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Serge Rutman Director Display & DTV R&D Home Products Group, Intel

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Beyond the Couch Potato. Serge Rutman Director Display & DTV R&D Home Products Group, Intel. The DTV opportunity (ARTICULATED 3.5 YEARS AGO). Ultimate digital information presentation device. smart TV. FEATURES. A discontinuity created by the - PowerPoint PPT Presentation
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Serge Rutman Director Display & DTV R&D Home Products Group, Intel
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Page 1: Serge Rutman Director Display & DTV R&D Home Products Group, Intel

Serge RutmanDirector Display & DTV R&DHome Products Group, Intel

Page 2: Serge Rutman Director Display & DTV R&D Home Products Group, Intel

The DTV opportunity The DTV opportunity (ARTICULATED 3.5 YEARS AGO)(ARTICULATED 3.5 YEARS AGO)

Introduce new (PC) differentiators to the TV market:

- intelligence level (MIPS) - local filtering (only present what the user wants) - personalization (learn the user’s habits) - quantity of digital storage - I/O devices (physical & virtual) - object detail capability (3D etc.)

1940 1950 1960 1970 1980 1990 2000 2010

Black & White

Colour

reprogrammable general purpose intelligence in (PC) receivers

digital transmission, imbedded MIPS

analogue colour transmission s scheme

stereo audio

video over the air

High Def.(READABLE!)

Ultim

ate d

igita

l

info

rmat

ion

prese

ntatio

n dev

ice

smar

t TV

ATSC standard

- interactive content- 500x data delivery- broadcast SW dist.

Ongoing efforts:- Intercast (data over NTSC VBI)- DVB broadcast- hybrid app technology- SW MPEG

?

FE

AT

UR

ES

A discontinuity created by the imminent analogue to digital transition in the TV market offers a chance to open a vast new market to Intel microprocessors.

Page 3: Serge Rutman Director Display & DTV R&D Home Products Group, Intel

DTV research Program DTV research Program mission:mission:

(2 year old foil)(2 year old foil)

Intel inside(TM), DTV receiver-equipped PC

As DIGITAL TV market develops the DTV paradigm is redefined from

a passive audio+video delivery mechanism to a new medium for

non-linear, interactive programming “experienced BEST” on

Page 4: Serge Rutman Director Display & DTV R&D Home Products Group, Intel

DTV Technical BackgroundDTV Technical Background(US, ATSC, terrestrial)(US, ATSC, terrestrial)

– Geographic coverage same as NTSC– Video/audio quality substantially improved via use of

DIGITAL Codecs: MPEG2 video, AC3 audio – Digital, packetized broadcast transmission allows

delivery of ANY kind of bits @ 19Mb/sec– Several image formats aspect ratios & refresh rates– Initially broadcasters get an additional 6Mhz channel for

simulcast (concurrent analogue and digital service– later the analogue service ends, freeing up RF spectrum

Page 5: Serge Rutman Director Display & DTV R&D Home Products Group, Intel

What’s changingWhat’s changing

Analogue -> Digital– fidelity improved– efficiency improved (more channels in same spectrum)– bits are bits - more choices in content

Receiver Capabilities RAPIDLY increasing– intelligence - once you have enough computer to decoded

MPEG2 & AC3 you have a decent computer. Not much more cost to make it reprogrammable

– rendering (eg. 3D)– storage (use disk as a content “cache”). – interesting I/O (eg. joystick, camera, stereo displays...)– multiple concurrent sources of content (eg. TV & Net & DVD)

New media (Internet) encroaching on broadcasting

Page 6: Serge Rutman Director Display & DTV R&D Home Products Group, Intel

What’s staying the sameWhat’s staying the same

Fundamental strength of the broadcast medium remains efficient concurrent delivery from “1 to millions”

Mostly a “Couch Potato Medium” - passive, viewed by several people in living room, has to be easy to use & bulletproof.

