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10ThingsYouNeedtoKnowAboutIPTelevision
WelcometoIPTVMagazine!
Ourmissionistoidentifyandexplainthe
technologiesandapplicationsthatallow
televisionservicestobeprovidedthrough
InternetProtocol(IP)datanetworks.Readers
learntheoptionsandthesystemtoimplement
IPTValongwithnewfeaturesandapplications
andbusinessopportunitiesthatareavailablein
theIPTVindustrytoday.
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10ThingsYouNeedtoKnowAboutIPTelevision
byLawrenceHarte
IPTVisaLargeandUnknown
Industry
There is a lack of awareness in people and
companies of the multibillion dollar IPTV industry
and this is resulting in some established
companies being left behind and providing great
opportunitiestoearlyadopters.
http://www.iptvmagazine.com/2005_07/IPTVMagazine_2005_07_10_Things_to_Know.htm
CostQualityTradeoff
Unlikebroadcasttelevisioncompaniesthatusea
standard signal format, IPTV service providers
havetheabilitytotradeoffvideoandservicequality
to lower their cost of bandwidth. This can have
detrimentaleffectsontheperceptionofthequality
ofIPTVservice.
Thegoodnewsisthattheinitialimplementers
of IPTV are telephone companies and cable
televisionsystemswhocancontrolthebandwidth
and the initial quality of IPTV service is relatively
high.
As the IPTV industry transitions to allow
independent Internet television service providers
(ITVSPs) to provide television services over
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Figure1,IPTVCostandQualityTradeoff
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IPTVClogstheInterconnecting
DataPipes
StandardqualityIPTV(similartoanalogtelevision
quality) uses more than 240 times the bandwidth
thanvoiceandInternetbrowsingservicesandthe
data usage patterns for television is different.
Because network capacity costs money, IPTV
signals clog some of the backbones of the more
advancedhighcapacitybroadbandnetworks.
Atypicalconsumerusestelephoneservicefor
approximately 60 minutes per day. The data
transmissionrateforavoicechannelis64kbpsin
eachdirection(128kbscombined).Thismeansin
aday,auserwillconsumeapproximately58MB.
According to Neilsen ratings, the average
Internet user browses the Internet for
approximately14hourspermonth(28minutesper
day). If the average broadband user has 10%
activity (actual data transfer), their average data
consumption is 200 kbps which results in a
consumptionofapproximately42MBperday.
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ContentisKing
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ThetypicalrateplanforIPTVserviceprovides
for some local programming content (local
televisionchannels)
Early providers of IPTV services discovered
some of the difficulties in obtaining programming
that viewers wanted. While users were provided
withaccesstomorepayperviewshowsthanwere
available on broadcast systems, viewers wanted
local programming channels. Many of the IPTV
service providers offer unlimited viewing of local
programming channels as part of their basic
servicerateplan.
Figure3showsthetypicalrateplanforanIPTV
system.Thisexampleshowsthatatypicalrateplan
forIPTVserviceconsistsofseveralfreelocaland
regional channels that are paid for from the
monthly subscription service and many pay per
viewchannels.
BroadcastRegulatoryFavoritism
The current regulatory environment for television
systems has been structured for the broadcast
television Industry and these regulations may
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Figure3,SampleIPTVServiceRatePlan
revenues.IPTVhastheaddedadvantageofbeing
able to send advertisements to specific IP set top
boxes (each IP set top box has a unique network
address). This addressable advertising can
dramatically increase the advertising revenue per
impression ads more precisely reach their most
desirable(targetmarketmatched)audiences.
IPTVsystemsthatcandevelopdetailedprofiles
(viewing and personal preferences) of their
viewershavethepotentialtoincreaseadvertising
revenueperimpressionbyafactorof10ormore.
TimeZoneChallenges
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TargetedAdvertisingwillbeaKey
Driver
Revenues for IPTV operators can come from
subscriptionfees,usagefeesandadvertising
Certaintypesofprogrammingcontentthatare
broadcast during late hours for a more mature
audience may be unsuitable for audiences at
certaintimesoftheday.
ContentRatingsandRestrictions
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Compatibility
Broadcast television systems have relatively high
reliability and good picture quality. Unlike the
closed (highly controlled) broadcast TV systems,
there are compatibility issues with IPTV system
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Itwillbemoredifficulttorateandrestrictcontenton
IPTV channels and the media regulation
authorities of one country will have little control
over channels that are broadcasted to other
countriesoverbroadbandInternetconnection.
Unlikewebpagesthatmayhavekeywordsthat
can be easily monitored, it is harder to detect
unwantedcontenttypessuchasadultandviolent
content in streaming media. While television
programshavemetatags(shortblocksoftextthat
describe the content) and there are standard
formatsformetatags.However,serviceproviders
can (and often do) edit these meta tags to better
market (more favorably describe) television
programstotheirviewers.
While it may be possible for viewers to watch
any IPTV channel, viewers may select to use an
IPTV service provider that restricts access or
allowstheviewertocontrolaccesstopornography
and/orviolentcontent.
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Figure4,IPTVPremisesDistributionOptions
GettingIPTVtotheTelevisionin
theHome
Premises distribution systems are playing an
important part in IPTV networks. Televisions are
not typically located near a data connector and
gettingthesignaltomediaappliancesinthehome
mayrequirerewiringand/oradditionalequipment.
IPTV service providers desire to sell services
wherethecustomercanselfinstalltheequipment
avoidingtheneedfortheserviceprovidertosend
installationworkers(noneedforatruckroll).This
meanstheIPTVserviceproviderswillbefocusing
on premises distribution equipment that can use
existingwiringsystemsifpossible.
ATTENTION
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