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Sound Matters in Multiscreen Entertainment Delivery - TVNext 2012

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Sound Matters in Multiscreen Entertainment Delivery - TVNext 2012

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This presentation, given by JC Morizur at TVNext 2012, outlines how service providers can use high quality multichannel audio to help them improve the quality of experience (QoE) and quality of service (QoS) of their multiscreen entertainment offerings. Topics covered in this presentation include the following:
• What consumers are looking for in their multiscreen viewing and listening experience.
• How delivering a high quality multi-channel audio experience enhances overall video QoE?
• How providers are using adaptive audio and video bit-rate switching that seamlessly adjusts to bandwidth availability while maintaining a high quality experience.
• Examples of how some vendors and service providers are using sound to differentiate their products and services.
• How the audio experience impacts ad delivery and content monetization.


This presentation, given by JC Morizur at TVNext 2012, outlines how service providers can use high quality multichannel audio to help them improve the quality of experience (QoE) and quality of service (QoS) of their multiscreen entertainment offerings. Topics covered in this presentation include the following:
• What consumers are looking for in their multiscreen viewing and listening experience.
• How delivering a high quality multi-channel audio experience enhances overall video QoE?
• How providers are using adaptive audio and video bit-rate switching that seamlessly adjusts to bandwidth availability while maintaining a high quality experience.
• Examples of how some vendors and service providers are using sound to differentiate their products and services.
• How the audio experience impacts ad delivery and content monetization.


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Sound Matters in Multiscreen Entertainment Delivery - TVNext 2012

  1. 1. Sound Matters in Multiscreen Content Delivery and Monetization Jean-Christophe Morizur: Senior Director, Professional Solutions
  2. 2. Agenda •  Consumer Trends •  Provider Challenges •  Sound Matters •  Delivering High Quality Multi-channel Audio •  New Avenues for Multi-Screen Revenues
  3. 3. Multiscreen Consumer Trends •  Demand for Quality •  Demand for anytime access to video content •  Demand for advanced video services in the home •  Demand for anywhere access to video content •  The Living Room continues to rule by 2016 about 352 million individuals will be paying to access OTT internet TV programming 80% of US Pay TV subs have access to Multi-screen services *Source: Generator Research - Digital Media Insight 2012
  4. 4. A new consumption model From “what’s on right now” To “what do I want to watch right now” To “ who else is watching right now” CONTENT ROLE OF DEVICES? CONSUMERS THINK IN TERM OF EXPERIENCING CONTENT, NOT THE SPECIFIC TECHNOLOGY *Source: Ericsson TV Consumer Lab Study - 2011
  5. 5. Sound Matters 80  million US  consumers  iden9fy  themselves  as  audio  enthusiasts CEA Consumer Survey, 2011 39% of  all  consumers  are  willing  to  pay  more  for  higher  quality  audio “Sound  is  50%  of  the  movie  experience”        –  George  Lucas   “Long  ago  we  realized  sound  was  your  “special  friend”      because  sound  does  at  least  50%  of  the  job.”     –  Francis  Ford  Coppola “You  need  to  hear  the  athletes  running,  the  bat  cracking  the  ball.  You   should  be  able  to  close  your  eyes  and  know  what  sport  is  on  TV,  whether   it  is  gymnas9cs,  track  and  field,  badminton,  whatever.” -­‐  Dennis  Baxter,  Emmy-­‐winning  sound  designer  for  the  Olympics  broadcasts
  6. 6. Opportunity for QoE improvement in Audio Consumers increasingly are using mobile entertainment devices, but do not believe these devices provide excellent sound quality. Percentage of US consumers who believe mobile devices provide excellent sound quality* *Source: CEA 2011 14% 8% 10% Content delivered with wide dynamic range (e.g.: movies) are resulting in a very poor playback experience on smartphones & tablet speakers. Not loud enough Speakers sound muffled No surround sound Can’t connect to my Home Theater
  7. 7. Service Provider Opportunities •  Level up with the reference – HD PayTV and Blu-ray •  Drive end user expectations for quality video/ audio –  Service Providers can deliver a much better experience –  Consumers aren’t sure what’s possible or available for quality audio •  Deliver an optimal audio experience for all use cases: –  Cinematic surround sound in the living room –  Loud and clear playback over device speakers –  Immersive surround experience over headphones •  Ad Insertion – revenue opportunity
  8. 8. OTT/Online – Challenges USER EXPERIENCE QUALITY OF SERVICE LIVE AND FILE (VOD) SERVICES CONTENT DELIVERY COSTS WORKFLOWS COMPLEXITIES DEVICE FRAGMENTATION MONETIZATION MODELS
  9. 9. Delivering a Quality Experience All elements of the ecosystem need to be aligned to support a high Quality of Experience
  10. 10. Choosing a Multi-channel Audio Solution Operational Requirements Codec Adaptive Bit Device One Stream Scalability Rate playback for All and Support and decoder Devices Efficiency Ad Insertion behavior Business Requirements Consumer Content Consumer CALM Act Device Availability Experience Compliance Support
  11. 11. Support Adaptive Bit Rate Switching ENHANCE QoE/QoS LOWER CONTENT DELIVERY COSTS MPEG DASH 5.0Mbps 5.1 384Kbps APPLE HLS SMOOTH STREAMING QoE 3.5Mbps 5.1 192Kbps 1.5Mbps 5.1 192Kbps 1.0Mbps 5.1 128Kbps QoS 0.8Mbps 2.0 96Kbps 0.0Mbps 1.0 32Kbps
  12. 12. Ad Insertion •  Unicast enables personalized ad insertion à $$$ •  But … Ad Insertion must be “seamless” •  Main feed carries 5.1 – Ads are produced with stereo mix •  The Problem? Switching from 5.1 to 2.0 without “glitches” 5.1 5.1 5.1 5.1 2.0 2.0
  13. 13. The guarantee that it works … in an open ecosystem ENCODER CODEC A Testing Framework DECODER ONE decoder Implementation Tested for all devices 1 END-TO-END SOLUTION Encoder Transcoder X MULTIPLE decoder Implementations No guarantee it works Poor QoE/QoS ENCODER CODEC B No testing framework DECODER
  14. 14. Broad Support in Consumer Devices Game     PC Console TV     Set  Top Smart  Phones Tablets Blu-­‐ray   Home  Theatre OperaKng  Systems   Apps  Developers Note:  Above  companies  are  representaGve  samples  and  not  an  exhausGve  list.
  15. 15. Fixing the playback shortcomings Surround  Sound  VirtualizaKon Dialog  Enhancer Immersive  surround  sound  over:  Stereo   Dialog  volume  boosted   headphones  and  speakers background  noise  subdued Volume  Leveling Audio  Regulator CALM  compliance Prevents  Audio  Distor9on Volume  OpKmizer 5.1  Pass-­‐Through Fine  Tune  Speakers  playback Connect  to  Home  Theaters
  16. 16. New Revenues Opportunities •  Why is Surround Sound Essential? •  Compete effectively against other HD services and packaged media (Blu-ray, UltraViolet, PayTV) •  Offer the best viewing and entertainment experience –  Increase ARPU and customer base –  Develop offering and living room experience •  Enable Targeted personalized Ad Insertion –  Needs to work seamlessly
  17. 17. Bringing It All Together 17
  18. 18. Q&A

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