2. Serge Rutman Director Display & DTV R&D Home Products Group, Intel

3. Personal Computing Circa 1990

4. Characteristics of Data Broadcasting content Related vs. Unrelated to the TV show or Add Tightly (frame) Loosely (1-10sec) not-Synchronized (to video/audio) High vs. Low bitrate Duration of data module (impacts acquisition paradigm) Short-lifetime vs. long lifetime Realtime vs. pre-recorded/computed Standard vs. proprietary (encoding, receiver) Guaranteed vs. opportunistic (priority of delivery) Constant vs. variable rate Data vs. Code Passed through vs. rejected/replaced (across system boundaries) Localized vs. National / Global Error tolerant vs. frigile Cached vs. consumed realtime Passive vs. interactive close up vs. from the couch

5. Intel Experimental DTV Transmitter SkyStream DBN-25 Tiernan HD video Encoder Sencore Data file Server Philips Token MUX Dolby AC3 Encoder Philips SD video Encoder Non-Real Time FTP, Tape, HD,CD-ROM... Intel SC12 Facility 8 VSB RF link Fiber link DVS HD Storage Philips HD Camera Panasonic D5 Tape Deck Intel SW Tools & MUX KICU DTV Transmitter Intel RNB Facility MUX Video Audio Micro Wave link KICU Studio Facility KICU Transmission Facility 3rd Party Content Video & audio Real Time Satellite Link Server T1 Intel SW Tools Data file Server

6. * Third party trademarks and brands are the property of their respective owners Internet Changed the PC

7. Television Today

8. Internet Will Change Television

9. Transition to Digital Today’s Analog Channel Digital Provides 4:1 Compression 75 % of bandwidth available High Definition Data services

10. * Third party trademarks and brands are the property of their respective owners Internet Data Broadcasting

11. Web TV - one of the first attempts to re-purpose Internet content to TV Connected via net, NOT TV Bundled terminal & ISP service, email Designed to deliver the NET via existing NTSC TV monitor in Living Room Web content has to be re-laid out to be usable on interlaced TV @ 10 feet Moderate penetration to date 2nd generation product added TV receiver, Hard Disk

12. San Jose New TV Experience Buy NowMore Info My Favorites TV Tonight News Finance Sports Targeted Ad e-Commerce Television Local Weather Personal Ticker Individual Preferences

13. * Third party trademarks and brands are the property of their respective owners Broadband Content

14. * Third party trademarks and brands are the property of their respective owners

15. Cross-Industry Alliance

16. US (ATSC) Data Broadcasting Standard Targetd only at terrestrial (vs. DVB trying to address sat. & cable) Approach –specify several profiles optimized for specific likely uses –leverage existing standards (eg. DSM-CC from MPEG, HTML & Java from computer industry) –strive for maximum compatibility w/DVB Issues –slow process –confusion over “data” vs. “data for EPG” vs. “data for interactivity” –getting better because forward looking content providers feel the need for a solution See the S13 documents for LOTS more detail

17. Standards for Data Broadcasting What needs to be standardized (by Broadcast industry) labeling & addressing of data payload sizes & duration of Data items What should be left alone (to market or other standards groups) data specific formats (don’t reinvent HTML, JAVA, OS…) receiver price/performance/capability priority of business models

18. web links www.atsc.org www.atvef.com