1. Copyright © 2008 Advanced Television Systems Committee, Inc. All rights reserved. 1 HPA Technology Retreat 2009 ATSC 2.0 The next generation Graham Jones, NAB Chair - ATSC Planning Committee

2. Copyright © 2008 Advanced Television Systems Committee, Inc. All rights reserved. Television is Changing 1950s … 2000s … 2010s Content – Any Time, Any Place Bigger screens … smaller screens Multiple platforms

3. Copyright © 2008 Advanced Television Systems Committee, Inc. All rights reserved. Multiple Delivery Methods Everything On Demand 100s of linear channels

4. Copyright © 2008 Advanced Television Systems Committee, Inc. All rights reserved. 4 ATSC – since 1996  ATSC standards brought DTV to the home  Replacing analog TV broadcasting with a superior user experience, notably: HDTV, 5.1 sound, and multicasting  Optional capabilities, for example:  Data broadcasting  Interactive applications - ACAP  Synchronized Distributed Transmission

5. Copyright © 2008 Advanced Television Systems Committee, Inc. All rights reserved. 5 ATSC Moving Forward  ATSC is launching a second wave of major standards  Further exploit the capabilities of digital broadcasting Focusing on next-generation services Preserving all existing services  Leverage un-tethered (wireless) capability  Leverage local elements Content Brand Sales contacts

6. Copyright © 2008 Advanced Television Systems Committee, Inc. All rights reserved. ATSC Mobile – A/153 6 Targets devices that move! A standard for mobile & handheld service Coming in 2009!

7. Copyright © 2008 Advanced Television Systems Committee, Inc. All rights reserved. ATSC 2.0 – Fixed Receivers 7 + + +

8. Copyright © 2008 Advanced Television Systems Committee, Inc. All rights reserved. 8 ATSC 2.0  ATSC 2.0 will be a complete suite of next generation services for the fixed DTV receiver  Compelling enhancements and new features  By introducing as a single group - help transition to a NEW CLASS OF DTV RECEIVER

9. Copyright © 2008 Advanced Television Systems Committee, Inc. All rights reserved. 9 ATSC 2.0  ATSC 2.0 services have to make business sense for  Broadcasters – must deliver new revenue  CE Manufacturers – must be compelling part of a product  Retailers – must be easy to explain and sell  For the consumer  must be highly desirable  must be easy to understand

10. Copyright © 2008 Advanced Television Systems Committee, Inc. All rights reserved. Features Under Consideration Improved Picture & Sound Advanced video codecs, AVC and VC-1 Other future advanced video codecs Advanced audio codecs 1080P60 or Enhancement data to support up-conversion to 1080P60 Extended color gamut Deep Color Major Changes in Picture & Sound 3-D television Sensory control information New Services & Capabilities Non-real-time services Interactive capabilities Defined return path for interactive services Declarative environment for interactive services Integration of ATSC devices into IP networks Software download Emergency data delivery Improved Reception for Stationary Indoor Receivers Reception enhancements (transmission) Reception enhancements (smart antennas) ATSC-M/H reception on fixed receivers Improved Navigation & Display Advanced PSIP AFD & bar data Directed channel change Support For New & Improved Business Models Audience measurement tools Targeted ad insertion Service protection (conditional access) Content protection (digital rights management) Some features are already covered by existing ATSC standards but not widely implemented

11. Copyright © 2008 Advanced Television Systems Committee, Inc. All rights reserved. ATSC 2.0 Poll  The Planning Committee conducted a poll of ATSC members to see what features were considered most desirable  Ranked 26 features  Assumed introduction around 2012  Respondents ranked each feature 0 - 4  Results were analyzed in various ways 11

12. Copyright © 2008 Advanced Television Systems Committee, Inc. All rights reserved. Overall Feature Ranking 12

13. Copyright © 2008 Advanced Television Systems Committee, Inc. All rights reserved. Top Ten Votes (all respondents) 1.ATSC standardized advanced video codec (AVC) 2.Non-real-time services 3.AFD & bar data 4.Reception enhancements (transmission) 5.Advanced audio codecs 6.Software download 7.Reception enhancements (smart antennas) 8.Defined return path for interactive services 9.Interactive capabilities 10.Advanced emergency message delivery 3D was ranked 18 out of 26 (but CE ranked as 6/26) 13

14. Copyright © 2008 Advanced Television Systems Committee, Inc. All rights reserved. Variation by Industry Sector  Responses were also sorted by industry sector:  Broadcasters  CE manufacturers  Professional equipments manufacturers  Great variations in priorities for different sectors. Only three features common to the top ten for each sector:  Non-real-time  ATSC standardized advanced video codec (AVC)  AFD & bar data 14

15. Copyright © 2008 Advanced Television Systems Committee, Inc. All rights reserved. 15 Preliminary Conclusions in PC  Based on poll and other considerations:  Monolithic single feature set for ATSC 2.0 is not realistic  Different bundles proposed for different classes of receiver: NON-REAL-TIME BUNDLE INTERACTIVE BUNDLE 3D BUNDLE

16. Copyright © 2008 Advanced Television Systems Committee, Inc. All rights reserved. 16 Potential NRT Services  A number of service scenarios have been identified for NRT offerings:  News, weather, traffic, and sports clips  Long form entertainment programming download  Telescoping ads  Targeted advertising  Downloaded games from broadcasts  Downloaded music  Downloaded web content  3D TV  Most broadcast programming does not need to be delivered in real-time!

17. Copyright © 2008 Advanced Television Systems Committee, Inc. All rights reserved. 17 NRT Bundle  Includes  NRT 1.0 – a subset of current S13 work  Advanced Audio and Video Codecs  1080P60  Service Protection  Download can be less than or faster than real-time  NRT receiver expected to also handle advanced codecs in real-time virtual channels Gives migration path for transition away from MPEG-2

18. Copyright © 2008 Advanced Television Systems Committee, Inc. All rights reserved. 18 Interactive Bundle  Includes  Interactive capabilities  Integration into IP networks  Targeted ad insertion  Consideration of advanced emergency messaging  Assumes tru2way capable platform  Assumes that receiver has at least some NRT capabilities

19. Copyright © 2008 Advanced Television Systems Committee, Inc. All rights reserved. 19 3D Bundle  Includes  3D television  Advanced video and audio codecs  Service Protection  Considerably more research needed on technologies, bandwidth and compatibility

20. Copyright © 2008 Advanced Television Systems Committee, Inc. All rights reserved. 20 Further Consideration Needed  Further consideration still needed whether and how to include in 2.0:  AFD & Bar Data  Extended color gamut – xvYCC  Deep color (extended color depth)  Enhancements to support upconversion to 1080P  Content protection  Audience measurement tools  Advanced PSIP  Declarative environment for interactive services

21. Copyright © 2008 Advanced Television Systems Committee, Inc. All rights reserved. 21 Dropped from consideration in 2.0  Reception enhancements (smart antennas)  Receiver-only enhancement, can be introduced at any time  Reception enhancements, transmission  What is possible is already in M/H  Other advances should probably be outside of 2.0  Sensory control information  Very little support in poll  Directed channel change  Little support in poll  Function probably now done better in Interactive bundle  Software download  Already standardized in A/97  Very little consumer appeal  Little support in poll  Other future advanced video codecs  Unknown technology

22. Copyright © 2008 Advanced Television Systems Committee, Inc. All rights reserved. 22 Your Opinion is Important Further information on proposed features and the poll for ATSC 2.0 is available on request Comments welcome gjones@nab.org