subscriptions content distribution
Dr Abe Peled, CEO
of NDS.
Remember, many things have to give them that access? The same Internet [to the TV] will happen but it
come together: first, there has to be with expensive watches & the like.” has to be the same experience as on
the critical mass of boxes that have He was also of the view that set- a TV. Nobody calls up YouTube
the ability to work with the scheme. top box hard drives would have to because there’s a problem with a
They have to measure in the millions, increase capacity. “Today’s biggest video. But they’ll call DirecTV if it
but then we have to have the complaint concerns the size of the
Products
doesn’t display correctly on the TV. In
broadcast and back-office systems to hard drive. 300 or 320GB is simply
that are
my opinion, at the risk of losing a few
handle these demands. In not sufficient in an HD home. An linked to our early adopters it is better to get it
comparison, today’s ad-market is external drive will change this. The right, delay a service if necessary, and
receivers in
mature and people know how many issue with external discs is that there then you’ll get the mass market.”
any way
eyeballs have seen an ad. Now, we are 101 versions out there, so the
have to be
have to drill down while at the same answer would be for a branded and 3D, the ‘next frontier’
time accounting wholly for the end approved external drive that the box
really bullet
results. recognised and conformed to an
proof in
“I think BSkyB is now looking for
“Everybody that we’ve spoken to, understood specification. We have the next frontier,” continued Peled.terms of
at the agencies and broadcasters, done a lot of work with Seagate to “The timeframe is harder to predict,
reliability
believes that this is the right thing to improve the drivers because initially but in the same way that Hollywood
before you
do. Now we have to have the same we had some problems with the likes 3D, it brings in extra revenues
dialogue with the creative head crashing on the drive. Patterns
associate
and is much harder to replicate on
community. I fundamentally think that of usage are very different on a PVR
them with a
bootleg DVDs. I think 3D for
this technology will increase the total than on a PC. Products that are linked pay-TV television is still some way off, but it
amount of cash going into TV to our receivers in any way have to will happen. HD has not yet run its
operation.
advertising.“ Peled gave some be really bullet proof in terms of course. Hybrid boxes will provide
Dr Abe Peled on
compelling examples: “Look at reliability before you associate them
external hard
another level of richness for viewers.
Porsche, which tends never to with a pay-TV operation. drives. It is hard to say what will come after
advertise on TV because 99% of that “We now have some of broadband these developments. Is it Super HD,
audience are not their target. It would hybrid boxes installed with DirecTV, or is it 3D? In the next three years we
be very wasteful. Today, they have no although they’re not yet pushing their will see a continuing price erosion on
choice expect to go with magazine use fully because of concerns about the cost of the box. So, a timeframe
advertising which, while good, is not the OTT supply of Internet video. for 3D is harder to predict but it is
as powerful as TV. What if we could There’s no doubt in my mind that OTT going to happen.”
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www.ibeweb.com l march/april 2009 l ibe l 9
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