1. Interactive TV 1. Click HERE to start demo program 1. Click HERE to start demo program 2. Position program window in white box 2. Position program window in white box 3. Go to next slide, the first of the presentation 3. Go to next slide, the first of the presentation Murugiah: x4758 dase/atsc-rules) http://toocan.philabs.research.philips.com/misc/atsc/dase/ ( dase/atsc-rules)

2. Interactive TV Project Team: Alan Goldfine John Barkley Doug White Len Gebase Michael Koo Lynne Rosenthal Mark Skall

3. Interactive TV TV and the Internet are each recognized as a technology …that seems to change everything (BW, Oct 4 99) TV and the Internet are each recognized as a technology …that seems to change everything (BW, Oct 4 99) Interactive TV is the convergence of TV and the Internet Interactive TV is the convergence of TV and the Internet Profound impact on Electronic Commerce expected Profound impact on Electronic Commerce expected WebTV: 1 million subscribers, 350 hrs/wk of programming WebTV: 1 million subscribers, 350 hrs/wk of programming AOLTV: projected 2 million subscribers in 2 years AOLTV: projected 2 million subscribers in 2 years ITL partnering to develop the standards required for the success of Interactive TV ITL partnering to develop the standards required for the success of Interactive TV

4. Wireless phones do email Wireless phones do email Internet does broadcast radio and TV Internet does broadcast radio and TV Broadcast TV references links to Web pages Broadcast TV references links to Web pages Traditionally separate media are converging: Interactive TV

5. Currently, for the viewer: accessed separately } TV: (non-interactive) OR Web: Web: (interactive) Interactive TV With DASE/DDE, TV and Web are converging into a single medium: With DASE/DDE, TV and Web are converging into a single medium:DASE/DDE

6. An industry plan for an interactive TV application An industry plan for an interactive TV application Developed here as a prototype for how EC applications using DASE and DDE might appear Developed here as a prototype for how EC applications using DASE and DDE might appear EC application Web pages to use XML EC application Web pages to use XML Demonstration: Interactive TV

7. Demonstration Current production: Web site with associated products Golf matches on TV Golf matches on TV Interactive TV Interactive TV DASE/DDE: single medium DASE/DDE

8. Viewing experience dramatically enhanced: viewer becomes an active participant } } E-commerce dramatically enhanced by enabling purchases from the comfort of ones easy chair Viewing Experience Interactive TV Interactive TV

9. Demonstration Current production: Web site with associated products Golf matches on TV Golf matches on TV Interactive TV DASE/DDE: single medium DASE/DDE

10. Demonstration Interactive TV

11. Viewing experience dramatically enhanced: viewer becomes an active participant } Viewing Experience Interactive TV } E-commerce dramatically enhanced by enabling purchases from the comfort of ones easy chair

12. News News Sports Sports Documentaries Documentaries How-to How-to Game Game Genres most amenable to interactivity: Interactive TV

13. chat chat email email backstory (prev. episodes, background on a story, behind the scenes) backstory (prev. episodes, background on a story, behind the scenes) buy stuff buy stuff story so far story so far more like/about this more like/about this story participation story participation story enhancement story enhancement Types of interactive enhancements: Interactive TV

14. Story Participation Story Participation Interactive TV Winkey Dink and You (1953-1957)

15. Interactive TV How are two separate media synchronized? How are two separate media synchronized? Fundamental Convergence Question:

16. Interactive TV Sunday and Monday Night Football Sunday and Monday Night Football player/team information relevant to each play player/team information relevant to each play interactive game: choose the ballcarryer interactive game: choose the ballcarryer request player/team statistics request player/team statistics Who Wants to be a Millionaire Who Wants to be a Millionaire play along with the game play along with the game special bonus questions special bonus questions audience polls audience polls No special receiver required No special receiver required Broadcast/Internet synchronization done by production team Broadcast/Internet synchronization done by production team Open connections to Web servers maintained Open connections to Web servers maintained Synchronization Examples: Enhanced TV

17. Game Participation Game Participation Interactive TV

18. Wheel of Fortune, Jeopardy, MSBNC, Twenty One (among others) Wheel of Fortune, Jeopardy, MSBNC, Twenty One (among others) Play along with the game in the broadcast Play along with the game in the broadcast Requires a WebTV receiver Requires a WebTV receiver Web page references sent in the VBI of broadcast processed by receiver Web page references sent in the VBI of broadcast processed by receiver Synchronization Example: DDE (ATVEF: WebTV Plus) Interactive TV

19. WebTV Program Guide WebTV Program Guide Interactive TV

20. Game Participation Game Participation Interactive TV

21. Game Participation Game Participation Interactive TV

22. More like/about this More like/about this Interactive TV

23. More like/about this More like/about this Interactive TV

24. How-to Show How-to Show Interactive TV

25. Buy Stuff Buy Stuff Interactive TV

26. Production Tool Example Production Tool Example Interactive TV

27. Production Tool Example Production Tool Example Interactive TV

28. Trigger Demo Trigger Demo WebTV Plus Viewer WebTV Plus Viewer Elementary tool for developing interactive content on a pc Elementary tool for developing interactive content on a pc Allows content to be viewed on pc as it will be seen on TV Allows content to be viewed on pc as it will be seen on TV

