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Ateme gustavo marra bc day 2012

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Ateme - OTT – Desafios, oportunidades e o cenário atual - Gustavo Marra

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Ateme gustavo marra bc day 2012

  1. 1. OTT Gustavo Marra – ATEME SSPI Broadcast Day 2012
  2. 2. Confidential 2 ● Queda da Constantinopla em 1453 ● ● ● Agenda
  3. 3. Confidential 3 ● OTT – Conceitos ● Cenário atual – Brasil e Mundo ● Desafios: Tecnologia e Mercado ● Soluções e alternativas ● Conclusão Agenda
  4. 4. Confidential 4 OTT - Conceitos
  5. 5. Confidential 5 OTT - Conceitos
  6. 6. Confidential 6 Cenário Atual Analog Digital (MPEG-2) Internet Connected devices 80s 90s 2000 2007 Explosion of number/size of screens since the 80s
  7. 7. Confidential 7 Cenário Atual
  8. 8. Confidential 8 Cenário Atual Contribution Distribution Re-distribution Satellite Cable Telco • Netflix doubled in 2 years and now exceeds Comcast with 23 million subs • A battle has started between Pay TV operators with multi-screen strategies and pure OTT players to share $billions subscription and advertising budgets Over The Top (OTT) Multi-screen strategies High quality content (pristine VQ/HD at low bitrates) will be the key differentiator in this battle
  9. 9. Confidential 9 Cenário Atual Revenue Flow Work Flow Cost reduction Non managed network More OTT STB Customer reach Today’s situation
  10. 10. Confidential 10 ● Historically, the content were delivered over pure streaming • RTSP connections between server and client ● The main issue came from bandwidth variations • One unique stream delivered to many places where bandwidth can vary ● Adaptive streaming (over HTTP) overcomes the bandwidth variations • Multiple profiles of the same content, chunked/fragmented into small pieces ● The end user device decides the stream quality, according to the available bandwidth and switch at the chunk border (method= compute the download time on each chunk) Cenário Atual
  11. 11. Confidential 11 Cenário Atual TV (STB) TV (OTT) Web Mobile Target Operator’s STBs Hybrids STBs/ Connected TV Web sites Smartphones/Tablets Delivery IP IP or Adaptive Streaming IP or Adaptive Streaming Adaptive Streaming Network Managed Non-managed (open Internet) Non-managed (open Internet) Non-managed (open Internet) Decoding framework Set Top Box decoding Depends on device Web plug-ins Web plug-ins or Apps Use Case & Working points Interlaced SD:1 to 1.5Mbps , HD 1080i 3 to 6Mbps Multi-audio layering Closed Caption/Subtitling Progressive SD:800 to 1.5Mbps , HD 720p 2 to 3 Mbps Multi-audio layering Closed Caption/Subtitling Progressive SD: below 1Mbps , HD 720p: 2 to 3 Mbps Subtitle burn-in Progressive SD: below 1Mbps , HD: 2Mbps (3G) HD 720p:2 to 3 Mbps (WIFI)
  12. 12. Confidential 12 Desafios & Soluções – TRANSCODING ● How can I avoid network variations over the Open Internet ? ● What kind of profiles (bitrate, resolution) shall I set ? ● Shall I run multiple compression technologies ?
  13. 13. Confidential 13 Desafios & Soluções – TRANSCODING Bandwidth efficiency means increased Customer Reach, better Video Quality, shorther Downloading Time. This contributes to an enhanced End-user Experience In the past Nowadays Supported by the devices Bandwidth efficient
  14. 14. Confidential 14 Desafios & Soluções – TRANSCODING Smartphones/Tablets TVTablets/Computers/TV s Nomad Network (3G) Accepatble/Good VQ Home Network (WIFI/DSLx)/ Best VQ Premium Home Network (DSLx/FTTH)/ Pristine VQ Still Picture Audio Only 64Kbps 480x360p AAC-LC From 300Kbps 1280x720p HE-AAC From 2Mbps 1080p/i HE-AAC From 3.5 Mbps Networks/ VQ expectations 1 Mbps
  15. 15. Confidential 15 Desafios & Soluções – TRANSCODING 1. Media are split into a series of file chunks/fragments 2. A Manifest file is created to reference the number of chunks/segments 3. A super manifest file is created to reference the different profiles 4. The chunks are downloaded over basic HTTP (like any web page) 5. Client can choose which bitrate to choose depending its bandwidth Several profiles (of the same assets) Super manifest file manifest file Chunks/Segments …
  16. 16. Confidential 16 Desafios & Soluções – TRANSCODING
  17. 17. Confidential 17 Desafios & Soluções – TRANSCODING Bandwidth adaptation is done based on the chunks/segment downloading time on client device (fast download = high bandwidth)
  18. 18. Confidential 18 Desafios & Soluções – TRANSCODING VS HTTP Live Streaming (HLS) Market leader Natively supported on iOS devices and Android devices Get traction from STB and Middleware providers for TV Smooth Streaming Good adoption on PC Limited availability on iOS devices (specific App) HTTP Dynamic Streaming (HDS) Slow adoption, mainly on PC Initiative to standardize the adaptive streaming profiles. Slow adoption by the market, mainly on connected TVs
  19. 19. Confidential 19 Desafios & Soluções – TRANSCODING ● H.264 & AAC payloads are the long-term compression technologies to enhance end-user expererience ● 8-10 transcoding profiles with a focus below 1Mbps ● The choice of adaptive streaming format depend on your targeted audience Resolution Video Bitrate Network Still picture 64 Kbps CELL 160x120 150 Kbps CELL 480x360 200 Kbps CELL 480x360 400 Kbps CELL/WIFI 640x360 600 Kbps CELL/WIFI 640x480 900 Kbps WIFI 960x540 1.5 Mbps WIFI 1280x720 2.5 Mbps WIFI
  20. 20. Confidential 20 Desafios & Soluções – Sistema Live VOD Content Management System Content Delivery Network Client display
  21. 21. Confidential 21 Desafios & Soluções – Sistema
  22. 22. Confidential 22 ● ● ● ● Conclusão
  23. 23. Obrigado! g.marra@ateme.com