PGA DVD Master Class -...
-
Upload
nguyenkiet -
Category
Documents
-
view
239 -
download
0
Transcript of PGA DVD Master Class -...
27.03.04 @ AFIDVD Master Class
1
PGA DVD Master Class• Introduction and Overview for Today
– Blaine Graboyes and Sven Krong– Schedule
• 9.30 - 12.30 Morning Session - More Technical• 12.30 - 2.00 Lunch - please be back by 1.45• 2.00 - 4.00 Afternoon Session - More Fun and Business
– Use handouts for notepads, but focus on discussion– Save questions until end of session please– Audience Profile; TV, DVD, CD, Web, Client, Vendor
09:30
27.03.04 @ AFIDVD Master Class
2
Media Architecture
creative
technical
economic
27.03.04 @ AFIDVD Master Class
3
The Big Picture About DVD
• The creative, technical and business possibilities areonly just becoming understood and exploited
• Installed base may surprise you in both large overallinstalled base, as well as big niche users
• DVD is a very profitable format for digital media• Unique and evolving production / distribution models
can reach specialty markets and big money
27.03.04 @ AFIDVD Master Class
4
DVD Brings New Possibilities• Marketing
– Bowflex & Select Comfort DM, Listerine, Lexus, TiVo• Education and Training
– Classroom, Instructional, How-To, Certification• DVD Games
– Scene It, Trivial Pursuit, Disney Games, InteracTV• New Business Strategies
– NETFLIX, FlexPlay, Niche Rental, New Royalty Splits
27.03.04 @ AFIDVD Master Class
5
Photos > DVD Photo Book
27.03.04 @ AFIDVD Master Class
6
Installed Base Is Impressive
• 63% of U.S households (HH) have a DVD player– Only 3.5% have DVR or TiVO and 25% have Broadband
• 29% installed base of DVD-ROM in use homes• Hispanics have the highest rate at 78.3% installed• NETFLIX projecting 5MM members by 2006• Average sports video watched 20 times in groups of 3
or more 14-29 year olds = 60 viewings for only 1 DVD
27.03.04 @ AFIDVD Master Class
7
DVD Makes $$$$$• Home Video market is growing quickly
– $4.6 billion in 1997 > now $14.3 billion in 2003• DVD/video and rental accounts for 62% of total
domestic income for studios, with as much as 4/5thsestimated to come from DVD sales
• Revitalize catalog titles - Scarface #1 in 2003• Total shipments of DVD units up from 685MM in 2002 to
over 1 billion in 2003, with 33% gain in sales revenue
27.03.04 @ AFIDVD Master Class
8
Unique Distribution & Niche Markets
• In-Store Promotions, In&On Pack Premiums, Gift-with-Purchase, LidRock, Magazine, Newspaper, GasStations, Convenience Stores - EVERYWHERE!
• Recent Examples– Hell Boy promo DVD at Best Buy– Daredevil mini-DVD on-pack at Circuit City– Perfect Date marketing DVD for Fox Intl.
27.03.04 @ AFIDVD Master Class
9
Unique Distribution & Niche Markets• Women
– Control 80% of household expenditures– Buy 50% of all cars and influence 80% of car purchases– DVD installed base in female HH = to national average– Men may earn more, but control only 24% of purchases– Women love games too, just different kinds
• Kids– DVD has an 80% installed base in homes with kids
27.03.04 @ AFIDVD Master Class
10
Introduction to the DVD Format
• Presented by Sven Krong– Features of DVD-Video & the TV experience– Features of DVD-ROM & the PC experience– Explanation of DVD-Video, DVD-ROM and Hybrid
• Samples of DVD-ROM and projects DVD-VIdeo
10:15
27.03.04 @ AFIDVD Master Class
11
Features of DVD-Video
• DVD disc provides more storage and faster access• Cinema-like quality; interactive and linear video• High-quality stereo and surround sound• Provides data store and computer functions• Consumer benefits; quality, quantity, price• Drives consumers to want to buy and own media• Global market for DVD-Video hardware and software
27.03.04 @ AFIDVD Master Class
12
DVD-Video Hardware and Software
• Entertainment• Consumer Electronics• Gaming• Business• Education
27.03.04 @ AFIDVD Master Class
13
DVD-Video Not Fully Realized
• Consumer Awareness• Compelling Content (beyond movies)• Connected Media• Original Develop Specific to DVD• Branded Entertainment
27.03.04 @ AFIDVD Master Class
14
IP and DRM
• IP = Intellectual Property• DRM = Digital Rights Management• How will consumers use your DVD?• How will you manage your IP?
27.03.04 @ AFIDVD Master Class
15
Expiration Dates
• How long will DVD remain the market leader?• When will the demand for next generation begin?• When to expect generation hardware and software?• When will removable media become obsolete?
– Maybe never?
• Brad Collar to discuss further at end of Afternoon Session
27.03.04 @ AFIDVD Master Class
16
DVD-Video Content Creators• Producers, Directors, Designers, Programmers
– Understanding the technology– Understanding your market– Implications for production– Implications for the narrative– Opportunities– Resources– Pitfalls / Unknowns
27.03.04 @ AFIDVD Master Class
17
Features of DVD-ROM
• DVD can contain any computer data or files– Video, HTML, Flash, Applications, Databases, PDF, etc.
• Options– DVD-Video - software playback and integration– DVD-ROM - interactive content and data– Hybrid - integration of Video and ROM contents
10:25
27.03.04 @ AFIDVD Master Class
18
Video, ROM and Hybrid
HYBRID
DVD-Video
DVD-ROMTV Experience
27.03.04 @ AFIDVD Master Class
19
DVD-ROM For Consumers
• Awareness of experience is limited• DVD-ROM content not driving sales• DVD-ROM capabilities under utilized• IP Rights for Content Creation unclear• Broadband connectivity not high enough• DVD-ROM not making money!!!
27.03.04 @ AFIDVD Master Class
20
The Next Step for DVD-ROM
• Driving awareness– Studios, producers, manufacturers, killer apps
• Exploring new applications and markets– Travel, shopping, VR
• Generating revenue– Sales and marketing
10:40
27.03.04 @ AFIDVD Master Class
21
DVD-Video Example
The Last Minute
27.03.04 @ AFIDVD Master Class
22
DVD-ROM Example
Click Media
27.03.04 @ AFIDVD Master Class
23
Glossary of Important Terms
• Included in handout– Courtesy of Bruce Nazarian
• Please note any other terms needing furtherexplanation and feel free to stop and ask
27.03.04 @ AFIDVD Master Class
24
MAJOR SECTION #1
• Overview of the DVD Production Process and Tools– DVD Production Pipeline Overview– The DVD Toolbox
27.03.04 @ AFIDVD Master Class
25
DVD Production Pipeline
1. Pre-Production2. Production, Post and Delivery3. Design for DVD4. Video and Audio Encoding5. Authoring and QC6. Output and Testing7. Manufacturing
27.03.04 @ AFIDVD Master Class
26
27.03.04 @ AFIDVD Master Class
27
Pre-Production• Capturing the vision in the DVD Spec• The MOST IMPORTANT PART OF DVD PRODUTION!