29. Interactive TV DDE Testbed DDE Testbed Internet Content Video Encoder Receiver

30. Benefit: common content and programming environment for integrating DTV, Internet, Telephone Benefit: common content and programming environment for integrating DTV, Internet, Telephone Customers: Customers: IT,e.g., IBM, Microsoft broadcast/cable/satellite TV,e.g., DirecTV, NBC entertainment,e.g., Disney, Time/Warner consumer electronics,e.g., General Instruments, Intel Internet Service Providers,e.g., AOL Aggressive schedule Aggressive schedule Interactive TV

31. Members include: ABC, CBS, IBM, Intel, Lucent, Microsoft, NBC, Warner Brothers Members include: ABC, CBS, IBM, Intel, Lucent, Microsoft, NBC, Warner Brothers DASE (DTV Application Software Environment): Standard for a platform independent, high-level abstraction for integrating DTV and the Internet DASE (DTV Application Software Environment): Standard for a platform independent, high-level abstraction for integrating DTV and the Internet DASE specifies programming environment for DTV receivers DASE specifies programming environment for DTV receivers Downloadable DASE applications portable across different TV set tops Downloadable DASE applications portable across different TV set tops Advanced Television Systems Committee (ATSC) Interactive TV

32. Joint project with the High Performance Systems and Services Division (895) Joint project with the High Performance Systems and Services Division (895) Chair DASE Conformance Working Group where key players include: ABC, Gateway, Microsoft, Sun Chair DASE Conformance Working Group where key players include: ABC, Gateway, Microsoft, Sun Partner with Unisoft to develop conformance tests Partner with Unisoft to develop conformance tests Reference implementation for programming environment Reference implementation for programming environment NISTs Role in ATSC DASE:

33. Members include: ABC, CBS, IBM, Intel, Microsoft, NBC, Warner Brothers Members include: ABC, CBS, IBM, Intel, Microsoft, NBC, Warner Brothers DDE (Declarative Data Essence): Standard for Internet content and bindings to analog and digital streams DDE (Declarative Data Essence): Standard for Internet content and bindings to analog and digital streams Declarative Content: HTML, CSS, ECMAScript, DOM, Triggers (for syncing the two mediums) Declarative Content: HTML, CSS, ECMAScript, DOM, Triggers (for syncing the two mediums) Stream Bindings: NTSC, IP Multicast,... Stream Bindings: NTSC, IP Multicast,... Society of Motion Picture and Television Engineers (SMPTE): Interactive TV

34. Contribute text to specification Contribute text to specification Partner with Unisoft to develop conformance tests Partner with Unisoft to develop conformance tests Develop conformance tests for triggers and stream binding to integrate with existing Unisoft DDE element tests Develop conformance tests for triggers and stream binding to integrate with existing Unisoft DDE element tests Develop prototype receiver testbed Develop prototype receiver testbed Participate in Applications Data Essence (ADE) Study Group Participate in Applications Data Essence (ADE) Study Group NISTs Role in SMPTE DDE:

35. ATSC wanted NIST to develop the reference implementation in order to ensure that it is unbiased, technically sound, and in the public domain ATSC wanted NIST to develop the reference implementation in order to ensure that it is unbiased, technically sound, and in the public domain ATSC wanted NIST expertise in conformance issues ATSC wanted NIST expertise in conformance issues DASE is first ATSC standard with conformance statement DASE is first ATSC standard with conformance statement ATSC wanted assurance of quality and integrity of conformance tests ATSC wanted assurance of quality and integrity of conformance tests Why NIST: Interactive TV

36. SMPTE invited NIST to support DDE effort by developing conformance tests SMPTE invited NIST to support DDE effort by developing conformance tests Unisoft wanted NIST to compliment their DDE conformance testing efforts by completing the missing elements of their test suite and working with them to develop a prototype receiver testbed Unisoft wanted NIST to compliment their DDE conformance testing efforts by completing the missing elements of their test suite and working with them to develop a prototype receiver testbed Why NIST (cont.): Interactive TV

37. NIST developing a reference implementation for DASE NIST developing a reference implementation for DASE NIST Chairing DASE Conformance Working Group NIST Chairing DASE Conformance Working Group Completed Conformance Section for the DASE Standard Completed Conformance Section for the DASE Standard NIST partnering with Unisoft to develop conformance tests NIST partnering with Unisoft to develop conformance tests Summary: DASE Interactive TV

38. Summary: DDE Interactive TV Text contributed to specification Text contributed to specification Partner with Unisoft to develop conformance tests Partner with Unisoft to develop conformance tests Conformance test development of triggers and stream binding to integrate with existing Unisoft DDE element tests underway Conformance test development of triggers and stream binding to integrate with existing Unisoft DDE element tests underway Prototype receiver testbed development underway Prototype receiver testbed development underway