HOW DATA TRANSMITTED OVER AN IBOC STATION WILL BE MANAGED: USING A GATEWAY TO GENERATE DATA REVENUE.

Transcription

1 HOW DATA TRANSMITTED OVER AN IBOC STATION WILL BE MANAGED: USING A GATEWAY TO GENERATE DATA REVENUE. David Maxson, Managing Partner, Broadcast Signal Lab, LLP Paul Signorelli, CTO, Impulse Radio, Inc

2 Impulse Radio IBOC Radio Data and Interactive Solutions New York, New York Founded 1999 Broadcast Signal Lab Broadcast Engineering Services and Consulting Cambridge, Massachusetts Founded 1982

3 This Talk Will Present a case for a bitcasting environment that is Universal Profitable Robust Consumer-oriented Highly spectrum efficient

4 This Talk Will Lay a background on the lessons of subcarriers and RBDS Balkanization of non-standard services Fractured business models Low utilization Poor spectrum efficiency

5 This Talk Will Present a bitcasting model driven by Multiple business models Single transmission platform Multiple data services Multiple classes of users Universal open standards

6 This Talk Will Demonstrate the tool to liberate bitcasting from second-class existence The DATA GATEWAY Will Show how to Organize Transmit Render and Charge for Broadcast Bits Will examine Use Cases and Receiver Classes that lend themselves to an orderly and open data system

7 Background Subcarriers Inefficient with Bandwidth Time Economics

8 Background Subcarrier Bandwidth One Tenant, One Pipe 57 khz 67 khz 92 khz

9 Background Subcarrier Bandwidth One Tenant, One Pipe Tenant Owns His Bandwidth Specialized Audience/Subscriber Bases Receivers Often Fixed-frequency or Service-specific

10 Background Subcarrier Bandwidth Result: Balkanization of Services

11 Background Subcarrier Bandwidth Result: Balkanization of Services

12 Background FM Stations with Subcarriers In-house 15% Subcarrier Bandwidth Low Utilization Half of FM Stations Have Subcarriers Leased 23% In-house & Leased 5% None 57% Only 8% Have More than One If Subcarrier Tenant Uses His Bandwidth Inefficiently, There Is No Way to Sell Unused Portion to Others Business Characterized by Long-Term Leases

13 Background Subcarrier Bandwidth Small Economic Impact Opportunistic Use of Bandwidth Low Value to Broadcaster s Main Mission Services Typically Aimed at Extremely Narrow Markets

14 It costs nothing extra to run a subcarrier, so the income is almost pure profit. What could be better than that? Background Subcarrier Bandwidth Small Economic Impact Free Money Myth Dispelled

15 Subcarrier Market Radio Revenue (000) Profitability Stations per Market Average Station Annual Radio Revenue (000) High Subcarrier Annual Revenue (000) Cash Flow Margin Earnings BITDA (000) Hertz Composite Bandwidth Annual Earnings per Hertz Main Channel, Boston Market $362, $5,571 40% $2,228 53,000 $42.04 Subcarrier Major Market $ % $120 25,000 $4.76 Broadcast to Subcarrier Earnings Value Ratio Boston 9:1

16 IBOC Data an Untapped Gold Mine $ $ $ $ $ $ $ SCA 1 SCA 2 Data Gateway Must Be Set up Right from the Start Must Eliminate Impediments to Full Utilization

17 IBOC Data an Untapped Gold Mine Impediments To Avoid Features to Seek Balkanization by Proprietary Standards and Applications Low Economic Intensity Universal Data Protocols, Receiver Classes Inexpensive Receiver Architecture Coupled with Highly Flexible Applications Capability Control of the Pipe Handed Over to One or Two Tenants Providing Extremely Niche Services Station Revenue Structure Based on Inefficient Business and Delivery Models Put Broadcaster in the Business of Trafficking Data with Easy to Implement Technology Base Data Delivery Model on Methods Familiar to Broadcasters Airtime Scheduling and Traffic Management Principals.

