What is IPTV ?

IPTV (Internet Protocol Television) is a system where a digital television service is delivered by using Internet Protocol over a network infrastructure, which may include delivery by a broadband connection. A general definition of IPTV is television content that, instead of being delivered through traditional broadcast and cable formats, is received by the viewer through the technologies used for computer networks.

For residential users, IPTV is often provided in conjunction with Video on Demand and may be bundled with Internet services such as Web access and VoIP. The commercial bundling of IPTV, VoIP and Internet access is referred to as "Triple Play" service (adding mobility is called "Quadruple Play"). IPTV is typically supplied by a service provider using a closed network infrastructure. This closed network approach is in competition with the delivery of TV content over the public Internet, called Internet Television. In businesses, IPTV may be used to deliver television content over corporate LANs.



Protocols







IPTV covers both live TV (multicasting) as well as stored video (Video on Demand VOD). The playback of IPTV requires either a personal computer or a "set-top box" connected to a TV. Video content is typically compressed using either a MPEG-2 or a MPEG-4 codec and then sent in an MPEG transport stream delivered via IP Multicast in case of live TV or via IP Unicast in case of Video on Demand. IP Multicast is a method in which information can be sent to multiple computers at the same time. The newly released (MPEG-4) H.264 codec is increasingly used to replace the older MPEG-2 codec.

In standards-based IPTV systems, the primary underlying protocols used for:

Live TV is using IGMP version 2 for connecting to a multicast stream (TV channel) and for changing from one multicast stream to another (TV channel change).

VOD is using the Real Time Streaming Protocol (RTSP).

Currently, the only alternatives to IPTV are traditional TV distribution technologies such as terrestrial, satellite and cable. However, cable can be upgraded to two-way capability and can thus also carry IPTV.

NPVR (network-based Private Video Recorder)

Network Personal Video Recording is a consumer service where real-time broadcast television is captured in the network on a server allowing the end user to access the recorded programs on the schedule of their choice, rather than being tied to the broadcast schedule. The NPVR system provides ultimate time-shifted viewing of broadcast programs, allowing subscribers to record and watch programs at their convenience, without the added expense and maintenance needed for a hard drive-equipped set-top box. It's like having a PVR built into the network. In this way, services usually provided by popular consumer electronics hardware can be offered as network services. Subscribers can watch what they want, when they want, without needing yet another device or remote control.



Advantages

The IP-based platform offers significant advantages, including the ability to integrate television with other IP-based services like high speed Internet access and VoIP.

A switched IP network also allows for the delivery of significantly more content and functionality. In a typical TV or satellite network, using broadcast video technology, all the content constantly flows downstream to each customer, and the customer switches the content at the set-top box. The customer can select from as many choices as the telecomms, cable or satellite company can stuff into the “pipe” flowing into the home.

A switched IP network works differently. Content remains in the network, and only the content the customer selects is sent into the customer’s home. That frees up bandwidth, and the customer’s choice is less restricted by the size of the “pipe” into the home. This also implies that the customer's privacy could be compromised to a greater extent than is possible with traditional TV or satellite networks.

Interactivity

An IP-based platform also allows significant opportunities to make the TV viewing experience more interactive and personalized. The supplier may, for example, include an interactive program guide that allows viewers to search for content by title or actor’s name, or a picture-in-picture functionality that allows them to “channel surf” without leaving the program they’re watching. Viewers may be able to look up a player’s stats while watching a sports game, or control the camera angle. They also may be able to access photos or music from their PC on their television, use a wireless phone to schedule a recording of their favorite show, or even adjust parental controls so their child can watch a documentary for a school report, while they’re away from home.

VoD

VoD stands for Video on Demand. VoD permits a customer to browse an online movie catalogue, to watch trailers and to select the movie he wants to watch. The playout of the selected movie starts nearly instantaneously on the customer's TV or PC.

Technically, when the customer selects the movie, a point-to-point unicast connection is set up between the customer's decoder (SetTopBox or PC) and the delivering streaming server. The signalling for the trick play functionality (pause, slow-motion, wind/rewind etc.) is assured by RTSP (Real Time Streaming Protocol).

The most common codecs used for VoD are MPEG-2, MPEG-4 and VC-1.

In order to avoid content piracy, the VoD content (the movie) is generally encrypted.


Triple Play

Traditionally, TV has come down one wire cable TV or a terrestrial antenna, the telephone has used another (the Plain Old Telephone Service - POTS), and the Internet has been available on either. Both cable operators and telco operators are starting to offer all three on one wire, which is more cost effective. Triple play is an expression used by service operators describing a bundle of telephony, data and video via a single connection. Triple play also refers to the combination of three services (typically Video, Voice and Internet) bundled together to entice customers to purchase all three products at a reduced rate. A quadruple play bundle usually includes a wireless component.

IPTV based Converged Services

Another advantage of an IP-based network is the opportunity for integration and convergence. Converged services implies interaction of existing services in a seamless manner to create new value added services. One good example is On-Screen Caller ID, getting Caller ID on your TV and the ability to handle it (send it to voice mail, etc). IP-based services will help to enable efforts to provide consumers anytime-anywhere access to content over their televisions, PCs and cell phones, and to integrate services and content to tie them together. Within businesses and institutions, IPTV eliminates the need to run a parallel infrastructure to deliver live and stored video services.


