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New Formats Demystified

New Formats Demystified. HD DVD and Blu-ray. Chris Armbrust, Sandra Benedetto, Charles G. Crawford, and Jim Taylor MCA-I ProTrack, April 26, 2006 LVCC. Optical Alphabet Soup. CD DVD UMD HVD FVD EVD  VMD HD DVD BD. RIP?. Consumer Electronics Success Rates. Proper launch timing

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New Formats Demystified

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  1. New Formats Demystified HD DVD and Blu-ray Chris Armbrust, Sandra Benedetto, Charles G. Crawford, and Jim Taylor MCA-I ProTrack, April 26, 2006 LVCC

  2. Optical Alphabet Soup • CD • DVD • UMD • HVD • FVD • EVD  VMD • HD DVD • BD RIP?

  3. Consumer Electronics Success Rates

  4. Proper launch timing Best quality Up to 1920x1080 video Uncompressed and compressed multichannel audio Multistream mixing in player Adequate capacity 2-hour movie Bonus content, often in SD Advanced features Interactivity (WebDVD) Internet connection Single format for PC and CE Including games No cartridge Play CDs and DVDs Advanced copy protection Prevent casual copying Deter professional piracy Protect all outputs Watermarking Regions Hollywood Studio Requirements(HAC II - Oct 2003)

  5. Launch Announcements • HD DVD • December 2005 • March 2006 • April 2006 • Blu-ray • December 2005 • Q1 2006 • May 2006?

  6. Analog  Digital Much better picture Much better audio Instant access Cool shiny discs Menus and interactivity Digital Better picture Slightly better audio Instant access Hard-coated shiny discs Better interactivity Internet connection Why was DVD a success? Standard DVD New Discs

  7. What is “HD”? • High-definition video • 1280×720 or 1920×1080, progressive, widescreen (16:9) • Current encoder formats don’t fit on current media • New encoding formats are efficient enough to fit on DVD-9 • H.264 (aka AVC, aka MPEG-4 part 10) • Microsoft WMV 9 (aka VC-1) • High-density storage • Blue laser • 4 to 6 times current capacity (15 to 25 GB per layer) • 3 or 4 times faster data rates (36 to 44 Mbps)

  8. Blu-ray and HD DVDFormats 4 1 5 2 3 6 Six different application specifications

  9. Blu-ray and HD DVD Comparison

  10. Video and Audio Details

  11. Dolby Digital Plus: What’s New • Low bit rate coding • For streaming audio to players • Bitstream converter to support legacy Dolby Digital decoders via S/PDIF output • Avoids full decode-encode cycle in STBs • New channel extension technique

  12. Dolby TrueHD: What’s New? • Based on MLP lossless codec • Expands data rate and flexibility • Doubles the bitrate • Doubles the channels • Allows choice of stereo downmix or independent stereo mix • New metadata capabilities • Extended channels (SMPTE RP 226 referenced) • Dynamic Range Control • Volume Normalization

  13. DTS HD: What’s New • Additional channels, >8000 • 7.1 or 8 in new formats • Sampling rates up to 384 kHz • 192 kHz in new formats • Constant bit rates 3-6 Mbps • Lossless operation • Lossless extension on top of lossy core • Low bit rate coding mode

  14. Advanced Interactivity andConnectivity

  15. Goals • Interactivity • True programming, graphics, animation, screen layout, … • Significant mandatory capability in all players • One target for content developers • Connectivity • Standard (but optional) online features • Live streaming audio and video • Add new soundtrack, trailers, etc. to existing disc • Persistent storage of downloaded updates and extras • Hard drive optional • Managed copying and managed burning

  16. Enhanced Interactive DVDs Interactive Storyboard Comparison Enhanced Hybrid Playback Text, graphics, and audio commentaries can be downloaded from Web and synchronized with DVD Original script and storyboards play synchronized with the movie

  17. Enhanced Interactive DVDs Key to Exclusive Web Site Online Virtual Theater Event DVD must be present to connect to Web site for exclusive or up-to-date content Customers can interact with creators or chat with the movie talent – synchronized with the DVD

  18. Dynamic menus during feature playback Interactive Menus

  19. Seamless Connectivity Packaged Media

  20. Seamless Connectivity Packaged Media Internet

  21. Format Unification • Not possible — there will be a “format war” • One camp might win or… • Both formats will fight to a draw in the market • Final solution will be multi-format players

  22. No Overnight Transition • Significant penetration of next-generation DVD is several years away Worldwide DVD Penetration, millions of households Sources: Warner Bros., Instat