– 90% preparation and 10% execution• Pre-Pro Toolset
– Flowchart Tools - Illustrator, Visio, OmniGraffle– Data Tools - Excel, Word, FileMaker– Communication Tools - Phone, Email, IM, Video Conf
• Proprietary tools for client review / project management
27.03.04 @ AFIDVD Master Class
28
27.03.04 @ AFIDVD Master Class
29
Production and Post
• Same tools and process as broadcast– Final Cut Pro, Avid, After Effects, Flame, etc.
• Choose formats, media and mediums– Film, HD, DV, 16:9, 4X3
• Quality In = Quality Out– DVD does not improve quality of master
• Organized delivery is key to smooth process
27.03.04 @ AFIDVD Master Class
30
27.03.04 @ AFIDVD Master Class
31
Design for DVD• Begin with flowchart and content files• Design Process
– Design Direction and Layouts– Motion Comps and Animation– Production Art - add contents– Reviews, QC and Approvals– Organized Delivery as per Project Specs
• Generally TARGA, TIF, BMP or DBC tape
27.03.04 @ AFIDVD Master Class
32
27.03.04 @ AFIDVD Master Class
33
Video Encoding• Hardware vs. Software
– Hardware = Faster, Better Quality, Expensive, Studio• IO = SDI, Masters = DBC, DV, Beta• Minimum 3 X real time to encode
– Software = Slower, Good Quality, Less Expensive, Portable• IO = DV or data, Masters = DV or files• Generally 8 - 12 X real time to encode
27.03.04 @ AFIDVD Master Class
34
Audio Encoding• Generally Dolby Digital or DTS
– Hardware = Real Time, Best Quality, Studio Environment• IO = AES, analog or data
– Software = Usually not Real Time, Good Quality, Ok usage• IO = data
27.03.04 @ AFIDVD Master Class
35
27.03.04 @ AFIDVD Master Class
36
Authoring• The right tool for each job - what can you afford?
– Scale of Risk vs. Expenses• In-House - consumer and produmer• Out-of-House - professional and proprietary
– Can do powerful development on your desktop– Data IO Key - SCSI still common for DLT, firewire, networks– Choice is available between Macintosh and Windows PC
• Pros and cons pale fore personal issues
27.03.04 @ AFIDVD Master Class
37
27.03.04 @ AFIDVD Master Class
38
Output and Testing• Final review before replication run(s)• Emulation vs. Preview System
– An emulation system testing for usability to complianceof the DVD Specification
– Emulation systems allow you to debug, by reviewing thestructure and programmatic elements
– DVD-R for QC and Review– DLT for Manufaciring
• Check discs come back an are again review to avoid issue
27.03.04 @ AFIDVD Master Class
39
27.03.04 @ AFIDVD Master Class
40
Manufacturing
• Duplication - use of DVD-R for one-off or low volume– Limited to DVD-5 capacity = 4.7GB
• DVD-9 DVD-R coming soon at 8.5GB– Great for pitches and presentations
• Replication - mass production from raw materials– Good for 1000s to millions of discs– For mass distribution, i.e. retail sales, etc.
27.03.04 @ AFIDVD Master Class
41COVER IN AFTERNOON SESSION
27.03.04 @ AFIDVD Master Class
42
Short Break
10 minutes
27.03.04 @ AFIDVD Master Class
43
• In-Depth Coverage on DVD A-Z–Pre-Production– Production, Post and Delivery– Design for DVD– Video and Audio Encoding– Authoring– Output and Testing– Manufacturing
27.03.04 @ AFIDVD Master Class
44
Pre-Production• The most important phase of the whole process
– 90% preparation and 10% execution• Begins with signed commitment for project• Capture the vision and idea of the project
– Seems esoteric, is actually just practical– Make sure you aim for and hit THE BAR
• Pre-Production documentation (samples)• Takes days, weeks or months depending on project
27.03.04 @ AFIDVD Master Class
45
Pre-Production Document Samples• RFP/ Proposal / Budget• Schedule and Milestones• Flowchart and Navigation• Content and Data Sets• Team and Gear• Contracts and Legal• Specification and Overview Documents• Marketing One-Sheet
27.03.04 @ AFIDVD Master Class
46
Pre-Production Document Samples• RFP/ Proposal / Budget
– RFP = Request For Proposal– Client request to vendor to provide estimate for work
• Proposal can be as short as an estimate or as long as 100 pages withstoryboards, prototype DVDs, etc.
– Often includes multiple elements or departments• Branding and Creative• Design and Production• Technical Services• Marketing and PR• Manufacturing• Sponsors and Funding
27.03.04 @ AFIDVD Master Class
47
27.03.04 @ AFIDVD Master Class
48
27.03.04 @ AFIDVD Master Class
49
2MM DVD-Replication
Dwarfs Production Budget
Offer All-In Price w/o Production Line Items
27.03.04 @ AFIDVD Master Class
50
Schedules and Milestones• Pre-Production days, weeks or months• Production weeks or months• Design 2 - 12 weeks• Encoding 1 full day for a 2 hour program• EB QC 1 or 2 days• Authoring 1 - 2 weeks• Menu Mux 3 - 5 days• QC 1 or 2 days
ALL ASSET DUE DATE
WORK ORDER
} OFTEN IN PARALLEL
} OFTEN IN PARALLEL
6 to 10 weeksIn an average, perfect world
27.03.04 @ AFIDVD Master Class
51
Flowcharts and Navigation
• Captures the vision and user experience of theproject into a single document that is shared by theentire production team and outlines all key aspects
– a.k.a. Disc Config(uration)• Should clearly document; menu types, style and
configurations, interactivity, button names, etc.– An error in spelling or function in the flowchart can cost
time and money later in the process - REVIEW WELL!
27.03.04 @ AFIDVD Master Class
52
27.03.04 @ AFIDVD Master Class
53
27.03.04 @ AFIDVD Master Class
54
27.03.04 @ AFIDVD Master Class
55
27.03.04 @ AFIDVD Master Class
56
27.03.04 @ AFIDVD Master Class
57
27.03.04 @ AFIDVD Master Class
58
Content and Data Sets• Content file for every menu or screen (text)
– Menu button text– Biographies, Filmographies, Web Info, etc.
• Data Sets are often used for projects that containlarge amounts of repetitive screens, such as Galleriesor Question & Answer screens for DVD games
• Content and Data Sets must be reviewed for 100%accuracy and approved by client before production
27.03.04 @ AFIDVD Master Class
59
Team and Gear• DVD requires a team with diverse skill sets
– Executive Producers– Producers and Directors and Production Crews– Creative Director and Design Production Team– Researchers, Writers, Business Development– Video and Audio Post– Subtitle Creation and QC– Video and Audio Encoding– DVD Authoring and Web / ROM Development– Quality Control– Production, Project and Process Management
27.03.04 @ AFIDVD Master Class
60
Essential Gear
• Computers for design functions• Editorial, video post, DBC decks• Audio mix, music and sound effects• Compositing• 3D and Special Effects• Project Management
27.03.04 @ AFIDVD Master Class
61
Contracts and Legal
• Before any work begins, there must be a signedagreement between client / vendor / partner
• Should outline relevant issues such as Budget,Schedule, Scope of Work, Copyrights, etc.
