Monday, 9 November 2015

IP - Industry acts on interoperability



TVB Europe

The transition to IP in live and studio environments is underway but the evolution will be gradual not a big bang.



Despite IP being routinely used in broadcast centres and mobile facilities for functions like content management, browsing, metadata flows, stats integrations and file movement, the live environment seems the last area of the broadcast chain to adopt IP for end-to-end workflows. The industry is now making a strategic initiative to close the loop.

Early adopters like those in sports, with the financial means and the need for ultra-fast and responsive live remote production are paving the way for others,” says Nicolas Bourdan, SVP Marketing, EVS.

Among the pioneers are NFL broadcaster ESPN which opened its Digital Center 2 facility last summer housing a 9,000 sq ft studio, six production control rooms, four audio rooms, 40 cameras and 16 edit suites all IP networked around a Evertz routing core. In contrast to the performance of a typical baseband router which can handle about a couple of thousand signals at a time, ESPN’s setup allows it to handle up to 60,000 signals simultaneously over nearly 1100 miles of fibre optic cable installed in the facility. It won the IBC Innovation award for Content Management.

Another well regarded reference site is America's Pac-12 Networks. It covers 850 sports events a year by sending the cameras, mics and commentators to site but doing all production remotely, using T-VIPS and Nevion links to transmit talkback and telemetry to and from venues up to 2500km. Doing so saves an estimated $15000 per game or $13m a year.
At IBC, Brazilian broadcaster TV Globo claimed the first all-IP 4K outside broadcast truck. The unit, being built for Rio 2016, will be outfitted with Sony HDC-4300 cameras - IP connected through the CCU, Sony's IP Live switcher and IP-ready monitors. The router will be off-the-shelf IT kit.

It doesn't make any sense to create a brand new truck based on SDI any more, so we are taking the chance to develop an IP-based OB truck for sport,” explained Raymundo Barros, TV Globo's CTO.

Nonetheless, there's a general feeling that IP technologies inserted into live production workflows at studios or venues need to mature. Live is fraught with on-the-fly changes – a late breaking news story with satellite link, for instance, or a director requiring a camera alteration at a track and field event. The risk of on-air black holes or a missing commercial makes for cautious adoption.

For CTO's, the heart of the matter is whether trust in the deterministic, virtually foolproof signal integrity of SDI can be matched by IP. Will resolutions, frame rates and audio be synchronised all of the time? And how is control over IP to be managed and monitored by broadcast engineers unschooled in IT?

SMPTE standard 2022-6 goes some way to address this. It is devised to mirror SDI by synching video over IP in realtime, and provide reassurance in workflow and operational monitoring for broadcast engineers. Reproducing current SDI workflows over IP is the first solution but it does not unlock the full potential of IP by offering seamless switching between AV and metadata streams. SMPTE, the EBU and others are working on a new standard (2022-7) which may be published later next year.

When properly implemented and managed, IP technologies for media distribution can match the quality and latency standards required by the broadcasting industry today,” stresses Bourdan. The reality, though, is that if you want to deploy IP across the chain you have to install a lot of conversion hardware. That’s due to the broadcast equipment vendor's historic need for lock-in solutions and it has to change.


Interoperability is the key, and adhering to industry standards is important to ensuring success,” says Ewan Johnston, sales director at Trilogy. “Customers will need to choose between those vendors who provide standards-based systems, but who really still want to deliver proprietary systems, and those who genuinely embrace the standards-based approach and have open systems in their corporate DNA.”


IBC showed an industry prepared to make unprecedented technical cooperation. The EBU corralled manufacturers Axon, EVS, Genelec, Grass Valley, Nevion, Trilogy and Tektronix to support its Sandbox LiveIP project which highlights resource sharing, remote production and automation. It implemented a IP studio at Belgium broadcaster VRT, replicated in reduced scale on the IBC floor and is a landmark achievement in interoperability by using SMPTE 2022-6/ AES67 and PTP to transport feeds over a software defined network.


The IP studio gives us an opportunity to think of new ways of making content,” said Simon Fell, EBU director of technology & innovation. “VRT has built a world that can work. Now, manufacturers need to adopt new ways of interfacing their equipment to that world and give us the flexibility we are looking for. At the moment there is a lot of transcribing, re-packaging and re-streaming going on to get things across the network.”


In a conference session discussing the project, Geir Bordalen, head of investment at Norway's NRK said, “It's not all hooked together and that's one of the problems with interoperability. We need to work hard on that and gain the benefits of working together.”


Panasonic and Grass Valley, competitors at any other time, declared an IP-based production partnership. Panasonic studio cameras including the Varicam now have a built-in module for IP and were demonstrated working with a Grass Valley K2 server sending 4K 50p via network connection.


Factors such as codecs, synchronisation, identification, registration, discovery and connection management are required for professional networked media,” explained GV senior VP, strategic marketing, Mike Cronk. “Each of them must be a common implementation for a truly interoperable system.”


