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Technical Report Proposal:Technical Report Proposal:Models of Service pattern for

SmartTVTechnology Laboratory of 

Xinhua News AgencyXinhua News AgencyYigang Diao

Thomasfred@xinhua.org06/2013

BackgroundBackground

Application scenarios

Major technical requirement

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THE ECOSYSTEM OF THE ECOSYSTEM OF SMARTTVSMARTTV

SHOOTING ProcessingVideo on 

lineSecurity 

encryptionContent delivering

Receiverline encryption delivering

Copyright Owner

TVChannel EPG/OSContent

Aggregation Delivering Receiver Customer

New chain within industry of SmartTV

模拟电视服务 数字电视服务 互联网电视服务

Owner Channel Aggregation

ContentAggregation

The  emerging of New business pattern of SmartTVhas imposed pressure on the research of  SmarTV,: How to deal requires from content provider by terminal manufacture?

………..

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TV BUSINESS TV BUSINESS IN ENGLANDIN ENGLAND: : YOUVIEWYOUVIEW

Various web  VOD Scroll back TV Video searchingbrowser 

integrated

g

A TREND OF MERGING IS A TREND OF MERGING IS APPEARINGAPPEARING

Others

Internet Network/content Sports/Networks

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GEOFFREY MOORE’S THEORYGEOFFREY MOORE’S THEORY

3 5

4

1.5

2

2.5

3

3.5

Y 值

列1Receiver in early time

Users in early time34%

Users in Late time

0

0.5

1

0 1 2 3 4 5 6 7

Creator2.5%

y13.5% 34%

Users lagging behind2.5%

MERGING TREND OF MERGING TREND OF SMARTVSMARTV1.Merging from all media types

Merging trend in TV industry

types

2.Merging from TV 

and reality

6.Merging from TV and Web of things

3.Merging from TV and Web

4.Merging from TV and 

Networks

5.New Types of 

business of digital TV

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CONCEPTION FOR MERGING CONCEPTION FOR MERGING TREND IN SMART TREND IN SMART TVTV

Audio &Video

Information

Entertainment

Application Services

Lateralinteraction

Videocommunication

Videoportal

Video pushing

Applicationin Web of things

Email service on Smart  TV

Merging interaction

Market investigation

Searching Games on Smart TV

ShoppingonSmart TV

Advertisingon Smart TV

Bidirectionalinteraction

ProgramGuide

Karaoke Financial Application

Broadcasting BasicBroadcasting

Databroadcasting

EPGNavigation

SETTING UP B2BSETTING UP B2B‐‐2C MODE2C MODE

Users

？？

hiro2.iga@toshiba.

hiro2.iga@toshi

Content provider Integrator

Terminal manufactureCarrierNetwork

Manufacture

Service

Soft provider

？ba.co.jp

ba.co.jp

Service provider

Testing company

Chip manufactu

re

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A NEW MODE OCCURRING IN A NEW MODE OCCURRING IN TV STATION IN CHINATV STATION IN CHINA

Direct ContentDirect Broacasting

TV StationEntertainment 

Program

Content delivery

Service consulting

Web department in TV Station

Service Program

Interaction

A NEW MODE OCCURRING IN MEDIA A NEW MODE OCCURRING IN MEDIA ORGANIZATION IN CHINA: SLIDE SHOW ORGANIZATION IN CHINA: SLIDE SHOW AND OTHER BUSINESS ON SMART AND OTHER BUSINESS ON SMART TVTV

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A NEW MODE OCCURRING IN MEDIA A NEW MODE OCCURRING IN MEDIA ORGANIZATION IN CHINA: VIDEO AND ORGANIZATION IN CHINA: VIDEO AND 

OTHER BUSINESS ON SMART OTHER BUSINESS ON SMART TVTV

Government building

SchoolOffice buildingbuilding building

A NEW MODE OCCURRING IN MEDIA A NEW MODE OCCURRING IN MEDIA ORGANIZATION IN CHINA: ORGANIZATION IN CHINA: EE‐‐NEWSPAPER BROWSINGNEWSPAPER BROWSING

G t S Offi b ildiGovernment Square Office building

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PROBLEM  RAISEDPROBLEM  RAISED

• The content delivery is getting more flexible and interactiveflexible and interactive……

• How to cope with content provider, making SmartTV terminal a more comprehensive and intelligent environment to support different business patterns in time?bus ess patte s t e?