• Can be done yourself or may require legal help– Michael C. Donaldson’s Clearance & Copyright: Everything
the Independent Filmmaker Needs to Know - the essentialguide to dealing with acquisition, rights and insurance
27.03.04 @ AFIDVD Master Class
62
Contracts and Legal
• Sample of Palm Pictures contract from The LastMinute co-produced by Patrick Anding and me
19 PAGES
OVERVIEW
REQUIREMENTS
WORK FOR HIRE
NAME / LIKENESS
DELIVERABLES
27.03.04 @ AFIDVD Master Class
63
Specifications and Overviews• Sometimes may be contained in previous documents• Specifications = Disc Configuration• May also include:
– Brand Book or Style Guide– Focus Group Testing– Game Play Guidelines– Marketing Documents
27.03.04 @ AFIDVD Master Class
64
Marketing One-Sheets
• Basically back-of-box copy with additionalinformation on project overview and productionstrategy and team members
27.03.04 @ AFIDVD Master Class
65
Disc Configuration
27.03.04 @ AFIDVD Master Class
66
Pre-Production Summary
• The best project will be 90% organization andpreparation and 10% execution
• A well pre-produced plan allows for adaptation,evolution and improvement along the way
• And saves the time and money needed for this alongthe way by considering issues before they happen
27.03.04 @ AFIDVD Master Class
67
• In-Depth Coverage on DVD A-Z– Pre-Production–Production, Post and Delivery– Design for DVD– Video and Audio Encoding– Authoring– Output and Testing– Manufacturing
27.03.04 @ AFIDVD Master Class
68
Production, Post and Delivery
• Basically the same as broadcast production• Get the DVD team involved as soon as possible• Discuss complex issues about formats, interactivity• Quality In = Quality Out
– DVD does not improve video and cannot add fades, cuts• Organized delivery is key to smooth production
– Clip name, Timcode IN and Timecode OUT
27.03.04 @ AFIDVD Master Class
69
Production for DVD Tips
• Encoding and authoring cannot alter your video - whatis on your tape is what we will be on your DVD
– Fades, edits, cuts, supers, etc.• Encoding for DVD is NOT editing, more like CAPTURE• Michael W. Dean’s $30 Film School is the book on no-
budget filmmaking and is a readable primer with tipsfor even the most experienced professional
27.03.04 @ AFIDVD Master Class
70
• In-Depth Coverage on DVD A-Z– Pre-Production– Production, Post and Delivery–Design for DVD– Video and Audio Encoding– Authoring– Output and Testing– Manufacturing
27.03.04 @ AFIDVD Master Class
71
Design For DVD• Broadcast specs with overlay complications• Focus on producing menu/screens and graphics packages for
use in Video Post• What is a DVD Menu? - system for navigating disc and
accessing content– Background Menu Art– Subpicture Overlay– Audio / Music / FSX– Xtions, Intro, Outro, Loop
27.03.04 @ AFIDVD Master Class
72
DVD Menu Structure
Program Chain Editor displaying motion menu
loop point for menu
audio track
subpicture/button track
27.03.04 @ AFIDVD Master Class
73
DVD Menu Structure
BackgroundMenu Art
27.03.04 @ AFIDVD Master Class
74
DVD Menu Structure
BackgroundMenu Art
showingbuttonareas &
navigation
27.03.04 @ AFIDVD Master Class
75
DVD Menu Structure
BackgroundMenu Art
showingall buttonhighlights
27.03.04 @ AFIDVD Master Class
76
Design For DVD - Creative• Basic Menu / Screen Layouts
– Main Menu is most common with options to Play and access otherfeatures and menus
• Common Menu Arrangements– Feature Film, TV, Music, etc.
• Easter Eggs– Hidden content available thru game-like features
• Menu / Screen Types– Still, Motion, Scenes, Gallery, Transitions, etc.
27.03.04 @ AFIDVD Master Class
77
Motion Menu Sample
27.03.04 @ AFIDVD Master Class
78
Motion Menu Sample
27.03.04 @ AFIDVD Master Class
79
Motion Menu Sample
27.03.04 @ AFIDVD Master Class
80
Main Menu
27.03.04 @ AFIDVD Master Class
81
Setup
27.03.04 @ AFIDVD Master Class
82
Scenes
27.03.04 @ AFIDVD Master Class
83
Special Features
27.03.04 @ AFIDVD Master Class
84
Special Features Alternate
27.03.04 @ AFIDVD Master Class
85
Environments
27.03.04 @ AFIDVD Master Class
86
Design For DVD - Technical• Each authoring facility has specific delivery requirements• Typical sizes for DVD menu production
– NTSC and PAL / 4X3 and 16:9• Equipment for production and delivery• Overlays / 8-bits / Highlights
– Complexities hopefull explained• Delivery of art to compression / authoring• Trend, Trips and Tricks• Takes 2 - 8 weeks generally depending on the project
27.03.04 @ AFIDVD Master Class
87
Square vs. Rectangular Pixels
PC
Square
TV
Rectangular720 X 540 720 X 480
27.03.04 @ AFIDVD Master Class
88
Typical Screen Sizes
• NTSC 4X3 - Construct at 720X540, resize to 720X486,crop to 720X480 center for delivery
• NTSC 16:9 - Construct at 960X540, resize to 720X486,crop to 720X480 center for delivery
• PAL 4X3 - Construct at 720X540, resize to 720X576• PAL 16:9 - Construct at 960X540, resize to 720X576
27.03.04 @ AFIDVD Master Class
89
Typical Screen Sizes
27.03.04 @ AFIDVD Master Class
90
Typical Screen SizesUsing Canvas Size
Crop from 720 X486
To centered 720 X 480
27.03.04 @ AFIDVD Master Class
91
Typical Screen Sizes
16:9 Widescreen
4X3 Pan&Scan
27.03.04 @ AFIDVD Master Class
92
Equipment for Design• Typically desktop computers (Mac or PC)
– Networked using consumer or proprietary software• Video Editorial is now standard
– Footage delivered on DBC or HD• Sometimes use of post house tools
– Flame, Henry, Combustion, Da Vince, etc.• Software Tools; Photoshop, Illustrator, After Effects, Final
Cut, Avid, 3D, etc.• Audio Delivery; 16-bit, 48KHz PCM files
– 5.1 Surround usually delivered on DA-88
27.03.04 @ AFIDVD Master Class
93
Overlays, 8-bits, Highlights
• The most often misunderstood aspect of DVD design– The subpicture overlays form the visual display of the user
remote / menu cursor action• Very limited graphical display format
– 4 color, no anti-aliasing• 1 color becomes transparent, leaving 3 colors for highlight• Generally use White, Red, Green, Blue• Basic shapes and straight edges are best
27.03.04 @ AFIDVD Master Class
94
Sample of 8-bit Overlay
Overlay 8-bit
showing8-bit art
file inPhotoshop
27.03.04 @ AFIDVD Master Class
95
Overlays, 8-bits, Highlights
• Overlay input file is remapped in authoring– RGB values of input mapped to new RBG in authoring– Allows for 16 levels of transparency
• Three Overlay States– Default base appearance– Select cursor on specific button– Activate displays momentarily after SELECT
27.03.04 @ AFIDVD Master Class
96
Sample of 8-bit Overlay
Via RGB color values and transparency
27.03.04 @ AFIDVD Master Class
97
Buttons On Menu Screen
DVD Menu
showingbutton areas
only
27.03.04 @ AFIDVD Master Class
98
Buttonsm 8-bit and Background Art
BackgroundMenu Art
showingall buttonhighlights
27.03.04 @ AFIDVD Master Class
99
Delivery Of Art To Authoring
• Each authoring facility has different specificationsfor delivery of assets; check early in production
• Double check all files before delivery to authoring– Changes later cost excess time and money
• Delivery Formats– TARGA, TIF, BMP, DBC, documentation
27.03.04 @ AFIDVD Master Class
100
Trends In DVD Menu Design
• Narrative Storyline• Original, Exclusive Cast Content• Very High Production Value• Random, Custom Menus• Games and Challenges
27.03.04 @ AFIDVD Master Class
101
Tips And Tricks For DVD Design• No overlapping button areas• Overlays flash at end of motion menu loops• Technical specifications for best playback
– Null sound 15 frames at head to ensure audio synch• Not too much text; 50 words, 18+ point• Test design and overlay on NTSC monitors• Consistency across menu sets• Do not include extra channels, layers, alphas, etc.
