2. Serge Rutman Director Display & DTV R&D Home Products Group, Intel

3. The DTV opportunity (ARTICULATED 3.5 YEARS AGO) è Introduce new (PC) differentiators to the TV market: - intelligence level (MIPS) - local filtering (only present what the user wants) - personalization (learn the user’s habits)- quantity of digital storage - I/O devices (physical & virtual)- object detail capability (3D etc.) 19401950196019701980199020002010 Black & White Colour reprogrammable general purpose intelligence in (PC) receivers digital transmission, imbedded MIPS analogue colour transmission s scheme stereo audio video over the air High Def. (READABLE!) Ultimate digital information presentation device smart TV ATSC standard - interactive content - 500x data delivery - broadcast SW dist. Ongoing efforts: - Intercast (data over NTSC VBI) - DVB broadcast - hybrid app technology - SW MPEG ? FEATURES A discontinuity created by the imminent analogue to digital transition in the TV market offers a chance to open a vast new market to Intel microprocessors.

4. DTV research Program mission: (2 year old foil) Intel inside (TM), DTV receiver-equipped PC As DIGITAL TV market develops the DTV paradigm is redefined from a passive audio+video delivery mechanism to a new medium for non-linear, interactive programming “experienced BEST” on

5. DTV Technical Background (US, ATSC, terrestrial) –Geographic coverage same as NTSC –Video/audio quality substantially improved via use of DIGITAL Codecs: MPEG2 video, AC3 audio –Digital, packetized broadcast transmission allows delivery of ANY kind of bits @ 19Mb/sec –Several image formats aspect ratios & refresh rates –Initially broadcasters get an additional 6Mhz channel for simulcast (concurrent analogue and digital service –later the analogue service ends, freeing up RF spectrum

6. What’s changing Analogue -> Digital –fidelity improved –efficiency improved (more channels in same spectrum) –bits are bits - more choices in content Receiver Capabilities RAPIDLY increasing –intelligence - once you have enough computer to decoded MPEG2 & AC3 you have a decent computer. Not much more cost to make it reprogrammable –rendering (eg. 3D) –storage (use disk as a content “cache”). –interesting I/O (eg. joystick, camera, stereo displays...) –multiple concurrent sources of content (eg. TV & Net & DVD) New media (Internet) encroaching on broadcasting

7. What’s staying the same Fundamental strength of the broadcast medium remains efficient concurrent delivery from “1 to millions” Mostly a “Couch Potato Medium” - passive, viewed by several people in living room, has to be easy to use & bulletproof. Not much NEW money in the broadcast industry to pay for aggressive deployment new equipment (head end and receiver) Today’s business models are advertising based Many competing service providers NOT interested in making access to competitors service easy

8. More choices at the SMART receiver then size of display & volume. Multiple, mixed sources of for data: HYBRID applications. EDIT: select 1of N A A A EDIT: combine N A B C X1 Y1 B Y 1+Y2 A C+X1+X2 CPU (reprog) BROADCASTBROADCAST Y2 today tomorrow local storage NTSC decode hybrid apps X2 ? WEB A B C

9. Some metrics degree of Video On Demand-ness –receiver autonomously caches most likely to be requested content –carouselling ability to channel surf fast a.k.a. stream acquisition latency cool picture/bit level of Viewer choice ease of navigation - next generation EPGs degree of choice at head-end vs. receiver (provider vs. user interests)

10. How to validate the vision - Santa Clara DTV Capability (circa ‘97-98) PC various display DTV add-in antenna RNB PC server 8VSB mod. upconvert Video Audio Data MUX Win’95 drivers AFD MPEG SW AC3 audio various data viewers FCC DTV license

