“Firsthand correct information on IPTV”
I see that we need a more in-depth analysis of IPTV. I publish a video blog. This video blog was watched by many people on Youtube. As you may well know, when you upload a video to Youtube, you can receive information on which part of that video was watched more times. This enables you to see which seconds of which minutes of a video was watched and rewound to. What importance does this carry? When IT and visual media outlets come together, an incredible amount of information and opportunities for analysis becomes available. For example, we know that Tivibu has the function of rewinding the video for 15 minutes. I’m sure that data is analysed. It’s very easy and possible for IT technologies to see who’s rewinding which channels and when they’re rewinding them. What does this knowledge provide us? When I worked for Doğan Group, I managed the web projects of the internet channels for a while. Back then, the online rating data came a day after the show was aired. While I was researching a quicker way to obtain the rating daha, I found this solution: I had a charting application developed for the online TV broadcast server.This application kept track of the hits to the server and the minutes they were received. It was a very simple application, because it’s very easy to access this data in Windows media servers. The application took the section information and when these were tracked, we had access to instant rating knowledge. The numbers weren’t correct of course; we had only proved that how easy it was for an executive to access the data concerning ratings rising or falling during live broadcast. Back then we did it with an auxillary solutions. But with IPTV, reporting ratings became instant and will be using correct numbers. I care about this a lot and think it’s very important. Because this will enable the TV channels to move very fast at the point of receiving information. As an extension, serious changes in production side will occur and a structure that will enable the management to find instant solutions to situations that requires very fast and dynamic reactions. In many presentations I make, I talk about the changes that will come with IPTV. The infrastructure will change with IPTV, yes; there will be many important changes to infrastructure. But apart from that, there will be serious changes on the production side. Maybe the shows that were aired up until now on the ground of receiving high ratings will turn out not to have such high ratings after all. We’ll be able to access that knowledge because analyses will be clearer.
“When you’re watching TV, if you’re not satisfied with what you see, you’ll be able to send your feedback over social networks or other methods.”
Now, people familiar with the media theory know that television broadcasting; all media outlets really, is carried out by means of a sender, a receiver and the medium the message is sent through. Feedbacks on the message is very weak and thus are not taken into account much. With IPTV, added-value services will come into foreground and these services will enable us to give instant feedback on the production we’re viewing. This is to say, When you’re watching TV, if you’re not satisfied with what you see, you’ll be able to send your feedback over social networks or other methods. It will be possible for other watchers to view this feedback. Development of such applications takes the power from the hands of the executives and places it into the hands of the viewers. In this field, very serious changes in power structure will come to pass.
When we ask the technology companies about their expectations from IPTV, most say “In the morning, you’re in your house, watching a show and having breakfast, and then you’re told your ride to work is on the way. Now the broadcast has to stop. You’ll either freeze it or record it. But what would be better is, it can be streamed or somehow transferred to your cellphone.” That means, the viewer will transfer the broadcast to their cellphone and keep on watching the show on their way to work. The broadcast will become transferrable. Another interesting application I want to talk about is this: You’re home watching TV and your house phone starts ringing. A message will pause the broadcast, informing you that your phone is ringing and asking if you want to answer. You can answer yes or no. If you answer no, you’ll be able to send an instant message to the other side or play a recorded voice message to them. Of course, you also can continue to watch the program instead, by choosing the “Ignore and go on with the broadcast” option. One of the most important problems everyone has is this: There’re many alarm points in our houses. The phone can ring, the doorbell can ring. There’s even a riddle about this: “Which one would you take care of first if doorbell
and phone rang and baby cried at the same time?”. All of this can happen at the same time in a house. But in the new era all of these will be sequenced and in your control. You’ll have decided beforehand which has the top priority and the new applications will prevent them from calling your attention at the same time. It’s great to see an IPTV application working through 3G, but even beyond that, maybe you’re also curious about if an IPTV application can be made wirelessly.
Lately, TV channels have been trying to get rid of their live broadcast equipment due to their high cost of keeping and maintenance. What do they do? They find ways to broadcast through 3G. With special devices equipped with 4 or 5 SIM cards, they send the feed to the center over 3G connection. There’s even a new product in this field. People connect to the TV channel via 3G connection from anywhere they like. This information is communicated to the regie and the viewers are put on to the live boradcast. This is one of the achievable, even usable technologies we have.
As you know, IPTV is a very important subject. High quality IPTV brings many benefits to TV broadcasting. The data received from IPTV applicatons play an important role in setting the standarts of advertising, of course. How will the advertisement slots will be defined, when will they start, when will then end and with which signals these will be achieved? These standards should be set. As we mentioned earlier, when IPTV is in question, sometimes it’s very easy to operate internationally. You can take a broadcast from abroad and bring it to Turkey. There you encrypt it exclusively for IPTV set-top boxes, put the broadcast through the distributor and distribute it from there. Surely the main point to watch was digital rights management. Up until now, digital rights were mainly obtained through regional connections. This meant, if you tried to somehow broacast a show from Switzerland with paid copyrights, you could encounter copyright problems. That’s why it’s not hard to guess IPTV will force serious changes in digital rights management.
As I just mentioned, the production side is a really big development. A year ago, when we were talking about IPTV, we mainly discussed infrastructure and how it would be. We said the infrastructure would be fiberoptic, the broadcast would be aired in such and such ways, the quality of service carries a big importance, if the quality is low, if there’s static, it would cause serious problems. These issues are now being resolved. Now what ve have ahead is TV channels reformatting and restructuring their IPTV broadcast and developments concerning this. Now in a standard TV channel, the Seda Sayan morning show is aired and at noon, a short meeting about the show is held. The next day the show’s ratings come and a decision is made based on the numbers. The problems of the previous show are presented and developments concerning these problems are shared. An episode of a daily show takes two days to discuss. In the new era, these will happen very rapidly. Maybe we’ll see things change in 10-15 minutes, even when the shows are being aired. As you know, social networks like Facebook and Twitter gained a lot of importance lately. Social networks will be changing IPTV, too. Because, as I said, feedback will be received very quickly and the rapid access to this feedback will cause some added-value services to come to life. Note that I’m emphasizing value-added services a lot. Because we won’t be receiving value-added services solely from İstanbul or some other spot abroad. It will be possible to get value-added services from a local software company in İzmir or anywhere else in the world. And maybe this service will become one of the most important value-added services in the world. Case in point: iTunes. This software structure is one of the issues being worked on right now. Some guy sits down and programs a small application. He prices it 1 dollar and puts it up on
iTunes store. What I ask you to notice is this: Yes, life is regional and a lot of things seem to happen on a local level; but in the world of the internet and in this world sometimes everything is very easy. You can access everything you need to access. Please do not look this over. I do think it’ll be correct to work on these. Because, even the guidelines of a good service that will be developed here, may become the patent of a marketable commodity in many countries. Even though there’re not many examples of this in Turkey right now, there’re many people that got very rich thanks to the patents they hold.