Limitations

Because IPTV requires real-time data transmission and uses the Internet Protocol, it is sensitive to: a) packet loss and delays if the IPTV connection is not fast enough; or b) picture break-up or loss if the streamed data is unreliable. This latter problem has proved particularly troublesome when attempting to stream IPTV across wireless links. Improvements in wireless technology are now starting to provide equipment to solve the problem.


An Operational Strategy for Scalable IPTV Operations


As Internet protocol television (IPTV) moves out of the technology lab, a number of global communications companies have become actively involved in commercial launch efforts. The urgency of these efforts is mounting as market share losses to cable telephony and VoIP providers escalate. Despite this urgency, successful IPTV deployments remain elusive.

As the network technologies and related integration techniques improve, leading communications companies increasingly focus on the operational aspects of IPTV services as key factors in an effective commercial launch. The challenge is to meet entrenched consumer expectations of system reliability and customer service while containing IPTV-related operating expenses.

Deployment Challenges

* Consumer expectations—IPTV consumers are intolerant of service glitches; services must be launched with consumer-friendly operations that consistently deliver the desired level of service to the customer.
* Extensive operational changes—IPTV deployment requires pervasive changes to the tools, structures, staffing, training, measurement, and reward systems used to manage telephony and high-speed Internet (HSI) services.
* Risk of "trial and error" approaches—Developing IPTV operations from a blank slate can incur unacceptable delays, risks, and costs through trial-and-error testing and iteration. These methods usually fall short of required operational performance, severely limiting scalability, delaying commercial launch, and creating excessive operating expenses and brand risk for the service provider.
* Technology factors mask operational issues—IPTV operational challenges are often entwined with—and masked by—better-known networking challenges. Many service providers experience unexpected difficulties with service provisioning, consumer complaints about service quality and reliability, and overwhelming help desk and repair costs.

The affected processes include the following:

* Service provisioning (order to installation)
* Service assurance (preventive and corrective)
* Network assurance and network change management
* Video head-end management and content management

Service Provisioning Challenges
The service provisioning process must manage the following interdependent streams of activity:

* Change-out of telephony feature set and pricing
* Loop rearrangements and conditioning
* Removal and rebuilding of broadband service and provisioning
* Activation and installation of home network and IPTV applications

Further, this must be accomplished without unacceptable disruption to the consumer's telephony or broadband service.

The end-to-end process may also span several business units whose procedures must be adapted to accommodate IPTV and triple-play operations. These assets are usually not integrated into a reliable end-to-end IPTV service provisioning process. With limited visibility of the end-to-end process, process failure is often not detected until downstream activities are visibly impacted.

In the absence of effective operational practices, order fallout rates can exceed 50 percent; up to 30 percent of installations may require a second truck roll to complete the installation. Even when the installation appears to be completed, the service provider may receive additional help desk calls within 30 days of the installation.

IPTV Service Provisioning – An Operational Strategy
To minimize the provisioning challenges of deploying IPTV, service providers need a strategy that encompasses methodologies, templates, and tools specifically tailored to the needs of IPTV services.

This strategy integrates several key elements, including the following:

* Clear understanding of requirements—IPTV service providers need a clear definition of the operational targets for IPTV in order to organize and execute development activities toward those targets.
* Well-defined processes—IPTV service provisioning process flows, error checks, and related process measures should be assembled into a centralized workflow-management tool.
* Trial and test frameworks—Once processes are developed, coordinated testing of the operational process will enable the operator to assess readiness for market trial and launch.

IPTV Operational Elements
In addition to the common issues involved in network convergence, there are five areas, as follows, in IPTV service fulfillment that are critical to a successful IPTV deployment:

* Service provisioning and verification—Creation of detailed process modeling to enable the effective management of key IPTV processes, including the following:
o Successful collection of all required customer information
o Order creation, configuration, and provisioning of the customer IPTV service
o Customer site survey, service verification, and troubleshooting techniques
* Customer trouble resolution—Management of the collection of detailed trouble information for the sectionalization and disposition of all customer trouble ticket preparation, to do the following:
o Reduce call holding time
o Decrease trouble ticket resolution times
o Reduce repeat dispatch of technicians
o Reduce repeat customer trouble calls
* Content management—Managing content for IPTV services, including the following:
o Reconciliation and integration of IPTV video service billings and content charges from content providers
o Video monitoring to ensure billable content availability
o Managing content provider contracts
o Many other functions new to communications providers
* Head-end management—Encompassing the design and management of IPTV processes, including the following:
o Channel lineup correlation and frequent additions/changes
o Simultaneous substitution
o Closed-captioning
o Daylight savings time change
* Change management—Enabling IPTV-specific functionality to manage changes in the following:
o Underlying infrastructure (e.g., video middleware, DSLAMS to IPTV DSLAMS, modems, gateways, central office wiring, head-end components, servers and databases)
o Video and audio content (channel changes, program reception, and encoder configurations)
o Web content, upgrades, and much more

Effective IPTV Service Provisioning – Key Outcomes
A strategic, planned approach to IPTV deployment can enable IPTV service providers to implement efficient IPTV service provisioning while reducing the risks, costs, and delays of developing "from scratch."

In addition, a strategic process provides a foundation for further operations design and optimization, further reducing design cost and time. This helps ensure the key IPTV provisioning requirements are captured and increases the success rate on installations.

This strategy also helps create a consumer-friendly IPTV service provisioning process that can be tuned and augmented as volumes grow without throw-away investment. Using a repeatable, controlled process improves order completion, reduces order fallout and rework, and generates positive customer experiences. Start-up costs are contained, and scalability enhancements can be phased in as needed over time.

Labels: Technology

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