1. TV Anytime Shanghai IDE Simon Parnall Chairman - TV Anytime Forum & Director of Advanced Technologies, NDS

2. 2 PVRs and Local Storage n The computer industry has given us Moore’s ‘self-fulfilling’ prophecy; n Once applied just to numbers of transistors on silicon, now applied to almost everything; n Hard disk drives are providing capacity that doubles every year with increasing reliability, by new technology, reduced production costs, greater volumes; n It is the ‘revolution’ of the hard disk drive that is transforming the way we watch TV in our homes.

3. 3 Price trends Hard disks Random-access memory Factor of 2 in 18 months Factor of 2 in 12 months

4. 4 What can a PVR do? n Manage and label recordings easily and automatically; n Record a programme or series by ‘clicking’ on the promo trail; n Record things it ‘thinks’ you may like; n Record and replay at the same time; n Pause a “live” programme; n Rewind, fast forward and action replay; n Make magazine programmes easy to watch through indexing; and n “Skip” advertisements!

5. 5 So who’s threatened? n Content owners –Worried that MP3 / Napster is just the start n Content retailers / renters –Arrival of new on-line distribution models n Broadcasters –Channel brands lose value n Advertisers –Will anyone watch adverts any more?

6. 6 Viewers benefit n Personal TV, delivering the programmes I want, when I want them n Shared TV, because we can still talk about the programme at the coffee machine the next day n Democratic TV, because channel controllers lose much of the power to drive programme ratings n Interactive TV, because viewers will be able to reply & respond to broadcasters and content providers.

7. 7 Broadcasters benefit n Personal TV - means you know your audience, and the things they like n Building a relationship - using agents both inside and outside the box, to promote and deliver the programmes the audience really want n Providing feedback through a partnership built on trust - with clearly defined benefits and voluntary participation n To deliver more of what people want, to more people, for more time - not less n Removing the cry - “there’s nothing on TV!”

8. 8 Content Providers benefit n Why are there more magazines now than ever? –Entry costs of production have been dramatically reduced by electronic publishing, meaning that it’s easier than ever to create a new title –Costs of distribution are cut to almost zero by the Internet, meaning that your title can reach the whole world n Storage based TV creates the opportunity to make programmes that benefit from indexing (eg magazines) and interactivity

9. 9 And Advertisers too….. n We’ve never had an involuntary audience - people have clicked and flushed! n No one forces you to read a newspaper or magazine advertisement - but people do n Let’s accept that people will skip the adverts they’re not interested in - and look at those that capture their imagination n And let’s use the opportunity to take TV advertising from pure emotion, to information and to fulfillment

10. 10 The role of standards n Choose carefully which problems to solve; n Reliance on proprietary solutions: –leads to vertical market implementations –restricts viewers to a single service or a single content provider –locks together the broadcaster, the service provider and the STB manufacturer n Broad adoption of standards will lead to: –lower costs for service providers and for device manufacturers –a greater and wider choice of content for consumers

11. 11 The TV-Anytime Forum n The TV-Anytime Forum is a non-profit association of organisations which seeks to develop specifications to enable audio-visual services based on persistent local storage n We have a deliberate policy to be platform ‘agnostic’ and produce specifications that can be introduced to all digital platforms, in all three major market areas (Europe, USA and Asia)

12. 12 TVAF - Principles The TV-Anytime Forum has produced phase one specifications that: n enable applications to exploit local persistent storage in consumer electronics platforms n are ‘agnostic’ about the means for content delivery to consumer electronics equipment; including the various digital broadcast delivery mechanisms (ARIB, ATSC, DVB etc.) and the Internet n have been developed in conjunction with other bodies (MPEG, SMPTE etc) in order to achieve this

13. 13 TVAF IPR n All submissions made to calls had to be accompanied by a statement giving “fair and non- discriminatory use”, a requirement for ETSI too; n We do not, of course, know which other companies (who have not submitted) may think they have a claim on the TVAF specs; n VIA licensing have put out a call for essential IPR (with our agreement) and they are expected to put together quickly a pool of essential licensees; n We expect this to be at a very low cost.

14. 14 TVAF - Adoption n In Europe, DVB has incorporated TVAF specifications into its standard; n In the USA, ATSC has chosen to use TVAF metadata; n In Japan, ARIB have incorporated TVAF into their standard S/38; n IPTC have chosen to adopt TVAF metadata for a worldwide publishing interchange standard. n We are very happy!

15. 15 TVAF Current Work n Phase One –Specifications which can benefit devices which have hard-disc technology; –These specifications have been standardised and published through ETSI. n Phase Two –Work in progress, to be published 2004/05; –Covers content packaging & management, rightful sharing, advertising support including interaction and targeting. –Please share with us in this work