Sony has amassed the support of twenty companies for its Live IP production system. Among them is Evertz whose software-defined video networking was shown working with Sony's Networked Media Interface (NMI) at IBC. The NMI turns HD and UHD video, audio and metadata into packets, transmits and clean-switches in realtime over standard network infrastructures.


Collaboration is also occurring between broadcast specialists and the IT industry. As part of its multi-vendor IP4Live approach, at IBC EVS showed its new XiP gateway enabling I/O IP links to its live video server demonstrated multi-feed live remote production using Cisco’s standard IP switches. SAM (nĂ© Quantel Snell) previously joined forces with with Cisco to demonstrate video over IP.


EVS was arguably the busiest vendor in highlighting its open, standards-based credentials. “What we're talking about is the last frontier for IP,” said Johan Vounckx, SVP innovation and technology. “IP4Live will lead and guide customers to real cost and flexibility benefits.”


The Belgium firm was part of Gearhouse Broadcast's demonstration of VoIP remote production in which the EVS DYVI switcher on Gearhouse's booth was shown cutting together 4K camera signals from the Hitachi stand. It was an upgraded version of the group's demo in June which routed HD over IP.


This is a proof of concept in the migration from HD to 4K and highlights the benefits that remote production through IP infrastructures allow broadcasters,” said Kevin Fitzgerald, head of systems and product sales at Gearhouse.

EVS (yes them again) further allied with Imagine Communications to forge what Imagine CEO Charlie Vogt called a “market-ready” package for IP live production.

We are aggressively going after the live news and sports market,” he declared. The solution marries EVS' slo-motion and instant replay servers with Imagine's Selenio processor and Magellan multichannel management software.


A fly in the ointment in all this cross-vendor sharing is the lack of standards (or the proliferation of them). This is notably the case for compression and in particular for 4K/UHD which requires implementation of a particularly low latency scheme. Options include the open source VC2 JPEG2000 and Sony's Low Latency Video Codec which it is promoting as a successor to SDI because of the lead Sony took in making SDI the industry standard. Too many codecs at different points would prove costly to licence so the unification of tools using them will require a very open approach between manufacturers.


Imagine has put its weight behind J2K and expects others to follow. “The evolution of standards will accelerate around successful technologies being deployed by the largest global companies,” said Vogt. “DirecTV, Disney ABC, Fox Networks are all adopting SMPTE-2022 and J2K so you will see smaller companies begin to adopt those.”


Sony Europe's head of workflow and IT Niall Duffy made a similar point, suggesting that the de-facto standard will be the one that gains most market acceptance the quickest. “All vendors are keen to make the IP transition happen. There is concern that we have to wait until every single standard in the pipeline has been ratified which will be far too late for the IP revolution to happen as it should.”


Many vendors have their eggs in more than one basket. EVS and Imagine support J2K but have also backed the TICO Alliance joining Grass Valley, Matrox, Tektronix, Deltacast and others. IntoPix, the company which devised the mezzanine compression is submitting a draft to SMPTE. “We wanted to make it a standard for enabling interoperability and to be open, so we've been discussing ways of using it across the studio IP and SDI sector with first adopters,” said product marketing manager, Jean-Baptiste Lorent. It is working on a preliminary spec for 8K over 12Gb SDI or over 10Gb internet using TICO.

Interoperability is also the focus of the AMWA Networked Media Incubator (NMI), launched at IBC. “This is about getting a group working together around IP for media,” said AMWA executive Brad Gilmer. “Then we get the people who make the products and incite them to work together.”

BBC R&D will lead the initiative with Ericsson, SAM, Telestream, Cinegy, Dalet, Sony and others. “Interoperability does not mean trading down on 'best of breed,'” said Gilmer. “Media clients and systems integrators want to pick and choose the best option to make a solution work. Interoperability is the key enabler of best of breed.”

Vendors are at least united in giving customer's an on-ramp to the IP transition, one that protects existing investments. Broadcasters will want to sweat their installed assets of copper cabled cameras, vision mixers, monitors and routers while judging the right time to re-equip. Manufacturers on the other hand, including Sony, SAM, Grass Valley and Panasonic, have reworked their product lines to fit IP interfaces side by side with SDI connectors and are encouraging sales today to future-proof investment.

Our hybrid IP and baseband strategy enables broadcasters to invest in the systems that they need to grow their businesses now, in the certainty that they can transition to IP when their needs dictate,” explained SAM's EVP Marketing Neil Maycock.


Imagine's product manager for the Magellan SDN Orchestrator Paul Greene explains,
The whole concept of a hybrid architecture is to have everything look and feel like a router because the operator needs to walk up to a control surface and do everything they need to in their day to day business. They need to select the destination and the source and activate the file. Whether it's in an IP or baseband domain – whether it's HD or Ultra HD – the control system abstracts the original function from the underlying technology to make it all very familiar.”