18 IBOC Is All Data Adjustable IBOC Audio Bit Rates 8 kbps steps ibiquity FM IBOC Dedicated Data Table From FM Report to NRSC Hybrid Extended Hybrid Highest Possible Digital Audio Quality (96 kbps) 1 kbps 51 kbps DARS-Level Digital Audio Quality (64 kbps) 33 kbps 83 kbps All Digital 181 kbps 213 kbps 2-3 kbps Average Opportunistic Data Rate

19 IBOC Is All Data There Will Be No SCA Jack on an IBOC Exciter

20 IBOC Is All Data Goodbye to SCA Architecture Hello to Object Transport Protocol Move Data in Packets and Files Transmit with a Markup Language Instruction Sets Tell how the receiver should use or ignore the data

21 IBOC Is All Data Hello to Object Transport Protocol <button group="grp1" count= 1"/> <button group="grp1" name= trafficreport"> <action> <display> <data>delays Inbound </wr>i90 10min</data> </display> </action> </button> KDAB 98.7 FM Artist Delays Inbound Elton I90 10min John

22 IBOC Is All Data Hello to Object Transport Protocol Dynamic Allocation of Use Nobody Owns Your Bandwidth Flexible Control of Throughput Managed as Files and Packets Tagged Prioritized Scheduled Sent According to a Set of Rules

23 Object Management Federal Express Manages Object Transport Shipper Deliver By- Object ID Container Recipient Package Size Security Special Handling Transaction Info

24 Object Management Radio Broadcasting Manages Objects

25 Object Management The principles of data flow management have a surprising similarity to the principles of managing radio programming.

26 Object Management Station Clock Spot Schedules and Rotations Music Schedules and Rotations Spot Priorities Conflict Prevention

27 Object Management Chaotic Systems Require Sophisticated Traffic Control to Maximize Their Value

28 The Data Gateway Mission Organize Prioritize Schedule Tag Synchronize Secure Transmit Charge

29 The Data Gateway Inputs- Content and Control Program Related Data Program Schedule for Main Program Channel Upcoming Program Elements and Changes Event and Synchronization Triggers Program Content Paid Content Audio Source Data Sources IBOC Mode Control Spot Traffic and Billing System Conceptual IBOC Exciter I/O Data Data Gateway Gateway Data Data Flow Control and Status IBOC Exciter RF to Transmitter Program Automation System Schedule and Cues

30 The Data Gateway Inputs- Throughput Management Bandwidth Requirements What is Minimum Main Channel Audio Coder Rate, hence the Available Data Bandwidth? What is the Expected Available Variable Data Rate on the Codec? What are the Demands of Upcoming Data? File Sizes, Priorities, Security Error Protection, Redundancy/ Rates of Repetition, Synchronization and/or Delivery Deadlines

31 The Data Gateway Inputs- Preset Rules Contractual Obligations Conflict Rules Station Look and Feel Rules

32 The Data Gateway The Data Gateway Mission: Tag Rendering Requirements How Will Data Be Utilized, Presented What Service or Services Is the Data For Relationship Between Each Data File and Others Intended for the Same Use Synchronization Requirements Access Rights, Error Correction Demands, Compatible Devices

33 The Data Gateway Mission: Tag Standards-Based Decision Making Universal Service Classes Universal Use Cases Customizable Station Rules

34 Create Economically Viable Platform for a Multitude of Evolving Services Give Consumers Confidence that any Receiver Designed for a Particular Use Will Work Give Receiver Manufacturers Flexibility to Differentiate Products and Address Consumer Demand Maximize the Utility of IBOC for the Pubic Benefit

35 Subcarriers are also less robust than main channel reception. With IBOC, data performance, with appropriate error protection, should be comparable to digital audio coverage.

36 Fundamentally, where an auxiliary service would have leased a jack on the rear of the FM exciter, the IBOC model permits a more complex system of allocating data flow.

