Without clear product specifications and standards manufacturers face complex challenges in delivering and exploiting new video distribution platforms, and providing viewers with the best user experience. Simon Gauntlett explains
Changes in the UK television industry over the last 20 years have taken us from linear analogue broadcasting to the digital, on-demand services available to today. In this media-rich environment, the blurring of the television, PC and handhelds (including mobile gaming devices) mean the public now demand and expect content to be available on whichever device they use. Because of these changes in viewing habits, broadcasters, IPTV and mobile providers have to work together to provide a common way of accessing content by implementing clear specifications for new services and platforms. This will minimise confusion for manufacturers, and in turn, ensure viewers receive the best viewing experience.
The way in which viewers access television services has fundamentally changed and watching TV or video on non-traditional devices is fast becoming the norm. Highlighting this shift, according to figures released in February by IDC, people today consume 70.6 hours of media a week, but only 23% of that content via a traditional television device. Furthermore, the Accenture Global Broadcast Consumer Survey 2008 showed that 3 out of 10 adults now watch TV content on alternative devices such as the mobile phone, PDA or PC. With this increase in the range of devices capable of accessing television, combined with the variety of services on offer, manufacturers face the challenge of developing products in an environment with few standards in place. Therefore, the industry must outline clear technical specifications which allow manufacturers to provide consumers with effective, easy-to-use products – key to the take-up and success of any new platform or service.
The lengthy debate over finding a universal mobile broadcast standard suggests that confusion among manufacturers and consumers, and a lack of cooperation from providers, will hinder an emerging service. The European Commission has now officially endorsed DVB-H as the European mobile standard and though member states have been directed to encourage use of the technology, Orange and T-Mobile are in the process of launching UK trials using the competing TDTV technology.
Until a comprehensive, defined standard for UK mobile broadcast has been adopted manufacturers are effectively stuck in limbo, unable to commit to producing the products that will drive adoption and help establish mobile TV as a viable medium. Without common specifications for manufacturers, and a clearly defined service to offer the public, UK broadcast mobile TV will continue to struggle.
In contrast, the growth of the digital terrestrial platform, Freeview, highlights how clear specifications for a new platform can help deliver commercial success. To ensure consumers receive the best value, the relevant consumer electronic products are rigorously tested to make sure they meet the strict requirements needed to comply with the associated Freeview and Freeview Playback brand marks. The success of the service has been based on its ease-of-use for consumers, underpinned by the stringent guidelines manufacturers have had to adhere to.
As new and converged distribution platforms continue to be introduced, the industry must recognise such platforms need clear specifications if they are to triumph in today’s multi-platform jungle. With the recently launched Freesat satellite service and the impending broadcast collaboration, project Kangaroo, joining the numerous television and video platforms available to viewers, the rate of change within the industry is continuing unabated and shows no signs of slowing.
New satellite, cable, terrestrial, web, IP and mobile services have given viewers improved quality, control and choice and the industry needs to make sure that in today’s multi-platform environment manufacturers have clear standards, as with Freeview, to ensure UK viewers have the richest viewing experience possible.
Simon Gauntlett is technology director at the Digital TV Group (DTG)