SW04043 WINHEC2004

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Information about SW04043 WINHEC2004

Published on February 26, 2008

Author: Florence

Source: authorstream.com

Navigating The “C’s” Of Media Standards: Content, Conduit And Client:  Navigating The “C’s” Of Media Standards: Content, Conduit And Client Patrick Griffis Director Worldwide Media Standards and Strategy Windows Client Microsoft Corporation Digital Convergence Creating A Digital Media Ecosystem:  Digital Convergence Creating A Digital Media Ecosystem The transition to digital infrastructures (phone, TV, cable, DVD, etc.) is accelerating A billion digital homes are emerging on a global basis Started with CD, Video CD, DVD-Video, Satellite TV A billion analogue TV households worldwide transitioning to digital in the next decade Mass media drives the home market: TV, video, music, games, etc. Digital Convergence Creating A Digital Media Ecosystem:  Digital Convergence Creating A Digital Media Ecosystem The PC industry will increasingly compete with CE industry for consumer dollars as the distinction of what is “CE” and “PC” blurs with the digital transition Consumers want to easily create, use, manage and share digital media content across the traditional PC/CE boundaries Media standards often define the ground rules for competing in the consumer digital media ecosystem particularly where issues of regulated spectrum are involved Media Standards: Pros/Cons:  Media Standards: Pros/Cons Pro’s Standards help to insure interoperability Standards reduce the risk (but not necessarily the cost) associated with implementation Standards provide a level playing field from which to compete Standards provide stability over time Standards help identify patent claims through public exposure Collaborative development of standardized technology provides a way for many companies and experts to combine resources Media Standards: Pros/Cons:  Media Standards: Pros/Cons Con’s Standards, especially collaboratively developed standards, are slower to market Collaborative technology development tends to create complex patent issues Collaborative development is driven by economic and political interests of contributors that may not result in the best technical solution Standards by their nature freeze technology in time Standards impede innovation in that they create a bias toward the status quo and exclude competitive alternatives Media Standards: Why Microsoft Cares:  Media Standards: Why Microsoft Cares Media standards are increasingly important as the digital media ecosystem emerges Major media standards efforts are global in scope and require international coordination Implementation of industry/government endorsed media standards is often required to compete in the marketplace. Another opportunity to support customers/partners at both the technical and business level. Our competitors are increasingly active in media standards Media standards efforts are key in continuing and increasing the flow of media content to the PC platform Media Standards: Why You Should Care:  Media Standards: Why You Should Care Standards under development can be an early indicator of trends in technology and markets Media standards will create new applications and opportunities based on an ecosystem of interoperable content and devices Lack of standards awareness risks wasted development effort on products that fail or require re-engineering because they don’t comply with the standards in effect when the products go to market This presentation will review some “trend setting” media standards that are likely to have a dramatic impact on the market and your products Media Standards In The Digital Media Ecosystem From Content Through Conduit To Client:  Media Standards In The Digital Media Ecosystem From Content Through Conduit To Client Media Standards Ecosystem From Content To Client:  Media Standards Ecosystem From Content To Client A Review Of Major Media Standards:  A Review Of Major Media Standards Society Of Motion Picture And Television Engineers (SMPTE):  Society Of Motion Picture And Television Engineers (SMPTE) Summary: American National Standards Institute (ANSI)-certified international standards body serving Hollywood and TV broadcasters for production/post-production applications Status: Major effort underway to standardize the bit stream syntax for the Windows Media Series 9 Video Codec URL: http://www.smpte.org SMPTE: WMS- 9 Video Codec Standardization:  SMPTE: WMS- 9 Video Codec Standardization Motivation Enable digital video industry to benefit from WM 9 technologies Benefits Allows independent implementations Market stability Interoperability Status: Work undertaken by SMPTE C24 as “VC-9” First Working Draft (WD) was submitted to the C24 SMPTE Technical Committee on September 8, 2003. A second WD was released on October 9, 2003 Third WD was released in December and put to ballot First ballot indicate need for conformance plan which has added to work statement. The work was elevated to Committee Draft (CD) status in March 2004 DVD Forum:  DVD Forum Summary Established in December 1997 to develop the “single, best” DVD formats and promote broad acceptance of DVD formats on a worldwide basis, across entertainment, consumer electronics and IT industries DVD Forum Activities Defines DVD-Video, ROM, R, RW, RAM, Audio, .. (TCG, WGs) Creates DVD Format Books Administers DVD Verification Labs (VPC) Conduct worldwide DVD Conference and promotion (PCC) Status: Microsoft has been active in the development of next generation HD-DVD spec. The Forum has announced plan to have 3 