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[Monday at NAB]
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What Broadcasters Need to Know about IPTV
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by Sanjay Talwani,
~ April 14, 2008
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TV TECHNOLOGY
TELECOM2008
IPTV has evolved from marginal curiosity to the brink of major impact in multichannel video, phone data delivery.
Its boosters say the technology promises not just a competitive pipeline, but a major structural change in the economic models of providing content to consumers.
“What I’ve seen this year is a quantum leap in the fleshing out of how IPTV is different from linear cable and broadcast,” said John Abel, partner at Team Lightbulb, cosponsor of the Telecom 2008 Conference at the NAB Show. “The place where we’re seeing the most immediate impact is advertising — much more interactive and personalized, giving consumers greater ability to click on advertising and get instantaneous reaction.”
The four-day conference kicks off today with the money question, “The Business of IPTV,” 8 a.m.–5 p.m.
Knowing viewers’ media habits will become enormously valuable, Abel said, promising big changes in traditional revenue structures of shotgun-approach advertising in traditional cable, satellite and broadcast. And the notion is gaining interest.
CATCHING ON
“IPTV was the number one searched term and one of the most popular segments during last year’s NAB Show and we’ve seen a huge demand for ongoing education and information,” said Chris Brown, executive vice president of conventions and business operations at NAB.
It’s not just technology people driving the massive increase in advance registration for the conference, Abel said. More content companies, ad agencies and traditional broadcasters are seeing more and more potential in the nonlinear IPTV world.
“If we know something about individual viewers from previous interactions with them, then we can tie a lot of this advertising more directly to them, and the value of the end-user skyrockets,” said Abel. “This is a dramatic change.”
Carriers, technology suppliers and content providers will bring their experiences and explore the challenges of real-world IPTV to the conference. Topics will range from content deals to set-top boxes, regulatory issues and the lessons of Verizon and AT&T.
The time and cash question will rise at 9 a.m. with “Lessons Learned About Installing Home Networks for Triple-play IPTV Services,” followed by David Hunt, a 30-year veteran working on the North American IPTV implementation of Conklin-Intracom, with “Using Real-Time Feedback to Generate IPTV Revenue” at 9:40 a.m.
Curtis Howe, chief executive officer, Mariner Partners, will offer “Best Practices in IPTV Integration” at 10:25 a.m.
IPTV KNOW HOW
A panel on HD-over-IPTV starts at 11:10 a.m. Tim Owens of Cronin Communications, Walt Davis of IP-Prime (part of SES Americom) and Ian Jefferson of Entone will square off in a panel discussion, “HD Programming Deliver for Bandwidth- and Budget-Constrained Telcos.”
Walter McCormick, president and chief executive officer of USTelecom, will keynote the conference with “State of Broadband: Next-Generation Networks and the Future of Entertainment,” 1:15 p.m.
Fred Ellis of SecureMedia will give some practical tips in his presentation, “IPTV Know How: From Rapid Deployment to Consumer Enjoyment” at 2:45 p.m. Rich Moran of NEC Corp. of America follows with “Carrier Perspec-tive: Elements of a Healthy IPTV Ecosystem” at 3:30 p.m.
Finally, attendees can learn the latest developments in trying to acquire the programming from local broadcasters: Rebecca Duke of Lin TV will offer perspective along with attorney John Hane in “Retransmission Agreements: What Every Telecom Company Needs to Know,” 4:35–5:30 p.m.
The Business of IPTV is just one of four tracks in Telecom 2008.
Telecom technology papers — several dozen 20-minute presentations — will be on tap Tuesday and Wednesday. “IPTV — It’s About the Content” also runs Tuesday and Wednesday.
Thursday, best-selling author Steven Shepard will present his ideas for successfully managing your legacy and next-gen networks in “Telecom Crash Course.”
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