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Open standards A truly new beginning?

David Adams examines what and ADB are also supporting tru2way. Moreover, these changes should also tru2way and CI+ might mean for encourage software developers to write cable operators, content owners, Java-based interactive applications and for the STB and CE markets suitable for use in a variety of devices and running on an open standard, rather than having to be developed to suit specific platforms. At the same time, a growing number of STBs in North America are already compatible with the Enhanced Binary Interchange Format (EBIF), developed as part of the OpenCable project to form a foundation for interactive Enhanced TV (ETV) services in two-way STBs; while in Europe, Sony, Panasonic, Samsung and Phillips have launched an initiative designed to promote the extended Common Interface platform (CI+). CI+ is an evolution of the Common Interface found in the DVB standard, and can be used to offer access to cable services without a STB, using a card slot on equipment to activate copy protection he history of technology has Cable operators, in North America in between a Conditional Access Module always been messy. particular, are hoping that some (CAM) and a TV receiver. TDevelopment in almost any area improved technology standards will help you could name has usually been them maintain momentum in the face of What impact? piecemeal and chaotic, and technical fierce competition. Perhaps the most But enough of all these TLAs. The excellence - or a total lack of it - has significant of these will be tru2way, the question is, how significant might these often had little or no bearing on new brand name for OCAP (OpenCable developments really be, for cable commercial success or failure. No wonder Applications Platform), which enables operators and content owners, and for businesses that depend upon technology operators, content producers, CE the STB and CE markets? “It's still very generally seek to protect themselves manufacturers and software specialists to early days, obviously,” says Scott Sahadi, against the potential downsides of such a develop interactive TV services, and CEO, North America at media platform pattern of development, either by trying could, in theory, enable such services to specialist ioko. “But when 's to trap customers or by persuading be delivered to multiple devices without Ralph Roberts stamped his approval in competitors to cooperate with them in the need for a set-top box (STB). his keynote speech at the CES show in uneasy alliances. At the end of May, Sony negotiated January it gathered a lot more weight. I All these themes have been easy to and signed a memorandum of think the idea of opening up the STB spot in the world of digital TV in recent understanding with the six largest US walled garden, so application developers years, as technological advances have cable companies (Comcast, Time Warner, can write new interactive two-way- whipped the industry into a maelstrom of Cox, Charter, Cablevision and Bright “CI+ enhances competitive activity, with the convergence House Networks), each of which of broadcast and communications pledged to provide network support for both the branding technologies and the emergence of triple tru2way middleware and to install point of view and and quadruple play business models tru2way in their headends the content making life more difficult for operators of by mid 2009. A number of CE and IT all kinds. providers including Panasonic, Samsung protection.”

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Open standards

enabled standardised applications across “You have applications for the these devices is an amazing opportunity. headend, for the platform, and they We also think that anything that will reduce complexity for the consumer is a can't just be flipped easily over to very good thing.” OCAP. There are a lot of However, many operators will be infrastructure changes you need to hamstrung in the short term by complex legacy environments that will complicate go through.” a transition to tru2way. “We have millions of STBs running in a legacy interactive TV solutions provider itaas. of technologies such as ActiveVideo environment,” says Chris Dinallo, vice- “EBIF and Tru2way add up to something Networks' ETV solutions, which combine president of technology (Americas) at that has been required for such a long ETV applications and server processing, Pace. “Although the Tru2way time,” he says. “Application development to give TV viewers of linear or broadband- specifications are black and white on was so cost-prohibitive before, because based programming access to interactive paper, it's tough for a cable operator to you had to do different applications for services. The ActiveVideo client is move to that environment. It has to be each platform, ie, for Motorola or implemented as an EBIF application, so done incrementally. You have applications SA/Cisco STBs, and for each of the there is no need for integration work or for the headend, for the platform, and various STBs, and each application had application-specific code in the STB they can't just be flipped easily over to to be installed in the headend. itself. Crucially, says Stephen Reeder, OCAP. There are a lot of infrastructure “With both EBIF and Tru2way, now the managing director of ActiveVideo changes you need to go through.” application can be delivered in stream Networks International, the ActiveVideo But Dinallo believes tru2way would with the video,” he continues. “Also, the technology turns every content format bring direct benefits to both operators standard platform is running on every into MPEG, ensuring that “the application and consumers. Consumers taking box. So you only have to run two will always work in exactly the same responsibility for buying their own versions - you still need EBIF for legacy way, across all the STBs or over-the-top hardware should help an operator's boxes, and OCAP would work with that. (OTT) devices”. bottom line, and stimulate competition in This will help across the board, because Exactly how CE manufacturers will the STB market. “It's good for the it reduces the cost of development and change their strategies to take advantage operator in terms of price, and you see of delivery.” of tru2way remains unclear. Reeder companies pushing the technology, Java-based applications could then be believes there will more TVs and DVRs which ripples back to the consumer who used with multiple devices including that will incorporate the standard, in the gets more advanced services at their handheld media and mobile phones, hope that these could take over the role home,” he says. rather than just the STB or TV. “I think of the STB, but that CE manufacturers There could be similar advantages there are merits to Java across several will also want to benefit from the growth connected to the use of CI+, notes Peter platforms,” says Pascal Portelli, vice- in OTTTV services. “I'm guessing that Boyt, software manager at Ocean Blue president of North America cable at this is a consumer electronics company Software. In June his company Thomson. “Cable operators want the keeping one foot in the operator announced its own CI+ solution, same applications on other devices aside standards area, enabling them to keep including browser software for inclusion from the STB, and that would get the other foot in the over-the-top area,” in host devices, application authoring application developers more excited.” he says, of the Sony announcement. tool with applications for the CAM, and Software companies are certainly “The CE players cannot afford to ignore test and performance tools to ensure enthusiastic. Bhasin highlights his own it, but I don't think that it will end up compliance. “In the EU it's mandated that company's ongoing efforts to “bring being their only strategy.” all TVs should have a slot for the CAM, together the power of mobile and cable”, Perhaps unsurprisingly, Pace's Dinallo so that's not new, but what is new is that as an example. “That is going to be the dismisses any notion of the STB being the CAM now brands the TV and next change, the next opportunity, threatened by these changes. “Most provides a more secure link, previously because consumers are going to want to people keep their TVs for seven years or missing on CI,” Boyt explains. “So CI+ have a seamless experience where they longer,” he points out. “A STB you lease enhances both the branding point of are,” he says. view and the content protection.” tru2way is also stimulating technical Developers will be attracted to open development for software to run standards, says Jaspal Bhasin, COO at alongside STBs, with the appearance

