Interactive Advertsing For DBS

Transcription

1 Interactive Advertsing For DBS - Subtitle: DVB MHP Based Interactive Advertising for DBS Jihoon BYUN*, Kyungtae MOK** *Faculty of Craft and Design, College of Fine Art, Seoul National University San 56-1, Shillim-dong, Kwanak-gu Seoul, Korea webmaster@phantasian.com ** Icube Institute of DBS Kangnam-gu Seoul Korea, ktmok@icube.co.kr Abstract: Television came to have interactivity by the development of digital broadcasting technology. Thus, TV audiences can enjoy digital contents with Set-top box. Set-top box downloads digital contents from station. Now games on TV, electronic program guide (EPG) and etc. have been developed. And these technologies have been used in TV commercials as well. But only simple interaction has been used so far. In this paper, I propose powerful interactive system in TV commercial through DVB-J application. Interactions controlled mathematically will be more effective than HTML-based DBS commercials. Key words: Interactive Advertising, Digital Broadcasting, DBS, DVB-MHP, DVB-J application 1. Introduction Ever since Radio broadcasting was begun in U.S in 1920, broadcasting technologies have been developing. In 1960s, television advanced, from 'a black and white' to 'color' and with another new change "analogue' to digital" it gained another potentiality : 'INTERACTION'. This means the way audiences watch TV is mutual, namely interactive, different from the past 'one way'. Now TV audiences can purchase some products or do TV opinion poll, watching television. Moreover, they can enjoy video games on TV just downloading them on their set-top box. This kind of changes in TV has brought another changes in TV commercial. As I said, TV audiences can purchase product, ask for catalogue, brochure and samples with watching TV [1]. Simultaneously, however, seeing in the point of interface and interaction, current interactive TV(iTV) commercial is not far from early stages, which consists of still images and hyperlink, not working real 'Interactive' way yet. Today consumers have strong desire to image, that s why they are called image consumers. So we can easily see that image plays an important role in commercials. They are already familiar with video games and internet, thus interaction is the essential part of creating image of brand or product, however, it s kind of tough to appeal to the consumer through the interaction of HTML-based page view format in commercials. I propose new way of interaction which is available in current technical environment and expressive expansion of DBS advertisement. The expression new interaction contains movement, changes of color and shape, and image processing of variety on this paper.

2 2. Method Basic concept is realizing digital interactive images (made up of computer programming language) on TV commercials. Digital interactive images were developed as one area of digital media art owing to many media artist with computer programming skills. To realize this itv commercial, we can use 'JAVA' which is expedient in dealing with digital interactive images and available on set-top box. 2.1 Digital Interactive Image Digital interactive image is interactive one which is created through digital process like computer programming. It interacts with users. This image reacts and changes in accordance with user s action. This kind of two-way communication is a lot more effective than one-way communication in the point of psychology. These interactive images draw stronger attention of audiences than still image or liner moving images. John Maeda created many works using programming languages like JAVA. His works react variously according to audience s diverse actions. John focuses on the relation between 'audiences' and 'the works' ultimately. This is the reason his works are regarded remarkable work of great artistic value. This kind of work art is a work of great artistic value and can draw attention of audience at the same time. Besides Yugo Nakamura showed up many beautiful interactive images through Macromedia Flash and Macromedia Director on his successful web-pages : surface.yugop.com. On this paper we are giving an account of possibility of digital interactive images in DBS advertisement, and showing some java applet samples. JAVA programming language is available on itv set-top box, now it is possible that TV audiences can appreciate that strong interactive aspect of John Maeda's and Yugo Nakamura's. 2.2 DVB MHP DVB MHP(Digital Video Broadcasting Multimedia Home Platform) provides interactive digital broadcasting system with satellites and ground waves. DVB MHP can even transfer waves with Data in addition to that with AV, and we can transfer more dynamic JAVA Application besides HTML based static contents. This JAVA application is called DVB-J application. Fig.1 DVB-MHP can transper AV with Data This DVB-J appliation can deal with remote controller's event. What is more, it has a state like loaded, paused, active and destroyed. This is very similar to that of JAVA applet. We can control these instructions of DVB-J Application, through control code on waves and another 'Event's like remote controller operations of users. UI(User Interface) of DVB-J Application uses HAVi(Home Audio/Video Interoperability) UI and defines color value with alpha channel value additionally. Consequently behind graphic display realized by DVB-J Application, we can show AV simultaneously, this application can respond to input instruction of user's remote operation with

3 diversity. Though performance of set-top box is generally inferior to that of CPU of personal computers, it's another strong point that TV audiences can enjoy AV and graphics simultaneously. Fig2. shows how DVB-J application works. AV and DVB-J application from broadcast transmitter are downloaded on set-top box. Users press button of remote controller, and it sends signals to set-top box and DVB-J application reacts the signal and changes the images on display. Fig.2 DVB-J application can interact with User s remote controller instruction 3. Results and Discussions HTML we have used for itv application development tool so far was hyperlink system. Fig3. is itv demonstration display of current HTML based interface. When you select menu of still images, it goes to next pages. This is the way it works. This kind of plain interactions has been used since the early stage of internet era, so there is nothing new in that. Fig.3 HTML-based itv demonstrations DVB-J Application has more advanced performances, and give full play responding to user's remote operations. You can see our works developed by JAVA Applet on web pages : JAVA Applet has similar structure that of DVB-J Application, it's easy to convert to DVB-J Application even after development, we can see that on web browsers like Microsoft explorer, This is one of merits. Fig.4 is digital interactive images realized by JAVA. 3dimentional expressions using determinant, elasticity and inertia, B-spline curve, blur effect through image processing, these are used to make interaction richer. This kind of interactions can provide uncommon experiences with audiences, and when used on TV commercials, it can draw audience's strong attention successfully.

4 Fig.4 Digital interactive images drawn by java Fig.5 are images of DVB-J application operate AV at a time. We can see AV behind graphics worked by DVB-J Application. In this examples, circles in various sizes revolve around on axis of screen, and when user press 'arrow' button on remote, these circles spread out and it moves differently in accordance with each direction of that 'arrow buttons' of remote. Fig.5 AV with DVB-J application graphic image 4. Conclusions There have been many changes as Television became digital thing, and we can expect there will be more changes. But more intricacy in interface and usage is a matter of grave concern. Even now people can't use the television set unless they learn the way of using. This is because the television was developed only focused on functions extremely. Regardless of this difficulty, the development will be aim at itv way. Mutual communication is more natural than one-way communication, so this is an object of development [4]. Digital broadcasting has already begun in late 1990s

5 and many people tried it on TV commercials. But most of all were only concentrated on just promoting product in marketing aspect, and what is worse, interface and interaction were nothing new. I believe new media creates new paradigm which is suited to. HTML system was just for early interface and interaction of website. It s sort of hard to impress consumers deeply with this plain and limited interface. With DVB-J application-based digital interactive images, we can work on it more widely and touch audiences deeply, through interaction alone. If these are applied to DBS commercials, audiences will recognize it more deeply. Things only available in technical way mean nothing. Limited DBS interaction so far was far from revolution. But when we can realize DVB-J application-based digital interactive images, we can consider TV a real interactive media. References 1. Sanghyun Gang, Digital Broadcasting, Hanwol, Seoul, MultiMedia Home Platform Revision 14 DVB Document TM2208r3 3. Specification of the Home Audio/Video Interoperability(HAVi) Architecture 4. Bruce M. Owen, The Internet Challenge to Television, Havard Univ Pr, Massachusetts, 1999