Cross Platform Delivery
Issues, Opportunities and Challenges
Professor Dennis F. Kehoe
LJMU Presentation, 24th April 2013
Agenda
• Introduction
• Background to cross-platform Local TV
• Digital opportunities
• Technical, business and distribution challenges
Professor
F. Kehoe
Denholm Dennis
Logistics
LJMU Presentation, 24th April 2013
AIMES Introduction
• AIMES is a Cloud Services Provider spun
out of the University of Liverpool to exploit
the business opportunities from utility/
grid/cloud computing.
• AIMES hosts a number of media
platforms including the Bay TV IPTV
service.
• AIMES recently invested £2m in new data
centre facilities at Kilby House.
• AIMES infrastructure includes high
capacity fibre network, large scale
compute and storage resources and
highly resilient data centre capacity.
Professor
F. Kehoe
Denholm Dennis
Logistics
LJMU Presentation, 24th April 2013
Background – Local TV
"Birmingham Alabama has eight local TV
stations, despite being a quarter of the size
of our Birmingham that… doesn't even
have one." Jeremy Hunt, Former Secretary
of State for Culture, Olympics, Media and
Sport
" The Pothole Paradox and why local TV is
destined to fail….. there are many things in
our lives that are considered newsworthy,
but the very nature of these events mean
that they are only newsworthy to a limited
number of people.." The Economist
Professor
F. Kehoe
Denholm Dennis
Logistics
LJMU Presentation, 24th April 2013
Background – the Second Screen
The number of U.S. mobile subscribers
watching video on their mobile devices rose
more than 40 percent year-over-year
between 2010 and 2013.
Projected growth in mobile video advertising
over the period 2010 to 2015 is 1000% for
national and 4000% for local advertising.
In the UK currently TV viewed on other
devices is a small part of total viewing
according to BARB. This data in terms of
on-line consumption represents either a
huge anomaly or a huge opportunity
Professor
F. Kehoe
Denholm Dennis
Logistics
LJMU Presentation, 24th April 2013
Background – Digital Landscape
US Local TV channels deliver four “killer
apps”;
• News
• Sport
• Weather
• Travel
Services are streamed live with pre-reel
and conventional web advertising.
34 million people watch BBC TV news
every week - the highest figure since 2006.
Live linear is still the core of television
viewing today, accounting for about 85% of
total viewing across all devices and 89% of
total television viewing
Professor
F. Kehoe
Denholm Dennis
Logistics
LJMU Presentation, 24th April 2013
Opportunities – Demand
• Live video follows the traditional TV viewing pattern.
• This might change as mobile operators provide faster
cheaper access to data.
• Video streaming services must track this usage pattern
to maximise returns.
• Making use of cloud scaling architecture is essential.
SRC - http://downloads.bbc.co.uk/mediacentre/iplayer/iplayer-performance-jan13.pdf
Professor
F. Kehoe
Denholm Dennis
Logistics
LJMU Presentation, 24th April 2013
Opportunities – Reach
Global brands with an extended reach to over 100m people
Professor
F. Kehoe
Denholm Dennis
Logistics
LJMU Presentation, 24th April 2013
Opportunities – Focus
“I know that half of my advertising dollars are wasted ... I just don’t know which half.”
(John Wanamaker, the father of modern advertising)
Analytics tools
Captured Data
Targeted Content Delivery
“Studio”
Community
Suite
Hosting
Platform
Live TV
stream
PC via
fixed
line
Mobile
devices
Mobile
devices
C-MAP Project;
The Community-Media
Analytics Platform:
Professor
F. Kehoe
Denholm Dennis
Logistics
LJMU Presentation, 24th April 2013
Geo Cloud Bursting
Private Cloud
Delivery
Transcode
Live Feed
ONE Project;
OurNet Everywhere
Platform
Professor
F. Kehoe
Denholm Dennis
Logistics
HLS
Flash
Web
m
Other
Management
End Users
Advertisement Generation and
tracking
Analytics
Challenges – Technical
Highly Redundant Platform
LJMU Presentation, 24th April 2013
Challenges – Business Models
Revenue model based upon user
transactions rather than conventional
advertising or subscription models
Trials suggest micro-revenue model
scales quickly when driven by
community relevant content and usage
Partnership with BT Openreach
to deliver OurNet services in
conjunction with L-DTPS
content to RSL’s with over 4m
homes in the UK
Professor
F. Kehoe
Denholm Dennis
Logistics
LJMU Presentation, 24th April 2013
Challenges – Distribution
Home
OurNet Project;
The Community IPTV
Platform:
AIMES
VDSL Delivery
Tablet TV
Professor
F. Kehoe
Denholm Dennis
Logistics
Streaming Media Stack
LJMU Presentation, 24th April 2013
SUMMARY
• Local TV presents opportunities for cross platform distribution
which addresses the “pothole paradox” through providing new
demand, new reach and new mechanisms for audience targeting
• “Crown Jewel” services of News, Sport, Weather and Travel are
ideal content to drive cross platform consumption of local media
output and to provide new business models around users analytics
and transaction-based services
• Projects over the past 12 months to overcome the technical
challenges around scalable streaming, sentiment analysis and
micro billing have led to the development of new platforms suitable
for L-DTPS services
• AIMES investment in a new 1.5MW resilient cloud computing
campus here in Liverpool has been made to help exploit these
new opportunities
Professor
F. Kehoe
Denholm Dennis
Logistics
LJMU Presentation, 24th April 2013
Questions and Answers