hpa technology retreat 2009 atsc 2.0 the next generation graham jones, nab

Copyright © 2008 Advanced Television Systems Committee, Inc. All rights reserved.

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HPA Technology Retreat 2009

ATSC 2.0The next generation

Graham Jones, NABChair - ATSC Planning Committee


Television is Changing

1950s … 2000s … 2010s

Content – Any Time, Any Place Bigger screens … smaller screens Multiple platforms


Multiple Delivery Methods

Everything On Demand

100s of linear

channels


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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


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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


ATSC Mobile – A/153

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Targets devices that move!

A standard for mobile & handheld service

Coming in Coming in 2009!2009!


ATSC 2.0 – Fixed Receivers

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+

++


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ATSC 2.0

ATSC 2.0 will be a complete suite of next generation services for the fixed DTV receiver

Compelling enhancements and new features By introducing as a single group - help transition to a

NEW CLASS OF DTV RECEIVER


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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


Features Under Consideration• 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

• 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)

Some features are already covered by existing ATSC standards but not

widely implemented


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

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Overall Feature Ranking

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Top Ten Votes (all respondents)

1. ATSC standardized advanced video codec (AVC)

2. Non-real-time services

3. AFD & bar data

4. Reception enhancements (transmission)

5. Advanced audio codecs

6. Software download

7. Reception enhancements (smart antennas)

8. Defined return path for interactive services

9. Interactive capabilities

10.Advanced emergency message delivery

3D was ranked 18 out of 26 (but CE ranked as 6/26)

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Variation by Industry Sector

Responses were also sorted by industry sector:BroadcastersCE manufacturersProfessional 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

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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


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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!


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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


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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


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3D Bundle

Includes 3D television Advanced video and

audio codecs Service Protection

Considerably more research needed on technologies, bandwidth and compatibility


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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


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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


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Your Opinion is Important

Further information on proposed features and the poll for ATSC 2.0 is available on request

Comments welcome

[email protected]

hpa technology retreat 2009 atsc 2.0 the next generation graham jones, nab

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