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MarkMark GrayGray TelevisionTelevision

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•1987: U.S. not factor re: Advanced TV - Advanced Systems Committee appointed - then Grand Alliance •1996: FCC’s DTV transmission standard adopted -based on Grand Alliance digital system •1997: DTV service rules, second broadcast channel, and deployment schedule established DigitalDigitalDigital TelevisionTelevisionTelevision

• 27 Broadcasters on air by 11/1/98, plus networks to feed them • Network affiliates in top ten markets: by 5/1/99 • Affiliates in markets 11-30: by 11/1/99 • All other commercial stations have 5 years (from 4/97) •All non-commercial stations have 6 years ScanningScanningScanning FormatsFormatsFormats • NTSC: 525 scanning lines • Grand Alliance: Incorporates both interlaced (as TV today) and progressive (as in ) scanning • Ultimate goal: 1000+ lines progressively scanned (Electronic 35mm ) •facilitates interoperability and HDTV •Not feasible today, but soon? HowHowHow HighHighHigh isisis DefinitionDefinitionDefinition AA TechnoTechno-Religious-Religious ArgumentArgument • High Defintion (HDTV) •1,080 scanning lines and 1,920 pixels per line, interlaced = 1.5Gb/s (CBS) •720 lines by 1920 pixels progressively scanned = 1.5Gb/s (ABC) •480 lines by 720 pixels progressive = 360Mb/s (Fox) • Standard Definition (SDTV) •480 lines by 960 pixels interlaced = 270Mb/s 60Hz60Hz DTVDTV FormatsFormats

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1080/60 P 1080/60 P 720/60 P 1080/60 1080/30 I I/P 1080/30 I Encoding & 720/60 P Reception & 720/60 P Transmission 1080/24 P Decoding 720/24 P SDTV I/P 480/60 P 480/60 P 720/24 P 480/30 I 480/30 I HD TelevisionTelevisionTelevision isisis NotNotNot JustJustJust TelevisionTelevisionTelevision AnymoreAnymoreAnymore • Grand Alliance framework can deliver •HDTV, Multiple SDTV, data, on-line services, and subscription TV •Can shift dynamically between these •so, not either/or choice • Some broadcasters favor HDTV, at least for prime time (35mm film programming) • Others favor SDTV/Pay plus multiple channels - thus confusion NewNewNew BroadcastBroadcastBroadcast ServicesServicesServices ◆ Enhanced TV ◆ Guides ◆ High picture quality ◆ Program Guides ◆ Parallel programming ◆ Web guides ◆ Links to cached ◆ Community guides information ◆ Yellow Pages ◆ Personal data streams ◆ Merchandizing e.g. tickers ◆ Cached ads ◆ Data broadcasting ◆ Coupons ◆ General interest - ◆ magazines Browser enhancements ◆ Targeted - personalized ◆ Premium web content web pages ◆ Links to video ◆ Software - games, education, productivity Multi-ModeMulti-Mode BroadcastingBroadcasting

Webcast (Internet) 2-way Interactive BroadcastBroadcast ContentContent Broadcast (Terrestrial, Satellite, Cable) Visual Computing Broadband PC & TV NewNew NetworkNetwork BusinessesBusinesses Each Requiring Mass Storage IndustriesIndustriesIndustries AtAtAt CrossroadsCrossroadsCrossroads

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TheThe drivingdriving corecore ofof thethe professionalprofessional videovideo andand broadcastbroadcast industryindustry hashas been,been, isis andand willwill continuecontinue toto bebe thethe storagestorage ofof thethe mediamedia WavesWaves ofof TechnologyTechnology inin StorageStorage LeadLead IndustryIndustry GrowthGrowth Industry Giants

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Confusion Data Protection 1997/98 Data Protection Highly Desireable Mandatory Manufacturers Dilemma = Buyer’s Dilemma MarketMarket SituationSituation

“Classical Analog” Environment Video Tape Recorders Production Switchers machines Special Effects boxes Audio / Editing consoles Character Generators Colorizers and formatters MarketMarket SituationSituation

“Classical Analog” Emerging “Digital Environment Video” Video Tape Recorders Desktop workstations Production Switchers Software based editing, Telecine machines special effects, paint, Special Effects boxes character generation, audio control, etc. Editing consoles Computer animation Audio consoles Interactive/Internet Colorizers and formatters Local and Wide Area Networks MarketMarket SituationSituation

“Classical” Emerging “Digital Environment Video” Video Tape Recorders Disk drive recorders Hybrid Design Production SwitchersMultiple FormatsDesktop workstations Telecine MachinesStorage Software based editing, Special Effects boxesNetworking special effects, paint, and Editing consoles File Interchangeaudio control Audio consoles Computer animation Colorizers and formatters Interactive/Internet TelevisionTelevisionTelevision WorldWorldWorld TodayTodayToday

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Off-Line Distribution 199519951995 StorageStorageStorage MarketMarketMarket SizeSizeSize bybyby UserUserUser SegmentSegmentSegment

Equipment High End Post $ in Millions $ 220 Performance Production $ 555 Demanded Post Production

Broadcast $ 560

Cable Operators $ 220

Business & Institutional $ 620

Event Videographers -High-End Consumers $ 125

$ 2,300 199819981998 WORLDWORLDWORLD PROFESSIONALPROFESSIONALPROFESSIONAL DIGITALDIGITALDIGITAL VIDEOVIDEOVIDEO STORAGESTORAGESTORAGE MARKETMARKETMARKET $3.0 Billion Growing at 25-30% MassMassMass StorageStorageStorage OpportunityOpportunityOpportunity • Production •HD storage needs 360-1500 Mb/s •SD storage needs 100-270Mb/s • Broadcast •HD @ 50-360Mb/s •SD @ 19-25Mb/s • Data Services •Data @ 1.2-4.2Mb/s •E-mail @ 1Kb/s •100 Pagers @ 100 Kb/s MassMass StorageStorage MultimediaMultimedia CommunicationCommunication FromFrom InternetInternet toto DigitalDigital TVTV

MarkMark GrayGray PlutoPluto TechnologiesTechnologies