37 Paging service may hire a certain number of bits, with a certain maximum delay time between system receipt and IBOC transmission. may be willing to pay extra for priority service on some or all messages Radio Program-Related Program-Related Text to Be Received On-time with Program Event Audio File for On-demand Storage/Playback on Receiver Second Audio Stream Financial Service Hires Fixed Bit-count per Hour

38 The Data Gateway Uses Standards to Organize Data Flow Standards Based on Generalized Use-Cases Standards Based on Receiver Classes Use Cases

39 The Data Gateway HOW A GATEWAY CAN ADMINISTER THE FLOW Looks ahead in the schedules Determines what it must accomplish. The Data Gateway

40 FLOW Example- PRD Perhaps some program related data must get to radios in a timely fashion not too soon that late tuners-in will miss it, but not too late that it will fail to synchronize with the programming. Perhaps the data has a looping rule that it must be sent three times over the course of five minutes to be sure that people tuning in can catch up with a full set of data related to the programming.

41 HOW A GATEWAY CAN ADMINISTER THE FLOW Example- Messaging Messaging service deposits a message Address Deliver-by time Security and Error-Tolerance Levels The gateway will have a set of rules that inform it how to prioritize the message delivery according to the contract with the service provider.

42 The Data Gateway HOW A GATEWAY CAN ADMINISTER THE FLOW Example- Financial Data Financial Service May have contracted fixed # bits per hour, per minute, or other units Gateway uses its rules to be sure contract is adhered to without obstructing other business.

43 The Data Gateway HOW A GATEWAY CAN ADMINISTER THE FLOW The gateway also communicates with the IBOC exciter. Station has decided to operate the IBOC audio stream at, say, 80 kbps for the next hour. This leaves the gateway to determine what to do with the remaining approximately 20 kbps, based on all the data that is scheduled and arriving at the queue.

44 The Data Gateway HOW A GATEWAY CAN ADMINISTER THE FLOW Opportunistic Bandwidth Audio codec may temporarily have extra data capacity in its audio packets. Could be 3kbps average on some FM station Gateway tracks exicter throughput capacity Dynamically adjusts data queuing and scheduling to maximize bandwidth utilization

45 The Data Gateway What Is Required of the System Standard Ways of Using Data

46 The Data Gateway What Is Required of the System USE CASES Framework that anticipates general ways that the system might be used. The Question: What will people do with this new data pipe, that not only allows streaming audio and data, but the sending of any ASCII or binary data for a multitude of purposes.

47 What Is Required of the System USE CASES Does the system need to synchronize data events?

48 What Is Required of the System USE CASES Is there a need for security? Encryption? Authentication? Monetary Transactions? Open Subscriptions? On-time purchases? Limited-use licensing? Expirations, copyrights, performance rights? Client Privacy?

49 What Is Required of the System USE CASES What are the minimum requirements for a particular use case? Display size and resolution? Memory and processing demands? I/O to other devices?

50 What Is Required of the System USE CASES How will the data be rendered? File formats? Human interfaces required? Synchronization issues? Markup language?

51 Underlying principles guiding use of the system o Broadcasting medium o Free ubiquitous / o One-way point-to-multipoint / No impact to the network on adding users o Long-range data transmission at low power (low cost) per user o Good mobile reception at high speeds and in difficult conditions o Limited data bandwidth

52 What Is Required of the System USE CASES From model use cases come Applications Features

53 Applications Examples Program Associated Data On-demand programming Time-shifting Telematics Commerce Listener Interaction Subscription Supplemental Audio Messaging Electronic Program Guide Emergency Alert System

54 Audio or data customized to the time Data Caching Storage of audio and data on the receiver for later use External System Interface Using IBOC data to interact with another system such as a navigation system or an Internet application Transactions Using IBOC data to initiate response back to the data source via another channel such as the Internet or wireless web Security Protects access to data as well as protects the data itself for transaction based activities and subscription services User Personalization Data that is customized based upon user preferences Figure 4

55 What Is Required of the System USE CASES A list of possible use cases was assembled with the input of participants in the data forum hosted by ibiquity in the fall of The list is viewable at user name: ibocstand password: iboc4262

56 What Is Required of the System USE CASES Pattern of classifications emerges. Service Classes Receiver Classes

57 What Is Required of the System Service Classes Describe how groups of use cases are employed to provide a service From a data transport perspective.