codecs as required for next generation HD-DVD including VC-9, H.264 (MPEG-4 part 10), & MPEG-2 URL: http://www.dvdforum.org/forum.shtml DVD Forum: Membership:  DVD Forum: Membership Hitachi, Ltd. IBM Corporation Industrial Technology Research Institute Intel Corporation LG Electronics Inc. Matsushita Electric Industrial Co., Ltd. Microsoft Corporation Mitsubishi Electric Corporation NEC Corporation Pioneer Corporation Royal Philips Electronics Samsung Electronics Co., Ltd. Sanyo Electric Co., Ltd. Sharp Corporation Sony Corporation Thomson Time Warner, Inc. Toshiba Corporation Victor Company of Japan, Limited Walt Disney Pictures and Television Steering Committee Member Companies: 20 Principal Member Companies: 110 Associate Member Companies: 115 Total Member Companies: 225 DVD Forum Structure:  DVD Forum Structure Technical Coordination Group (TCG) Working Groups General Assembly Principal Members Associate Members Verification Policy Committee (VPC) Secretary Office Membership Policy Committee (MPC) Promotion and Communications Committee (PCC) Steering Committee Verification Task Force Verification Labs Technical Working Groups Within The DVD Forum:  Technical Working Groups Within The DVD Forum WG-1: To create and maintain Video application specifications WG-2: To create and maintain Physical specifications for DVD Read-Only disc WG-3: To create and maintain File System specifications for all kinds of DVD discs and File System Implementations for specific applications WG-4: To create and maintain Audio application specifications WG-5: To create and maintain the physical specifications for DVD Rewritable disc WG-6: To create and maintain the physical specifications for DVD Recordable and Re-recordable discs WG-9: To review the proposals by the proponents of copy protection technologies and make recommendations to TCG. WG-10: To create DVD application format for broadcasting and industrial use WG-11: To study and promote the best technical approach to realize the next generation DVD using blue laser diode DVD Forum: New DVD Format Developments Underway:  DVD Forum: New DVD Format Developments Underway HD DVD Blue laser ROM, RW, and R (organic dye) physical formats 15 GB per layer ROM, 20 GB per layer RW High Definition Video Application Format Can be used on red (DVD) and blue (HD DVD) discs New interactive format for authoring, presentation, navigation, etc. Provisions for network access by HD DVD applications Advanced content protection Advanced video codecs, including WMV-9 (SMPTE VC-9) Higher DVD Recording Speeds (4x, 8x, 16x?) Multi-format Discs “DualDisc” with CD Audio on one side, and DVD-Audio on the other DVD-Audio “Compressed Audio Zone” using WMA PRO, etc. Advanced Authoring Format (AAF):  Advanced Authoring Format (AAF) Summary: AAF is a file-exchange architecture and compositional metadata standard for the professional media production industry. It enables production sessions in progress to be exported across applications and platforms with predictable interoperability Status: Microsoft’s Structured Storage v3 format is specified as the storage layer in the system. An open-source AAF SDK provides a reference implementation, or systems can be designed to the published spec. Current version (AAF v1.1) is binary, but an XML representation is under development A subset of AAF is the Material Exchange Format (MXF), recently standardized as SMPTE 377M. It is intended for transport of finished multimedia productions MS support: WM9S plug-ins allow playback of AAF and MXF files in WMP. Also, WM9S essence content can be carried in AAF and MXF files URL: http://www.aafassociation.org World Wide Web Consortium (W3C) Timed Text Working Group:  World Wide Web Consortium (W3C) Timed Text Working Group Summary: International standards body defining content standards including XML, HTML, CSS, DOM, SVG, PNG, etc. for the Internet and devices W3C-Timed Text Working Group (W3C-TTWG) is defining an XML-based format authoring format for the delivery of timed text with media, that is text that contains embedded information about when to display it. (TT-AF) The TT-AF will be a superset of the features found in most national TV captioning/subtitling systems (608 and 708 in the US, DVB Subtitles and World Standard Teletext elsewhere) as well as being convertible into systems such as SAMI (Windows captioning technology), RealText, and Quicktime/3GPP Timed text Status: Microsoft participation focused on encouraging wider adoption and reuse of captioning for improved accessibility options in Windows URL: http://www.w3c.org Digital Video Broadcasting (DVB) Project:  Digital Video Broadcasting (DVB) Project Summary: The DVB Project is European originated industry/government consortium with a family of digital broadcast standards for satellite (DVB-S), Cable (DVB-C) & Terrestrial (DVB-T), which are being adopted globally. The Multimedia Home Platform (MHP) is the DVB client software environment spec approved in 1/2000 Blends a business environment where commercial requirements precede technical specifications Strong involvement of regulators and standards development organisations is a key to DVB success “Fast track” development organisation for ETSI and ITU, and potentially European Law Status: Active participant in the development of DVB-HTML. Major work underway in the copy protection area (DVB-CPT) in which Microsoft is a active participant URL: http://www.dvb.org Advanced Television Systems Committee (ATSC):  Advanced Television Systems Committee (ATSC) Summary: Originally formed to develop and document the US digital terrestrial