Note: SVOD = Subscription VOD. For e.g. HBO-On demand, Showtime On-demand etc.
Ø What is Video On-demand (VOD)?
VOD is a system which allows users to select and watch video content over a network as part of an interactive television system.
Noteworthy: Interactive television describes any number of efforts to allow viewers to interact with TV content as they view. It is sometimes called interactive TV, iTV, idTV or ITV. To be truly Interactive, the viewer must be able to alter the viewing experience (e.g. choose which angle to watch a football game), or return information to the broadcaster. This "return path" or "back channel" can be by telephone, mobile SMS (text messages), or cable. Cable viewers, who receive their programs via a cable, use integrated cable return path enabled platforms. By this, they use the same cable as a return path. Satellite viewers (mostly) return information to the broadcaster via their regular telephone lines. They are charged for this service on their regular telephone bill.
Ø What are the methods of VOD delivery?
o VOD systems work in two ways. These are either "streaming", in which viewing can start as the video streams over the Internet (or perhaps a cable network), or "download", in which the program is brought in its entirety to a set-top box before viewing starts.
o “All download” and some “streaming” video on demand systems allow the subscriber to pause, fast forward, fast rewind, slow forward, slow rewind, jump to previous/future frame etc. A large subset of VCR functionality can be provided as a result. For streaming systems this requires more effort on the part of the server, and may also require greater network bandwidth.
o It is possible to put video servers at MDU’s and cable head-ends, in which case they can provide very rapid response to users. Streaming video servers can also serve a wider community via a Wide Area Network in which case the responsiveness may be reduced. Nevertheless, it is possible to provide streaming VOD services over a wide area network. “Download” VOD services on the other hand, are practical to homes equipped with cable modems or DSL lines.
Ø VOD vs. Satellite and Cable networks
o VOD Services are now available in all parts of the USA. Streaming VOD systems are available from cable providers (similar to cable modem technology) who use the large downstream bandwidth present on cable systems to deliver movies and television shows. Users can typically pause, fast-forward, and rewind VOD movies due to the low latency and random-access nature of cable technology.
o For satellite providers on the other hand, the large distribution of a single signal (Satellite technology) makes streaming VOD impractical.; however, Echostar announced a plan to offer video on demand programming to PVR-owning (Personal Video Recorder.) subscribers of its DISH Network satellite TV service. In this arrangement, programs are automatically recorded on the PVR, after which the users can watch, play, pause, and seek at their convenience.
o Many satellite and cable companies are incorporating PVR functions into their set-top box, such as with DirecTiVo, Motorola 6xxx from Comcast, Moxi Media Center by Digeo (available through Charter, Adelphia, Sunflower, Bend Broadband, Comcast and other cable companies), or Sky Plus. In this case there is no encoding necessary in the PVR, as the satellite signal is already a digitally encoded MPEG stream. The PVR simply stores the digital stream directly to disk (PVR Set-Top box).
o Having the broadcaster involved with (subsidizing) the design of the PVR, and directly recording encrypted digital streams can lead to fancy features - like the ability to use interactive TV on recorded shows, pre-loading of programs etc. Unfortunately this can also lead to too much control by the broadcaster - like denying the ability to skip adverts and automatically expiring recordings after a time determined by the broadcaster.
Ø Why is “On-Demand” important for the Private Cable Operator?
o
The quadrant below establishes
four likely scenarios of the importance of VOD (i.e. true Interactive TV) as it
relates to a) Programming Networks
b)
Cable Operators and c) The consumer. The quadrant also highlights VOD as the more
sustainable application as opposed to PVR (Personal Video Recorder).
VOD QUADRANT
Note: SVOD = Subscription VOD. For e.g. HBO-On demand, Showtime On-demand etc.
Ø What’s available for the Private Cable Operator?
There are currently a number of VOD vendors that sell hardware and software for delivering VOD. In some cases, these vendors have formed marketing partnerships with content/ programming networks to provide cable operators with a one-stop shop solution. A few of the vendors that IMCC recently employed to present at the annual conference in Atlanta included Concurrent, DaveTV and ViewNow. Their individual offerings and points of contact are available upon request.
Ø What’s today’s conclusion?
Most of the VOD systems on the market today are
being researched by the IMCC in order to provide its members with a “right
fit”. The findings so far indicate that most of these vendor solutions have
not been tailored (technologically and financially) to meet the needs of
small-to-medium sized PCO’s. As a result, the IMCC is feverishly exploring a
befitting solution for its PCO members, in the coming months. Please direct all
inquiries for updates to the IMCC BOD member responsible, Edward
Villars of Capanis Networks. (http://www.capanis.com).