58 What Is Required of the System Receiver Classes Describe what a receiver has to do to handle the data for particular services and applications processing rendering delivery

59 SERVICE CLASSES Data Service Definition Identifies the physical attributes of the data service How is the data transported, is it streamed, is it file based? How much bandwidth does the service get? What type of error correction? Encryption? Authentication? Is it binary data or ASCII data? Time-to-live? Application specific data? Synchronized (with audio, time, or location)?

60 What Is Required of the System SERVICE CLASSES Data Service Definition Creates an environment where unrelated data can readily coexist on the same channel.

61 broadcaster (and their customers), and the community at large. Example Basic guidelines for display rendering. Automotive Front Seat Define scrolling and refresh rules to address safety Legibility Requirements Define image resolution required for successful rendering To satisfy consumer expectation of performance to meet minimum-promised performance for content provider, advertiser and/or broadcaster

62 Examples of Service Classes Program Associated Data (PAD), could be required to synchronize with events on the audio channel, synchronize with other PAD coming down the channel. remote control service (RCS), such as load management, would not require program synchronization. RCS Service Class that might include location based functions time of day functions standard Input/Output port to control standard devices

63 USE MAPPING Several use cases might combine to form one service classin Figure 5 Example PAD Use Cases might involve graphics text possibly audio, possibly listener response or interactivity.

64 What Is Required of the System Single Service Class supports multiple applications the PAD Service Class may define several processes Simply play the main channel audio and display artist and title text OR Feed graphics to an interactive display listener toggles to stats of the pitcher on the mound

65 What Is Required of the System OTHER SERVICE CLASSES On Demand Programming (ODP). may be program independent May be related to the main audio program. ODP applications distinct from PAD functions. ODP audio must be cached

66 What Is Required of the System RECEIVER CLASSES Derive from Feature Classes Groupings of design features in receivers Menu buttons memory hooks to an automobile data bus navigation system back-channel communications device

67 Class X: budget model receiver in a dashboard display features and display management features for in-vehicle safety. no-additional-frills model that maintains lowest cost. Class Y: More sophisticated in-dash receiver may have all of the above add hooks to the automobile clock the navigation system the concierge phone (e.g. On-Star) Other classes might define home stereo portable boombox PDA radio module Personal computer peripheral Application specific load management controller

68 What Is Required of the System RECEIVER CLASSES Definition Receiver Class is a blueprint that must be followed for any receiver that is to enable specific use cases. Purpose To simplify the receiver and chip design To foster amilies of interoperable receivers

69 MULTI-INDUSTRY COOPERATION IS THE KEY TO STANDARDIZATION Summary Impulse Radio Impulse Engine presented as a model for a data gateway manage the flow of data for multiple services, allow broadcasters to maximize the utilization of every bit of data bandwidth available to them. Broadcasters can exert more direct control over the transmission of data maximize the value of IBOC data to the consumer public maximize economic viability of IBOC.

70 The universal IBOC data protocol based on the principles of Use Case analysis leads to a classification system Service Classes Applications Data service definitions Receiver Classes Features

71 ensure new services will be supported by one or more receiver classes, independent of brand give broadcasters ability to control the rendering of their data give Receiver and chip manufacturers comply with universal standards while suiting their own product design and differentiation needs. Give new service providers a way to be inherently compatible with receivers designed to support that use case.

72 The Data Business Model figure (6) above illustrates the opportunity the US radio industry faces by embracing the non-linear Data Gateway model for managing IBOC data in comparison to the traditional linear model employed in subcarrier leasing today.