broadcast standard for the Federal Communications Commission (FCC). The ATSC is an international organization of 200 members that is establishing voluntary technical standards (i.e., not ANSI-certified) for advanced television systems Status: The ATSC is considering the SMPTE VC-9 as a candidate standard for next generation advanced video codec for the ATSC DTV standard URL: http://www.atsc.org ARIB – Association Of Radio Industries and Businesses (Japan):  ARIB – Association Of Radio Industries and Businesses (Japan) Summary: Government authorized industry organization with more than 300 members responsible for establishing the DTV (including Audio) broadcasting standards for satellite, cable, and terrestrial (Integrated Services Digital Broadcasting (ISDB)) applications in Japan Status Microsoft has contributed to development of the “Broadcast Markup Language” (BML), an XML-based Japanese standard for datacasting Almost all the of digital broadcasting specifications including a Personal Video Recorder spec specification which is TVAF-compatible have been established URL: http://www.arib.or.jp/english ARIB Standards For Digital Broadcasting :  ARIB Standards For Digital Broadcasting European Telecommunications Standards Institute (ETSI):  European Telecommunications Standards Institute (ETSI) Summary: Set up in 1987 by the newly formed European Union (EU) to standardize technology in the telecom area. The ETSI unites 786 members from 56 countries inside and outside Europe, and represents administrations, network operators, manufacturers, service providers, research bodies and users. Develops some of its own standards, but also serves as a formal standards development organization (SDO) for organisations without a formal process like Digital Video Broadcasting (DVB), 3GPP, ECMA, TV Anytime, etc. Status: Through the ETSI we are 3GPP members. Microsoft standardized CLI compact framework as MExE Classmark 4 in 3GPP (published as an ETSI standard) last year and participates in 3GPP and the CODEC work. Microsoft is on the ETSI Board URL: http://www.etsi.org TV Anytime Forum (TVAF):  TV Anytime Forum (TVAF) Summary: Established to set standards and practices for the Personal Video Recorder (PVR) environment. MS is a “charter” member. Includes all major PVR players and many others, about 160 companies total. Strong EBU/DVB support. Issuing specifications on System Design, Content Referencing, Metadata and Rights Management Status: The first version of the content referencing standards have been submitted to ETSI for adoption. Work continues on the rights management issues URL: http://www.tv-anytime.org Digital Home Working Group (DHWG):  Digital Home Working Group (DHWG) Summary: Industry organization of leading CE, IT, and Mobile Device companies chartered to create and encourage the rapid, broad and open industry adoption of voluntary guidelines for the reliable, high quality, automated interchange of digital media content (audio, images, video and related descriptive metadata) among networked devices in the home such as personal computers, consumer electronic devices, and other media source and rendering devices. Furthermore, encourage development and distribution of products implementing these guidelines Status: A number of home networking use case scenarios were defined and Phase1 draft guidelines based on a core set of agreed technologies and media formats are in process URL: http://www.dhwg.org/home Digital Home Working Group (DHWG) Concept:  Digital Home Working Group (DHWG) Concept Digital Media Servers (DMS) Digital Media Players (DMP) Digital Media Renderers (DMR) Control Points (CP) Mobile Handheld Devices (MHD) Consumers want their devices to work together and share content Digital Home Working Group (DHWG) Membership:  Digital Home Working Group (DHWG) Membership 100+ Members Promoter Members Digital Home Working Group (DHWG) Framework:  DRM / CP Interoperability IPv6 Digital Home Working Group (DHWG) Framework Candidates for DHWG Technologies Required: JPEG, LPCM, MPEG2 Optional: GIF, TIFF, AAC, AC-3, ATRAC3plus, MP3, WMA9, MPEG1, MPEG4, WMV9, PNG DRM / CP Technologies IP IPv4 UPnP Architecture Ethernet UPnP DCP AVv1 HTTP DHWG Media Formats Physical Network Network Protocol Device Discovery and Control Media Transports Media Formats Digital Rights Management Content Protection 2005 2006+ Under Consideration in DHWG Future Potential Technologies JPEG2K, MPEG4 Wireless 802.11a/b/g Wireless 802.11e/i Version 1.0 Finish Tech Work Version 1.0 Publication Version 1.1 Finish Tech Work Version 1.1 Publication 03/04 06/04 09/04 12/04 Conclusions:  Conclusions Major trends in media standards in DVD, DTV, and Digital Home Transition to digital infrastructure will accelerate transition to digital media Next generation codecs will drive proliferation of media formats in audio, video, and image. Major focus for Microsoft on completing the VC-9 standardization efforts in SMPTE Distinction between PC/CE will continue to blur. Major focus for MS is to build a bridge between the two worlds using media standards DRM/ Copy Protection of digital media as well as interoperability will be an increasingly important aspect all parts of the content, conduit, client digital media ecosystem Rights expression language and data dictionaries with be important. Microsoft supports MPEG-21 efforts in this regard. Interoperability between DRM solutions will be big issue There are exciting opportunities in the new digital media ecosystem of devices and applications clustered around Windows PCs

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