The tipping point may come as broadcasters time their adoption of IP with a move to 4K. The economic argument is simple: a 10 Gbps Ethernet cable can transmit much more efficiently and cost effectively than traditional cabling.


Every point where you might have a camera really needs to have a 10Gb switch,” says TSL managing director, Chris Exelby. “A busy area on a network might be the video mixer on a live production, which would certainly require a 40Gb or even a 100Gb switch. This is neither commonplace nor inexpensive technology.”

Technology is moving extremely quickly. Imagine says it is already testing pipes of 40GbE and 100GbE. Costs are high, but Moore's Law dictates that capacity will expand while costs reduce.


Right now IP studios are in the pre-natal stage at this point,” said Fell of the EBU. “It is still not fully born, but they are coming.”



The risk of not agreeing open technologies and standards is that the IT industry will sweep in and take control. Al Jazeera CTO Mohamed Abuagla calculated that the combined budget of the 11 IT giants exhibiting at IBC (Microsoft, Oracle, Amazon, HP, IBM and Cisco among them) was five times that of all the other exhibitors combined. “And these guys have a vision,” he said. “They will buy everything up in the next five years and start again.

SVGE Analysis: Virtual Reality brings the infinite seat closer to home

Sports Video Group 
The possibility of an ‘infinite seat’ that a club, league or rights holder could sell any number of times has to be the holy grail of sports monetisation and Virtual Reality could be the answer. Next year is a watershed year for the nascent medium. Oculus launches its first consumer-ready headset in Q1, ahead of Sony’s Morpheus headset in Q2. HTC’s Vive could arrive before Christmas. VR’s potential is to deliver the most immersive live and at the venue experience yet to viewers. Technology is being developed to replicate the social ambience of sharing the game with friends.
The use of VR in sports can be broadly segmented into: 180° or 360° filming and live broadcast; training applications enabling players and coaches to repeatedly run specific scenarios; and immersive social networking. SVGEurope takes a look at leading technologies in each category:
1 Virtual Reality Broadcast
NextVR (NextVR.com) is in pole position to win contracts to stream live 360° content. Its system has been tested ringside, rinkside, pitch and trackside at NBA, NHL and NASCAR’s Xfinity and Sprint Cup series races typically to Gear VR headsets. With Fox Sports it streamed live VR of the US Open Golf 2015 and its cameras were at the Levi’s Stadium during a Man Utd v Barcelona pre-season match.
The company is nothing if not bullish, claiming to be uniquely “capable of transmitting live HD, three-dimensional virtual reality content over the internet.” Its rigs mount Red Epic cameras but the patented ingredient is the encoding of multiple feeds for online distribution, a technique devised during the days when co-founder DJ Roller was building a stereo 3D pipeline for James Cameron. Hollywood producer and owner of the Golden State Warriors and the LA Dodgers, Peter Guber, is a member of the advisory board.
Immersive Media (https://immersivemedia.com) has an end-to-end VR broadcasting system including its own designed of 360˚ spherical and panoramic cameras. The Hex is a six lens, 12MP spherical camera that captures video from more than 80% of the full 360° sphere. Alternatively, the Quattro is a budget 360˚ imager just 2.9 inches in height and weighing only 1.25 lbs. It houses four Sony ICX 724 CCD sensors recording 15fps. Data is transmitted through either Gigabit Cat 5E ethernet cable or fibre.
The turnkey imLive system stitches, encodes, and transports VR to broadcast backhaul, web and mobile platforms over CDNs from Akamai, Limelight, and MediaNova. Immersive Media’s imRecorder Base unit handles recording and encoding of multiple streams and playback functions. It also offers a cloud-based VR hosting platform with functions for encoding, video browsing and asset management plus players for a range of devices.
Singer Taylor Swift won an Emmy this year for ‘Outstanding Original Interactive Program’ filmed using IM’s technology; Brazilian soccer stars Neymar and Philippe Coutinho have featured in a 360-video Nike promo shot and post produced by Digital Domain using the kit.
3D-4U’s (http://www.3d-4u.com) VR experience is branded TwirlsMedia. Its technology captures multiple live 180°-360° fields of view and enables each viewer to determine a personalized view in realtime or as a replay. Users can navigate their own replays, watch a player, pan, zoom or tilt their view – live or on-demand. They can also share their viewpoints on a bespoke social media platform over tablets, TVs and smart phones.
The founders are Uma Jayaram, associate professor of Washington State University’s School of Mechanical and Materials Engineering and her husband, Sankar Jayaram, also a WSU professor. Studying VR since the 1990s, they founded the VR and Computer Integrated Manufacturing Lab at WSU. It has been tested in the Amsterdam Arena during an Ajax and Twente soccer match in 2014; and for fans at the stadium of NFL side Jacksonville Jaguars, last November, with the feed made available over Wi-Fi.
There are numerous off-the-shelf VR rigs for capturing action, many – including Google’s Odyssey – bolting on GoPros. Targeting the top end of 360 video production are turnkey imaging systems. These include Fraunhofer HHI’s Institute Omnicam, used to record the 2014 FIFA World Cup; and models from Jaunt (juantvr.com) and Nokia.