27.03.04 @ AFIDVD Master Class
102
• In-Depth Coverage on DVD A-Z– Pre-Production– Production, Post and Delivery– Design for DVD–Video and Audio Encoding– Authoring– Output and Testing– Manufacturing
27.03.04 @ AFIDVD Master Class
103
Video and Audio Encoding
• Methodical and time consuming for best outcome– 3+X real time minimum for video encoding
• 2 hour film = 8 hour day for encoding
• Discuss 16:9 and 4X3 issues– Anamorphic and Pan&Scan
• VBR and CBR video encoding methods
27.03.04 @ AFIDVD Master Class
104
Video Encoding Timeline
• 1st Pass = Analysis and Operator Adjustements• 2nd Pass = Encoding / Compression• 3rd Pass = Review, QC and Revisions (if needed)
– 3rd Pass can easily take more than X1 TRT
• Therefore takes one full day for a 2 hour movie
27.03.04 @ AFIDVD Master Class
105
Video And Audio Master Formats
• Video Master Formats– Digital Betacam (DBC), Beta SP, DV, DVCam, data
• Audio Master Formats– Video master, DA-88, DAT, data
27.03.04 @ AFIDVD Master Class
106
16:9 And 4X3 Overview• 16:9 is widescreen video for display on newer 16X9
TVs, often plasma, LCD or projection– Wider than tall in 16 X 9 ratio
• 4X3 is the classic, standard TV display ratio– Can be letterbox or full frame
• Letterbox - bars at top and bottom• Full frame, also Pan&Scan - complete display
– Pan&Scan is showing a 4X3 portion of a larger 16:9 image, oftenshowing just the center portion, though tracking is possible
27.03.04 @ AFIDVD Master Class
107
16:9 and 4X3 TVs
16:9 Widescreen 4X3Classic TV
27.03.04 @ AFIDVD Master Class
108
16:9 And 4X3 Overview• A video master provided in Anamorphic 6:9 format can
be encoded for DVD in a manner that allows the userto choose between aspects ratios upon playback
• A 4X3 master cannot be encoded for 16:9 display– Requires a post house anamorphic conversion
27.03.04 @ AFIDVD Master Class
109
VBR & CBR Encoding• VBR = Variable Bit Rate
– Encode rate / quality varies over the time in relation to thecomplexity of the source material
• Theoretically, bits are saved in easy scenes for use in harder• Provides most efficient use of space vs. quality• Generally takes 2 passes for encoding
• CBR = Constant Bit Rate– Encode rate does not vary over course of program
• Excellent quality if space is not concern (<70mins. DVD-5)• Requires only 1 pass for encoding - faster!
27.03.04 @ AFIDVD Master Class
110
VBR & CBR Encoding
27.03.04 @ AFIDVD Master Class
111
• In-Depth Coverage on DVD A-Z– Pre-Production– Production, Post and Delivery– Design for DVD– Video and Audio Encoding
–Authoring– Output and Testing– Manufacturing
27.03.04 @ AFIDVD Master Class
112
Authoring Basics
• Main Stages of DVD Authoring– Video / Audio Compression– Subtitling– Formatting (Authoring or Programming)
• Pre-Production is the most essential component• Bit budgeting• Advanced authoring topics and concepts
27.03.04 @ AFIDVD Master Class
113
Authoring Tools• Use the right tool for the right job
– Shareware NA NA– Consumer home use 1-10– Prosumer indie, corporate 100s, 1000s– Professional distro, labels 10,000s– Proprietary studios 1,000,000s
• For average project: 3-5 days menus, 1-2 weeks DVD
27.03.04 @ AFIDVD Master Class
114
Consumer Tools• Allows anyone to make a DVD with limited functions• Generally provides compression to MPEG-2• Uses pre-built templates for menus• Output to DVD-R only, no DLT support• Products Include
– Sonic MyDVD and DVDit– Apple iDVD– Ulead DVD Movie Factory
27.03.04 @ AFIDVD Master Class
115
Prosumer Tools• Provide limited access to the DVD Specification via and
Abstraction Layer or Metaphor– PGCs = Stories
• Less a limit in functionality or possibilities, more a limit inexpert control and reliability
• Products Include– Adobe Encore– Apple DVD Studio Pro– Sonic REELDVD– Pinnacle Liquid Edition 5.5
27.03.04 @ AFIDVD Master Class
116
Prosumer Tools
27.03.04 @ AFIDVD Master Class
117
Professional Tools
• Provides full access to the DVD Specification withmore control and reliability
• Sonic Solutions - Mac and Windows products– Scenarist SGI still running some places
• Products Include– Sonic DVD Creator - Mac– Sonic Scenarist - Windows
27.03.04 @ AFIDVD Master Class
118
Proprietary Tools
• Ultimate tools in terms of control and reliability withgreater speed in all aspects, but only available to thestudios and Hollywood vendors
• Use of workgroup environment for high productivity• Products Include
– Toshiba– Panasonic
27.03.04 @ AFIDVD Master Class
119
Pre-Production For Authoring• Production Documentation
– Flowchart, Asset List, Data Sets, Specifications• Bit Budgeting
– DVD holds a finite amount of data• DVD-5 4.7GB 2 hours video• DVD-9 8.5GB 4 hours video• But, compression schemes are variable
– Better Quality = + MB, < TRT– Lower Quality = - MB, > TRT
27.03.04 @ AFIDVD Master Class
120
Bit Budget Sample
Disc SizeTotal Video Run Time
Average Bit Rate for EncodeMaximum Bit Rate For Encode
Bit Rates for Audio TraclsTrack 1 = stereoTrack 2 = surround
Subtitle Tracks
27.03.04 @ AFIDVD Master Class
121
Advanced Authoring Topics• Seamless Branching• 16X9 vs. 4X3• Multi-Angle Video• Random Functions• Dual Layer• User Operations• Copy Protection• Storing and Using Values
27.03.04 @ AFIDVD Master Class
122
Seamless Branching
• Ability to seamlessly (without a noticeable video oraudio glitch) and programmatically (based on certainparameters) switch between different videoelements on the DVD - such as Parental Controls orInteractive Storytelling
27.03.04 @ AFIDVD Master Class
123
Parental Block
27.03.04 @ AFIDVD Master Class
124
16:9 vs. 4X3
• Each VTS can only contain either / or• Menus need to be authored twice
– Subpictures do not scale via TV display
27.03.04 @ AFIDVD Master Class
125
Multi-Angle Video
• Ability to include up to 9 video tracks or angles thatplay in parallel, allowing the user to switch real timebetween different views or content using the ANGLEbutton on the remote control
• All multi-angle tracks must be identical in length• There is a lag between angle switching due to player• Impact on bit budget - each angle X run time
27.03.04 @ AFIDVD Master Class
126
Multi-Angle Video
7 video angles
1 audio track
27.03.04 @ AFIDVD Master Class
