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special report the connected world supplement For example, content owners will


be handling the transformation of every asset into hundreds of variants for differing network types, devices and affiliation deals. Their re- negotiation of rights and even direct marketing of huge archives of content to consumers will place all-new burdens of scale, complexity and technology understanding upon them. The required solutions involve high degrees of intelligence and automation within processing systems, and an even greater amount of flexibility to adapt to new devices, formats and opportunities. Even the global processing of metadata surrounding content will need to be harmonised. Industry moves in aspects like standardised MPEG DASH adaptive bitrate streaming will assist in reducing the cost and complexity of delivery. TV service providers are in a superb


position to hold onto customers with their trusted brands and established services, but will have to transform their packaged services for every screen. To address this, the new solutions will require tight integration in the back-office to harmonise and interconnect every possible screen with one another and any content. The presentation styles and client support for every consumer interaction will have to be unified. Not addressing this will lead to the service providers being asked myriad future ‘why can’t I?’ questions. For example ‘why can’t I finish watching this movie on my tablet in bed?’ ‘Why does the system not know I paid for it


on another device?’ Consumers’ evolution in expectation will continue at great pace. The technology and platform demands needed to address this service and feature agility, as well as to cope with an almost unlimited amount of content and assets including awareness of rights, will require integrated solutions of cutting edge capacity. They will be essential to those that will succeed in the future. While early multi-screen offerings


have focused on limited on-demand viewing, social networking has made TV a shared experience. Consumers are ‘community watching’ live or scheduled TV and interacting with each other on a ‘virtual sofa’ in a virtual living room. The social aspect of live TV, coupled with the strong consumer desire to watch broadcast TV on second-screen devices, continues to draw in consumers and underlines the importance of delivering linear multi- screen TV services interconnected with the ability to leverage social platforms simply. Our Ericsson ConsumerLab research


last year indicated that live television continues to be an essential part of a consumer’s television viewing experience. Coverage of live events, particularly major sporting events, can be seen to drive technology adoption as consumers choose the highest quality coverage of their favourite events. This has driven top-end compression technologies such as 4:2:2 coding, high definition, 10-bit precision, 3DTV and, in the not too distant future, will push 1080p50/60


and 4K/UHDTV. New solutions such as HEVC/H.265 will be needed to deliver these qualities. TV service providers will have to


We are ultimately preparing for the realisation of a networked society, where everyone, everything and everywhere will be connected in real time. TV is a new game. It’s time to play.


keep pace with change - if they are not in the game they are going to get left behind.


Ericsson TV Anywhere at IBC


At IBC this year, we will be demonstrating our broadest offering for the entire TV value chain as well as sharing our unique consumer insight and deep expertise in video and networks. We will be showing how our portfolio of solutions and our expertise and services make us ready to enable content owners and TV service providers to prosper through the inevitable re-invention of TV. From delivering programming ‘on the TV’ device in the living room, to creating ‘the future service of TV’ on any device, anywhere. We already see our customers


Consumers are demanding high quality,


personalised TV services specific to individual devices.


preparing for this change and looking to Ericsson’s unique position within the industry to support and guide them. We have built the next generation platforms that unify TV anywhere services, enable the scale and agility for the almost infinite and unknown, make delivery networks video-optimised, and bring deep integration and services to our customers. We are ultimately preparing for the realisation of a networked society, where everyone, everything and everywhere will be connected in real time. TV is a new game. It’s time to play.


www.ibeweb.com l the connected world supplement september/october 2012 l ibe l S21


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