cover story IPTV@IBC2010
If we consider that a linear TV channel can only play one programme at a time, then if there are 100 channels available the viewer has 100 viewing options at any given point. When a VOD catalogue is introduced, complete with 10,000 programmes which are all available to view at any time, as well as any recorded content from the user’s DVR, then viewers are faced with and most likely overwhelmed by over 10,000 viewing options - this is where integrated solutions for content discovery really come in to play. Following the recent
announcements from Internet behemoth Google regarding its planned ventures into the TV domain, the ability to apply search to the world of television has become extremely topical. However, search assumes that users know what they are looking for; in the same way that recommendations have to be relevant, so do search results – contextuality can play its part in ensuring that a feature such as search is enriching the experience rather than complicating it, however for general content discovery, we see recommendations as a more effective means. Early on we made a conscious decision not to provide
recommendations ourselves as we recognised that there are numerous companies in the field dedicated to doing just that; we now have a number of providers engaged in a recommendations engine partner programme, including Jinni, Think Analytics and TV Genius. With initiatives such as ‘TV Everywhere’ in the US and numerous commercial alliances forming to encourage the availability of content on a range of devices, we are starting to see the ability to view content on any device, anywhere and at any time become a reality. However, service providers have to recognise and plan for the nuances of different screens and content types. For example, the big screen TV is the shared and social experience that
promotes a core video and entertainment experience. Portable screens such as smart phones, tablet devices and laptops are personal and promote a much more fragmented and limited duration experience. In our opinion, rather than trying to replicate the experience on every device, the focus needs to be on developing complementary services where the strengths of each screen/device can enhance the experience across other screens and devices. A clear focus on usability is key - a principle that features strongly in our UI philosophy.
The NDS approach to user interface development focuses on three key elements: usability, design and functionality. The goal is to develop TV user interfaces that can be adapted to other devices and platforms. These can then be used to offer a complementary and extendable experience to the core viewing through the common UI which has been optimised for each device type. NDS Snowflake is a good example of a UI that demonstrates these principles in action. We’ve worked hard to optimise it for the full range of devices a viewer might want to access content from including TVs, PCs, PMPs, mobile devices, iPhones and 3D TV. The design premise was not only to simplify access on these devices to all types of content including broadcast, on-demand, and OTT
A recent survey of US cable
subscribers, conducted by NDS found that viewers wanted to be able to perform more Internet-like functions through their television sets.
programming, but also the integration of brands, channels’ widgets, and social networking. To enable such a unified experience on devices, the background technology can become cumbersome, often requiring separate
infrastructures for each platform. The ideal solution is to combine the platforms through a single
infrastructure, such as the NDS Unified Headend. To deliver content to multiple screens from a single infrastructure operators really need a flexible system that can adapt to the requirements of different devices, whether they are STBs, PCs or mobile devices. These systems need to support content in multiple bitrates and formats, as well as deliver an adaptable but standardised user interface that provides the same look and feel on any device. Equally important for the operator is the need to facilitate cross-platform offers and content transfer between devices using a cross platform CA/DRM ecosystem.
Above and below, Snowflake: the NDS approach to user interface
development focuses on three key elements: usability, design and functionality.
Our customers understand these challenges and value the importance of the user experience. The market is expanding and there are a wealth of new opportunities presenting themselves to operators to enrich their subscribers experience; as a trusted technology partner NDS is there to help them capitalise on those opportunities to create the optimal user experience.
www.ibeweb.com l OFFICIAL GUIDE TO IPTV@IBC2010 september/october 2010 l ibe l S15
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