1. Full Media and Pan-Education Shiyong Zhang szhang@fudan.edu.cn Fudan University,Shanghai,China August 28, 2003 APAN 2003,BUSAN NiEC, FUDAN, Aug.28,2003

2. Content What is “Full Media” What is “Pan-Education” Full Media in Pan-Education Conclusion APAN 2003,BUSAN NiEC, FUDAN, Aug.28,2003

3. Carrier Internet Cable TV Satellite Digital Broadcast … Digital Applications Software … Cable TV Digital Broadcast Internet Satellite Link Wireless Digital Storage (CD/DVD/…) Digital Storage (CD/DVD/…) Terminal PC TV PDA … Service Material Digitalizing Painting Image Music Publish … Text Software Graphics Music Film … Entertainment Article Education Culture Content commercialize Content commercialize 2D/3D Flash Digital Games Digital Games E-library E-learning ‧ ‧ ‧‧ ‧ ‧ TV Application Software Application Software Broadcast Interactive Games E-learning … … Digital Service Support Software Digital Service Support Software System Software System Software Media Industry in Chain APAN 2003,BUSAN NiEC, FUDAN, Aug.28,2003 Normal Digital

4. Current Problems (1)  The value chain is not yet accepted widely.  The digital copyright protection is still a problem. Digital copyright is not easy to be well-protected Books Authors Music,Painting Newspaper Media Producing Live TV Film Record …… Electronic publication News Site Internet TV Streaming Media On Demand Content DigitalizingContent Delivery Information Downloaded arbitrarily Content copied without permission Industry chain is not very clear APAN 2003,BUSAN NiEC, FUDAN, Aug.28,2003

5. Current Problems (2)  Different digital content may have different formats and can not be easily converted into other format.  Digital content owned by different industries can not be shared easily.  Each sector has its own delivering network. Digital TV Content Cable TV Content Other Multi-Media Content Digital TV Network ADSL Internet Platform Streaming Media Content Content based on Web Cable TV Network FTTB ＋ LAN Wireless APAN 2003,BUSAN NiEC, FUDAN, Aug.28,2003

6. What is Full Media  All the traditional content, digitalized content, and the various traditional and modern transmitting media come together to form a new concept – Full Media, covering the full value chain of media industry sectors from producing to circulation, service, transmission, delivery and consumption.  Key factors to forming such a Full Media value chain: – Content producing & Content management platform – Effective content marketplace for trading – Personalized and interactive media service platform – Integrated content & service exchange center – Easy-Pass physical carrier & intelligent media terminal APAN 2003,BUSAN NiEC, FUDAN, Aug.28,2003

7. Full Media Value Chain APAN 2003,BUSAN NiEC, FUDAN, Aug.28,2003

8. A Full Media Technical Platform (design) Producing & ManagementService & Business Support Delivery, Transfer, Consumption Create Edit Convert INTEGRATIONINTEGRATION …… Streaming Media Service Platform Game Service Platform Management Analysis Index Accounting Management Uniformed User Management Uniformed User Authentication Payment Management Entertainment VOD Network Music TV On Demand EPG Games Affairs Application Virtual reality Application Monitor E-business E-Directory E-business Enforced Ad. News News,Weather Sports, Economics Digital Broadcast Interactive App Interactive Education video conferencing Distance Medical Content Collection Content Delivery Edge Caching Wireless FTTB+LAN Cable ADSL Storage Material digitalizing Acquire Maintenance Full Media Business Support Service CONTENTMARKET CONTENTMARKET SERVICEsEXCHANGESERVICEsEXCHANGE Full Media Digital Copyright management Service E-GOV G-portal E-Government Public Services Single card pass Information Portal Set Top Box Digital TV PC Shopping Booth Wireless Device Media Gateway Touch Screen Security Management NiEC, FUDAN, Aug.28,2003 APAN 2003,BUSAN

9. Content What is “Full Media” What is “Pan-Education” Full Media in Pan-Education Conclusion APAN 2003,BUSAN NiEC, FUDAN, Aug.28,2003

10. What is Pan-education  People have never satisfied only by normal education.  Based on the concept of “full media", it is envisioned that “pan-education” concept might be a proper concept: – To broaden educational objectives For all people’s educational needs – life-long education From infancy to after retirement – Multi-style learning In classroom, by Courseware, Instructive Games, Internet information, Self-learning, Mobile-learning, … APAN 2003,BUSAN NiEC, FUDAN, Aug.28,2003

