Dynamic TV: The Long Tail Applied to Broadband-Broadcast Integration
Andrea Belli (Telecom Italia, Italy), Marina Geymonat (Telecom Italia, Italy), Monica Perrero (Telecom Italia, Italy), Rossana Simeoni (Telecom Italia, Italy) and Monica Badella (Politecnico di Torino, Italy)
Copyright: © 2007
This chapter proposes a way to exploit the ongoing convergence between the worlds of broadcasting and Telco in order to find an added value for the audience. We propose Dynamic TV, a concept based on the idea that this scenario may enhance the user TV-watching experience by providing not only a more comprehensive choice (content accessible via the broadband channel are virtually infinite) but most important, a way to take the user from a pure passive TV consumption to a more interactive, on demand, nonlinear experience. The maturity of the current technologies and standards for convergence has been investigated by implementing a prototype in a digital terrestrial television (DTT)/Internet protocol television (IPTV) environment of the Dynamic TV concept. Our conclusion is that both standards and technologies need some effort in order to allow a real service of this kind to be offered on the market.