Krishnamurthy/Research Scientist, Computer Science, IBM Almaden Research Center
The new generation of analytics technology can provide powerful context clues on user behavior that can be used in a
variety of media applications, including better contextual search and content identification. In this session we will
discuss some of the latest technology developments and relevance to entertainment applications.
16:00- 16:15
Networking Break
16:15- 17:15
Content Discovery and Personalization
Session Chair: Florian Pestoni/Entrepreneur and Technology Executive
Presenters/Panelists:
Adam Powers/VP of Media Technology & Solutions, V2 Solutions
Alex Holub/Co-Founder and CEO, Vidora
As the lines between linear and on-demand continue to blur, television is becoming more personal and social. In a world
of near-infinite content, connecting users with relevant content is emerging as a key differentiator. From established
players with large content libraries to new entrants, companies are pursuing different approaches to discovering
content, including search, collaborative filtering, machine learning, scene-level metadata and social sharing. In this
panel, we will explore these trends with some of the leaders in the space.
17:15 - 18:00
Closed Captioning of Internet Delivered Content - Why, When, and How?
Session Chair: Pat Griffis/Executive Director, Technology Strategy, Dolby Labs and SMPTE Education Vice President
Presenters/Panelists:
James M. Burger/Partner, Thompson Coburn LLP
Mike Dolan/President, TBT Inc.
As more and more media content moves to the Internet, governments are increasingly putting regulations in place to
mandate the same accessibility features that exist for traditional broadcast services. This panel will discuss some of the
8
technical issues facing the industry, work that has been done to address new FCC requirements for Internet-delivered
content, as well as future synergies between the legacy and Internet captioning technology approaches.
18:00 - 18:15
Conference Summary and Take-Aways
Conference Chairs and Audience
18:15
Adjourn
Program subject to change!