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TELEVISION CONNECTION Kazuhiro HOYA Fuji Television Network W3C Web and Digital Marketing Convergence Workshop Sep 18, 2015

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Page 1: Fuji Television Network TELEVISION CONNECTION · TELEVISION CONNECTION Kazuhiro HOYA Fuji Television Network W3C Web and Digital Marketing Convergence Workshop Sep 18, 2015

TELEVISION CONNECTION

Kazuhiro HOYA Fuji Television Network

W3C Web and Digital Marketing Convergence Workshop Sep 18, 2015

Page 2: Fuji Television Network TELEVISION CONNECTION · TELEVISION CONNECTION Kazuhiro HOYA Fuji Television Network W3C Web and Digital Marketing Convergence Workshop Sep 18, 2015

Liner TV viewing is still strong...

Over 85% people watch liner TV in UK

“Television must be the most powerful medium. Advertisers pay more for it than anything else, so it must be so. --Brian Cox (Sep. 2014)

30Gbit/sec of traffic for 7 secons after special “reveal the secret” contents after trick show.

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Page 3: Fuji Television Network TELEVISION CONNECTION · TELEVISION CONNECTION Kazuhiro HOYA Fuji Television Network W3C Web and Digital Marketing Convergence Workshop Sep 18, 2015

The Problem is...

3 Photo: Stephane Le Dreau

Page 4: Fuji Television Network TELEVISION CONNECTION · TELEVISION CONNECTION Kazuhiro HOYA Fuji Television Network W3C Web and Digital Marketing Convergence Workshop Sep 18, 2015

The Problem is...

[1] Have No SAME Tracking ID.

4 Photo: Stephane Le Dreau

Page 5: Fuji Television Network TELEVISION CONNECTION · TELEVISION CONNECTION Kazuhiro HOYA Fuji Television Network W3C Web and Digital Marketing Convergence Workshop Sep 18, 2015

The Problem is...

[2] “Privacy-conscious”

5 Photo: Stephane Le Dreau

Page 6: Fuji Television Network TELEVISION CONNECTION · TELEVISION CONNECTION Kazuhiro HOYA Fuji Television Network W3C Web and Digital Marketing Convergence Workshop Sep 18, 2015

“Connecetd” TV has...

Unique Serial No. Can be obtained in HTTP transaction

Unique MAC address only inside home network

Unique CAS ID Using Data Broadcasting / Hybrid TV APIs ( TV sets should have “B-CAS” Conditional Accsess System in Japan.)

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Page 7: Fuji Television Network TELEVISION CONNECTION · TELEVISION CONNECTION Kazuhiro HOYA Fuji Television Network W3C Web and Digital Marketing Convergence Workshop Sep 18, 2015

Television Platforms

Data Broadcasting (2001-)

XHTML + ECMAscript

Broadcasting Triggering

1kiB of NVRAM data

>95% penetration

<20% connected

SSL3 / TSL1 only 7

Page 8: Fuji Television Network TELEVISION CONNECTION · TELEVISION CONNECTION Kazuhiro HOYA Fuji Television Network W3C Web and Digital Marketing Convergence Workshop Sep 18, 2015

Television Platforms

Hybrid TV Service (2012-)

HTML5 and CSS

(some) Broadcasting triggring

MPEG-DASH / HLS Streaming Videos

Ureg / Greg (16kiB each)

<10% penetration

>30% connected

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Page 9: Fuji Television Network TELEVISION CONNECTION · TELEVISION CONNECTION Kazuhiro HOYA Fuji Television Network W3C Web and Digital Marketing Convergence Workshop Sep 18, 2015

How to Aggrigate?

1. Interactive Content --need to log in using Remote

2. QR-code link --need to use Apps on Mobile Phones

3. Hybrid TV --need to discover devices

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Page 10: Fuji Television Network TELEVISION CONNECTION · TELEVISION CONNECTION Kazuhiro HOYA Fuji Television Network W3C Web and Digital Marketing Convergence Workshop Sep 18, 2015

Privacy matters...

Traumatized issues...

http://www.pcworld.com/article/2043706/backlash-in-japan-over-sales-of-train-eticket-records.html 10

Page 11: Fuji Television Network TELEVISION CONNECTION · TELEVISION CONNECTION Kazuhiro HOYA Fuji Television Network W3C Web and Digital Marketing Convergence Workshop Sep 18, 2015

“intrusive” Agreement

There were 7 pages of privacy agreement at first. Hard to reatch to “Agree” button.

11 Photo: FujiTV

Page 12: Fuji Television Network TELEVISION CONNECTION · TELEVISION CONNECTION Kazuhiro HOYA Fuji Television Network W3C Web and Digital Marketing Convergence Workshop Sep 18, 2015

“Privacy Agreement” survey

Refer the following link and agree with it. http://xxx.yyy.jp/zzz

We collect following data and purpose.. 1. xxxxxxx 2. xxxxxxx 3. xxxxxxx

Privacy agreement and Terms & Condition 1.xxx xxx xxxxxxx xxx 2.xx xxxxxx xxx xxxxx <page 1/7>

Pics: pixabay.com 12

Page 13: Fuji Television Network TELEVISION CONNECTION · TELEVISION CONNECTION Kazuhiro HOYA Fuji Television Network W3C Web and Digital Marketing Convergence Workshop Sep 18, 2015

“Privacy Agreement” survey

Refer the following link and agree with it. http://xxx.yyy.jp/zzz

We collect following data and purpose.. 1. xxxxxxx 2. xxxxxxx 3. xxxxxxx

Privacy agreement and Terms & Condition 1.xxx xxx xxxxxxx xxx 2.xx xxxxxx xxx xxxxx <page 1/7>

22.7% 52.3% 25.0% N=533

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Page 14: Fuji Television Network TELEVISION CONNECTION · TELEVISION CONNECTION Kazuhiro HOYA Fuji Television Network W3C Web and Digital Marketing Convergence Workshop Sep 18, 2015

“Umbrella” Agreement

Basic Same Agreement for All Broadcasters.

Once a person agreed one station, applied for all stations.

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Page 15: Fuji Television Network TELEVISION CONNECTION · TELEVISION CONNECTION Kazuhiro HOYA Fuji Television Network W3C Web and Digital Marketing Convergence Workshop Sep 18, 2015

“Umbrella” Agreement

Basic Same Agreement for All Broadcasters.

Once a person agreed one station, applied for all stations.

YES NO 91.4% 8.1%

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N=533

Page 16: Fuji Television Network TELEVISION CONNECTION · TELEVISION CONNECTION Kazuhiro HOYA Fuji Television Network W3C Web and Digital Marketing Convergence Workshop Sep 18, 2015

On the Other Side...

Toshiba has launced TV-Point service.

Joint Project with CCC, Largest Shopping Point Company in Japan.

Gets “milage” points for a hour, and Logged.

Non-Exclusive agreemnet for 3rd party use.

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Photo: IT media

Page 17: Fuji Television Network TELEVISION CONNECTION · TELEVISION CONNECTION Kazuhiro HOYA Fuji Television Network W3C Web and Digital Marketing Convergence Workshop Sep 18, 2015

Conclusion

Hybrid TV will be usable.

There are two mejor probrems:

How to Track / Identify Audiences & Contents.

“Privacy-Conscious” matters.

Survey for “Good” Privacy Agreement

TV manufactures also started their bunsiness.

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