127
Random Function(s)
• Random PGC Playback– Designate a PGC (video clips or chapters) to playback in a
random order controlled by the player• Random Values
– Generate a random number to be used programmaticallyby the DVD Author to add random user experience
• User for Games
27.03.04 @ AFIDVD Master Class
128
Random PGC Playback
27.03.04 @ AFIDVD Master Class
129
Dual Layer• SSDL - Single Side, Dual Layer - DVD-9
– Holds 8.5GB or about 4 hours of video– Allows for printing on one side of disc
• DSDL - Dual Side, Dual Layer - DVD-17– Holds 17GB or about 8 hours of video– Does not allow for printing on either side of disc
• All DVD players can play dual layer discs by refocusingbetween data layers during playback
– There can be a minor pause during the layer break
27.03.04 @ AFIDVD Master Class
130
User Operations
• Ability to control what functions are available to theuser via their DVD remote control
• A specific button or control can be locked out duringany part or all of the DVD
• This is to control navigation and user experience,especially in more complex titles or games
27.03.04 @ AFIDVD Master Class
131
User Operations
27.03.04 @ AFIDVD Master Class
132
Copy Protection
• CSS - Copy Scrambling System– Intended to stop PC copying
• Hacking can break CSS
• APS - Macrovision– Intended to stop analog copying
• Can be stripped using Copy Box from Radio Shack
27.03.04 @ AFIDVD Master Class
133
Copy Protection
27.03.04 @ AFIDVD Master Class
134
Storing and Using Values
• This is how all interactivity on DVD is built– 16 GPRM (General Parameter) values
• Each 16 bits (0 or 1) long– It is all about how you use them
• Numerals vs. Bits– Numerals are 1, 2, 3… +, -, X, /– Bits are 0 and 1 binary
27.03.04 @ AFIDVD Master Class
135
Storing and Using Values
Each GPRM can be namedfor reference during authoring
27.03.04 @ AFIDVD Master Class
136
GPRM Functions• Move to another• Swap with another• Add + to / with another• Subtract - from / with another• Multiply X from / with another• Divide / from / with another• Modulo remainder• Random value generator• And binary logic• Or binary logic• X Or binary logic
27.03.04 @ AFIDVD Master Class
137
GPRM Functions
27.03.04 @ AFIDVD Master Class
138
When DO GPRMs Reset• Initial Access• Power ON / OFF• Stop. Stop.• Title Search• Play a Part of Title• Time Play• Menu Call from Stop State• Programatically
This can effectnavigation and
game play
27.03.04 @ AFIDVD Master Class
139
• In-Depth Coverage on DVD A-Z– Pre-Production– Production, Post and Delivery– Design for DVD– Video and Audio Encoding– Authoring–Output and Testing– Manufacturing
27.03.04 @ AFIDVD Master Class
140
What is QC?
• QC or Quality Control is the process of reviewing andtesting your DVD project at varies stages throughoutproduction to ensure the best possible quality
• QC issues cover everything from video and audioquality, to aesthetic concerns, to DVD playbackfunctionality, navigation and compatibility
27.03.04 @ AFIDVD Master Class
141
Output and Testing• Quality Control is essential at EVERY STAGE!• Stages of QC
– Flowchart navigation– Content spelling and grammar– Master(s) quality of provided tapes– Subtitles synch, placement– Video / Audio encoded quality– Menu Mux design and function– Emulation overall functionality– Check Disc compatibility, manufacturing
27.03.04 @ AFIDVD Master Class
142
EB or Video and Audio QC
• EB = Elementary Bit Stream (video, audio, subtitles)• EB or Video / Audio QC
– Focused on synch, no glitches, overall quality• Menu QC
– Verify artwork, buttons and navigation are correct• Logice QC
– Functionality of the overall DVD and Spec compliance
27.03.04 @ AFIDVD Master Class
143
Output and Testing
• QC Philosophy• Functionality vs. Compatibility• 3rd party QC companies• QC of DVD-9
– DVD-9 DVD-R coming soon!• QC takes 1 or 2 days for typical DVD
– Takes 3 - 5 days for Compatibility Testing
27.03.04 @ AFIDVD Master Class
144
QC Philosophy• Allow time and budget for proper QC• QC is support function for everyone to ensure quality• Assume the project is 100% correct and work back• Functionality is the key issue
– Video, Audio, Subtitles, Defaults, Buttons, User Ops– Entails checking hundreds of buttons and combinations
• Aesthetics is second issue– First impressions are made in design, especially seamlessness– Menu Art, Highlights, 4X3 / 16:9,
27.03.04 @ AFIDVD Master Class
145
Functionality vs. Compatibility
• Functionality is about sticking to the DVD Spec anddelivering the desired user experience
• Compatibility is about dealing with incompatibilitiesbetween players due to manufacturer differences
• DVD Specification covers discs not players• Use a 3rd Party Lab for compatibility QC
– Intellikey, Numerique - test across hundreds of players
27.03.04 @ AFIDVD Master Class
146
QC Of DVD-9• Current only three options
– PC-base Emulator - requires advanced hardware and does not allowfor testing on multiple devices, but does allow viewing the entireproject
– Shrinker App - 3rd party shareware recompresses video to fit onto asmaller size media, but is not a qualified authoring tool and couldcreate unkown issues
– Post-Gape - divide the content onto two DVD-Rs, but never able toreview the entire project on one disc
• DVD-9 DVD-R is coming soon!!
27.03.04 @ AFIDVD Master Class
147
MAJOR SECTION #2• In-Depth Coverage on DVD A-Z
– Pre-Production– Production, Post and Delivery– Design for DVD– Video and Audio Encoding– Authoring– Output and Testing–Manufacturing
27.03.04 @ AFIDVD Master Class
148
Manufacturing
• Work with a reliable, registered replicator– Must pay DVD Royalties
• DLT (Digital Linear Tape) is preferred format• Replicator will provide Check Disc
– For compatibility testing• Usually 2 - 5 days for Check Discs, the 7 - 12 days for a
full replication run
27.03.04 @ AFIDVD Master Class
149
Duplication vs. Replication
• Duplication - use of DVD-R for one-off or low volume– Limited to DVD-5 capacity = 4.7GB
• DVD-9 DVD-R coming soon at 8.5GB– Great for pitches and presentations
• Replication - mass production from raw materials– Good for 1000s to millions of discs– For mass distribution, i.e. retail sales, etc.
