1. T-DMB Data & Interactive Service TTA Daejung KIM(kdj@tta.or.kr) DOCUMENT #:GSC13-GRSC6-19 FOR:Presentation SOURCE:TTA, Korea AGENDA ITEM:GRSC; 4.3 CONTACT(S):Daejung KIM (kdj@tta.or.kr)kdj@tta.or.kr Submission Date: July 1, 2008

2. 2 Content Broadcasting Center Transmission Center Mobile Device Car Device Service Standard Audio Service : Musicam (MPEG-1 Layer 2) Multimedia Service - Video : MPEG-4 Part10 AVC(H.264), - Audio : MPEG-4 Part3 BSAC - Data : MPEG-4 BIFS - Muxing : MPEG-4 SL + MPEG-2 TS - Channel Coding : RS(204,188) The number of DMB receivers reached around 10 million by the end of March 2008 It has taken only about two years to hit the 10 million receiver mark. Surprisingly, this is the same as the number of households in Korea GRSC(HIS Mobile Multimedia Broadcast and Multicast) recognizes that mobile users not only anticipate receiving multimedia entertainment but also anticipate receiving multimedia news and information. Highlight of Current Activities(1/3)

3. 3 Multimedia transfer via current DAB (Eureka-147) system Current DAB system Multimedia Encoder for T-DMB Stream Mode DAB Multiplexer DAB Multiplexer Packet Data Service Audio Program Service OFDM Modulation OFDM Modulation Packet Mode TS Multiplexer TS Multiplexer RS Encoder (204,188) RS Encoder (204,188) Convolutional Interleaver Convolutional Interleaver Video Encoder (H.264) Video Encoder (H.264) Audio Encoder (BSAC) Audio Encoder (BSAC) Video Service Audio Service Data Service Multimedia Multiplexer DAB System (ETSI 300 401) DMB MOT MUSICAM Transmitter T-DMB transmission system Highlight of Current Activities(2/3)

4. 4 CD quality music Multimedia Service 2005 Coverage Seoul Metropolitan Area Various data services, such as weather, stock, travel 2008~ Nation-wide service : Local Channels NavigationInteractive service 2009~ Nationwide Channel After the end of analog TV (In 2010) Service status of T-DMB Highlight of Current Activities(3/3)

5. 5 6 T-DMB Broadcasters Video Channels BIFS Audio Channels BWS Data Channels DLS Broadcast Network SKT Network SKT KTF LGT KTF Network LGT Network Data Broadcasting Portal System Existing Content BIFS,BWS,DLS… Content Upload BroadcastingTelecommunication Telecom Companies 6 DMB Broadcasters work together to build Data Broadcasting Portal to provide with variety of data services in standard format. Linked with T-commerce, data broadcasting will become a new revenue source for T-DMB SPs. Data Service of T-DMB Strategic Direction(1/4)

6. 6 TechnologyDescription BIFS Program associated service. Expected to be the most popular service. Profit model for mobile telcos by link menu High possibility of generating revenue with packet download fee, information usage fee, and T-Commerce. BWS Low telecom network usage (less data download) Less frequent triggering of telecom network MOT Slide Show One-way comm. w/o any linkage or association with telecom network No revenue generation for telcos EPG Possible value added service via telecom network with cooperation between broadcasters and telcos TPEG DMB Killer Application Potential Paid Service model Data Service of T-DMB Strategic Direction(2/4)

7. 7 BIFS (Binary Format for Scene) The technical standard for a T-DMB interactive service BIFS 1BIFS 2 BIFS 3BIFS 4 BIFS 5 1.Connect now 2.Connect later(SMS only) 3.Cancel Confirm? [Yes] [No] DMB Menu OK UP EPISODE 1. 1. Clip title 1 2. Clip title 2 3. Clip title 3 1.Preview 2.Re-runs 3.Hit Clips 4.Fun clips 5.Interview 6.Photo gallery Inside TV Phone deco Shopping Messenger Mobile Network Menu OK UP T-DMB Interactive Data Service : BIFS(1) Strategic Direction(3/4)

8. 8 BIFS application in detail Service typeDescription Streaming VOD AOD Download Ring tone Background skin MP3 file (Karaoke service) Information Scrolling news Program description POI data Setting change Ring-back tone Quiz & more Real-time quiz and/or polling through telecom network(SMS) T-DMB Interactive Data Service : BIFS(2) Strategic Direction(4/4)

9. 9 Audio-Visual contents –Drama, Sports, News, Movie Interactive service –Home shopping, Stock trading, VOD, Internet, T-commerce, Game, Remote education Data Service –EPG, TTI (Traffic and Traveler Information), Weather information The prospect of enhanced application scenario Challenge(1/2) DMB is being provided to users for free and Because DMB service carrier have to create their revenue by only advertisement fees, DMB services is being operated at a loss until now. However, By realizing the importance of mobile TV, mobile operators have begun aggressively data & interactive services to create additional revenue using T-DMB We believe that this standardization activities help to create new convergence services between broadcasting and communication below the following.

