Widespread high-speed Internet access, while reducing the cost of traffic, is becoming more commonplace in our country. In addition, providers pay a lot of attention to upgrading the equipment of the “last mile”, which significantly improves the quality of technical support for subscribers, and provides new service options. The number of Internet users is growing both due to the development of wired and wireless networks, and due to the huge selection of multimedia devices, such as phones, tablets, laptops, which are mainly used by subscribers as devices for accessing media resources.
This pace of development and diffusion of network technologies is increasingly pushing traditional television to the background. The situation in the television services market is such that cable and satellite TV providers provide a rather limited selection of TV channels and services, and, as a rule, the content provided is often duplicated. Internet TV, in turn, provides the viewer with substantial freedom of choice. Subscribers can connect only those channels that interest them (unlike cable TV, the operators of which provide channels with packages), or select specific content and the time it is viewed. However, not all providers can guarantee high signal quality at the moment. Thus, according to the development trends of the video content market, there was a tendency to shift the interests of the audience towards online video. However, the popularity of such services is growing, mainly among the youth audience, and this is partially due to the fact that Internet TV is not yet able to provide the most convenient access to content compared to traditional TV. The entertainment factor also plays a role: watching a video on a TV screen is more attractive than watching a computer or tablet.
Interaction is especially attractive when watching TV content, both for subscribers and providers. In fact, this is a two-way communication between the viewer and the provider, which can be implemented using the capabilities of Internet technologies, and thereby provide ideal conditions for the delivery and viewing of media content without restrictions. The main advantage of the global network is that the content is accessible from anywhere in the world. History has known attempts to combine the benefits of traditional broadcasting and interactive delivery systems. This is how traditional cable and satellite TV appeared, which provided the viewer with the opportunity to choose packages of channels according to their interests, and with the development of Internet technologies and the pursuit of the maximum audience, the viewer got acquainted with the concept of a large IPTV.
IPTV networks are designed to transmit video signals using the IP protocol. Given the ability to use IPTV for various services, such as VoD, an individual channel package, and the ability to view recorded content, it becomes obvious that, unlike the standard approach to organizing TV broadcasting, an IPTV network should be designed with the possibility of serving multicast and unicast traffic. (the so-called multicast is necessary to optimize traffic and reduce the load on the network. This technology allows one broadcast, in the event that several subscribers are simultaneously viewing the same content, broadcast one stream to the network, instead of transmitting to each subscriber separate signal). In addition, IPTV technology has several unique technical features,
First of all, a fairly wide bandwidth is required: the MPEG-2 digital encoding standard is most often used when encoding a TV signal, and for high-quality transmission of video content in this format, the subscriber’s access speed to the network should be at least 4 Mb / s. If we are talking about HDTV transmission, then a speed of at least 14 Mb / s is required. However, these are the minimum requirements for group traffic. If you plan to launch the VoD service, then the access speed should be increased accordingly.
Despite the guaranteed high signal quality, some disadvantages of online broadcasting are inevitable. So, for example, a signal delay can occur both due to signal encoding, and due to buffer overflow at the moment of answering user requests (channel change). A network delay occurs at the time the request is executed, when the user’s request to change the channel is converted to a multicast request, and is associated with the further delivery of traffic to the user.
Customer service. As a rule, a client has the opportunity to buy an IPTV service together with a number of other services, and the subscriber is interested in ensuring that all services and functions work regardless of network congestion. Therefore, IPTV traffic must be guaranteed, and with the least possible delay. This requires the implementation of an intelligent subscriber service system that can independently determine the priorities for the most critical traffic, and reduce / increase the bitrate of media content depending on the load on the channel.
First of all, it is worth recalling that IPTV is a technology for transmitting digital television over IP. To ensure the normal operation of IPTV, it is necessary to create an architecture with the following components:
Reception and signal processing
Content Protection (CAS or DRM)
Video Server Complex
Management of services available on IPTV set-top boxes - the so-called middleware
Monitoring the quality of flows and client equipment
Subscriber devices
There are also complex solutions: middleware and a content protection system are built into the set-top boxes, and the STB set-top boxes of the MAG series can be considered the most successful example of this solution. This is a modern, stable, and secure subscriber equipment that meets all modern requirements, and complemented by free middleware with an open API. Due to this, the launch of interactive TV services does not require additional costs, and can be carried out in the shortest possible time.
IPTV, as an interactive technology, has many advantages and benefits. The wide range of services that pay-TV operators can provide using IPTV is as follows:
Streaming
Delayed view
Network Personal Video Recorder
Video on Demand
Interactive applications
In general, IPTV is the same cable television, with the only difference being that the IP network architecture allows you to control the subscriber base and receive feedback from customers. And at the same time, despite the availability and simplicity of launching IPTV, this type of TV service is characterized by a number of problems and limitations. Considerable financial investments are needed to create the infrastructure and purchase video servers and equipment supporting multicast. In addition, IPTV is not designed for the mass market, since the provision of the service is limited by the operator’s network and attachment to special equipment (the STB or PC / MAC prefix mentioned above)
With regard to legal issues, the National Council on Television and Radio Broadcasting in Ukraine began to issue IPTV licenses relatively recently. However, the principles by which the committee is guided are not yet fully understood by providers and operators, since only local providers have obtained licenses, while the largest national operators are interested in obtaining this license no less.