27.03.04 @ AFIDVD Master Class
150
Duplication vs. Replication
DuplicationHome and Office
ReplicationManufacturing
Plant
27.03.04 @ AFIDVD Master Class
151
Manufacturing Stages
1. Disc Art, Insert and Package Design2. Package and Insert Printing3. DVD Replication4. DVD Disc Art Printing5. Assembly6. Shipping
27.03.04 @ AFIDVD Master Class
152
Replication Process• Premastering input media verified• Glass Mastering LBR creates etched master• Electroplating master is plated to create mold(s)• Stamping mold(s) used to stamp data• Metalization aluminum added to reflect light• Lacquering protective layer added• Bonding optically transparent glue• Printing silkscreen or offset on disc
27.03.04 @ AFIDVD Master Class
153
Replication Pricing Guidelines1,000 10,000 1,000,000
• DVD-5 $1.10 $.64 $.55• DVD-9 $2.50 $.95 $.90• Sleeve $.15 $.10 $.07• Assembly & Shrink Wrap $.13 $.13 $.13
ROUGH ESTIMATES, NOT ACTUAL!
27.03.04 @ AFIDVD Master Class
154
Replication Royalties
• Always use a licensed replicator that pays DVDroyalties , as this can open both your company andyour client to potential lawsuits
– Royalties are approximately $.18 per replicated disc
• Beware of super-lowball replication quotes
27.03.04 @ AFIDVD Master Class
155
Days
Weeks
Months
DaysWeeks
Months
2 - 12
Weeks
1 Dayfor 2 hr.
Movie
1 -2
Weeks
1 Day
for 2 hr.Movie
6 to 10 weeksIn an average, perfect world
27.03.04 @ AFIDVD Master Class
156
Lunch Break
1.5 hours - please be back by 1.45pm
Fun, Samples and $$$$ to follow
27.03.04 @ AFIDVD Master Class
157
Sample DVDs
• The Last Minute unique special features• Sinbad 3D models to DVD-Video• Ice Age DVD-ROM• Living Through photo book• The Confession multi-angle movie• Live…and Alone Music DVD• Algebra’Scool educational
27.03.04 @ AFIDVD Master Class
158
Commercial Sales and Distribution
• License va. Distribution vs. Indie Sales• Exciting new markets are emerging and untapped
– Women, Children Hispanics, Games, Urban, Music• Unique new development and distribution models• What DVD means to a filmmaker
– Sandi DuBowski in Filmmaker, Vol.12#2• Sample financial breakdowns
27.03.04 @ AFIDVD Master Class
159
New Markets, New $$$
• Direct-to-DVD market is $2 billion and growing fast• TV shows and miniseries have been a gold mine• Less money at theatres = big increases in DVD sales• Women on average with everyone else using DVD• Hispanics have higher DVD rate than average in U.S.• HD-DVD coming soon - Brad Collar to discuss
27.03.04 @ AFIDVD Master Class
160
New Markets, New $$$
Warren Lieberfarb mentioned recently “…that moreimportant than capacity (concerning HD-DVD) is wheterthe high-def disc also offers interactive gamelikefunctionality. That’s something that would enticeconsumers to update their DVD libraries (andhardware), especially in the area of children’s…”
27.03.04 @ AFIDVD Master Class
161
DVD Inspires New Business Models
• Gold Circle offers todivvy up 100% of DVDroyalties in exchangefor talent to waive highfees for theatrical
27.03.04 @ AFIDVD Master Class
162
DVD Provides New Distributon Models
Cynthia Rhea, SVP of Marketing, HBO Home Video
DVD is an “overnight sensation”. It’s a “big deal” shecontinues, “because the medium is crossing overfrom logical-sounding places like bookstores to gasstations and convenience stores, selling to impulsebuyers at an attractive margin.”
27.03.04 @ AFIDVD Master Class
163
What DVD Means To Filmmakers• By Sandi DuBowski from Filmmaker, Vol.12#2
– Extending the story– Audience feedback via ROM and Web– As a fundraising tool– As a Master Class– Better Making-Ofs– License shorts and existing films– Explore the DVD as a new Platform– Get educated to produce the best DVD– Have deliverables (assets) prepare as soon as possible– Utilize DVD for press and publicity
27.03.04 @ AFIDVD Master Class
164
International DVD
• What it takes to reach the whole world– PAL and NTSC– Subtitles– Content localization– Video / Audio format conversions– Authoring a second version– Packaging
27.03.04 @ AFIDVD Master Class
165
PAL and NTSC
• DVD still uses PAL and NTSC video standards– Cannot be on same side of DVD
• Can be on opposite sides of DVD-10 or DVD-17
27.03.04 @ AFIDVD Master Class
166
Subtitles
• Subtitles are often included only for Main Program• Common configuration for Europe is EFIGS
– English, French, Italian, German, Spanish• User can preset DVD player to search for preferred
subtitle (and other language settings) if available
27.03.04 @ AFIDVD Master Class
167
Process For International• Decide on which countries and how many versions
– SKU - Stock Keeping Unit - ID for each disc and package• Localize Content
– Menus, Subtitles, Audio, VAM• Video and Audio Format Conversions
– Video via Alchemist Ph.C TX• Audio follows video if on tape
– Audio at qualified house if Surround or separate• Author International Version(s)
– Create new DVD(s), often from scratch due to additions / changes• Packaging Changes (as needed)
27.03.04 @ AFIDVD Master Class
168
Region Coding1. North America2. Europe, Middle East,
South Africa, Japan3. Southeast Asia and
Taiwan4. Central and South
America, Mexico,Australia, New Zealand
5. Russia, Africa6. China7. Airlines and Ships
27.03.04 @ AFIDVD Master Class
169
Region Coding
• Set by Author before output to DLT
27.03.04 @ AFIDVD Master Class
170
DVD Marketing
Presented by Brian Ring
27.03.04 @ AFIDVD Master Class
171
Table of Contents
• DVD Business Overview
• Media Environment
• DVD-based Marketing
27.03.04 @ AFIDVD Master Class
172
Brian L. Ring• President, DVDMarketer LLC & New Biz Dev, Comchoice
DVDMarketer LLC is a market research publisher focused on the use of DVD asmarketing tool. 1st report published Jan 04: four separate research initiatives.www.DVDMarketer.com
Comchoice is a leading DVD production and marketing services company
• Strategy Consulting, Business and Corporate Development, Content Licensing,Marketing Research, Venture Capital, Digital Media
• Psychology BA, UC Berkeley; MBA, U Penn/Wharton
• Strategic Decisions Group; Sony Pictures Entertainment; PricewaterhouseCoopers;Universal Music Group; various startups
27.03.04 @ AFIDVD Master Class
173
28 DVDs sold more than 5MM units in 2003
Source: Digital Entertainment Group
0
200
400
600
800
1,000
1,200DV
D-V
ideo
Shi
pmen
ts
(MM
s)
Rapid Growth in DVD-Video Software Shipments
DVD Shipments 98 182 364 685 1,023
1999 2000 2001 2002 2003
CAGR = 79.8%
• Buy rate of 17 DVDs per DVD HH has remained remarkably stable.
• The analogous number for VHS is 6.
27.03.04 @ AFIDVD Master Class
174
DVD players will be in over 2/3rds US HH
Source: Digital Entertainment Group
0.0
5.0
10.0
15.0
20.0
25.0
30.0
35.0DV
D Pl
ayer
Shi
pmen
ts
(MM
s)
Rapid Growth in DVD Player Shipments
Player Shipments 3.6 9.9 16.7 25.1 33.7
1999 2000 2001 2002 2003
CAGR = 75.6%
• 17MM DVD players sold in Q4 2003 alone, a 29% period-to-period increase.
• Approximately 37% of DVD HHs have more than one player.
