Next-Generation Packaged Media

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Arline Casey
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1 Hollywood SMPTE Presents Next-Generation Packaged Media HD DVD and Blu-ray Formats and their Impact on Hollywood's Production Workflows Charles G. Crawford, Mark R. Johnson, Jim Taylor, and Nancy Wilkerson October 25,

2 Consumer Electronics Success Rates 90% Penetration of U.S. households 80% 70% 60% 50% 40% 30% 20% 10% Year after introduction B&W TV (1945) Color TV (1954) VCR (1975) CD (1983) Laserdisc (1985) DVD (1997) 2

3 Hollywood Studio Requirements (HAC II - Oct 2003) Proper launch timing Best quality Up to 1920x1080 video Uncompressed and compressed multichannel audio Multistream mixing in player Adequate capacity 2-hour movie Bonus content, often in SD Advanced features Interactivity (WebDVD) Internet connection Single format for PC and CE Including games No cartridge Play CDs and DVDs Advanced copy protection Prevent casual copying Deter professional piracy Protect all outputs Watermarking Regions 3

4 Why was DVD a success? Standard DVD New Discs Analog Digital Much better picture Much better audio Instant access Cool shiny discs Menus and interactivity Digital Better picture Slightly better audio Instant access Hard-coated shiny discs Better interactivity Internet connection 4

5 What is HD? High-definition video or , progressive, widescreen (16:9) Current encoder formats don t fit on current media New encoding formats are efficient enough to fit on DVD-9 H.264 (aka AVC, aka MPEG-4 part 10) Microsoft WMV 9 (aka VC-1) MPEG-4 part 2 High-density storage Blue laser 4 to 6 times current capacity (15 to 30 GB per layer) 2 to 3 times faster data rates (25 to 36 Mbps) 5

6 Blu-ray and HD DVD Comparison CE/IT Supporters Content Supporters Physical Blu-ray Disc (BD) Sony, Panasonic, Pioneer, Philips, Samsung, LG, HP, Dell, Apple Sony Pictures, MGM, Disney, Paramount, Fox, Warner 0.1mm blue laser only (25 GB per layer) HD DVD DVD Forum (Toshiba, NEC) Warner (New Line), Universal, Paramount Red laser and 0.6mm blue laser (15GB/layer ROM, 20GB/layer record) CPS File System Video Audio Graphics Navigation Interactivity BD Plus (AACS + SPDC + ROM mark) UDF 2.5 (& UDF 2.6 for BD-R) MPEG-2 HD, MPEG-4 AVC, VC-1 JPEG, PNG, MNG AACS Dolby Digital+, DTS-HD, LPCM, Dolby TrueHD (MLP) Similar to DVD-Video but new nomenclature, additional features Java programming language using subset of GEM (Globally Executed MHP) Based on DVD-Video with enhancements for HD ihd - declarative markup using XHTML, SMIL, and Timed Text (analogous to InterActual) 6

7 Video and Audio Details Video Picture size Display frame rate MPEG-4 AVC: (HD) and (SD) SMPTE VC-1: and MPEG-2: and (30/25i), (30/25i), (30/25p), (NTSC), (PAL), others / fps (NTSC regions) 25 / 50 fps (PAL regions) Audio channels 1.0 to 7.1 Audio sampling 48 khz, 96 khz, and 192 khz 7

8 Blu-ray and HD DVD Formats Prerecorded BD-ROM HD DVD-ROM Movie Mode HDMV 1 Standard VTS Full Interactive Mode BD-J (Java) 2 Feature Advanced VTS (ihd) 4 5 Rewritable BD-RE HD DVD-RW Recordable BD-R HD DVD-R HDTV, DV recording BDAV 3 HD DVD-VR 6 Six different application specifications 8

9 Advanced Interactivity and Connectivity 9

10 Goals Interactivity True programming, graphics, animation, screen layout, Significant mandatory capability in all players One target for content developers Connectivity Standard (but optional) online features Live streaming audio and video Add new soundtrack, trailers, etc. to existing disc Persistent storage of downloaded updates and extras Hard drive optional 10

play synchronized with the movie Text, graphics, and audio

11 Enhanced Interactive DVDs Interactive Storyboard Comparison Enhanced Hybrid Playback Original script and storyboards play synchronized with the movie Text, graphics, and audio commentaries can be downloaded from Web and synchronized with DVD 11

site for exclusive or up-to-date content Customers can interact

12 Enhanced Interactive DVDs Key to Exclusive Web Site Online Virtual Theater Event DVD must be present to connect to Web site for exclusive or up-to-date content Customers can interact with creators or chat with the movie talent synchronized with the DVD 12

