Live 3D - Nouvelle approche à la rentabilisation

2. •
•
•

3. •
•

4. •
–
–
•
–
–
•
–

6. •
•
•
•
•
•

7. •
•

9. •
•
•
•
•

10. ®
6000
5321
4000
X 10,5
2108
X 8,7
2000
1100
674 718
241
82 105
0
Y1 Y2 Y3 Y4 Y5
•
•

13. •
•
•

14. 300 205 215 226 235 243 251 261
250
200
150 Other TVs
shipped
3DTVs
shipped
100
50
0 1 3,1 18,8 36,4 67,9 102
0
2008 2009 2010 2011 2012 2013 2014
0% 0.5% 1.4% 8% 15% 27% 39%

15. •
•
•
•
•
•

16. Eutelsat Communications
Augmenter les revenus du Live 3D
Increase 3D Live revenues
Dimension 3
Paris / La Plaine Saint Denis (26 mai 2011)
Michel CHABROL
Director Sales support & Customer care
mchabrol@eutelsat.fr

17. 3D transmission via satellite: Video and DCP
Video domain Digital cinema domain
(25 or 30 frames/s) DCP (24 frames/s)
e-cinema Direct To Home Push transmission to
(to cinemas) (DTH) cinemas (movies)
Live + replay Live + replay
3D Encoding rate 3D Encoding rate: JPEG2000 files
(single carrier): 12 to 15 Mbit/s (MPEG-4) Tx rate:
20 to 40 Mbit/s (inside a MUX of 36 to 60 60 to 70 Mbit/s
(MPEG-2 or Mbit/s) (MPEG-4)
MPEG-4)
Cinema screen
Cinema screen 3DTV set at home
(movie)
(video)
Page 17
How to develop them ?

18. Summary of the 3D video value chain
Live transmission
Cinemas In the offer, or - Now: HD
Pay-per-View subscribers
3D Live Production
Pay-TV - Re-encoding
- Encryption with 3DTV
operators - DTH retransmission - Later on: 3D
subscribers
Professional Rebroadcast - Now: HD
Video support subscribers
Pay-TV
VoD with 3DTV
operators
- Later on: 3D
Recording subscribers
& 3D Blu-ray
burning
Post-production
DCP
in some cases Distribution to
cinemas (e.g.
mythical concerts)
3D Prod.
Page 18

19. Possible combined offers
DTH
with
Live 3D transmissions
Stadium encryption
Concert hall (20 to 40 Mbit/s)
Opera …
(Sensio 3D encoding)
Teleport
of a
Pay-TV operator
Demodulation Subscribers:
Direct Reception
Re-encoding Can buy the live
Reception by a “event”
(12-15 Mbit/s)
by Bouquet Encryption in pay-per-view
Cinemas operator Multiplexing (in VoD later on)
(Sensio decoding)
Storage
for further
VoD
Page 19 sales

20. Main costs and revenues
MAIN COSTS MAIN REVENUES
- Artistic or sport rights (may be huge: n x 100 Immediate:
keuros) -Tickets from cinemas (main source now !)
- Pay-TV operators (from HD subscription
- Production (up to 150 keuros) revenues, from 3D subscription soon, Pay-
per-view)
- 3D encoding and formatting - Sponsoring
- Advertisement
- Transport (satellite, then fiber, cable, high
speed ADSL) Deferred:
- Rebroadcasting in Pay-TV
- Margin for the national Distributor(s) - VoD
- 3D Blu-ray
- if DCP produced: tickets from cinemas
- Advertising
Page 20

21. How to cover costs ?
COSTS (potential scenario) REVENUES (potential scenario)
- Artistic or sport rights: 100 keuros The event must be paid for by the immediate revenues :
for Live pan-European distribution - Revenue from Pay-TV: +/- 5000 to 8000 euros/country
- Tickets from cinemas (biggest resource now):
40 to 50% are kept by the exhibitor
- Production: 120 keuros
 Return from cinemas: 60 to 50% of the tickets sold
Less: Margin for Distributors: 10%
- 3D encoding, formatting: 2000  40 or 50% of the entrance tickets must be close to 227
euros keuros
Therefore, the overall ticket sales must be:
- Transport (satellite, then fiber, 227 x (100/40) = 567.5 keuros
cable, high speed ADSL) : 5000 Or: 227 x (100/50) = 454 keuros
euros With an average ticket at 15 euros, the number of tickets
sold must be: 37833 or 30267.
With an average filling of 200 spectators per cinema, this
Total: 227 keuros (example)
corresponds to 189 or 151 cinemas (screens).
- Sponsoring & advertising : variable
- Margin for national distributors: 10%
Page 21

22. Main factors affecting revenues
• Live distribution to cinemas:
• Key importance of the event:
• Sport events: all the revenues must be immediate
(almost no interest in a second distribution)
• Cultural events: operas, shows, concerts can be
rebroadcast
• Higher success if no live broadcasting by 2DTV
• Installed base:
• Critical mass in each country : important for sport
events (e.g. football – Country A vs country B), or
cultural events (e.g. a singer very well known in a
country), an opera with sub-titles in one language
• International expansion: e.g. for groups with
worldwide appeal
Page 22

23. Main factors affecting revenues (2)
• Live distribution by Pay-TV operators:
• Key importance of the event + exclusivity (no 2D offer) …
• Key importance of the installed base:
• Now: 3D is “offered” to the HD subscribers equipped with a 3DTV
(n x 100s homes ?)  5000 to 8000 euros paid for a live
transmission
• Soon: 3D can be the highest level of subscription (n x 1000s
homes)  10 to 15 keuros paid for a live transmission ?
Monthly 55 euros/month
subscription fees
SOON ?
(examples) 3D
NOW 45
HD
HD
35
SD SD
movies + sport 25 movies + sport
SD basic offer SD basic offer
Number of subscribers per option Number of subscribers per option
Page 23

24. Main factors affecting revenues (3)
• Live distribution by Pay-TV operators (cont’d):
• How can a live event be offered to subscribers ?:
• In the monthly offer:
• Now: to the HD subscribers having a 3D TV
• Soon: to the 3D subscribers
• In pay-per-view: generally if the event is a very costly one
• Efforts from TV manufacturers to offer 3D TV sets at affordable
prices:
• In 2012, all the 37” TV sets put on the market should be 3D
• Sponsoring: depends on the event – Very often now: industrial partnerships
• Advertising: not always possible (the rights holder may be opposed to it)
Page 24

25. Strategy adopted by Eutelsat for 3D
Eutelsat, first satellite operator in Europe, has deployed a network
of more than 550 sites (cinemas) over Europe than can:
• Receive live contents in 2DHD or 3D (+ play-out if necessary)
(receiver with an embedded Sensio 3D card)
• Receive DCP files (movies, teasers, advertising) in push
mode
Objectives:
• Offer key events in 3D
• Mutualize 3D production costs
• Pave the way for 3D TV
Page 25

26. Network as of May 2011: more than 550 sites
Each site is a cinema (generally a
big multiplex) equipped with:
- a satellite dish (1.5 m with 2
LNBs, or 1.2 m in Germany)
- a professional receiver with an
embedded 3D Sensio card (or a
separate decoder for a few of them)
Main partners: OpenSky Srl,
Bewegte Bilder Medien AG,
Cinemeccanica France
Thank you for your attention …
Page 26

27. Page 27

28. Page 28

29. Page 29

30. Page 30

31. Page 31

32. Page 32

33. Page 33

34. Page 34

35. Page 35

36. Page 36

37. Page 37