The former’s system, dubbed Neo, has only just launched and is only available to select Jaunt partners (like Sky which is an investor and has tested VR on sports including boxing). Detailed specs are therefore a little hard to come by but include 16 large sensors capable of low-light performance with a 3D mode in which the stereo is mathematically created post-event. There are two models, one more suitable for outdoors work.
Nokia‘s much anticipated OZO (https://ozo.nokia.com) is due for imminent release. Its plush spherical design houses eight 2K x 2K lenses with global shutter to ensure that footage is optimally aligned, and 8 mics for spatial audio. It boasts technology intended for shooting VR in real-time, with a means to playback images (at low-resolution) on location without needing to pre-assemble a panorama in post.
2 Player Training and Performance Improvement
The San Francisco 49ers, Arizona Cardinals, Minnesota Vikings, Dallas Cowboys and New York Jets have all used StriVR Lab’s (http://strivrlabs.com/wp/) 360° VR tech for training this season. Designed by former Stanford Cardinal’s kicker Derek Belch while he was an assistant football coach at the University, StiVR can capture 360° views of each position on the football field (most typically that of a quarterback) for repeat scenarios of every offensive and defensive play. The package of Strivr equipment, including a 360-including camera costs around $250,000, Belch told the San Diego Union-Tribune.
Co-founder Jeremy Bailenson is founding director of Stanford University’s Virtual Human Interaction Lab and the VP Product & Business Development is former Buffalo Bills quarterback Trent Edwards.
The Cowboys, which signed a two-year deal with StriVR, have built a soundproof room in their video department for coaches and players to use the technology. Head coach Jason Garrett told Fortune.com that StriVR allows him to get closer detail on each player to asse for example where their eyes are looking. He says that being closer than the traditional video wide shot allows coaches to coach better.
Eon Sports VR’s (http://eonsportsvr.com) Sidekiq uses game-style graphics rather than video to similar end. It signed former baseball star Jason Giambi to present a training programme for hitting techniques delivered over the platform. EON, founded in 2013, also makes an American football simulator. Coaches create plays with a drag-and-drop interface and can assign a wide variety of animations to make the game seem more realistic. When an athlete is in VR they can view the game from third person point of view, first person point of view or ‘follow’ mode where the camera follows a certain player.
3 Immersive Social Networking
When Facebook acquired Oculus Rift in March 2014 speculation was that Mark Zuckerberg wanted to realise social VR. That dream may not be too far away from happening with several companies bidding to provide for the social experience of being at a stadium live.
AltspaceVR (altvr.com) recently upped its funding to $15.7 million on the premise of developing a VR chat room and communication platform that might be used to sell pay-per-view admission to virtual events such as esports. Founded in 2013 but only launching out of beta in June, investors include Chinese social media giant Tencent, Dolby Family Ventures, Comcast and Google. The software is designed to run on Oculus, Mac and PC, and can be equipped with a Leap Motion or Kinect motion sensor to bring users’ gestures into the virtual world.
After logging onto the system, users are represented as an avatar, and able to meet and talk to other avatars using VR headsets or a PC-based viewer. Developers are invited to build apps within Altspace via a new SDK. The platform has been gaining attention because of the unusual amount of time users have been spending in Altspace VR worlds – averaging around 30 minutes.
LiveLike (http://www.livelikevr.com – http://svgeurope.org/blog/headlines/svg-europe-analysis-livelike-promises-sports-virtual-reality-from-a-gopro/) takes a live feed from a wide-angle single camera in a stadium (which could even be a GoPro) and presents it inside a virtual VIP box with ceiling, floor, and walls to the left, right, and behind. Inside this luxury suite, users can invite friends who appear as avatars to watch the match together.
The full app launches in 2016. Founder and CEO Andre Lorenceau says the platform will eventually allow users to invite friends from Facebook directly into their suite. Each avatar will have a lip-synced voice that sounds like it’s coming from the couch next to you. Future in-game features will include a table hologram where stats can be mapped over NFL players.
Virtually Live‘s (www.virtuallylive.com) technology takes optically-tracked 3D or RFID data (gathered with STATS.com) and transposes it into a virtual stadium environment, in ‘substantially’ real time. “We believe people go to stadiums for the atmosphere, the social interaction, the sense of being there,” says CEO Tom Impalomeni. “We also believe stitched film for VR, while extremely impressive, is an arm’s length, often lonely experience. Fans are unable to engage with the people around them, which can cause fans to feel isolated, as if they are watching from behind a glass wall.”
Primary limitations include the accuracy and depth of 3D data gathered by cameras or sensors and the quality of the virtual reconstruction. Emotions are also difficult to capture using facial tracking and Virtually Live admit to a latency of about six seconds when rendering the event. There are also challenges dealing with multiple concurrent conversations between fans.
However, Impalomeni points to the rapid improvement of both sports tracking devices and graphics “such that virtual experiences are becoming photo-real,” he says. “The line between filmed and virtual broadcast is narrowing.”

