IPTV@IBC2009 Special Report
The social, economic, regulatory and technological trends that are impacting
the media and broadcast industry have created a set of evolutionary conditions
in which only the fittest will survive. Service providers need to protect their
main revenue streams, reduce costs, improve agility, and develop new sources
of revenue in a new and diverse competitive environment. In order to achieve
this, service providers are transforming into ‘experience providers’ as they
deliver the versatile media experience and multi-play services that subscribers
want. At the core of the experience provider transformation is the ability to
successfully deliver video entertainment while ensuring stunning picture
quality and optimal service reliability. At IBC 2009, Cisco (Hall 1, Stand D.71) is
demonstrating how medianets - next-generation media-aware IP networks
built specifically for video and rich media applications - provide enhanced
differentiation and added value in a capex constrained environment.
Nick Fielibert, CTO & principal engineer, Cisco SPVTG, EMEA explains how the
inherent properties of IPTV can be used as an enabler within the context of
medianets to break out of the walled garden and help service providers deliver
a truly converged media-rich experience to the connected home.
Making the most of
the ‘IP’ in IPTV
on the move via the open internet or aPTV is underachieving. A strategy for enterprises, consumers and
service provider’s managed network.controversial statement maybe, service providers. With 73% of
This strategy certainly sounds appealingbut in terms of what IPTV can broadcast engineers indicating in a
to the consumer but does it makedeliver, we have only seen the recent Cisco poll that they intend to
business sense for the service provider?tip of the iceberg. Certainly we use an IP network for video
I
The simple answer is yes. But inhave seen a steady increase in contribution within the next two years
order to take maximum benefit fromIPTV subscribers over the past year it is clear that the media and broadcast
more advanced IPTV offerings, servicewith the technology established as a industry is migrating towards IP
providers need to ensure that thestaple for the majority of telcos. We medianets. Cisco is the only company
basics are in order. Quality of contenthave even seen some interest in IPTV that, along with our partners, can
Nick Fielibert, CTO
over DOCSIS 3.0 from cable operators,
& principal
and quality of experience are nowaddress rich media from an end-to-end
engineer, Cisco hygiene factors for IPTV and issues suchbut overall the technology remains perspective by taking advantage of
SPVTG, EMEA.
as limited bandwidth must beentrenched in the walled garden. The deep expertise in IP networking, video
addressed as effectively as possible.key attribute that gives IPTV the edge and consumer premise solutions.
While the major capex needed toover other platforms is its IP IPTV delivered by the same IP
undertake network upgrades might notarchitecture, offering advantages medianet technology can help
be possible due to budget constraints itthroughout the video delivery value transform the consumer video
is still possible to improve thechain and is becoming de rigor. experience by enabling a converged
customer’s experience by deployingBroadcasters have identified the media-rich experience including Video-
solutions such as Cisco Visual Quality offlexibility and added value that IP Next- On-Demand (VoD), Over-The-Top (OTT)
Experience (VQE) technology. VQE helpsGeneration Networks (IP NGN) can and Internet content and even social
service providers mitigate challengesdeliver and have been using them for networking. Furthermore, the common
such as network congestion, bit errorsfile based contribution and distribution IP architecture allows the experience to
on access lines (for example, DSL) andactivities for over a decade. More be shared over multiple screens
optical trunks rapid channel changerecently, IP technology has also including TV, PC, laptop, mobile devices
time (CCT) and video monitoring andenabled the move to digital production and smartphones with interactivity
reporting. If they are not delivering aworkflows. With low latency and between devices. Future advances will
high quality experience to theminimal packet loss, these ‘medianets’ extend the scope of the connected
customer, service providers will haveare intelligent networks optimised for home making content from the home
an up-hill task in trying to sell in value-rich media that can help drive video network available to consumers while
S14 l ibe l OFFICIAL GUIDE TO IPTV@IBC2009 september/october 2009 l
www.ibeweb.com
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