11. Center for Datacasting Innovation configuration on 10/25/99 Intel Experimental DTV Transmitter SkyStream DBN-25 Tiernan HD video Encoder Sencore Data file Server Philips Token MUX Dolby AC3 Encoder Philips SD video Encoder Non-Real Time FTP, Tape, HD,CD-ROM... Intel SC12 Facility 8 VSB RF link Fiber link DVS HD Storage Philips HD Camera Panasonic D5 Tape Deck Intel SW Tools & MUX KICU DTV Transmitter Intel RNB Facility MUX Video Audio Micro Wave link KICU Studio Facility KICU Transmission Facility 3rd Party Content Video & audio Real Time Satellite Link Server T1 Intel SW Tools Data file Server Auditorium where you are now 1st floor demo area C.D.I. SC12 lab KICU Ch 36 - Analog Ch 52- DTV C.D.I. KICU lab Equipment can be located here, as appropriate

12. KICU DTV coverage

13. Content Creation TransmissionFacility Transport ClientHardware/SoftwareClientFramework A hard constraint - Author Once for Multiple Transports and Platforms Many of These Goal: Do This Once

14. Some details on Data Broadcasting The DTV pipe was designed for the “old TV app”, so… The DTV standard contained sufficient detail for delivering digital, compressed Video + Audio… and a note was made that “other ancillary data” was feasible Not a great state of affairs for a “computer guy” with all sorts of ideas for alternative uses for the medium For that reason the S13 ATSC technology group was formed And the standard will have a robust way to deliver ALL kinds of data to ALL kinds of receivers

15. what does DTV “data pipe” look like? 19Mb/sec raw, per channel. MANY channels. multiple image encoding formats 3 profiles of usage: Êguaranteed auxiliary broadcast (dedicate some BW to a stream of digital data), analogous to current VBI use 1k-5Mbit Ëopportunistic (use the “spare bits” during low motion periods, stills, subtitles etc. to deliver data at variable bit rate). Could carry both program-related and unrelated data Ìfull BW (utilize a whole channel for very high-speed, bulk data delivery) 6:00am 12:00pm 6:00pm 12:00am % viewers awake Ì Ê Ë BW 19Mb/s

16. What changes when TV broadcast goes digital? Bits are Bits, not video bits. Meaning and encoding of information are decoupled The new medium enables broadcast delivery of ALL TYPES of digital information, beyond pictures and sound EVERY receiver contains a computer –RAM and MIPS at least for decoding of MPEG2 & AC3 –opinions on what kind of computer vary widely :-) –users get more choices comparable to transition of audio distribution from LP to CD, which created a new, interactive medium - the CD ROM

17. data broadcast applications taxonomy The range spans orders of magnitude along the axes of Bandwidth & number of users. Other significant characteristics include: –reliability of delivery (executable file with 1 bit missing is worthless (or worse!) while a missing pixel does not substantially impact image quality –size and duration of the “atomic object” (pager message vs. encyclopedia) –latency (emergency message vs. scheduled morning news) –real-time vs. time-shifted use (page vs. science lesson)

18. some application examples: watch-pagers (connected anywhere for critical messages) stock tickers (personalized, valuable real-time data) “your world news” (personalized news) “virtual school house” (personalized, interactive education & information access)* SW distribution (fresh bits with out disks, shrink-wrap, trucks, or shelf-space) “I want to see this ad” (greatly improve targeting adds to willing potential consumers) * this is a personal favourite of mine - objectively good for ALL, and a great fit for the PC/ATV combination. Anyone that wants to help build it please see me!

19. BW vs. number of users (approx. log/log) BW 10M “your world” news stock tickers watch-pagers SW download “virtual school house” 10USERS 19 MB/s 10 Kb/s “ad”

20. size of object vs. latency (approx. log/log) size week “your world” news stock tickers “ad” watch-pagers SW download “virtual school house” minuterequired max latency 10GB 100 bytes

21. What changed since last cs448 (Fall ‘98) Close to 100 station on air with digital services 100-200k DTV receivers deployed PC DTV receiver add-ins available from multiple vendors offered at $200-300 from multiple vendors ATVEF developed as a voluntary authoring spec for web- enhanced DTV content ATSC’s data broadcasting standard in ratification Industry acknowledges that NEW $$ likely to come from data broadcasting & enhanced content combination of new & old biz models - AOL merges with Time Warner data broadcasting and interactive TV startups sprouting like mushrooms