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This presentation, given by JC Morizur at TVNext 2012, outlines how service providers can use high quality multichannel audio to help them improve the quality of experience (QoE) and quality of service (QoS) of their multiscreen entertainment offerings. Topics covered in this presentation include the following: • What consumers are looking for in their multiscreen viewing and listening experience. • How delivering a high quality multi-channel audio experience enhances overall video QoE? • How providers are using adaptive audio and video bit-rate switching that seamlessly adjusts to bandwidth availability while maintaining a high quality experience. • Examples of how some vendors and service providers are using sound to differentiate their products and services. • How the audio experience impacts ad delivery and content monetization.
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Sound Matters in Multiscreen Content Delivery and Monetization
Jean-Christophe Morizur: Senior Director, Professional Solutions
Agenda
• Consumer Trends • Provider Challenges • Sound Matters • Delivering High Quality Multi-channel Audio • New Avenues for Multi-Screen Revenues
Multiscreen Consumer Trends
• Demand for Quality
• Demand for anytime access to video content
• Demand for advanced video services in the home
• Demand for anywhere access to video content
• The Living Room continues to rule
by 2016 about 352 million individuals will be paying to access OTT internet TV
programming
80% of US Pay TV subs have access to Multi-screen services
*Source: Generator Research - Digital Media Insight 2012
A new consumption model From “what’s on right now” To “what do I want to watch right now” To “ who else is watching right now”
CONTENT
ROLE OF DEVICES?
CONSUMERS THINK IN TERM OF
EXPERIENCING CONTENT,
NOT THE SPECIFIC TECHNOLOGY
*Source: Ericsson TV Consumer Lab Study - 2011
Sound Matters
80 million
39% of all consumers are willing to pay more for higher quality audio CEA Consumer Survey, 2011
US consumers iden9fy themselves as audio enthusiasts
“Sound is 50% of the movie experience” – George Lucas
“Long ago we realized sound was your “special friend” because sound does at least 50% of the job.” – Francis Ford Coppola
“You need to hear the athletes running, the bat cracking the ball. You should be able to close your eyes and know what sport is on TV, whether it is gymnas9cs, track and field, badminton, whatever.” -‐ Dennis Baxter, Emmy-‐winning sound designer for the Olympics broadcasts
Percentage of US consumers who believe mobile devices provide excellent sound quality*
14% 10% 8%
Consumers increasingly are using mobile entertainment devices, but do not believe these devices provide excellent sound quality.
Content delivered with wide dynamic range (e.g.: movies) are resulting in a very poor playback experience on smartphones & tablet speakers.
*Source: CEA 2011
Opportunity for QoE improvement in Audio
Not loud enough
No surround sound
Speakers sound muffled
Can’t connect to my Home Theater
Service Provider Opportunities
• Level up with the reference – HD PayTV and Blu-ray
• Drive end user expectations for quality video/ audio
– Service Providers can deliver a much better experience
– Consumers aren’t sure what’s possible or available for quality audio
• Deliver an optimal audio experience for all use cases:
– Cinematic surround sound in the living room
– Loud and clear playback over device speakers
– Immersive surround experience over headphones
• Ad Insertion – revenue opportunity
OTT/Online – Challenges
USER EXPERIENCE
QUALITY OF SERVICE
WORKFLOWS COMPLEXITIES
DEVICE FRAGMENTATION
MONETIZATION MODELS
LIVE AND FILE (VOD) SERVICES
CONTENT DELIVERY COSTS
Delivering a Quality Experience
All elements of the ecosystem need to be aligned to support a high Quality of Experience
Codec Scalability
and Efficiency
Adaptive Bit Rate
Support and Ad Insertion
One Stream for All
Devices
Device playback decoder behavior
Content Availability
Consumer Device Support
Consumer Experience
CALM Act Compliance
Operational Requirements
Business Requirements
Choosing a Multi-channel Audio Solution
5.0Mbps
QoE
QoS
384Kbps
3.5Mbps 192Kbps
1.5Mbps 192Kbps
1.0Mbps 128Kbps
0.8Mbps 96Kbps
0.0Mbps 32Kbps
5.1
5.1
5.1
5.1
2.0
1.0
MPEG DASH APPLE HLS
SMOOTH STREAMING
ENHANCE QoE/QoS LOWER CONTENT DELIVERY COSTS
Support Adaptive Bit Rate Switching
Ad Insertion
5.1
2.0
5.1 5.1 5.1
2.0
• Unicast enables personalized ad insertion à $$$
• But … Ad Insertion must be “seamless”
• Main feed carries 5.1 – Ads are produced with stereo mix
• The Problem? Switching from 5.1 to 2.0 without “glitches”
Encoder Transcoder
ENCODER DECODER
ONE decoder Implementation Tested for all devices
1
X
MULTIPLE decoder Implementations
No guarantee it works Poor QoE/QoS
No testing framework ENCODER DECODER CODEC B
END-TO-END SOLUTION
The guarantee that it works … in an open ecosystem
CODEC A Testing Framework
PC
TV Set Top
Smart Phones Tablets
Blu-‐ray Home Theatre
Game Console
Note: Above companies are representaGve samples and not an exhausGve list.
OperaKng Systems Apps Developers
Broad Support in Consumer Devices
Dialog Enhancer Dialog volume boosted
background noise subdued
Audio Regulator Prevents Audio Distor9on
Volume Leveling CALM compliance
Surround Sound VirtualizaKon Immersive surround sound over: Stereo
headphones and speakers
5.1 Pass-‐Through Connect to Home Theaters
Volume OpKmizer Fine Tune Speakers playback
Fixing the playback shortcomings
New Revenues Opportunities
• Why is Surround Sound Essential?
• Compete effectively against other HD services and packaged media (Blu-ray, UltraViolet, PayTV)
• Offer the best viewing and entertainment experience
– Increase ARPU and customer base
– Develop offering and living room experience
• Enable Targeted personalized Ad Insertion
– Needs to work seamlessly
Bringing It All Together
17
Q&A