The document outlines a workshop on TV delivery evolution including IPTV, hybrid TV, and over-the-top TV. The workshop covers topics such as IPTV/hybrid TV features and services, architectures, provider activities and strategies, understanding the TV ecosystem, and TV delivery futures. It includes modules on IPTV protocols, formats and protocols, and recommendations. The workshop is delivered over 2-3 days with content including slides, examples, and group discussions.

1. Alan Quayle Business and Service Development: Workshop Outline
TV Delivery Evolution: IPTV, Hybrid TV and Over The Top (Internet) TV
Background
Hybrid TV is not new; it’s been within the industry’s lexicon for many years. Back in 2004 hybrid
TV was shown in many presentations as part of the industry’s roadmap. So the transition
should not be a surprise, however, for many executives the shift to hybrid TV has been a quiet
revolution. Especially given two of the telco industry’s most successful TV deployments,
Verizon FiOS (3.2M customers in 2010) and Orange TV (2.7M customers in 2010), are both
hybrid TV, more specifically Hybrid Broadcast Broadband (HBB) TV. The whole of the payTV
industry is now taking notice of what this means.
This workshop also examines the state of Over The Top (OTT) TV (also known as Internet TV)
such as Netflix, AppleTV, Amazon On Demand, Google TV, Boxee, etc. And Hybrid Broadcast
Internet (HBI) services such as Canal+ Le Cube and Telecom Italia’s CuboVision; which rather
than using a managed IP network use the internet. These developments are opening up new
battle fronts in the payTV landscape.
The Telco TV (IPTV) market, though growing, remains less than 10% of the total payTV market
through to 2013. However, as cable, terrestrial and satellite providers examine interactive TV
options, they will likely go hybrid. A hybrid TV solution opens up a far broader market
opportunity that just Telco TV. That is part of the reason behind Ericsson buying Tandberg,
Cisco buying Scientific Atlanta and Technicolor’s (previously called Thomson SA) growth across
the payTV industry.
The payTV market is predicted to reach 575M subscribers in 2012, compared to telco IPTV of
45M subs. Note Netflix recently achieved 20M subscribers of its internet TV service. The
hybrid TV and internet TV market is much bigger than just Telco TV, hence why it needs to be
on the agenda of all telco / TV suppliers. This workshop also examines the suppliers of TV
solutions and STBs (Set Top Box) across IPTV, Hybrid and Internet TV.
An important component of this workshop for the telco industry is the explanation the TV
ecosystem and its terminology, which does cause some confusion with the telco lexicon. IPTV,
hybrid TV and Internet TV cannot be treated as an isolated industry; they’re the delivery pipes
for the much larger, complex and well established TV industry. Hence understanding the TV
ecosystem is critical to appreciating the importance of hybrid TV, what created its success, and
the attributes it brings in helping payTV operators maintain their role in the evolving TV
ecosystem.
This workshop brings together work performed on IPTV, hybrid TV and internet TV over the
past three years through over 200 operator and supplier interviews and online questionnaires,
gathering information on deployment experiences, market requirements, competitive
landscape, and technology trends.
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2. Alan Quayle Business and Service Development: Workshop Outline
Workshop Summary
• Introduction to IPTV / Hybrid TV / Internet TV
• IPTV / Hybrid TV / Internet TV Features and Services
• Architectures for IPTV / Hybrid TV / Internet TV
• IPTV / Hybrid TV / Internet TV Provider Activities and Strategies
• Understanding the TV Distribution Ecosystem
• Reviewing Conventional Satellite TV, Cable TV and Terrestrial TV
• Wireless, Wireline and Cable Access
• Optical Networks for IPTV
• Video Coding and Compression
• IPTV Protocols
• TV Delivery Futures
Workshop Delivery Options
• Full 3 day course (800+ slides)
• Fast-track 2 day course through most of the program – group discussion is limited
• Partial program for anything less than 2 days
 2011 Alan Quayle Business and Service Development

3. Alan Quayle Business and Service Development: Workshop Outline
Program
Introduction to IPTV, Hybrid TV and Internet TV
• Definition of IPTV and Hybrid TV
– Hybrid Broadcast Broadband
– Hybrid Broadcast Internet
• The Players & Trends
• Example IPTV Services and Features
– Electronic Program Guide (EPG)
– Video on Demand (VoD)
– Time Shift TV
– Pay Per View
– DVR
– HD
– Radio TV
– SkinTones
– Landlord Services
– Interactive Applications
• TV App Stores and Network APIs
– EBIF, Tru2way, WTVML, CE-HTML & Flash
– Verizon FiOS widget review
– Network APIs and STB Apps
– Broader TV App Stores
– Conclusions and Recommendations
• IPTV / Hybrid TV Overview
