Traffic Theory, Piracy, and the New Home Jerry Pierce

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Ethel Miller
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! It s all about the Consumer " Do we need a common format?

1 The Evolving Home Traffic Theory, Piracy, and the New Home Jerry Pierce Universal Pictures Outline! Traffic Theory! Where are Movies going?! It s all about the Consumer " Do we need a common format?! It s all about Post Production " Making Electronic Sell Through (EST) files " A common Mezzanine format? 2 1

2 Traffic Theory! Modeling behavior " Where are they going to park? " How are they going to arrive? " What happens when you add a speed bump? 3 Metaphor for Content Delivery TV Movies Legitimate Pirated CE Devices Computers Portable 4 2

3 Consumer Modeling! Proposal: we CAN model consumer behavior for: " Piracy " Legitimate Sales / Rental! Based on: " Easy of use " Consumption devices " Price " Coolness " Speed bumps that are in place to frustrate bad behavior 5 Our Actions! Provide Legal Offerings to consumers: " Good value " Easy to use - better than piracy " Use simple DRM protection as part of the speedbump to prevent freely copying of content! Make Pirated Content Inconsistent and Inconvenient " Via Watermarks, understanding consumer behavior, and getting in the way of bad behavior 6 3

The Evolving Home And the Impact on (parts of) Post Production

4 The Evolving Home And the Impact on (parts of) Post Production Evolving Consumer Expectations! In the last 5-10 years CONSUMERS HAVE CHANGED!! The options for consumers are much more complex " Tivo, Computers, ipods, home networks! Consumers expect to be able to view their entertainment content: " At any time " In any place " On any device " In the best quality possible 8 4

Home Video Business Model Evolution ipod Digital File (SD DTO - 2006) HD Picture Sound Quality HD Digital File (HD DTO 2007?

5 Home Video Business Model Evolution ipod Digital File (SD DTO ) HD Picture Sound Quality HD Digital File (HD DTO 2007?) 9 Functionality Analog Packaged (VHS ) Multiple copies, Enhanced portability Menus, Chapters, No Rewind Needed 1 Secure Managed Copy Digital Picture Digital Packaged (DVD ) Quality SMC 1 enabled, Interactivity HD Picture Sound Quality HD Digital Packaged (BluRay / HD DVD 2006/7) Multiple copies, Enhanced portability itunes / ipod Offering View: 1) On your desktop (and DVD s) 2) On the Go 3) On your TV! Video: 320x240 at about 768Kb/sec! Enjoyable, easy to use, Good Enough, could/will be better 10 5

6 TV are not Movies! Consumption and consumer expectations are different (a work in progress)! TV Programs are interruptible, disposable " DVD sales are making them collectable! Movies can be real escape " First time viewing is two hours of escape (Theater or Home) " Second time viewing experience not as critical - more like a TV program 11 Reference Design for the Home (EST) Store TV / Monitor TV Registry Antenna, Cable, Satellite Input Internet Delivery DVD Burn Media Control Download Mgr Library Mgr DRM Mgr Sync Mgr Stream Mgr DVD Burner Streaming Thin Client Amplifier DVD Player STB Cable Portable Device Packaged Media Delivery TV Portable Device 12 6

7 Single Format?! In all prior successful formats, there was a single format " 35mm film, NTSC (PAL), VHS, DVD " Can we have a truly successful EST with multiple formats? DRM incompatibilities? Audio/Video Codec s? Forcing consumers to choose a hardware platform and not easily move to another platform " Will this cause consumers to adopt in-the-clear content? 13 Single Format NOT!! On the other hand. " Consumers have new uses for content in places that REQUIRE different formats (portable vs High Definition)! Which causes a post production nightmare " (Or opportunity?)! FINALLY something to do with Post Production! 14 7

8 Multiple Formats! Delivery Specifications " Standards are wonderful since there are so many to choose from! Video Codec: VC1, MPEG2, AVC, JPEG, WM9! Bit Rates / Resolutions! Audio Codec: MP2, AAC, AC3, DTS! DRM: Fairplay, MS-DRM, Divx, Real, Coral, Merlin, OMA! Versions, subtitles, metadata, ARGGGGGGH 15 New Asset Delivery (NAD) DI (digital Intermediate - TIFF or DPX) HD-D5 HD master DigiBeta Other Video Ingest QC and Digital QC record Mezzanine Storage 45Mb/s MPEG 200 Mb/s M-JPEG or JPEG Mb/s MPEG2 1.4Mb/s WM9 800Kb/s WM9 Audio LtRt Audio 5.1 Metadata ISAN Name Aspect Actors Other info Database Management Subtitle Insertion 16 8

9 Post Production Plea! Is it time to find some common mezzanine level standards Do we need a standard?! We do need a format that can be transported to computer systems that is computer friendly for reformatting! Is it HD-Broadcast MPEG 45Mb/s? M-JPEG? JPEG2000?! How should we address this - SMPTE or is it too early? 17 Summary! The home is changing FAST! Consumers want content in new ways! We need to start providing legitimate solutions to customer or CONSUMER EXECTATIONS WILL BE PIRACY! To meet this new consumer demand we will need to gear up for multiple formats " An opportunity for post? 18 9

BUILDING LARGE VOD LIBRARIES WITH NEXT GENERATION ON DEMAND ARCHITECTURE. Weidong Mao Comcast Fellow Office of the CTO Comcast Cable

BUILDING LARGE VOD LIBRARIES WITH NEXT GENERATION ON DEMAND ARCHITECTURE Weidong Mao Comcast Fellow Office of the CTO Comcast Cable Abstract The paper presents an integrated Video On Demand (VOD) content