13 Interactive Menus Dynamic menus during feature playback 13

14 Seamless Connectivity Packaged Media 14

15 Seamless Connectivity Packaged Media Internet 15

16 Specification Timelines Jan 05 Apr 05 Jul 05 Oct 05 Jan 06 Apr 06 Jul 06 BD-ROM HDMV (Stable Draft) BD-J (Stable Draft) HDMV (Frozen Draft) Full Feature (v1.0/frozen Draft) HD DVD HD DVD 0.9 (Stable Draft) HD DVD (v1.0/frozen Draft) Content Protection AACS Common (v0.9) Adaptation (v0.9) AACS Compliance & Robustness Estimated dates are subject to change 16

17 Latest Developments 3-layer version of HD DVD proposed 45 GB on one side Dual-format HD proposed Combination of red-laser DVD and blue-laser HD DVD on a single disc One side plays in SD on today s players, the other side plays in HD on future HD DVD players 4-layer BD demonstrated 100 GB on one side BD-9 proposal revived (HDMV/BD-J on DVD-9) 17

18 Format Unification Not going well at the moment 11 th -hour negotiations might result in unification or One camp might get all the Hollywood studios or Both formats might fight to a draw in the market Final solution will probably be multi-format players 18

19 No Overnight Transition Significant penetration of next-generation DVD is several years away Worldwide DVD Penetration, millions of households Next-gen DVD Current DVD Sources: Warner Bros., Instat 19

20 Two Roads to the Same Place Both formats: are functionally similar use the same technologies deliver a similar user experience But they take different roads to get there Standard content + ihd HD Movie Mode + Java 20

21 Time to Launch Industry: Format Specifications Authoring Sfw Retail Launch? Format Unification? Compression Sfw Player Production APR MAY JUN JUL AUG SEP OCT NOV DEC JAN FEB MAR APR MAY JUN JUL Content: Design Authoring First Commitments Disc Mfg: First Stamper First Full Replica Qty Production Disc Manufacturing Launch TWO formats. 21

22 Impact on production (1) General Production Massive amount of data (~2 TB per film) More assets to track (much more!) Unreliable tools (starting over again...) Network content the disc that s never finished Graphics & Video Production More complex to produce longer turn times Video keying and graphic overlays Regionalization with complex layouts: Text and fonts vs. graphics 22

23 Impact on production (2) Video & Audio compression New video codecs (AVC, VC-1, FGT) New audio codecs (DD+, DTS-HD, MLP) New speaker configurations (6.1 ch & 7.1 ch) Longer processing times for video and audio Authoring New workflows (much more like software engineering) Increased complexity, but with fewer high-level tools to help Far more interoperability problems Quality Control (QC) Navigation QC: Standard vs. advanced content Viewing QC: New display technologies and signal formats Far more complex (complex applications plus network content) 23

24 DVD / HD Workflow Comparison DVD Production Workflow (simplified) HD Production Workflow (simplified) Project Project Specification Specification Defining Defining the the Framework Framework Project Project Specification Specification Defining Defining the the Framework Framework Video Video Compression Compression Audio Audio Compression Compression Menu Menu Design Design Menu Menu Design Design Authoring Authoring Compression Compression Video Video & Audio Audio Authoring Authoring 24

25 Paradigm Shifts Authoring will have fewer limitations But it will be more complex Think Web much of what you can do on Web sites can now be done on every DVD player (except general web browsing) Best way to use power under the hood is to make clean, simple user experience 25

26 Paradigm Shifts Real-time compositing Old DVD required that you pre-render everything New interactive formats can generate text and images on the fly Text localization can be done independent of graphics 26

27 Paradigm Shifts Players will be connected Huge opportunity to connect with customer Titles live longer Content can be updated after disc ships Downside: have to maintain Web sites and extra content Persistent storage for personal preferences, updated content, etc. Users can personalize playback features for individual discs or even all discs from a particular producer 27

28 Summary BD and HD DVD are not significantly different Entire industry will suffer if multiple formats on market Consumers will look elsewhere (broadcast/cable, VOD, Internet) for HD content, but it will be of much lower quality Interactivity and connectivity hold great promise Now is the time to prepare for the next generation But don t expect a quick transition 28

29 Questions? 29

Blu-ray Disc Frequently Asked Questions

Blu-ray Disc Frequently Asked Questions Q. What is Blu-ray Disc? A. Blu-ray, also known as Blu-ray Disc (BD), is the name of one of two major formats competing for the emerging high definition DVD market.