Friday, 6 November 2015

Programmatic Advertising Takes Over TV

IBC

http://www.ibcce.org/page.cfm/action=library/libID=14/libEntryID=411/listID=2

Programmatic, data-driven advertising dominates digital media and it is taking over TV. The glue is big data about audiences used to deliver more effective, more targeted and relevant advertising.
“The TV ad sales business is largely unchanged for decades,” said Robert Ambrose, Strategy and Business Development Director at licensing and rights specialist FADEL at the IBC2015 Conference. “Orders still get faxed from time to time. It's a slow process made over long lunches. Now we're starting to see huge transformation.”
In contrast to TV ad sales which typically attempts to reach a broad demographic and socio-economic group, programmatic allows advertisers to be far more targeted.
“Ideally in programmatic you don't worry about demographics at all because you can target ads at specific individuals who actually want to buy a certain product,” explained Ambrose.
Total programmatic ad sales in the top five European markets accounted for $3.7 billion in 2015 or 36% of the current digital display business, growing to 47% or $6.5 billion in 2017.
However, Europe lags behind the U.S. where programmatic ad sales are valued at $15 billion today rising to $27.5 billion in 2017.
“This tells us that there's a huge opportunity in the European market to grow the business significantly - if we get this right,” said Ambrose.
One reason for the disparity is that in the U.S., data from set top boxes (STBs) and households have been aggregated and sold as a commodity by companies like Rentrak making addressable advertising products relatively easy to launch. In the UK and France, the market is divided among four or five STB providers but (with the exception of pay provider Sky AdSmart) these providers are not yet in a position to make data available. In Germany and the Netherlands the lack of installed STBs makes the market difficult to get off the ground.
“Everybody is trying to think about how to make data a commodity,” says Sherlock.
The amount of programmatic ad sales for TV in Europe is too small to measure but in the U.S the figure is predicted (by Strategy Analytics) to be around 5% or $5 billion of all TV spend in two years time.
“From the rate of growth in the broader digital space and the pace of change in the U.S. It's clear that programmatic is becoming important to the TV industry as well,” said Ambrose.  
Channel 4 has been at the cutting edge of the transformation, building first party data about 12 million viewers and using that to deliver a better experience for audiences (such as personalised recommendations) and smarter commercial products. Earlier this year it launched Europe's first programmatic buying option, for digital platforms serviced by All 4.
“We live stream all our channels on PC, mobile and tablet and over the last six months we enabled insertion of individually targeted advertising into these live streams - therefore directly replacing the linear feed through IP delivered content,” explained Jonathan Lewis, Channel 4's Head of Digital and Partnership Innovation.
“We also allowed anonymised access to the Channel 4 database to brands like Burberry and Coke enabling them to deliver individually personalised video ad campaigns,” added Lewis, noting that both efforts were rewarded by an uplift in sales and in Coke's case, a Cannes Lion 2015.
This September, Channel 4 became the first European broadcaster to offer programmatic buying in live digital ad breaks. This is acting as a test ground for future linear programmatic trading.
“Buying broadcaster VOD inventory requires a real mind shift for clients and agencies compared to the way video has been bought programmatically in the past,” said Lewis. “Channel 4's private marketplace is moving programmatic buying from the small screen to the big screen and delivering multiple ads into ad breaks in an automated and data driven way. We are not funnelling and filtering inventory nor passing back unwanted impressions. That's the old way. We're now entering into a premium programming content world and the game has to evolve.”
Channel 4 doesn't yet enable realtime bidding but this is being looked at. The next step is to learn how data, connectivity and automation can play a part in dynamic ad insertion and programmatic trading to TV.
“There are two ways this may be enabled: either at the point of ad delivery or ad insertion,” explains Lewis
Sky's AdSm.art in the UK does this at the point of ad delivery via storage of assets on the STBs of its 10 million households. While Freeview and other UK TV platforms are keen to develop addressable data opportunities the development costs are high. That's why free to air broadcaster Channel 4 has taken a different approach.
“We believe in enabling dynamic ad insertion at the point of ad insertion,” said Lewis. “Our focus is to invest in a solution that delivers ad break scheduling and ad decisioning, potentially in realtime, and potentially using BARB and Channel 4 first party data. We believe this has greater value long term since it is less reliant on third party technology.”
He adds, “We are deliberately not referring to this as programmatic – but as automated ad allocation. It will be probably by ready by the end of 2016.”
Australian commercial broadcaster MCN (a joint venture between Foxtel and Fox Sports) has gone straight for the jugular, working with AOL to devise a means of selling and inserting dynamic ads for 85 linear TV channels combining STB and household level data with OzTam (similar to Nielsen) overnights and consumer purchase data. 
According to Lewis Sherlock, Commercial Director, EMEA, AOL Platforms, “MCN is able to move beyond the traditional TV metric of age and gender and target ads into different day parts and shows.”
MCN charges a 20% premium for the audience data it generates and advertisers by all accounts feel comfortable with that. Having launched in April, this data targeted approach accounts for 5% of MCN ad sales revenue this year, predicted to top 15% in 2016.
TF1 is undertaking a year of R&D with Orange to track the viewing of ads on TF1 channels with physical purchases  of product. It is doing so using connected objects such as the smartphone. The idea is to test and refine the efficiency of digital and TV advertising.
Declared Fabrice Mollier Deputy General Manager, Marketing Strategy & Innovation TF1 PublicitĂ©; “Data is the real revolution for advertising.”

