Project: iTV FTA
Codename: “Immersive”
Project Owner: The iTV Company Pty. Ltd.
Project Partners: confidentia;
Start Date: April 2007
Free to Air, Interactive Television Platform for Australia.
1.0 Project Overview
The immersive project aims to distribute content via a standards-orientated interactive platform to TV’s, to provide a mechanism for Free to Air broadcasters and other channel providers to compete with pay-tv, PC Internet and other similar platforms.
iTV content is defined as audio / video and computer software (HTML, JAVA, etc.) that is compiled into a presentation that can be manipulated by an end-user via a “remote control”.
The immersive project will produce a system and methodology to generate iTV channels and content, distribute iTV content securely within a distribution environment (ie: Australian Broadband Network) and view / interact with content create, on a standard advanced set-top box.
Commercially, the immersive project will demonstrate a “free to air” styled IPTV/Digital TV service, via a Set-Top Box that will enable viewing of a free to end-user, interactive content.
The principle distribution of iTV will be paid by the broadcasters via advertising revenue, as an extension to the existing FTA Business Model. The system will however, be capable of delivering additional “iTV” services that incorporate end-user fee (“premium services”) orientated business models.
Background: The convergence of video media business systems.
Free to air broadcasters have been steadily losing their audience to other applications and services that utilise the television, over the past decade. This has produced a range of issues for free to air broadcasters, the most worrying of such is an effective attack upon their core revenue drivers – advertising.
If FTA’s do not receive advertising dollars, then they are unable to provide quality content.
iTV provides the means to deliver “content portals”. Content portals are interactive domains, such as DVD menus, program sites and other interactive programming. A content portal separates the content titles assets from the rest of the iTV environment.
Each iTV Channel can cater for as many content portals as the iTV Channel provide wishes to create. Furthermore, links and overlays can be provided between the iTV content portal and a digital broadcast. Providing the means to leverage a standard broadcast, with interactive content.
End-Users are able to save content to the Set-Top Box. If a user saves a broadcast show, then it will appear within the content portals generated by the channel provider.
The technology systems will incorporate an advanced set-top box profile, an internet storage and distribution methodology, a content production and syndication process, metering profiles, as well as a means to facilitate other requirements as made necessary for the implementation of a “Broadcast” level technology solution.
The basis to the technology already exists, and has been ratified by international standards authorities such as the Internet Engineering Task Force (IETF), The European Telecommunications Standards Institute (ETSI), International Organisation for Standards (ISO) and the International Electrotechnical Commission (IEC).
The First Project commercialise these standards via the sales and development of an operational iTV platform.
2.0 Project Plan May / June 2007: Deliverables.
Within the next 2 months, The iTV Company Requires the following;
- Pre-sales contracts with customers for purchasing channels.
- A PR Campaign
- Technology Supply Agreements
- Technology Implementation Agreements
- A project plan, including technical specifications.
- Establishment of core staff, and operational management and growth strategy
- A prospectus, to raise further funds.
The estimated expenditure breakdown is as follows;
Within two months. The iTV Company aims to be in a position where the company can choose between establishing its own infrastructure or commercialising existing infrastructure.
Description of Deliverables:
The Prototypes will include the demonstration of a Interactive Television Experience, and the opportunities for Advertisers to create interactive spaces and immersive content to sell products and services in connection to TV entertainment.
The Pre-Sales will Include commercial agreements with all three Commercial Free to Air Stations, as well as a range of significant Internet portal players and other “premium content” providers for the purchase of an Interactive Channel. The agreements will feature a “call to action” that will ensure timely sales within the 2 month window.
Channel Providers will provide an amount up-front that will be put in escrow until the channel has been delivered.
A limited number of STB’s will be Sold. This may include a preferred partner (such as Nintendo or Teac) who provides the funds required to develop the First iTV Software Image. The project aims to give away STB’s, on a contracted basis. A ‘symbolic’ fee for obtaining it, and a mechanism to ensure they use it and a method to ensure they don’t break it and ask for another one.
Technology (Commercialisation Phase 1) will be design and project documentation, and acquisition of Technology licenses.