special report the connected world supplement
interactivity between the TV screen, and their favourite services from the web - for example social networking applications that enable contextual conversations around a viewing event, or a
flick.er app that displays images related to your current viewing. SDP supports any connected consumer electronics device by using standard APIs to communicate with applications. It simply creates a bond between the web, the application on the companion device and what is available in the VoD library or playing on the TV screen.
SDP opens TV platforms through a controlled and managed platform to applications from any third-party developer, allowing them to use existing software development kits and the well established application stores. In doing so SDP, and the apps it enables, enrich the operator’s TV services immensely and also extends their brand to a universe of cool companion and connected CE devices. For developers, the SDP provides a well packaged developer portal, sandbox and API that makes it simple for third-party developers to create TV-centric applications for companion and connected CE devices, and thus to enhance the TV viewing experience. In essence, it abstracts the TV platform process from the delivery and formatting of content and integrates the TV data with existing web services metadata and content. The scope of possible SDP applications is extremely wide, ranging from synchronised interaction between a TV programme and an app on a companion device to social networking around shared TV experiences. It connects digital TV magazines and integration of web video to augment, complement and integrate with the TV offering. Synchronised interaction includes things like online shopping for products featured in TV shows, enhancement of TV travelogues, sports events, and voting & commenting on a show being broadcast - so pretty much anything you can imagine to enrich the TV viewing experience through an application.
Over the top, under the operator brand, on the main screen
Whether it’s web services accessed through applications on companion devices, or the fast-growing supply of online video, the Connected World
has introduced abundant sources of entertainment. Through multi-channel TV and online content, viewers are exposed to a wealth of programming, but not necessarily in an easily usable way.
However many channels you receive from your cable or satellite provider, or the masses of content you may find separately online, the package never seems complete. It may be a niche hobby, a little-known sport or TV in your mother tongue that - if you do manage to find in the deepest darkest depths of the Internet - is not often of a palatable quality or on the screen that you’d prefer to watch it.
It isn’t as if speciality programming for the television does not exist; it certainly does - along with content owners who would be only too willing to license it for distribution. But the technological and business obstacles to cost-efficient commercial distribution have been prohibitive - until now.
Combining an online video marketplace with a highly-optimised, over-the-top delivery platform, InfiniteTV Exchange (ITX) is the new TV content marketplace and delivery mechanism from NDS. It optimises the connected environment for ultimate choice through the familiar and trusted pay-TV platform. ITX revolutionises the way TV content is negotiated, aggregated, managed and delivered.
For the consumer, ITX provides access to a vast reservoir of global, speciality content and personalised channels. It already has numerous professional content providers on board with hundreds of channels - which can be integrated seamlessly into the consumer’s cable or satellite service. These video assets are displayed in the existing TV guide and can be viewed anytime or recorded on the DVR. ITX transforms the consumer’s regional or national TV service into a global stage, providing a personalised viewing experience.
Enabling the ‘micro-broadcaster’
As the SDP does with third party app developers, ITX enables new players in the pay-TV market. As well as enabling existing broadcasters and content owners to create, aggregate and distribute niche content channels cost-effectively, ITX empowers a new breed of broadcaster, who NDS call the ‘micro-broadcaster’. The micro-
NDS’ Infinite TV Exchange channel product.
NDS enables consumers to use the viewing device of their choice, watch the content they want to watch (at the time they want to watch it), combine TV viewing with online activities and communicat e with
friends and other viewers while enjoying TV.
broadcaster is a brand (product, service or celebrity) that has name- recognition, but not the volume of content or the means to create and distribute its own commercial channel. Combined into an aggregated channel, however, along with other brands and third-party content, the micro-broadcaster can realise true value in a cost-effective manner. This aggregated channel is marketed by ITX to TV service providers and delivered over broadband to STBs, PCs and other devices - enhancing the viewer’s portfolio of choice and addressing their content needs.
Consuming the Connected World
NDS enables consumers to use the viewing device of their choice, watch the content they want to watch (at the time they want to watch it), combine TV viewing with online activities and communicate with friends and other viewers while enjoying TV.
At the same time, it enables TV operators to leverage their programming over different networks and to multiple devices, benefit from the creativity of thousands of developers, enhance their services with an almost infinite number of channels and video items and create new business offers.
Entertainment and the content we choose to consume is a very personal experience, and in such a connected landscape the ultimate experience is in reach. The building blocks are there to enable flexible, value-added viewing with tangible choice - the power is now in the hands of the operator to make it happen.
www.ibeweb.com l the connected world supplement march/april 2011 l ibe l 31
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