Not much NEW money in the broadcast industry to pay for aggressive deployment new equipment (head end and receiver)

Today’s business models are advertising based Many competing service providers NOT interested in

making access to competitors service easy

Page 7: Serge Rutman Director Display & DTV R&D Home Products Group, Intel

More More choiceschoices at the at the SMARTSMART receiver then receiver then size of display & volume.size of display & volume.

Multiple, mixed sources of for data: Multiple, mixed sources of for data: HYBRID applications. HYBRID applications.

EDIT:select1of N

A

A

A

EDIT:combine

N

A

B

C

X1

Y1

B

Y 1+Y2

A C+X1+X2CPU(reprog)

BROADCAST

Y2

today

tomorrow

local storage

NTSCdecode

hybridapps

X2

?WEB

A

B

C

Page 8: Serge Rutman Director Display & DTV R&D Home Products Group, Intel

Some metricsSome metrics

degree of Video On Demand-ness– receiver autonomously caches most likely to be requested

content

– carouselling ability to channel surf fast a.k.a. stream acquisition latency cool picture/bit level of Viewer choice ease of navigation - next generation EPGs degree of choice at head-end vs. receiver (provider vs. user

interests)

Page 9: Serge Rutman Director Display & DTV R&D Home Products Group, Intel

How to validate the vision - How to validate the vision - Santa Clara DTV Capability Santa Clara DTV Capability

(circa ‘97-98)(circa ‘97-98)

PC

variousdisplay

DTV add-in

antenna

RNB

PC server

8VSB mod.

upconvert

VideoAudioData M

UX

Win’95 driversAFD MPEG SW

AC3 audiovarious data viewers

FCC DTV

license

Page 10: Serge Rutman Director Display & DTV R&D Home Products Group, Intel

Center for Datacasting Innovation configuration on Center for Datacasting Innovation configuration on 10/25/9910/25/99

Intel Experimental

DTVTransmitter

SkyStreamDBN-25

Tiernan HD video Encoder

SencoreData fileServer

PhilipsTokenMUX

Dolby AC3

Encoder

Philips SD video

Encoder

Non-Real TimeFTP, Tape, HD,CD-ROM...

Intel SC12 Facility

8 VSB RF link

Fib

er li

nk

DVS HD Storage

Philips HDCamera

Panasonic D5 Tape Deck

Intel SW Tools& MUX

KICU DTVTransmitter

Intel RNB Facility

MUX

Video

Audio

Mic

ro W

ave

link

KICU Studio Facility

KICU Transmission

Facility

3rd Party Content

Vid

eo &

aud

io

Real TimeSatellite Link

Server

T1

Intel SW Tools

Data fileServerAuditorium

where you are now

1st floor demo area

C.D.I. SC12 lab

KICUCh 36 - Analog

Ch 52- DTV

C.D.I. KICU lab

Equipment can belocated here, as

appropriate

Page 11: Serge Rutman Director Display & DTV R&D Home Products Group, Intel

KICU DTV coverageKICU DTV coverage

Page 12: Serge Rutman Director Display & DTV R&D Home Products Group, Intel

ContentContentCreationCreation

TransmissionTransmissionFacilityFacility

TransportTransport

ClientClientHardware/Hardware/SoftwareSoftware

ClientClientFrameworkFramework

A hard constraint - Author Once A hard constraint - Author Once for Multiple Transports and for Multiple Transports and

PlatformsPlatforms

Many of TheseMany of These

Goal:Goal:Do This OnceDo This Once

Page 13: Serge Rutman Director Display & DTV R&D Home Products Group, Intel

Some details on Data Some details on Data BroadcastingBroadcasting

The DTV pipe was designed for the “old TV app”, so… The DTV standard contained sufficient detail for delivering

digital, compressed Video + Audio… and a note was made that “other ancillary data” was

feasible Not a great state of affairs for a “computer guy” with all

sorts of ideas for alternative uses for the medium For that reason the S13 ATSC technology group was

formed And the standard will have a robust way to deliver ALL

kinds of data to ALL kinds of receivers

Page 14: Serge Rutman Director Display & DTV R&D Home Products Group, Intel

what does DTV “data pipe” look what does DTV “data pipe” look like?like?

