DVB-I and the future of television distribution

Certainly, market fundamentals have shifted in favour of this standard. Our first cost-of-living crisis in the digital subscription economy reminded everyone about the value of ‘free’. There is renewed interest in linear, as witnessed by investment in FAST (Free Ad-supported Streaming Television). The importance of super-aggregation reflects consumer desire to break away from app-to-app content navigation.

Next-gen free-to-air

The initial use cases for DVB-I are being defined by its biggest supporters, the broadcasters. They include creating a next-generation free-to-air experience complete with a network-agnostic programme guide that can help transition linear-centric viewers into streaming (whether in IP-only homes or during broadcast switch-offs). Streaming can be used for channel-level innovation like UHD, next-gen audio, pop-up and thematic channels, etc.

At a high strategic level, DVB-I could give broadcasters security of carriage – and guarantees of prominence even without regulation – via their Logical Channel Numbers (LCN). That is a comfort when app positions must be paid for and renegotiated.

Ireland’s free-to-air platform Saorview is running a second DVB-I PoC as part of a wider examination of what a next- generation hybrid broadcast–broadband platform should look like. Jim Higgins, Brand Compliance and Business Development Manager, says: “We want to stay with our audience and serve them where they are with something they are familiar with. DVB-I is a technology that allows a continuity of universal access and prominence, and gives broadcasters the ability to reach audiences in a competitive landscape.”

Changing demographics in Ireland mean more people are living in apartments without DTT reception, providing an incentive to investigate a solution that allows broadcast or streaming to share the same EPG channel number. Frank Heineberg, VP Standards & Innovations at RTL Technology, who is co-leading the DVB-I taskforce at Deutsche TV-Plattform, sees DVB-I as a way for broadcasters to progress their transition towards more streaming, in particular reaching a new generation of consumers who have neither DTT nor cable reception.

Asked what DVB-I adds when a broadcaster already has its own app, Heineberg answers: “The prospect of high technical reach for linear IP streams on all TV sets on the basis of an open standard.”

Sunsetting DTT

DTT spectrum loss (anticipated or actual) has been one motivation for investigating DVB-I in Italy and Peter MacAvock, former DVB Project Chair, says: “Different territories are discussing the role an internet-centric system like DVB-I could play by facilitating seamless access-network switching between broadcast and broadband. This would be a necessary condition for the sunsetting of extensive DTT-only platforms.”

In the UK, where regulator Ofcom has set out three possible scenarios for the future of television distribution, including full DTT switch-off, Freely provides the broadcaster-friendly, linear- first UX where each LCN can be served with either a broadcast or streamed version of the same channel, albeit without using DVB-I. This new service shares the same objectives as continental broadcasters, including a roadmap for IP- only homes or an all-streaming country.

Freely is a unique beast, however, backed by an operating company (Everyone TV) that is owned by four public broadcasters and creating a platform and UX (using HbbTV OpApp) that runs on smart TVs. Other markets could ‘do a Freely’, using DVB-I, if broadcasters wanted to group together as a platform and were allowed by regulators. The alternative model is to organize themselves to create a broadcaster-friendly DVB-I service list that is the basis for programme guides developed by device manufacturers.

This is the approach in Germany, where the media regulator is playing the role of a neutral moderator for a round table of stakeholders to figure out what an implementation of DVB-I should look like. In Germany it is expected that any deployment of DVB-I would start with a single, central service list containing the main broadcast groups, with broadcasters in control of the list. There could be a technical aggregator working on their behalf.

Regulatory environment

DVB-I raises questions for regulators in any market, like how many service lists they want, the extent to which service lists are regulated, and what any regulation looks like. Heineberg assumes that in Germany a central, shared DVB-I list would be a regulated environment. Remo Vogel, Chair of the DVB Project and co-lead for the DVB-I taskforce at Deutsche TV-Platfform (who also leads strategic development of distribution technology for Rundfunk Berlin Brandenburg) agrees. He reckons inclusion on the DVB-I list will require a broadcast licence, at least at the outset. There is a possibility that in Italy the regulator will issue a licence to stream as the basis for appearing among the top 1,000 LCNs.

