1. 1 TV-Anytime Forum Business Models – Preparing for the future

2. 2 Agenda Early PVR audience research What does the business models group do? What tools does TVA provide? What is TVA working on now?

3. 3  There ’ s less of a concept of peak time  Fewer “ water-cooler ” moments Off peak hours have greater value More viewing of series  Fewer ads (promos) are seen But some recall as they FF Watch good adverts more – (superbowl) Research tells us ….

4. 4 Business Models Process Business Models System Design Metadata Content Referencing Rights Management & Protection Compliance Workplan Stakeholders interest Scenario development Specification verification Specification development Industry adoption

5. 5 What does Phase 1 give us? TVA solves the complexity of “ real time ” television –Introduces competition in the metadata supply chain – reduces cost – increases quality –All metadata – author once, use many times –Will solve the problems of interactive advertising which has not seriously taken off because of different standards on platforms

6. 6 What does Phase 1 give us? Consumers want consistent behaviour – –Consistent labels for content. –Transfer of data and content across multiple devices. –Guaranteed delivery of ALL of the content they ’ ve selected. –Similar functionality on every device in the house (car manufacturers don ’ t change the order of pedals on a car!!)

7. 7 What does Phase 1 give us? Broadcasters ALSO want consistent behaviour – –Single authoring of data and content across multiple platforms and devices. –The consumer ’ s consumption of content to be consistent. –Behaviour of the platform to be consistent across all channels. –A compelling proposition that reduces churn.

8. 8 Content Referencing and location resolution –Definition of content reference identifier (CRID) –Protocol for resolving from CRID to location Metadata –Standardised format for describing content, and navigating through content Rights Management and Protection –Standard APIs to address existing and new content protection schemes –Metadata protection in existing specifications. Light content management to follow shortly. What has Phase 1 standardised?

9. 9 TV-Anytime provides the ability to describe “segments” of a programme, allowing the viewer to navigate the content in different ways Segmentation also allows pointing to other pieces of content and information Generation of segmentation data –Can be generated during production process –Can be authored after the fact –For sports, it could be generated during the programme –For education, it could be generated when needed

10. 10 TV-Anytime Phase 2 Work home of the future Networks Provider PVR service providers content providers In-home Network Gateway In-home Network removable media Gateway storage NDR Provider PVR DVD control/content control Networks

11. 11 What are we doing now Working on making advertising work harder in a DVR – new exciting advertising models that allow commercials to be updated, extended and targeted. Allowing consumers to share content in the home, and – where they have the rights - outside the home. Capture of richer content propositions – interactive content, packages of content.

12. 12 Scenario Building The Business Models group predicts likely scenarios for PVR use. These then feed into the Systems and Metadata groups to decide on the technologies required. Phase 2 has 52 key scenarios For example ….

13. 13 Scenario Building Example1 Scenario 6.2.8: Sharing content through removable media A customer wants to share a great show on his PVR with a friend. Since the rights associated with this particular recording allow him to do this, he copies the content onto removable media (e.g. a DVD). His friend then copies the content from this DVD onto his PVR.

14. 14 Scenario Building Example 2 Scenario 6.2.43: Telescoping of content while in pause David is watching live TV through his PVR when an advert for a holiday is shown which has an associated long form ad already recorded on his PVR. An on screen alert tells him it is available to watch and he pauses the live programme, watches the extended advert, orders a catalogue using an interactive application, and then returns to the linear stream where he left it. David is watching live TV through his PVR when an advert for a holiday is shown which has an associated long form ad already recorded on his PVR. An on screen alert tells him it is available to watch and he pauses the live programme, watches the extended advert, orders a catalogue using an interactive application, and then returns to the linear stream where he left it.

15. 15 Phase 2 work …. Publish Requirements document RQ001vs2.1 Work with Systems and Metadata to confirm requirements are met Publish final Phase 2 specification document with ETSI

16. 16 Thank you The Business Models Group www.tv-anytime.org