27.03.04 @ AFIDVD Master Class
175
DVD Penetration: The # behind the #s
Source: CENTRIS
Console DVD DVD Rom Expanded
Overall 46% 29% 63%
$75K - $99K 63% 45% 82%
18-24 62% 37% 84%25-34 66% 34% 83%
With Kids 61% 37% 81%
27.03.04 @ AFIDVD Master Class
176
Broadband is coming!• VHS HHs rose by 4MM in 2002 to 97MM
• DVD Recorders will drive new growth
• HD DVD will drive new growth
• PVRs will integrate DVD recorders
• Billions in broadband investment have yielded 21MM HHs. (Memo: 69MM) Consumerproposition is confused: $30/month for 170kbps?
• What about South Korea? South Korea's national backbone consists of 13,670 miles of optical fiber. In 2001 Verizon laid 20,500miles of optical fiber in West Virginia alone. Population density in Seoul is roughly twice that of New York City.
• The Storage Paradox: My buddy’s music collection…
• DVD: simple to understand; simple to use; lots of storage with more coming; small formfactor; cheap to replicate and distribute
27.03.04 @ AFIDVD Master Class
177
Puzzle: Name the company
1-Jan-08 1-Jan-07 1-Jan-06
$272,243 $152,806 $75,912
$148,360 $78,136 $49,907
$123,883 $74,670 $26,005
Gross Margin 46% 49% 34%
Total Revenue
Cost of Revenue
Gross Profit
27.03.04 @ AFIDVD Master Class
178
Puzzle: Name the company• On a busy day, this company distributes 5MM
Gigabytes/day. This represents half of the entirebandwidth capacity of the U.S. Internet
• This company has more than 18,000 movie titles.This represents 6 times the amount of a typicalneighborhood video store.
• Customers of this company rent roughly 97 percentof all of the 18,000 titles in their library.
27.03.04 @ AFIDVD Master Class
179
The Answer
27.03.04 @ AFIDVD Master Class
180
Table of Contents
• DVD Business Overview
• Media Environment
• DVD-based Marketing
27.03.04 @ AFIDVD Master Class
181
Video Is Critical To National Advertisers
Source: Robert J. Coen, SVP Universal McCann; Does not include a range of other
National Advertiser Budgets: Consumer Media
65%
35%
Video Media SubtotalAll Other Consumer Media
National Advertisers' Budgets (Bs)Projected 2003
Four TV Networks $15.5Spot TV $10.6Cable TV $14.1Syndication TV $3.5Radio $4.4Magazines $11.8Newspapers $7.3
• National, consumer media only. Local not included.• Other media not included: Direct mail; Yellow pages; Internet; Outdoor
27.03.04 @ AFIDVD Master Class
182
Media Facts• Proliferating media channels have fragmented audiences• Video drives commerce: the Barry Diller vision. TV retail
growing at 6.2% CAGR vs. 4.5% for general retail. “Video creates richer experience; Detailed explanation; Highly visual;
Call to action; Entertaining; Credibility from personality”
• Consumers are adopting on-demand media consumptionbehaviors.
• “Digital video production costs are rapidly declining.” Except now it is actually happening.
• TV advertising is facing a direct challenge in DVRs. SAT Question: Napster : Music just like ______ : TV Advertising How many in the room have ______?
27.03.04 @ AFIDVD Master Class
183
AVOD & Branded Entertainment
• 84% agree that consumers will participate in AVOD behavior• 73% agree that branded entertainment and advertainment will
be at least as effective for marketers as a 30-second spot.
• 9. Please rate each of the following statements on ascale from Definitely Disagree to Definitely Agree. n=109
Exhibit Q9 Advertising Agency Survey
5%
6%
22%
11%
51%
59%
22%
25%
0% 20% 40% 60% 80% 100%
Eventually, advertiser-produced content, or “brandedentertainment”, will be at least as effective for marketers as a
30-second spot.
Consumers are willing to watch informative advertisingclips, TV shopping clips, and product demonstration videos
on a voluntary, on-demand basis, if they can control theexperience and the videos are relevant to them.
Definitely Disagree Somewhat Disagree Somewhat Agree Definitely Agree
Source: DVDMarketer LLC
27.03.04 @ AFIDVD Master Class
184
Table of Contents
• DVD Business Overview
• Media Environment
• DVD-Based Marketing
27.03.04 @ AFIDVD Master Class
185
Companies Interested In DVD• 11. How interested are you, if at all, in each of the
following integrated marketing opportunities that a DVD-based marketing campaign can provide? n=94
Exhibit Q11 Advertising Agency Survey
43%
49%
49%
48%
48%
23%
20%
24%
29%
29%
Top 2 Box66%
Top 2 Box69%
Top 2 Box73%
Top 2 Box77%
Top 2 Box77%
0% 20% 40% 60% 80% 100%
The ability to distribute advertiser-producedgames, including enhanced DVD, PC, and console
games, on a marketing-driven DVD.
The ability to distribute full-screen video content,including advertainment, on a user-friendly
platform with a huge installed-base.
The ability to distribute product demonstration shopping and informational videos in an on-
demand "product catalog" on DVD.
The ability to exclusively sponsor a TV-styleprogram on the DVD so that messages, ad spots,
and/or overlay graphics are placed without clutter
The ability to control the entire DVD campaignincluding programming, messaging, and
distribution tactics.
Somewhat interested Very interestedSource: DVDMarketer LLC
27.03.04 @ AFIDVD Master Class
186
Sponsored Content Examples• BMW: BMW Films “The Hire”
Bundled with Vanity Fair; 750K
• Sony Pictures: Hellboy Preview Free at Best Buy counter tops; 500K
• CBS: Sneak Peak for Fall Lineup Blockbusters and Entertainment Weekly magazine; 3MM
• TiVo: 20-minute Celebrity driven infomercial Participating retailers; 500K
• General Mills: Columbia Tristar content Cereal boxes; 8MM
• Mountain Dew: And1 Streetball DVD Series, Urbanworks Traditional distribution/sales model
Source: DVDMarketer LLC
27.03.04 @ AFIDVD Master Class
187
Charts, Data and Resources
• Comchoice Installed Base and U.S. HH Data• DVD Demystified by Jim Taylor• DVDSP2 Complete Guide by Bruce Nazarian
27.03.04 @ AFIDVD Master Class
188
The Future of DVD
Presented by Brad Collar
27.03.04 @ AFIDVD Master Class
189
Outlook onHD-DVD Technology
Brad CollarDirector, Digital Distribution Technology
Warner Bros. Technical Operations
March 27th, 2004
27.03.04 @ AFIDVD Master Class
190
Agenda
• Wish-List for HD-DVD• HD-DVD Format Concept• Two Camps
– Blu-ray– DVD Forum
• Audio/Video Codec Candidates• Timing of HD-DVD
27.03.04 @ AFIDVD Master Class
191
Wish-List for HD-DVD• A single format
– Playable on both CE and PC products
• Sufficient viewing time– Enough capacity on a single disc to accommodate feature length theatrical
motion pictures and associated bonus material– Multiple options to allow cost effective disc manufacturing over a wide range of
total viewing times
27.03.04 @ AFIDVD Master Class
192
Wish-List for HD-DVD
• Superior picture quality– Support for image resolutions up to 1920x1080– Capable of a quality superior to other sources of consumer high definition
content– Multiple aspect ratios– Playback device able to output multiple TV standards from a single source on a
disc
27.03.04 @ AFIDVD Master Class
193
Wish-List for HD-DVD• Player compatibility with legacy standard DVD video and DVD
audio discs
• Renewable copy protection– Based on published cryptographic algorithms and revocable
devices– Optional watermark– No unprotected outputs
27.03.04 @ AFIDVD Master Class
194
Wish-List for HD-DVD• Advanced authoring features
– Capability to support SD and HD content on the same disc– Multiple languages for soundtracks, menus, and sub-titles– Multi-channel lossy and lossless audio compression formats– Seamless video/network/ROM integration– Support for streaming audio, sub-titles, or metadata over a network connection– Capability to mix disc-based and network based audio streams– Multi-story and multi-angle support with few restrictions on content– Graphics capability which supports vector animation, fonts, and screen savers– Persistent storage capable of storing game scores, etc.