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Mark Cuban, founder Is the STB under threat? of the US HD TV network HDNet, has IMS Research is forecasting that recently been quoted shipments of integrated digital TVs in the press criticising (iDTVs) will grow to 143m in 2013, up tru2way for not being from and estimated 52m in 2007. Given open enough, that Samsung, LG, Sony, and Funai have describing it as “a signed on to make tru2way certified definitive walled iDTVs for the US and Korean cable garden”, and urging markets and that every iDTV sold in the the industry to take on EU must support a CA module interface an “internet mindset” for pay TV, IMS asks if the days of the instead, in comments set-top box are numbered. inspired by the tight The firm notes that in Japan, iDTVs grip cable companies already displace about 1.7m satellite STB are trying to maintain shipments each year, having reduced that from the operator you're getting the on application development. But market from 2m unit shipments in 2003 latest technology, at a fraction of the Christopher Schouten, director of global to just 0.3m in 2007. “While the price, and the life cycle is shorter, so the product marketing at content protection conditions in Japan that allow this are consumer will get new technology faster. specialist Irdeto, wonders if the sorts of unique, it is clear that US cable operators “I've heard a lot about this supposed PVR services and push VoD services are working towards the creation of an threat to the STB in the media, since operators want to use to attract and even more compelling situation in the Sony made their statement and I think retain consumers will be so easy to offer hopes of eliminating most of the $200 that's just not the case at all,” he across networks secured by CI+ in an cost of a DVR,” it says. continues. “The STB today provides a open standard environment, as they According to the NCTA, despite the value-add to the operator. They get the would in a slightly more locked down fact that CableCARD iDTVs have been latest technology, to deploy services that environment. “It's all about how you available since 2004, at most 372,000 can compete with their competitors. If balance the flexibility of these open cable set-top boxes (out of an estimated they have to rely on a consumer device solutions with the functionality that an installed base of 55m) have been people keep for years, the cable operator wants to maximise customer displaced by iDTVs as of June 2008. operator won't be able to deploy more relationships,” he says. Results have been similar in Europe, advanced services.” Yet the extent to which software where every iDTV includes a similar DVB- There have also been suggestions that developers and CE manufacturers CI interface per an EU mandate. IPTV operators could also benefit from embrace these standards depends on Forthcoming tru2way iDTVs are likely adopting tru2way, and from application them being genuinely open, insists ioko's to change this situation, however. development based on the standard. Sahadi. “Tru2way really needs to be “Forthcoming tru2way iDTVs will be Certainly IPTV providers do face a open,” he says. “The CE companies and designed specifically to add interactive confusing plethora of competing cable companies will have to monitor that functions, presenting a real risk of technologies. But, as Reeder points out, closely. If they don't get the penetration reduced cable set-top box volumes in the those technologies also already offer then the developers won't write the US. In addition, parallel efforts are under many of the same benefits as tru2way. applications. The CE guys will cooperate way to deploy the same technologies in “It's questionable whether they would only to the extent that it sells more CE Europe, specifically iDTVs with support for want to strip out the network and put in devices. If they don't make it open then MHP or MHEG-based interactivity and new middleware to capitalise on tru2way these things will never be realised.” improved CI+ content security,” it warns. applications,” he says. “There's just not But these open standards should enough incremental value over the certainly help cable operators extend the though it has only a one-way network. capabilities they already have.” range of services they offer subscribers, Cable has been more focused recently and that will be an intriguing change, on high speed data and VoIP services. How open is open? suggest Thomson's Portelli. “If you look Tru2way will clearly help deploy more Meanwhile, debate continues over the at interactive TV applications, cable in two-way interactive TV applications for question of exactly how genuinely open the US hasn't been at the forefront,” he the US market.” And that may only be these new open standards really are. says. “Satellite has done more, even the start. CSI

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