11. An Overview of Pan-education Objective Technology Internet Popularization Broadband Access Reduce Communication Cost B/S Model Popularization Development of Full Media Development of Education and related Industry Provide lifelong education and environment for innovation Reform Education Process Improve ability of management and decision-making Strengthen contact with outworld, exploit and enrich learning environment Change instruction Methods Change Learning Methods Transform Managing Way Share Resources Improve Efficiency Reduce Total Cost APAN 2003,BUSAN NiEC, FUDAN, Aug.28,2003 Business

12. E-Learning: The driving engine to Pan-education  Five educational technology revolution in human history: – spoken language(35Million, B.C.) Information exchanged between people – Writing technology(3,500 B.C.) Information stored and transferred, limited scope – Printing technology(700’s A.D.) Information stored and transferred, large scope – TV technology(1900’s A.D.) Audio/Video transferred worldwide quickly – Multimedia and Network(1990’s A.D.) Global education resource sharing  As the result of the fifth technology revolution, E-Learning is a great impetus to Pan-education. Content can be delivered via Internet, intranet/extranet, audio- and videotape, satellite broadcast, interactive TV, or CD-ROM, … APAN 2003,BUSAN NiEC, FUDAN, Aug.28,2003

13. E- Learning Ways  Computer-based Learning : apply computer based technology to facilitate processes of cognition, decision-making and problem-solving, and hence to support innovative teaching and learning applications.  Web-based Learning: use web technology to provide e- learning.  Virtual classroom : deploy video conferencing, virtual reality, chat and other tools that students and teachers can meet and communicate with each other through Web site.  Digital collaboration : enable all of the participants in the special group to collaborate from anywhere in the world.  … APAN 2003,BUSAN NiEC, FUDAN, Aug.28,2003

14. Content What is “Full Media” What is “Pan-Education” Full Media in Pan-Education Conclusion APAN 2003,BUSAN NiEC, FUDAN, Aug.28,2003

15. Full Media Value Chain for Pan-Education Standard 、 Packaged Media Content E-Leaning Course E-Learning Game E-Learning Flash And so on. Information Agency Ad Service Content payment Content Trading Textbook publishing Education application software Education platform software Professional training Distance Learning Enterprise training And so on. Normal material, interactive media, text,image,audio, video,standard courseware… Uniform Content Management Platform CERNET E-Campus Content Gateway Content Caching Virtual Application Server Virtual Classroom E-Learning terminal And so on. Integrated Media Service Platform Digital TV Game Platform Education Application integrated physical carrier Content indexing, Content Management, Content integration, Digital copyright… Various physical carrier methods intelligent media terminal Set Top Box, PC, Wireless Device, Wireless gateway, Media gateway, Others CONTENTMARKETCONTENTMARKET SERVICEEXCHANGESERVICEEXCHANGE Industrial opportunity and prospect Media Producing&Management Media Service Media delivery, transfer, consumption APAN 2003,BUSAN NiEC, FUDAN, Aug.28,2003

16. Producers CDN Manage(ASP) Retrieve Consumers   Full Media in Pan-Education:Typical Scheme APAN 2003,BUSAN NiEC, FUDAN, Aug.28,2003

17. 安全 School Information Platform (Vschool) Real-time Interactive E- Learning System Distance Learning Platform Overview of a Suggested Project Media Copyright Management System Digital Campus Information Management System Streaming Media Integrative Application Management Platform Multimedia Courseware Developing System Interactive Media Creator Intelligent Campus Card Family/Enterprise Intelligent Service Terminal Touch Screen Multimedia Information Service System Broadband Community E-Learning Platform Network Media synchronous Broadcast System Network TV Service System APAN 2003,BUSAN NiEC, FUDAN, Aug.28,2003

18. A Case: Full Media Production Real-time Interactive E-Learning System APAN 2003,BUSAN NiEC, FUDAN, Aug.28,2003

19. Community Multimedia Platform Broadband Education Data Center Community A Community G Community B Community C Community F Layer4 Switch Broadband Accessing Media Server Traffic Manager Edge ServerCore ServerUser A Case: Full Media Delivery&Consumption Broadband Community E-Learning Platform APAN 2003,BUSAN NiEC, FUDAN, Aug.28,2003

20. Content What is “Full Media” What is “Pan-Education” Full Media in Pan-Education Conclusion APAN 2003,BUSAN NiEC, FUDAN, Aug.28,2003

21. Conclusion  Content will be fully digitalized.  Strong digital copyright management must be fulfilled.  To standardize content format and media carrier.  Uniformed channel from content producing to its consumption.  Interactive multimedia and personalized services.  Pan-Education will take great advantage of the Full-Media platform.  Pan-Education could be achieved by Full-Media industry.  … APAN 2003,BUSAN NiEC, FUDAN, Aug.28,2003

22. Thank You! APAN 2003,BUSAN NiEC, FUDAN, Aug.28,2003