– Hybrid TV Standardization battle
– Hybrid Set Top Boxes (STB)
– Service Provider Activities – summary
– Drivers
– Constraints
– Business Models
– Summary
IPTV / Hybrid TV Operator Activities and Strategies
• Review of Operator IPTV / Hybrid TV deployments and current status (as of end 2010)
• Deployments reviewed include
– AT&T HomeZone and U-Verse
– Verizon FiOS
– BT Vision
– Orange TV
– Canal+ Le Cube
– Deutsche Telekom T-Entertain
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4. Alan Quayle Business and Service Development: Workshop Outline
– Telecom Portugal Meo
– Etisalat
– Telefonica O2 TV
– HanseNet AliceTV
– FastWeb, Telecom Italia, JazzTel and Telefonica
– ComHem
– Telecom New Zealand and TiVO
– Telecom Italia CuboVision
• Key Learning on Hybrid TV
• OTT TV and Telcos
• Future of Hybrid TV
• Hybrid TV Services
• IPTV 2.0 Services and Telefonica’s view on Future IPTV Services
Understanding the TV Distribution Ecosystem
• Review of the TV Distribution Ecosystem
• Definitions
– Producers
– Broadcasters
– Networks (TV Channels)
– PayTV providers
• Business models across the ecosystem
• Advertisers and their value chain
• Battle between Networks and PayTV providers
• Challenges of TelcoTV
• Impact of technology on the Ecosystem
• Future Scenarios and Recommendations
• Advertising industry’s business interactions with Telco/DBS/MSO
– Advertising Value Chain
– Advertisers / Top10 Advertisers
– Trends in Advertisers
– Change in Ad spending
– Internet advertising ecosystem consolidation
– Longer term advertising spending trends
– Shift in TV Economics
– Impact of the Network PVR
– Role of Targeted Advertising
– Cable Labs Project Catalyst
– Canoe Ventures
– Comcast’s Advertising Strategy
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5. Alan Quayle Business and Service Development: Workshop Outline
Understanding Over The Top TV (Internet TV)
• Over The Top TV Options
• Traditional TV goes online
• BBC iPlayer
• Comparing OTT providers in the UK
– BBC iPlayer, Sky Player, iTV Player, Channel 4 4oD, BT Vision, Tiscali TV, Demand
Five
• Project Canvas
– OTT TV with QoS
• Consumer Electronics Manufacturers
• Social Network and TV
– Bebo, MSN, YouTube
• Social TV
• Online TV Networks & their Hardware
– Joost, Blinkx, Zattoo, Hulu, Amazon on Demand, TiVo, Boxee, Walmart/Vudu,
Miniweb, Netflix, Apple TV and Google TV
– Level 3 CDN ends up ‘piggy in the middle’
– Netflix APIs the key to its success at >20M subscribers
• Hulu’s CDN (Level 3) and CDN market
• Inuk: Internet IPTV provider
• Internet TV in the Future
• Impact of OTT TV on Operators, Strategies and Revenue Potential
• Video App Stores
– Sony Store, Apple TV
• Summary and Recommendations
Conventional Satellite TV, Cable TV and Terrestrial TV: Broadcast part of Hybrid TV
• PayTV Market Review and Sizing
– Cable and Satellite
• European Cable TV Analysis
• European DTT Analysis
• US Market Analysis
Vendor’s Solutions
• Kudelski Group
• Alcatel Lucent
• Huawei
• Espial
• IBM/Cisco
• Cisco
• Motorola
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6. Alan Quayle Business and Service Development: Workshop Outline
• Ericsson
• Technicolor (Thomson)
• UT Starcom
• NSN
• Internet TV Suppliers
• STB Vendors
• STB and Supplier rankings
Wireline Broadband Technologies
• Hybrid Fiber Coax
– RF Video
– DOCSIS
• Twisted Pair
– ADSL2+
– VDSL2
• Fiber-to-the-Premises
– P2P Ethernet
– BPON->GPON
IPTV Protocols
• IPTV Reference Architectures
• Capacity Challenge
• IPTV and Multicast
• IGMP Router/MSAN-based
• IGMP Snooping/Proxy
• Broadband Forum and Quality of Experience
Home Networks
• Background
– Home network connected devices
– CE manufacturer’s strategy
– DLNA
– Broadband Home Architecture and TR-069
• Home Gateways
– What are Home gateways: Definitions
 Drivers and challenges
– Home Gateway Review
 Suppliers, products and strategies
 Orange case study
 Market Size
– How can the Home gateway opportunity be met
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7. Alan Quayle Business and Service Development: Workshop Outline
 High level architecture
• Summarizing the home network opportunity
Formats and Protocols
• Overview
• Video basics
• Video compression
• MPEG
• MPEG-2
• MPEG-2 Frames
– INTRA FRAME
– NON-INTRA FRAME
• MPEG-2 Encoding
– INTRA FRAME ENCODING
– NON-INTRA FRAME ENCODING
• MPEG-2 Decoding
– INTRA FRAME DECODING
– NON-INTRA FRAME DECODING
• MPEG-4, MPEG-7, MPEG-21
• Mobile Visual Search
• MPEG Media Transport
• Advanced IPTV Terminal
• MPEG Extensible Middleware
• Rich Media User Interfaces
• Media Context and Control
• 3D Video Coding
• High performance Video Coding
• Spatial Audio Object Coding
Recommendations and Conclusions
• An example of bringing this all together: project NIMS
• A view of TV Futures
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Content Samples
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