Special Report
through services such as Apple iTunes, BBC’s
iPlayer, and others. This is creating an
To make it possible to deliver Web content to a
increased need to offer traditional television
standard TV via a set-top, there are a few options
programming, which includes the entire range
available. The easiest way is for an IPTV service
of broadcast channels, old TV shows and other
content that was made specifically for TV, on
provider to identify the content that it wants to offer on
a PC. For the content owner, they can offer
TV - this might be user-generated video, local
content either via their own website or service, community video etc. - and then work with the
such as
abc.com and BBC iPlayer, or offer it
aggregation website or content owner to secure rights
through a number of video aggregator sites.
To deliver the content, the owner must work
to the content. It would likely start with a broadcast
with a content delivery network provider to
mentality where there are a set number of ‘channels’
actually host and stream/deliver the content to for specific content that the service provider decides
consumers. This can be a very costly option
to offer. These channels will then appear as part of the
for content owners, however, as the cost to
VoD menu and enable the consumer to navigate
deliver content scales directly with the
popularity. This model also has an impact on
through content on their television the same as they
the Internet service providers doing the actual would for traditional VoD content.
content delivery, as they have little
opportunity to optimise the traffic. Internet-enabled devices, such as the mobile will allow families who live vast distances
Another option for content owners is to phone, but also bridging Internet content on apart to communicate and share experiences
work directly with the service providers to TV screens to keep their video platforms on a whole new level using their IPTV
deliver content through the service provider’s competitive by leveraging the strength of the platform to transfer and store their
broadband portal. Distribution rights for IP Next-Generation Network (IP NGN) as the photographs and videos.
premium content, however, often brings platform. Providing this type of service adds value
additional complexity around a negotiation of Standalone consumer electronics vendors above and beyond what is expected from
rights and an agreement over who should have indentified this key area of the market traditional IPTV offerings and it will entice
receive revenue, who should get the bigger without waiting for service providers to offer new subscribers who want access to one of the
share, and who should pay whom. Conversely, multi-screen video services, and we are new services or applications. There are new
when Internet video is transmitted onto the starting to see a development of ‘Internet- business models emerging to take benefit of
TV there is usually very little need for connected set-tops’ to fill the void. Known by these new services and the increased ARPU
protracted commercial rights negotiation. many as digital media adaptors (DMAs), these that the added value should deliver. An IPTV
Many people who create video for the Internet devices can be plugged into a TV and display service provider looking to round out its
would jump at the chance to have it made video directly from the Internet without the offerings must provide video not only to a set-
available on TV as this opens the content up need for a PC or involvement from the service top, but be able to offer as much of that video
to a far greater audience. Consequently it is provider. One example of this is the Apple TV as possible to a PC. In addition, the experience
often much easier for a service provider to box which enables a user to display YouTube must look and feel the same as they would get
negotiate the rights to display Internet video directly onto a TV set via a broadband from watching the content on TV to ensure
on the TV as opposed to the other way connection. Not only can these boxes bring cross platform recognition of the service. The
around. The set-top can act like any other PC Internet video onto the home TV screen, but key element is that the consumer must feel
client accessing content. If the content owner can also transfer photos, home videos, and like they are going to their service provider for
has made accessing the content free for music files into a home theatre. Although the content no matter which device they choose to
someone with a PC, then a consumer using a companies that make these boxes are only watch it on.
set-top that is acting in the same manner starting to scratch the surface of the New technology is still emerging that is
should be able to receive the same free service. traditional video industry, it is inevitable that moving the IPTV industry into the next
The HSV technology that Cisco is more consumer electronics vendors are going generation of service offerings. Cisco’s HSV
developing to bring Internet video onto the TV to start following suit, and more content technology is being developed in line with the
is adding value to the IPTV marketplace by owners are going to make their content fact that the industry is still moving forward
enabling service providers to build upon their available via these services. For a service and still benefiting from exciting new
traditional offering. There are few inhibiting provider to keep pace and maintain opportunities that add value to traditional
costs or bandwidth issues preventing Internet competitive advantage, it needs to bring its services. Telcos and cable operators are both
video reaching the TV. HSV simply enables a set-tops and systems into the Internet world. looking at HSV technology as being a great
service provider to enhance its video offering This allows them to revolutionise the way that opportunity to optimise their existing IPTV
by providing subscribers with another outlet, consumers view and share their personal services. It seems inevitable that 2009 will be
another screen to watch Internet video on. The content. Just as Internet video can be made the year that we see a number of applications
broadcast industry is continuing to evolve available through IP set-tops, so too can take off, bringing Internet video and
rapidly and service providers cannot risk the personal photos, home videos, music and any personalised Internet content onto TV sets via
situation where their service becomes a legacy other personal content that is kept on their the set-top. The ability to enable subscribers to
‘plain old television’ offering. They must computer. User generated content can be watch whatever they want, whenever they
bridge the gap that exists in the IPTV world uploaded and published into the VoD system want, on whichever device they choose is the
by bringing TV content to the PC and other via their personalised on-demand service. This future for IPTV.
september 2008
iptv 15 guide2iptv
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