Dubai: Not Built On Sand

AV Magazine
Preparations for World Expo 2020 and Smart City status have put Dubai’s mega-projects back on track with massive AV potential. http://www.avinteractive.com/features/dubai-not-built-on-sand-14-10-2015/
Where else but Dubai can you find Smart palm trees? Las Vegas possibly with which the desert playground is often compared. But not even Vegas can compete with the sheer ambition of the Emirate’s drive to be the world’s show, business and tourist capital.
“Some have labelled Dubai as New York on speed and rightly so,” remarks Jan Tarakji, general manager at Dubai-based Powersoft distributor, Pro Lab. “It is one of the most competitive and fast-paced markets in the world. The name of the game is bigger and better than the guys next door.”
Smart City status
Smart palm trees (see below) dovetail into the emirate’s hope to become the first in the region, if not the planet, to qualify for United Nations Smart City status and to prepare the state for hosting World Expo 2020. The Smart City project, launched in 2014 off the back of winning Expo 2020, intends to make more than 1,000 government services ‘go smart’, and to increase co-operation between the emirate and its residents by 2017.
A key part of the Expo 2020 and Smart City vision is environmental sustainability. The Dubai Municipality aims to transform eight per cent of the urban area into green and planted spaces by 2020. Consequently, green credentials have rocketed up the list of must-haves for AV technology.
“As Dubai inches closer to world Smart City status, demand will grow for energy efficient AV solutions and there will be a large opportunity to meet this demand provided that manufacturers supply environmentally friendly products,” suggests Tarakji.
Opportunities around Smart City status include command and control functions and infrastructure for security and monitoring.  “AV technology is very high on the list of requirements when it comes to making government facilities into smart buildings,” says Mig Cardamone, marketing director, Sennheiser Middle East.
“Smart AV technology is a massive market as each government department has its own requirements,” says Steve Scorse, v-p EMEA, SiliconCore. “They’re all looking for high resolution, seamless large format displays as the hub of their systems.”
High demand
Digital signage is in high demand among Dubai clients wanting to keep connected with potential customers, passengers and guests during their stay. “There are exciting opportunities for digital signage in a wide range of Smart City outdoor environments,” confirms Gordon Dutch, md, Peerless-AV EMEA. “New fully-sealed displays are capable of withstanding high temperatures and harsh desert conditions, making them a viable option for any business wishing to make a lasting impression.”
And making an impression is the name of the game.  The pessimism that engulfed the UAE post-2008 has faded, replaced with an astonishing ramp-up of activity.
“If projects in Dubai were over-hyped in the past, now it is a real adopter of technology with a stronger local skills base and potential to finally realise its ambition,” reports Jamie Adkin, strategic sales manager, Adder.
“We’re again seeing announcements of mega-projects that Dubai had become renowned for, most of which have extensive AV requirements, but hopefully with a little more realism than was previously the case,” says Cardamone. “It remains to be seen whether all of these come to fruition but there is certainly a lot more activity in the pro-AV market here.”
The 2020 deadline has re-animated $12bn worth of mega-projects, say Deloitte. Among them: the world’s largest man-made adventure park (Dubai Design District and Wire World); the 400-hectare Dubai Safari Project; Legoland Dubai featuring 40 interactive rides; and Bollywood Parks Dubai.
“While technology is the primary driver of excess when it comes to the AV industry, scale is also an important driver when it comes to clients in Dubai,” says Tarakji. “Size matters in Dubai.”
Record breaker mall
The largest mall in the world (called Mall of The World) is a $6.8bn, 48 million sq ft temperature-controlled glass-domed development featuring Vegas casino-style streets modelled on Las Ramblas, Broadway, and Oxford Street. Naturally, it will house the world’s largest indoor theme park.
“The theme park and entertainment industries are going through a massive expansion phase,” says Holovis ceo Stuart Hetherington. Holovis is involved in three theme parks, seeing its business double in the region in a year. “The nature of this work is also diversifying, ranging from providing full turnkey e-ticket attractions to interactive dark rides and smaller systems for the Family Entertainment Centre market as well as the more conventional AV work.”
Hotels opening to cater for the influx of visitors include the InterContinental Dubai Marina, Palazzo Versace Dubai, and the Hard Rock Hotel Dubai Marina.
“Clients are looking for an impact from their AV solutions to stand out from the crowd,” says SiliconCore’s Scorse. “Projects in hotels, hospitality, transport and leisure are all geared towards tourism, so these need to make the right first impression and establish each place as a destination, rather than just provide a functional solution.”
