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

Beyond the Couch Potato. Serge Rutman Director Display & DTV R&D Home Products Group, Intel. The DTV opportunity (ARTICULATED 3.5 YEARS AGO). Ultimate digital information presentation device. smart TV. FEATURES. A discontinuity created by the

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

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  1. Beyond the Couch Potato Serge Rutman Director Display & DTV R&D Home Products Group, Intel

  2. The DTV opportunity (ARTICULATED 3.5 YEARS AGO) Ultimate digital information presentation device smart TV 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. - interactive content - 500x data delivery - broadcast SW dist. reprogrammable general purpose intelligence in (PC) receivers digital transmission, imbedded MIPS analogue colour transmission s scheme stereo audio video over the air ATSC standard High Def. (READABLE!) ? Colour Ongoing efforts: - Intercast (data over NTSC VBI) - DVB broadcast - hybrid app technology - SW MPEG Black & White 1940 1950 1960 1970 1980 1990 2000 2010 • 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.)

  3. DTV research Program mission:(2 year old foil) Substantiate the notion that: 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 Intel inside(TM), DTV receiver-equipped PC

  4. 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

  5. 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

  6. 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

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

  8. 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)

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

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

  11. KICU DTV coverage

  12. A hard constraint - Author Once for Multiple Transports and Platforms Many of These Goal: Do This Once Transport Client Hardware/ Software Client Framework Transmission Facility ContentCreation

  13. 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

  14. what does DTV “data pipe” look like? • 19Mb/sec raw, per channel. MANY channels. • multiple image encoding formats • 3 profiles of usage: • guaranteed auxiliary broadcast (dedicate some BW to a stream of digital data), analogous to current VBI use 1k-5Mbit • opportunistic (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 • full BW (utilize a whole channel for very high-speed, bulk data delivery) 19Mb/s BW % viewers awake 6:00am 12:00pm 6:00pm 12:00am

  15. 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

  16. 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)

  17. 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!

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

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

  20. 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

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