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Objectives
The objective of the study was to optimise the cost of delivering over satellite interactive services for direct-to-home broadcast (Interactive TV, iTV). The intended services are mainly interactive additions to broadcast programmes, and are thus located “below” interactive broadband services for example in terms of per-user data rate.
To achieve such a cost optimisation, the study has addressed commercial and technical characteristics of the services and the associated transmission and delivery schemes, as well as the costs of equipment and of space segment.
The study has addressed the global market for such services, with main emphasis on North America.
Challenges
Interactive TV is much less developed in North America than for example in Europe; the main platform for consumer-oriented interactive services in North America remains the PC. Market and service demand predictions are correspondingly less reliable. There is no appropriate existing capacity for iTV services in North America. The study therefore sketched three different scenarios for dedicated and shared systems, ranging from “starter” systems to full-scale implementations.
Technically, it emerged that return link spectral efficiency was not a key driver; this was exploited to achieve cost reductions in the form of high power efficiency, nonlinear amplifiers and a simple access method.
The business case used a model centered on the service provider, in line with that prevailing for DTH services in North America. In this model, user installations are sold in combination with subscriptions (free-to-air programming is virtually non-existing). The business case demonstrated viability of the services with an ARPU of only a few dollars per month (excluding content).
Plan
The study first investigated the potential size of the market and the technical characteristics of the services. Subsequently, a joint design of air interface techniques, space segment, shared ground segment and user terminal was executed, with a view to minimising overall service provisioning cost. Finally, cost estimates for all elements were combined to produce a business case. This included a number of parameter variations.
Current Status
The activity was started in May 2002. The technical activities have been completed in March 2003.