27.03.04 @ AFIDVD Master Class
195
Wish-List for HD-DVD• Effective enforcement of compliance for playback device,
content, and physical media– More widely available content authoring and verification tools
• Robust and secure region playback control
27.03.04 @ AFIDVD Master Class
196
Wish-List for HD-DVD• Mandatory player connectivity to the Internet
– Publisher’s option for advanced interactivity with internet-basedcontent, as well as disc-based content
– User experience should be controlled by content when disc isloaded
• Mandatory player support for network controlled playbackoptions
– Network-based authorization for copy(s)– Network-based authorization of disc bonus features
27.03.04 @ AFIDVD Master Class
197
How Critical is Network Connectivity?
• To provide consumers a clear and compelling step-up fromtoday’s DVD: Connectable players support key features, e.g.deliver new content, extended usage rules and e-commerce.
• To provide consumers the ability to integrate HD-DVDproducts into a home network.
• The step-up experience should be consistent in CE and PCenvironments, i.e. not 10 ft. versus 2 ft. experiences.
• Without mandatory connectivity capability, a baselineapproach will attract baseline discs and excite fewer sales.
27.03.04 @ AFIDVD Master Class
198
HD-DVD Video Player
Internet Connection
SD-DVD Video Player
HD Copy Protection
HD Video 2.0 (includes SD content and addresses Wish List)
Blue(single layer)
Blue(dual layer)DVD5 DVD9
SD Video 1.0
DVD18
CSS
HD-DVD Format Concept
(eDVD option)
27.03.04 @ AFIDVD Master Class
199
HD-DVD Format Concept
DVD-5
DVD-9 HD/DVD-9
Blue (single layer)
Blue (dual layer)
SD Movie
SD Movie+bonus material HD Movie
HD Movie+bonus material
Current SD-DVD Future HD-DVD
27.03.04 @ AFIDVD Master Class
200
What is WBWhat is WB’’s vision for HD-DVD?s vision for HD-DVD?
Current DVD Player
HD-DVD Player
InternetInternet
Home Network
Current DVDCurrent DVD HD-DVDHD-DVD
SD TVSD TV HD TVHD TV
27.03.04 @ AFIDVD Master Class
201
Two Camps• Blu-ray Disc Founders
– Operating outside DVD Forum– Closed consortium, but engaging studios for input
• DVD Forum– Physical format proposed by Toshiba and NEC (AOD = Advanced Optical Disc), now
known as HD-DVD– Application currently under development
• Warner Bros engaged in both efforts
27.03.04 @ AFIDVD Master Class
202
•• Technology FeaturesTechnology Features–– 0.1mm thickness cover layer0.1mm thickness cover layer–– 1.1mm thickness substrate1.1mm thickness substrate–– 0.85 NA objective lens0.85 NA objective lens
•• Capacity for Pre-recorded MediaCapacity for Pre-recorded Media–– 25GB single layer25GB single layer–– 50GB dual layer50GB dual layer
Blu-ray Disc Founders Proposal
0.4mm separation
0.85NA lens
0.1mm Dual Layer option
1.1mm substrate thickness
Λ=405nmBlue Laser
Cartridge required
27.03.04 @ AFIDVD Master Class
203
DVD Forum Proposal (HD-DVD)
0.65NA Lens
0.6mm Dual Layer option
Λ=405nm
1mm separation
0.6mm substrate thickness
Blue Laser
•• Technology FeaturesTechnology Features–– 0.6mm thickness cover layer0.6mm thickness cover layer–– 0.6mm thickness substrate0.6mm thickness substrate–– 0.65 NA objective lens0.65 NA objective lens
•• Capacity for Pre-recorded MediaCapacity for Pre-recorded Media–– 15 GB single layer15 GB single layer–– 30 GB dual layer30 GB dual layer
27.03.04 @ AFIDVD Master Class
204
Selecting a Physical Media• Blu-ray
– Larger data capacity than HD-DVD– Currently using only MPEG-2 in application layer, which will fit roughly 140 minutes on
a single layer, 25GB disc– Reduction of cover layer to 0.1mm makes discs more susceptible to damage
compared to HD-DVD
• HD-DVD– DVD Forum to select advanced compression scheme to enable longer playing time on
15GB and 30GB discs• Example: 12 Mbps average data rate (audio/video/subtitles) yields run-time of 166
minutes on single layer, 15GB disc– Keeping current 0.6mm cover layer
• Studios still evaluating which physical format is most cost effective
27.03.04 @ AFIDVD Master Class
205
Video Compression Codec Candidates• MPEG-2
– Standardized in 1994– Used in current DVD (needed for legacy support)
• AVC (a.k.a. MPEG-4 Part 10, H.264)– Same quality at 40-50% of MPEG-2 bitrate– Standardized in ISO/ITU in December, 2003– Licensing terms still being worked out
• Microsoft Windows Media 9– Same quality at 40-50% of MPEG-2 bitrate– Standardizing in SMPTE as VC-9– Some companies claim Microsoft doesn’t own all of the intellectual property
in VC-9
27.03.04 @ AFIDVD Master Class
206
Audio Compression Codec Candidates• Dolby Digital – used in current DVD• DTS – used in current DVD• Dolby Digital Plus (DD+)
– Allows for higher/lower data rates– 32 kbps – 3 Mbps
• DTS++– Allows for higher/lower data rates– 64 kbps – 3 Mbps
• HE AAC– More efficient than DD+ or DTS++– No support in legacy A/V receivers
• MLP (Meridian Lossless Packing)– Currently used for DVD Audio– Only lossless candidate
27.03.04 @ AFIDVD Master Class
207
The Two Camps and the Codecs
• Blu-ray– MPEG-2 for video compression– Dolby Digital audio codec as mandatory– DTS audio codec as optional– Basically, same as today’s DVD
• DVD Forum– Feb, 2004: Provisionally adopted MPEG-2, AVC, and WM-9 for
video compression– Mandate for at least one lossless and at least one lossy audio
codec– Most likely will choose DD+ and MLP
27.03.04 @ AFIDVD Master Class
208
Timing of HD-DVD• Blu-ray HD-DVD recorders already being sold in Japan• HD-DVD Launch Criteria
– Technology readiness• Copy protection is the gating factor
– Number of HDTVs deployed with copy protected inputs– Market factors
• Best Guess on studio launch – 2006
27.03.04 @ AFIDVD Master Class
209
QUESTIONS and ANSWERS