  23. Two Roads to the Same Place • Both formats: • are functionally similar • use the same technologies • deliver a similar user experience • But they take different roads to get there • HD DVD: standard content (DVD-V) + iHD • BD: movie mode (HDMV) + Java

  24. Levels of Interactivity Level of Interactive Functionality Standard VTS Advanced VTS (iHD) HDMV BD-J Animatedhighlights Popupmenus Multi-pagemenus

  25. Time to Launch Draft Specifications “Final” Specs Retail Launch Industry: Tool Development Format Unification? 2005... 2006 APR MAY JUN JUL AUG SEP OCT NOV DEC JAN FEB MAR APR MAY JUN JUL AUG Design Authoring Content: First Commitments First Stamper First Full Replica Qty Production Disc Manufacturing Disc Mfg: Launch TWO formats.

  26. Impact on production (1) • General Production • Massive amount of data (~2 TB per film) • More assets to track (much more!) • Less powerful tools (starting over again...) • Network content—the disc that’s never finished • Graphics & Video Production • More complex to produce—longer turn times • Video keying and graphic overlays • Regionalization with complex layouts: text and fonts vs. graphics

  27. Impact on production (2) • Video & Audio compression • New video codecs (AVC, VC-1, FGT) • New audio codecs (DD+, DTS-HD, Dolby TrueHD, DTS-HD Lossless) • New speaker configurations (6.1 ch & 7.1 ch) • Longer processing times for video and audio • Authoring • New workflows (more like software engineering) • Increased complexity, but with fewer high-level tools to help • Far more interoperability problems • Quality Control (QC) • Navigation QC: Standard vs. advanced content • Viewing QC: New display technologies and signal formats • Far more complex (complex applications plus network content)

  28. DVD / HD Workflow Comparison HD Production Workflow (simplified) DVD Production Workflow (simplified) Project Specification Defining the Framework Project Specification Defining the Framework Menu Design Menu Design Video Compression Audio Compression Compression Video & Audio Authoring Authoring

  29. Content Protection • New content security • Advanced Access Content System (AACS) • Adds cost: ~$0.04/disc + $2,500 per master • Adds complexity • Constraints on unprotected discs • BD+ (for Blu-ray) • Cryptographic algorithms on disc • Additional security layer • Forensic marking & countermeasures

  30. CP Workflow: None C&A Facilities Replication Facilities Licensing Authorities CMF/UDF Parser C&A Emulation w/o AACS Image Builder UDF Formatting Physical Formatting Mastering CMF Formatting

  31. Content Revocation List Signed Content Certificate CP Workflow: AACS C&A Facilities Replication Facilities Licensing Authorities CMF/UDF Parser C&A AACS LA AACS Keys AACS Post-Process Emulation w/o AACS Unsigned Content Certificate AACS Pre-Process AACS LA Image Builder UDF Formatting AACS Parameter Physical Formatting Mastering CMF Formatting

  32. Content Revocation List Signed Content Certificate CP Workflow: AACS & BD+ C&A Facilities Replication Facilities Licensing Authorities Secure Coding KIC BD+Pre-Processing Output Signing Content Code CMF/UDF Parser C&A BD-J Coding AACS LA AACS Keys AACS Post-Process Emulation w/o AACS Unsigned Content Certificate AACS Pre-Process AACS LA Image Builder UDF Formatting AACS Parameter Physical Formatting Mastering CMF Formatting

  33. Paradigm Shifts • Authoring will have fewer limitations • But it will be more complex • “Think Web” – much of what you can do on Web sites can now be done on every DVD player (except general Web browsing) • Best way to use power under the hood is to make clean, simple user experience

  34. Paradigm Shifts • Real-time compositing • Old DVD required that you “pre-render” everything • New interactive formats can generate text and images, and mix audio on the fly • Text localization can be done independent of graphics

  35. Paradigm Shifts • Players will be connected • Huge opportunity to connect with customer • Titles “live” longer • Content can be updated after disc ships • Downside: have to maintain Web sites and extra content • Persistent storage for personal preferences, updated content, etc. • Users can personalize playback features for individual discs or even all discs from a particular producer

  36. Summary • BD and HD DVD are not significantly different • We all have to deal with two formats on market • Confused consumers may look elsewhere (broadcast/cable, VOD, Internet) for HD content • Interactivity and connectivity hold great promise • Now is the time to prepare for the next generation • But don’t expect a quick transition

  37. Questions?

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