Connected Devices: Boon for Cable?
New technology integrations pave way for IP delivery
By Glen Dickson -- Broadcasting & Cable, 6/28/2010 12:01:00 AM
“We really look at this as the testing phase, as the audience is pretty small,” Daniels says.
Turner and NASCAR Media Group began planning 3D coverage of the Daytona, Fla., race about four months ago. Turner has been working with 3D camera specialist 3ality Digital to find the best angles for NASCAR coverage, including testing at a race earlier this month in Sonoma, Calif. It will use about six cameras for the 3D production, compared to the 40 or 50 used for conventional HD coverage, placing them in low trackside positions as well as along pit row.
“Anything in pit row is really cool, as the camera motion is low and you have a lot of foreground and background elements,” Daniels says.
But the quick camera pans typical in NASCAR coverage don’t work in 3D, as they “make you feel like throwing up,” Daniels notes. And while shots from conventional high camera positions don’t create an uncomfortable sensation, they also don’t give the desired 3D effect of depth.
“We have to figure out how to tell the story without height,” says Daniels, who adds that Turner will likely use conversion technology to incorporate some conventional 2D camera feeds.
The race will be carried in 3D by DirecTV and cable operators Comcast, Time Warner Cable and Brighthouse Networks. It will also be streamed in 3D through “TNT RaceBuddy” on NASCAR.com , where it can be watched with a 3Dcapable PC or laptop and accessory glasses.
“The technological potential is there, and it actually works and looks good,” Daniels points out. “By the time 3D [reaches] critical mass…I’m not sure every TV won’t be a computer five years from now.”
Cable programmers have also eyed such devices warily, as they don't want to disrupt their well-entrenched business of collecting subscriber fees from operators for their content. That's why cable's current TV Everywhere initiative will allow paying subscribers to watch cable network programming on-demand on their computers or mobile devices, but not on connected TVs.
But announcements made last week by two technology firms with close ties to the cable industry may signal a shift in cable's thinking. Clearleap, a venture-backed Atlanta company that provides content-ingest, transcode and management services to cable operators, said it will work with Roku to let cable operators deliver VOD movies to Roku's popular broadband-enabled set-top. And Comcast subsidiary thePlatform, which manages the Web efforts of many large cable programmers, announced that its video publishing system will now deliver content to a number of IP-connected devices. These include Roku and Boxee set-tops, TVs and Blu-ray players from various manufacturers equipped with Vudu's online movie service, and devices equipped with search giant Google's planned Google TV software platform.
Clearleap CEO Braxton Jarratt says that instead of fighting against the "over-the-top" threat that connected devices represent, cable operators are considering how they can get a foothold in the interface of devices like the Roku box. While Jarratt doesn't believe that consumers who are buying Roku boxes are cutting their cable subscriptions, he says many find the interfaces of such IP-based devices easier to use than cable VOD. That is why Clearleap wants to create a "branded channel" for cable operators on the Roku box.
"The notion is you're already starting to lose that customer who's connected a Roku box," Jarratt says. "But instead of having them go to Netflix or Amazon Video On Demand, why not put your content right next to it? Now they can go to you for new-release movies."
The strategy of cable programmers is similar regarding connected devices, according to Marty Roberts, thePlatform's VP of sales and marketing. Programmers view them as a complementary, not alternative, delivery path to traditional cable channels.
"It's how do we drive more video views and grow the audience numbers?" Roberts says. "We're just expanding the distribution options on content for our customers."
Roberts notes that the content that will be made available to connected devices by thePlatform will be different from the high-value programming offered through TV Everywhere initiatives like Comcast's Xfinity online service, for which thePlatform is a key vendor. "Some of it is broadcast content, some of it is promotional content, and some of it is old library content," Roberts says. "It's out of the windows that anyone would care about."
Roberts adds that the same advertising loads and ad policies that apply to current Web content would extend to that content when it's delivered through a connected device. As the number of connected devices grows, they will gradually become more important to programmers.
"The interesting thing for the content providers we work with," Roberts says, "is that over-the-top presents new opportunities to monetize their archive."
E-mail comments to email@example.com
“SMART TV” means more peering into our privacy. No thanks. I use seetvpc.com which has been out for a couple years. No ads and No privacy peering issues.. Don’t trust these smart tv providers. They store all of your activity forever and will soon know more about you than you do about yourself.
JenniferWeb - 6/28/2010 1:44:02 PM EDT
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