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HPA Technology Retreat 2009 ATSC 2.0 The next generation Graham Jones, NAB

HPA Technology Retreat 2009 ATSC 2.0 The next generation Graham Jones, NAB Chair - ATSC Planning Committee. Television is Changing. 1950s … 2000s … 2010s. Content – Any Time, Any Place Bigger screens … smaller screens Multiple platforms.

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HPA Technology Retreat 2009 ATSC 2.0 The next generation Graham Jones, NAB

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  1. HPA Technology Retreat 2009 ATSC 2.0 The next generation Graham Jones, NAB Chair - ATSC Planning Committee

  2. Television is Changing 1950s … 2000s … 2010s Content – Any Time, Any Place Bigger screens … smaller screens Multiple platforms

  3. Multiple Delivery Methods 100s of linear channels Everything On Demand

  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 4

  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 5

  6. ATSC Mobile – A/153 A standard for mobile & handheld service Coming in 2009! Targets devices that move! 6

  7. ATSC 2.0 – Fixed Receivers + + + 7

  8. ATSC 2.0 ATSC 2.0 will be a complete suite of next generation services for the fixedDTV receiver Compelling enhancements and new features By introducing as a single group - help transition to a NEW CLASS OF DTV RECEIVER 8

  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 9

  10. Features Under Consideration • 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) • 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 Some features are already covered by existing ATSC standards but not widely implemented

  11. 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. Overall Feature Ranking 12

  13. Top Ten Votes (all respondents) ATSC standardized advanced video codec (AVC) Non-real-time services AFD & bar data Reception enhancements (transmission) Advanced audio codecs Software download Reception enhancements (smart antennas) Defined return path for interactive services Interactive capabilities Advanced emergency message delivery 3D was ranked 18 out of 26 (but CE ranked as 6/26) 13

  14. 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. 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 15

  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! 16

  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 transitionaway from MPEG-2 17

  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 18

  19. 3D Bundle Includes 3D television Advanced video andaudio codecs Service Protection Considerably more research needed on technologies, bandwidth and compatibility 19

  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 20

  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 21

  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 22

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