10. 10 Contents providers Program arrangement T-DMB network operation T-DMB Service Multiplexer Mobile telecom Industries Data service channel Data service (DMB & CDMA N/W) Service fees Contents fees Contents Request for advertisements Eyes for Advertisement, Data service fees Channel rent fees Charge for AD Customers T-DMB Data services Biz Model The prospect of enhanced application scenario Challenge(2/2)

11. Next Step & Article 11 SummarySummary –Originally the Multimedia Broadcasting Service to Mobile/Potable devices based on DAB & MPEG-4 technology –Various value-added services could be done with T-DMB –6 DMB Broadcasters started to work together to build Data Broadcasting Portal to provide with variety of data services in standard format.. –And, Cooperation between telcos and DMB SPs is indispensible to success of T-DMB value-added data service. –Introduction of T-DMB valued added services can be the starting point of Convergence services. GRSC Resolution should be maintained, especially resolve 1)GRSC Resolution should be maintained, especially resolve 1) –to encourage Participating Standards Organizations (PSOs) and other standards bodies to promote the development of harmonized systems and application standards for Mobile Multimedia Broadcast and Multicast while recognizing the benefits and necessity of continued innovation in this emerging service category

12. Supplemental Slides 12

13. 13 EPG (Electronic Program Guide) A non-PAD Service TV Guide and/or program related information Jump to the channel or Set alarm T-DMB Data services : EPG

14. 14 T-DMB Data services : TPEG TPEG (Transport Protocol Expert Group)

15. 15 BWS(Broadcasting Website Service) A non-PAD (Program Associated Data) service Broadcasts content of websites Connection to mobile network (VOD,AOD, etc.) DMB network Telecom network High lights Connection to mobile network T-DMB Data services : BWS

16. 16 Broadcaste r User Requirement Information In Car PDA Handheld Phone AV Service AV Service & Unidirect ional Data Service AV Service & Bidirecti onal Data Service Data Audio Video Notebook Mobile Network Internet T-DMB ch. (Broadcasting Contents) T-DMB Data services Biz Model The prospect of enhanced application scenario

17. TTA Stds No.Name of Broadcasting Standards TTAS.KO-07.0053 DMB Interactive Service Specification TTAS.KO-07.0049 Digital Multimedia Broadcasting (DMB) Mobile Application Terminal Environment ; Common Part TTAS.ET-TS101498-1 Radio Broadcasting Systems; Specification of the Broadcast Web Site service for VHF Digital Multimedia Broadcasting (DMB) to mobile, portable and fixed receivers TTAS.KO-07.0046 Interface Standard for Terrestrial Digital Multimedia Broadcasting (T-DMB) Automatic Emergency Alert Service TTAS.KO-07.0047 Digital Multimedia Broadcasting (DMB) Mobile Application Terminal Environment; Terrestrial DMB TTAS.KO-07.0044 Specification of the shared scrambler system for terrestrial Digital Multimedia Broadcasting (T-DMB) transmitter TTAS.KO-07.0034 Terrestrial Digital Multimedia Broadcasting Systems; Specification of the Traffic and Travel Information services for VHF Digital Multimedia Broadcasting (DMB) to mobile, portable and fixed receivers) TTAS.KO-07.0035 Terrestrial Digital Multimedia Broadcasting Systems; Specification of the Traffic and Travel Information Service Transmission for VHF Digital Multimedia Broadcasting (DMB) to mobile, portable and fixed receivers TTAS.KO-07.0036 Specification of the TTI Point-Of-Interest (POI) information service for Digital Multimedia Broadcasting (DMB) to Mobile, Portable and Fixed receivers TTAS.KO-07.0043 Specification of the conditional access for terrestrial Digital Multimedia Broadcasting (T-DMB) transmitter TTAS.KO-07.0037 Specification of the TTI Safety Driving Information (SDI) service for Digital Multimedia Broadcasting (DMB) to Mobile, Portable and Fixed receivers TTAS.KO-07.0052 Specification of Advaned Electronic Program Guide (EPG) for Satellite Digital Multimedia Broadcasting (DMB) Transmitter/Receiver Interface TTAS.KO-07.0038 Specification of the TTI News Information (NWS) Service for Digital Multimedia Broadcasting(DMB) to Mobile, Portable and Fixed Receivers TTAS.KO-07.0039 Transportation and Binary Encoding Specification for Terrestrial Digital Multimedia Broadcasting (T-DMB) Electronic Programme Guide TTAS.KO-07.0040 XML Specification for VHF Digital Multimedia Broadcasting (DMB) Electronic Programme Guide TTAS.KO-07.0051 Terrestrial Digital Multimedia Broadcasting Systems; Specification for Digital Multimedia Broadcasting (DMB) Receivers TTA Standards related on T-DMB (2007)