Special Report
IPTV convergence technology
brings Internet TV
to the living room
Service providers are striving to become ‘experience
producers also produce content specifically for
providers’ as they deliver the versatile media experience that
the web - often short form interviews with
cast, behind the scenes footage, etc. To make
conforms to customers’ lifestyles and offer the multi-play
it possible to deliver this content to a standard
services that subscribers want. At the core of the experience
TV via a set-top, there are a few options
provider transformation is the ability to successfully deliver
available. The easiest way is for an IPTV
service provider to identify the content that it
video entertainment over IP networks while ensuring
wants to offer on TV - this might be user-
stunning picture quality and optimal service reliability. At IBC
generated video, local community video etc. -
2008 Cisco (Hall 1, Stand D.71) is demonstrating IPTV
and then work with the aggregation website
or content owner to secure rights to the
delivery solutions which provide enhanced quality of service
content. It would likely start with a broadcast
(QoS), flexibility and added value through enhanced
mentality where there are a set number of
convergence for service providers. DAVE LIVELY, senior
‘channels’ for specific content that the service
provider decides to offer. These channels will
manager for Video Solution Marketing at Cisco, explains why
then appear as part of the VoD menu and
it is necessary to continually develop IPTV offerings and
enable the consumer to navigate through
looks at how new technology can add value for IPTV service
content on their television the same as they
would for traditional VoD content.
providers and take the industry to the next level.
A more advanced version of this system
would allow the user to dynamically configure
I
t has become clear that new technology new value-add service but ensures that their own preferences for the Internet video
and applications need to be made available customers do not abandon their traditional TV that they want to watch on the TV.
to ensure that IPTV service providers can in favour of a PC. In the new age of non- Subscribers would have their own
maintain competitive advantage over linear media that has developed over the last personalised menus automatically altered on
aggressive direct and indirect competition. One few years, consumers want to be able to their VoD electronic programme guide based
technology that Cisco is developing for this access content whenever and wherever they on their preferences or on the applications
sector is called Hyper-Syndicated Video (HSV). desire. This demand is forcing IPTV service that they subscribe to. Using technologies
HSV provides a value-add for IPTV service providers to take the steps necessary to make similar to how RSS is used to subscribe to
providers by allowing a television system to this a reality. podcasts, users would be able to configure the
dynamically ingest and display Internet video The most common example of Internet programming that they want to receive and
onto a subscribers television screen. This content that viewers might want to watch on this will be made available through their TV.
bridges the gap between the delivery of a TV is user-generated content (home videos, Offering a video service which delivers
traditional TV content and Internet content etc.) that is uploaded to web sites for viewing, content from multiple sources (traditional
whilst also enabling subscribers to view IPTV where there is a range of content that will television, Internet) to multiple screens is
programming on any device. This convergence appeal to many audiences. In addition, many becoming a hot topic of discussion. In
over an IPTV platform not only provides a of the professional studios and content addition to delivering Internet content to
It seems inevitable that 2009 will be the year that we
televisions, service providers are also asking
the question: ‘How can I make typical made-
see a number of applications take off, bringing Internet
for-TV content available on a PC?’ While the
video and personalised Internet content onto TV sets
TV is the most dominant screen choice to
via the set-top. The ability to enable subscribers to
view content on for most demographic
watch whatever they want, whenever they want, on
groups, more and more people, especially
teenagers, are turning to their PC to watch
whichever device they choose is the future for IPTV.
programming. You can see this demand
guide2iptv iptv 14 september 2008
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