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TV like you have never seen it before
IP TV spells Internet Protocol Television. But at Milia in Cannes, Ericsson defines it as Interactive Personalized TV. The point is that it is something much more than traditional TV in the internet.
April 5, 2006
Realizing the potential of the new technology telecom vendors, cable-TV suppliers and IT companies are battling to offer the best solutions for the two main pathways: mobile TV and fixed-line IP TV.
With people already watching TV on their mobiles, IP TV is beginning to emerge – and in Ericsson's view, it is not the same as traditional TV broadcasted over the internet, but interactive, personal TV, where the individual can, for example, choose screening times.
Per Nordlöf, responsible for Ericsson's mobile TV strategy, says: "Our main message at Milia is that mobile TV is a reality today, with 40 operators already providing mobile TV services via 3G networks.
"We also want to convey that 3G technology is continuously developing, which will improve the quality of mobile TV. HSDPA is very interesting in this context because it improves the quality of mobile TV even further, and reduces the costs involved for operators."
Mobile TV was developed along two paths: partly on broadcast TV such as today’s, which is picked up by TV receivers in a mobile; and partly as a service like others in a mobile operator’s network.
The leading technology for mobile TV is cellular technology, which uses existing handsets and mobile networks. This includes a unicast version, which is already offered by several operators today; as well as a broadcast version.
With Unicast, mobile users get the TV program on their own receiver channels, while broadcast involves the same program being sent over a common channel to several users in the same area. The broadcast version is called MBMS (Multimedia Broadcast and Multicast Services).
Ericsson’s solution is a combined unicast-broadcast system, with unicast already available, and MBMS trial systems starting in 2006, products in 2007 and volume sales in 2008.
When it comes to the fixed network, operators in many markets – but especially the US – face competition from cable-TV companies. These are offering triple-play services: TV, internet access and telephony. Telecom operators are countering this by offering something much more than just TV over the internet. Ericsson calls it interactive, personalized TV, where the user can choose what they want to see, when they want to see it. The user can also send video clips to a friend’s mobile and create new channels.
Mats Köhlmark, business strategist at Ericsson says: “We want to give IP-TV users an interactive and personal experience on all terminals.”
Fixed line and mobile TV will converge, and IMS (IP Multimedia Subsystem) is expected to be operators' main resource for controlling different services and guaranteeing the level of quality. An internal study by Ericsson shows that IP TV can be based on IMS.
He sees operators being able to offer solutions to a media world grappling with major economic problems. Pirate copying is increasing, TV advertising is experiencing increasingly poor returns on its investments and the entire industry is looking for new forms of distribution.
“With personal IP TV and mobile TV, the media industry can get the focused channels it is looking for,” Köhlmark says.