19Mb/sec raw, per channel. MANY channels. multiple image encoding formats 3 profiles of usage:

guaranteed auxiliary broadcast (dedicate some BW to a stream of digital data), analogous to current VBI use 1k-5Mbit opportunistic (use the “spare bits” during low motion periods, stills, subtitles etc. to deliver data at variable bit rate).

Could carry both program-related and unrelated data full BW (utilize a whole channel for very high-speed, bulk data delivery)

6:00am 12:00pm 6:00pm 12:00am

% v

iew

ers

awak

e

BW

19Mb/s

Page 15: Serge Rutman Director Display & DTV R&D Home Products Group, Intel

What changes when TV broadcast What changes when TV broadcast goes digital?goes digital?

Bits are Bits, not video bits.Bits are Bits, not video bits.

Meaning and encoding of information are decoupled The new medium enables broadcast delivery of ALL TYPES of

digital information, beyond pictures and sound EVERY receiver contains a computer

– RAM and MIPS at least for decoding of MPEG2 & AC3

– opinions on what kind of computer vary widely :-)

– users get more choices comparable to transition of audio distribution from LP to CD,

which created a new, interactive medium - the CD ROM

Page 16: Serge Rutman Director Display & DTV R&D Home Products Group, Intel

data broadcast applications data broadcast applications taxonomytaxonomy

The range spans orders of magnitude along the axes of Bandwidth & number of users.

Other significant characteristics include: – reliability of delivery (executable file with 1 bit missing is

worthless (or worse!) while a missing pixel does not substantially impact image quality

– size and duration of the “atomic object” (pager message vs. encyclopedia)

– latency (emergency message vs. scheduled morning news)

– real-time vs. time-shifted use (page vs. science lesson)

Page 17: Serge Rutman Director Display & DTV R&D Home Products Group, Intel

some application some application examples:examples:

watch-pagers (connected anywhere for critical messages) stock tickers (personalized, valuable real-time data) “your world news” (personalized news) “virtual school house” (personalized, interactive education &

information access)* SW distribution (fresh bits with out disks, shrink-wrap,

trucks, or shelf-space) “I want to see this ad” (greatly improve targeting adds to

willing potential consumers)

* this is a personal favourite of mine - objectively good for ALL, and a great fit for the PC/ATV combination. Anyone that wants to help build it please see me!

Page 18: Serge Rutman Director Display & DTV R&D Home Products Group, Intel

BW vs. number of users BW vs. number of users (approx. log/log)(approx. log/log)

BW

10M

“your world” news

stock tickers

watch-pagers

SW download

“virtualschool house”

10 USERS

19MB/s

10Kb/s

“ad”

Page 19: Serge Rutman Director Display & DTV R&D Home Products Group, Intel

size of object vs. latency size of object vs. latency (approx. log/log)(approx. log/log)

size

week

“your world” news

stock tickers

“ad”watch-pagers

SW download

“virtualschool house”

minute required max latency

10GB

100bytes

Page 20: Serge Rutman Director Display & DTV R&D Home Products Group, Intel

What changed since last What changed since last cs448 (Fall ‘98)cs448 (Fall ‘98)

Close to 100 station on air with digital services 100-200k DTV receivers deployed PC DTV receiver add-ins available from multiple vendors offered

at $200-300 from multiple vendors ATVEF developed as a voluntary authoring spec for web-

enhanced DTV content ATSC’s data broadcasting standard in ratification Industry acknowledges that NEW $$ likely to come from data

broadcasting & enhanced content combination of new & old biz models - AOL merges with Time

Warner data broadcasting and interactive TV startups sprouting like

mushrooms


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