“Clients look at AV technology as a facilitator to create this world class experience, and therefore they often demand the best that is available, from optimal screens to the best sounding audio systems,” says Jaffer Sadique, marketing and business development, Mediacast Systems.
Biggest and best
A reputation for delivering the ‘biggest and best’ projects has fostered “an environment of innovation and a can-do attitude that pushes the boundaries of AV technology,” says Cardamone. “The Smart City and Dubai Innovation Hub initiatives show it is striving for a leadership position by adopting the latest technologies. The government wants this to be a part of what Dubai is defined by.”
The city state’s dual paths of tourist mecca and business destination has seen visitor numbers rocket, dwarfing the resident population of 2.1 million. There are steady opportunities in education, medical and especially, municipal transportation, to serve them.
“Looking at Dubai from the outside in visitors may only see the touristic elements,” says Issa Makhamreh, sales director MEA, Navori. “But there are verticals in Dubai which are very advanced in AV with major projects in government, retail and transportation. Most of these fly well under the radar as they are deployed by local companies working closely with the end user from initial project design to handover.”
Dubai Metro is being expanded at a cost of $1.4bn to connect to the Expo 2020 site; the site itself features plans for an underground tube network to link the pavilions; and by 2018, Dubai International Airport will have upped capacity from 60 to 90 million passengers a year.
Residential doesn’t mean nondescript either. Under construction: the Arabian Nights-inspired Aladdin City with three towers connected by bridges; and the Union Oasis with 16,000 sq ft of residential, commercial and retail space, landscapes and streetscapes.
Healthcare
Healthcare is a growing industry throughout the UAE, with Dubai positioned as its hub. Dubai Healthcare City’s 120 clinics and hospitals and a new three million sq ft ‘wellness district’ are primed to attract 500,000 health tourists annually by 2020.  “While it may have taken time for Dubai to catch up compared to other markets in the world, the growth of healthcare and ICT have been significant,” says Sadique. “There are dedicated zones for these, such as Dubai Internet City and Dubai Silicon Oasis which are drivers of these segments, creating requirements for high-end solutions and for which AV is an indispensable part.”
The UAE’s AV industry is projected to grow to $1.24bn by 2016 (from $700m in 2012) driven mostly by large infrastructure projects including, but not limited to, Expo 2020. Dubai is the AV industry’s regional hub with around 50 per cent ($550m) of the UAE’s AV market.
“AV companies here face new competition daily,” says Makhamreh. “It creates a major bidding war and companies need to lower the bottom line, in turn lowering profits and increasing the risk of failure.”
Tarakji reports “well established global players” that lacked a presence in Dubai but dominated the market between 2000 and 2010 “are being pushed out by extremely professional, nimble and highly competitive, locally based companies.” These are more in tune with client requirements and more importantly “are always available to serve their needs,” he says.
“Clients realise more than ever that they need to work with strong partners who have a local presence,” notes Vincent Philippo, Crestron’s UAE regional director. “Not a company from abroad, but someone who can assist them immediately when support is required.”
Peerless-AV has seen its ME business double since it opened a warehouse in the Jebel Ali Free Trade Zone in January. “We’ve seen a very split business,” reports Dutch. “For the volume and entry level market, there is a very aggressively priced, low-end approach. For major projects, we’ve seen good demand for the ‘best of the best.”
Adder recently swapped its long-standing UAE distributor for UK-based control room furniture specialist Lund Halse and has seen enquiries take off. “They spend two to three weeks a month on the ground giving us increased visibility in the market,” explains Adkin.
The government market is huge in Dubai. “I would say the biggest sector in the UAE,” says Scorse. But the private sector is equally energetic. Either way, the keys to success are based on relationships.
“Word of mouth recommendation goes a long way in this market so there is no point biting off more than you can chew,” says Hetherington.
“In the Middle East it’s all about trust,” says Makhamreh. “Clients need a face to face interaction with vendors to gain their trust and assure their presence for after sales support.”
Adkin puts it succinctly: “Trust the people; trust the technology.”
All is not entirely rosy in this desert paradise. The long term decline of oil reserves is the economic imperative behind Dubai’s reinvention but recent sustained declines in petrodollars have eroded government coffers.
“The oil sector represents at least twenty nine per cent of the UAE’s GDP but the drop in the price of oil has impacted business revenues negatively during the first two quarters of 2015,” suggests Tarakji. “Projections vary, but if the trend continues, the period up to Expo 2020 will be turbulent for Dubai and more so for the rest of the UAE and the greater Gulf.”

