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1

2 The Future of Broadcasting Going forward, the broadcasting industry must leverage Local Content Brand Sales contacts Un-tethered nature It s wireless (before wireless was cool)! 2

3 Leveraging Wireless The goal: Reach devices that move! 3

4 ATSC Mobile DTV A standard for delivery of real-time and non-real-time television content and data to mobile and handheld devices ATSC Mobile DTV services are capable of being carried in existing DTV broadcast channels ATSC Mobile DTV is backwards compatible The presence of these services do not preclude or prevent operation of current ATSC services in the same RF channel or have an adverse impact on legacy receiving equipment All Sho ws Liv e TV My Fav es 4

5 ATSC Mobile DTV Applications Potential applications include Free (advertiser supported) services Non-real-time content download for later playback Mobile and handheld subscription-based TV, such as Video-on-demand (VOD) Pay-per-view (PPV) Electronic sell-through (EST) services Traffic/navigation data for in-vehicle use 5

6 Presentation Layer AVC h.264 video coding HE-AAC V2 audio coding Rich Media Environment Closed captioning ATSC Mobile DTV System Management Layer Transport Internet Protocol Streaming and non-real time file transfer NRT under development in ATSC Electronic Service Guide - based on OMA BCAST Physical Layer RF transmission and forward error correction Compatibility with legacy 8-VSB receivers/decoders 6

7 A/153 Document Set Part 1 Mobile/Handheld Digital Television System Part 2 RF/Transmission System Characteristics Part 3 Service Multiplex & Transport Subsystem Part 4 Announcement Part 5 Presentation Framework Part 6 Service Protection Part 7 Video System Characteristics Part 8 Audio System Characteristics 7

8 A/153 Document Set Part 4 OMA BCAST Service Guide Part 5 RME S13-1 NRT Part 8 Part 7 CEA 708 AFD Part 3 FLUTE Part 6 HE AAC v2 AVC Signaling Channel Service ALC/LCT NTP Time Service Rights Issuer Object STKM RTP/RTCP Part 3 UDP Part 3 IPv4 FIC RS Frame Part 2 M/H Physical Layer 8-VSB RF A/53 8

9 Channel listings for simple signaling Mission-Critical Tools Discovering available services for planned viewing or impulse viewing Electronic Service Guide Discovering available services for planned viewing or impulse viewing What s on now / next / later? Subscriber Interactions Security, simple permission (OMA BCAST DRM Profile), IP security / keys, billing-enabled services, subscription/one-time/pre-paid options 9

10 Rich Media Environment Mission-Critical Tools RME is a powerful means to script non-persistent applications (interactive and other) that are device-resident RME provides for graphical overlay and access to other applications Viewer data collection Passive/active audience measurement, opt-out And, of course, the expected services Live TV, live audio, clipcasting, datacasting, traffic, weather, news, and sports 10

11 Bandwidth Allocation Example - HD ~0.3 Mbps ~4-6 Mbps PSIP services 2-3 mobile video services ~13-15 Mbps High-definition primary network programming Available bandwidth = 19.4 Mbps 11

12 Bandwidth Allocation Example - SD ~0.4 Mbps PSIP services ~11-14 Mbps 5-8 mobile video services ~2-4 Mbps Additional SD multicast(s) ~3-4 Mbps Standard-definition primary program Available bandwidth = 19.4 Mbps 12

13 ATSC Mobile DTV on the Air OMVC is launching an ATSC Mobile DTV consumer showcase the Washington D.C. market Part of a continuing effort to accelerate commercialization of mobile DTV services At least seven broadcast stations participating Core objective is to characterize consumer behavior, attitudes, and expectations OMVC has launched a Model Station project for technical research and development Enables manufacturers to develop and test products that meet broadcaster, electronics manufacturer and consumer requirements 13

14 ATSC Mobile DTV Receivers A wide range of receiving devices is envisioned Handheld entertainment devices Laptop computers Mobile phones 14

15 New Work on ATSC Mobile DTV Scalable full-channel option Looking forward to new applications and services beyond what the initial mobile system could enable, work has begun on an extension of the ATSC Mobile DTV system that enables use of up to the full channel bandwidth for mobile services This work is intended to add increased capacity in a scalable manner up to the complete channel bandwidth Scalable channel receivers will be able to receive A/153 transmissions by virtue of forward compatibility of the extended technique A/153 receivers will be able to continue to receive the portion of scalable channel transmissions that will remain backwardly compatible No adverse impact on existing and future A/53 receivers 15

16 New Work on ATSC Mobile DTV ATSC is working to develop a broadcast station infrastructure communications standard Current efforts are focused on developing appropriate documentation to facilitate transport of standardized ATSC Mobile DTV data and metadata across various studio-to-transmitter links Because of the current roll-out of ATSC Mobile DTV services, this program is on a fast-track to completion 16

17 ATSC Mobile DTV at NAB 2010 For More Information Mobile DTV Marketplace in the Grand Lobby of the LVCC Mobile DTV Pavilion in the South Hall of the LVCC Tech Zone in the South Hall of the LVCC 17

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