Anonymously, one connected TV device, OS and channel provider stated a preference for best-practice self-policing, noting that it already vets FAST channels to ensure its platform is fit for families. This company is concerned that the potential cost of regulatory compliance for streamers could stifle innovation in DVB-I.

Marco Pellegrinato, R&D Director at RTI (Mediaset Group), recognizes this argument and expects that currently unregulated streamers would reject DVB-I environments if expected to meet broadcast-like regulation. He hopes for fair but regulated access, nonetheless.

DVB-I could be of interest to the non-broadcaster streaming marketplace as a way to place themselves in a new shop window. Our anonymous device company sees DVB-I as a potential opportunity for FAST channels and recognizes the benefits from appearing in any list containing major broadcasters.

There is a school of thought within the DVB-I fan base that multiple service lists per market would encourage innovation, possibly with thematic lists. Broadcasters understand that there could be alternative DVB-I lists and will need to decide if they want to be in them, and under what conditions.

Vendor support

Support from device manufacturers will rest on whether the presence of a DVB-I environment helps them sell units. Pellegrinato notes that the standard helps broadcasters “do more and better stuff ” because innovation is no longer constrained by broadcast streams that must be compatible with 100% of television sets, enforcing a ‘lowest common denominator’ mentality. “With DVB-I we can cater for different receiver capabilities.” He also points to the interactivity and personalization possible when combining HbbTV with DVB-I.

Heineberg suggests that, “Manufacturers will have a more interesting user experience to offer – it will make a DVB-I enabled television set attractive to consumers.” Higgins adds: “People love to have more, and they love free.”

Raymond Chung, CTO at ZEASN, which offers whaleOS for use on smart TVs, supports the concept of comprehensive blended EPGs that combine DVB signals, FAST and vMVPD offers. ZEASN aims to support Freely over time, hailing a brand
that is recognized by consumers as guaranteeing relevant public broadcaster entertainment. “It enables TV brands to drive significant volumes in the UK,” he says.

What is the message to draw from this in DVB-I supporting markets? Maybe to build a consumer brand to go with a DVB-I service list.

TiVo has integrated Freely on its TiVo OS for smart TVs, clearly understanding the pull of next-generation free-to-air. Dylan Wondra, Senior Director of Product Management for TiVo OS, says the company is closely monitoring DVB-I developments, “and would support participation when there is a strong customer and market need.” Meanwhile the anonymous CTV/OS provider is closely monitoring consumer benefits and demand in DVB-I trials.

MacAvock frames DVB-I as a technology that allows broadcasters to rethink their high-level distribution strategy. “Today, all broadcasters are obliged to invest heavily in their own apps but only a few will turn themselves into top ten destinations.” He believes the trend towards super-aggregation creates an opportunity for broadcasters to present themselves in a new way, using DVB-I in collaboration with platforms.

Who is it for?

An important point about DVB-I is that it could be many things, from inconsequential to epic, depending on how it is used. It is something of a blank sheet, and market-by-market implementation is everything. Is DVB-I mainly for broadcasters, or will born-digital streamers get involved?

Is it primarily for hybrid guides or is there room in the early days for IP-only service lists? Can smaller broadcasters use it immediately for streaming-only channels?
As with most standards, there is technology, there is strategy, and there is policy. DVB-I ticks the first box, and each market must decide how to handle the rest. But from what we see already, DVB-I has established itself as a part of the discussion on the future of TV distribution.

This article first appeared in Issue 64 of DVB Scene magazine.

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John Moulding is Editor of Streamification, and a freelance writer. He has reported on the technology and strategy evolution of television since 1999 and was Editor-in-Chief at Videonet for 13 years. He has written the agendas for Connected TV World Summit and the Future of TV Advertising Global since 2010.