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Digital Braodcasting Symposium 2012


11 ENGAGING AUDIENCES ON FOUR SCREENS


There has been a rapid transition from traditional platforms to more versatile multimedia platforms such as Hybrid TV, multimedia content over broadband, Smart Applications and the use of cloud technology. Telcos are moving fast to get a foothold in the marketplace which is at the moment very stimulated by content being made available anytime, anywhere on any device. Broadcasters need to step up their efforts in providing their content on these platforms.


Smart TV for Mobile


iPads as Smart TVs The scenario in Australia is that broadcasters hold less than 10% of the market share of online advertising. iPad-like devices offer a better user experience than Smart TVs as the latter are deemed relatively complex by users. The key lesson is that broadcasters must understand customer behaviour. Broadcasters need to embrace market trends by incorporating social networking and delivery to multiple screens.


Rights Management on Four Screens


Establishing a multiplatform and multi-screen delivery system requires consideration of many critical areas, such as subscriber rights management over multiple networks, addressing the range of device types and formats, harmonising stream management, adaptive rate control and rights management for different devices. Another key area in such a deployment is security and protection of content rights. Managing a multiple rights framework with many different scramblers and encoders is possible and is already in operation in some places.


Content through streaming services is available on mobile handsets but the cost is high due to high broadband charges. Thus, a new service, WebDMB, has been introduced in South Korea, where a pilot service is currently running with several content providers onboard. It is a mobile TV hybrid platform based on T-DMB and the Internet. WebDMB offers a similar experience to the users but through a hybrid smart API which facilitates multimedia content streaming through the T-DMB channel, whereas web content is available via internet connection.


Hybrid TV


Hybridcast integrates broadband services with digital broadcasting to provide a seamless and harmonised experience. Key features are APIs for broadcast resource access that enable information retrieval for the current programme and for stream synchronisation, obtaining timing information to synchronise the broadcast and broadband content. Hybridcast is now in the process of finalising the technical specifications, establishing partnerships with industry players and developing platforms for receiver testing and verification.


Content Creation for HDTV


HDTV has come of age and with it a growing demand for high definition programming. The transition from SD to HD has faced production, technical and in commercial challenges.


File-based production has brought a tapeless environment where nothing is tangible and content creation is influenced by technology. HD brings out fine detail necessitating extra


Content Security


Over-the-top (OTT) content means online delivery of video and audio without the ISP being involved in the control or distribution of the content itself. This is an open platform and is available on many connected devices, including TV sets. It should be regarded as an opportunity for the traditional broadcaster to engage more audiences. However, one important area which needs to be addressed is the security of the content and the network.


Digital Radio Adds Value


Digital Radio Plus, in Australia, provides value added services like EPG, slide shows, pause and rewind and wider choices of content. A system has recently been developed to provide more interactivity through integration with mobile networks. Information is sent to both the DAB+ broadcaster and to the mobile service provider. The Free to Air DAB+ service is broadcast to DAB+ capable mobile phones which remain connected to the regular mobile network, thus providing interaction between consumers, broadcasters and advertisers.


time and effort in makeup, set design and lighting. HD production costs are increased and some outsourcing may need to be considered. The benefits of HD are amazing, including picture quality and long-tail usage, whereas the downside is difficulty in working with mixed SD/HD environments and reduced revenue for SD content.


Some international collaboration in HD production has already taken place in Malaysia between local production companies and producers like National Geographic and


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