Wednesday, 4 November 2015

Digital Media Will Explode Out of its Fixed Limits

IBC
The media world is on a cusp of change so profound that it will revolutionise our whole relationship with information and entertainment. This key message was infused throughout IBC2015 with deep implications across TV, mobile and cinema.
“We have reached an inflection point in how we all interact with digital media,” declared keynote speaker Mark Dickinson SVP & General Manager, Media Processing Group ARM. “Technology is about to enable us all to become more intimate with the digital world.”
Dickinson demonstrated an ARM R&D project as an insight into how we might interact with digital devices in the near future. A small image sensor could track a person's hand and enable the user to interact with a computer graphic world running on a laptop.
“I can move around and control my environment in a much more intuitive way than was ever possible before,” said Dickinson, adding that it was possible to put the technology into a mobile phone. Since ARM designs the microprocessors in 97% of mobile phones we can take this as read.
“We are on the cusp of a very different era,” he stated. “Mobile has revolutionised the way we consume content but content has so far been designed for fixed screens and simply digitised and made portable. This is just the first step. What is really exciting is the next step which will fundamentally change the ways we create content that work far more intimately with our digital environment.”
He said he believed this was not a threat to broadcasters, but an opportunity for content creators.
Filmmakers are making increased use of systems which allow them to shoot live action and see the results blended into CG environments in realtime on set or on location. A director like James Cameron might use an iPad as the viewfinder to compose scenes mixed with real and CG elements.
Such virtual cinematography is already merging the boundaries between production and post and is now being transposed to the consumer as virtual and augmented reality experiences.
ILM's experimental lab ILMxLab is testing with virtual reality, iPad and Oculus Rift-based technology to allow movie fans to enter a movie, interact and navigate through scenes.
“If we can allow directors to step into that world (‘Star Wars’, say, or ‘Jurassic Park’) the next move is to allow the audience to step in,” said Mohen Leo, ILM VFX Supervisor, at IBC. “Every time we create a ‘Star Wars’ project we create hundreds of digital models – characters and planets – which could be recombined into new stories in VR.”
ILM imagines a world where cinema becomes realtime and reactive, where audiences can virtually inhabit the worlds of their favourite characters and use them to tell their own tales, and where there will exist an interconnected universe of story experiences that let audiences immerse themselves to whatever degree they want.
“We are entering an age of immersive entertainment where it is possible to collapse the walls that have historically separated us from the story,” said Leo.
Perhaps the greatest paradigm busting application will be in broadcast. If adopted, technologies broadly described as object-oriented broadcasting, would shake the very foundations of televised media.
According to the BBC, which is very energetic in researching the area, in the world of object-oriented broadcast, a programme is “like a multi-dimensional jigsaw puzzle that is sent in pieces and can be reconstructed on-the-fly in a variety of ways just before the programme is presented to the viewer.” The solutions to the puzzle are provided by maps that tell the system where the pieces belong and how to combine them. Default versions of these maps are sent along with the jigsaw pieces. In some cases the map may be modified by the viewer to create a personalised experience. The map may also be modified by a system of sensors that perceives certain aspects of a user's relationship to their viewing or listening environment.
“I think the idea is profound and little understood,” said BBC CTO Matthew Postgate, also an IBC2015 speaker. “It is about moving the whole industry away from thinking of video and audio as hermetically sealed and toward an idea where we are no longer broadcasters but data-casters creating information and delivering a computer graphic model of reality. That opens up all sorts of creative questions around veracity and flexibility.”
The first iterations of what object-based media experience might be like will probably come from audio. In the US, two proposals to update the audio delivery of next-generation (Ultra HD, High Dynamic Range) broadcast are being considered by the Advanced Television Systems Committee in its forthcoming standard ATSC 3.0.
The competitors are Dolby, with its AC-4 technology, and an alliance of Fraunhofer IIS, Technicolor and Qualcomm which has developed MPEG-H.
Both groups promise greater interactivity and greater immersion, by letting viewers adjust the presence of various audio objects in the broadcast signal. This could include allowing the user to choose a language, bring an announcer’s voice out of the background for greater clarity, listen to a specific race car driver communicating with his pit crew, or the option of listening to either the home team or the visitor’s native broadcast mix depending on fan preference.
Object-based broadcasting is fuelling BBC research & development around immersive audio and video, including investigations using Oculus VR, and on mobile where video is pervasive. The technology relies on splitting AV into its component parts and in turn this relies on the infinite flexibility of sending data over IP.
Once that is achieved, media becomes another object with which the increasingly connected world can interact.
Postgate asserts, “Once you move to object-based broadcasting in a world of the internet of things there are fundamental questions about what role a media organisation plays.”