• Solution: Define major Service patterns and content interface on SmartTVterminal.

BackgroundBackground

Application scenarios

Major technical requirement

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SMART SMART TVTV PLAN OF A MEDIA PLAN OF A MEDIA ORGANIZATIONSORGANIZATIONS

Live programsmash-up

Programs for specific users

Video clips

Ri h t t

Format transform

Site access

Live telecastContent

sync

Format transform

Conents aggregationand delivery手机

E-commercials

Rich contentApplications

Based in Web2.0Interaction

Services

SMARTTVSMARTTV BUSINESS BUSINESS PLANPLAN OF A OF A MEDIA ORGANIZATIONSMEDIA ORGANIZATIONS

Operation

Aggregation

媒资管理系统

Control controlplatform

CDN CDN Peer

Advertising platform

Content recommendation

Delivery

CDN Peer

P2P

P2PTerminals

P2P

P2P

CDN PeerCDN Peer

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ADDING NEW VALUE TO TVADDING NEW VALUE TO TV（（11））

Content pushing ’

Integration and Liverpool fans are to mark th 100th bi thd f th basing on user’s

interests

• Broadcasting

across screens • Added-value

applications• Data mining• Consumer analysis

broadcasting of video, audio, text, pictures, captionswithin a program or

channel

the 100th birthday of the team's legendary manager Bill Shankly with a charity bike ride from Glasgow to 

Liverpool.

• Consumer analysis• Program booking• Lively

participation• User interaction• Marketing

BackgroundBackground

Application scenarios

Major technical requirement

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MAJOR STANDARDIZATION MAJOR STANDARDIZATION REQUIREMENTSREQUIREMENTS

1

• Solving problems of description and formalization for Service patterns of SmartTV

1

2

• Analysis, research and standardization of Service pattern and their content interfaces

3

• Informing SmartTV manufacture and ensure they have a robust development in cooperation with Content providers

Solving problems of description and formalization for Service patterns of SmartTV

VOD、BT、P2P

Music3G

Online payment

Shopping

IIMStream

22Ads

Photo sharing

Browser

Game

Games

Surveillance

Information

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1.Solving problems of description and formalization for Service patterns of SmartTV: 

Information Services

Solving problems of description and formalization for Service patterns of SmartTV: 

Clarifying value chain within Service industry of SmartTV

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Solving problems of description and formalization for Service patterns of SmartTV: 

Video metadata

2.Solving problems of description and formalization for Service patterns of SmartTV: Online payment

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On line Content

3.Solving problems of description and formalization for Service patterns of SmartTV: Photo Slideshow on SmartTV

Subscription Server

Server

CMS

Server Server

Terminal screens Terminal Screens Terminal Screens

Solving problems of description and formalization for Service patterns of SmartTV: 

Photo metadata, IPTC?......

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4.Solving problems of description and formalization for Service patterns of SmartTV: 

Searching Portal

5. Solving problems of description and formalization for Service patterns of SmartTV: 

Distance Education on SmartTV

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Clarifying Standards System describing Service patterns and content interfaces

Current Research1.Previous 

Research(Xinhua News Agency)；Agency)；

2.Establishing standardization group；

3.  Designate chief member of the group(May.31.2013)；

4.Making a proposal of  TR  and Chinese National St d dStandard;

5.Doing investigatation,research,testing ;

6. Standard publishing and implementation within terminal manufacture.

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• Thanks!