In order for the subscriber of the Internet provider to be able to buy an IPTV service, the provider needs to take care of organizing a full IPTV architecture and open source iptv software . Two components of this architecture are on the user side. This is the so-called residential gateaway, i.e. a device acting as a network gateway for accessing Internet resources, and STB (Set-top Box), a device that receives an IPTV signal and decodes it for viewing on a TV screen.
The components that are on the provider side are as follows:
Broadband Access node is a set of equipment for the provision of IPTV services, including reception, decoding, and broadcasting to the network.
Aggregation network, or aggregation network is responsible for the efficient transmission of video signal to the network. Includes switches, routers, and broadband network gateways.
Middleware is a software package both on the provider side, designed to control the network, and on the subscriber side, necessary for receiving and decoding the signal. In addition, the software is necessary for billing, and control of various aspects of the content.
Digital Right Management. The software package is necessary for encrypting the transmitted data in order to protect content from pirates.
Source media servers. The platform needed to store content.
Encoders system - a system necessary for encoding and compressing content, thus adapting it for broadcast over an IP network.
A properly configured set of hardware and software should perform the following series of tasks:
Ensure the speed of access to resources corresponding to the declared quality of video content.
Minimize signal delay
Ensure sufficient, and uniform network density. Access nodes should be located as close as possible to the user, which will significantly increase the efficiency of channel use.
Reliability of the network at any point.
Quality of Service (QoS).
The last point is worth considering in more detail. This item is separated from the access speed and network reliability, despite the fact that these parameters are key in the provision of IPTV services. For the quality of service, the so-called network intelligence. Since IPTV is not provided as a separate service, and, accordingly, the user, in parallel with watching TV, can surf, download files, chat with friends, play online games, etc., and each subscriber expects guaranteed content delivery, often not paying attention on channel load. The QoS task, in this case, is to prioritize and allocate network resources for optimal traffic transmission. So, for example, in the case of watching TV at the same time, and downloading files, the system gives IPTV packets the highest priority, and buffers the downloads
Another possible model of interactive TV is based on OTT technology. The main principle of this technology is that media content is always available in real time, and is not controlled by ISP providers. A feature of Over the Top technology is that the client receives media content from the content aggregator directly through the HTTP protocol. Thus, the viewer is able to continuously view, and the copyright holder - the ability to protect content. The OTT service provider gets the opportunity to monetize these services, guaranteeing access to a specific list of subscriber devices. To regulate access to content (including its publication and viewing authorization), a control system and a content encryption system are used.
The most successful and popular interactive features of OTT technology are as follows:
Video on Demand (VoD). A similar service is offered by Youtube, RuTube, IVI, Netflux, and Hulu.
Delayed View (Time Shift)
Broadcast TV over the Internet (Web TV): Yes, Katrina.tv, Planeta.tv
Broadcasting to mobile devices (multi screen) SkyGo, BBC iPlayer Yes, Cristal, etc.
Record for deferred viewing (PVR)
Most operators use either an advertising model or provide package subscriptions. As can be concluded from the foregoing, OTT can provide no less choice of services compared to IPTV, and the capabilities of some services are quite comparable in quality and convenience with the services provided on the basis of IPTV. That is why the spread of technology for transmitting video over networks of providers (Over the Top) is considered to be the most successful alternative to the development of TV services in the Internet space.
First of all, content providers and channel managers may be interested in launching and distributing OTT services. Due to the fact that OTT technologies are not tied to a specific provider, the use of the Internet as a platform for the distribution of content will help broadcasters and content providers expand their audience and cover new territories. And with the expansion of the coverage area, and, accordingly, the audience, service providers are able to use their resources more efficiently. From the point of view of financial costs, it is worth noting that the organization of the transmission of media content over the network is much less expensive compared to cable or satellite TV. Therefore, given the pace of development and spread of the Internet, cable TV operators, and eventually satellite ones, will have to decide on the transition to OTT services, i.e.
Regarding the interest of copyright holders, it must be emphasized that in OTT they may be interested in the innovative principle of the content protection mechanism. That protection is the basis that determines the development of this business sector. And given the fact that in our country the content market and the industry of protecting the rights of content owners are incredibly poorly developed, OTT can be the service that can teach people to pay for quality content.
According to the most common business model for providing OTT services, an intermediary operator is required. Its role is to offer and support an online platform on which the content aggregator will be able to place existing content, whether it be access to TV channels, or individual programs. Thus, the operator-aggregator can transfer some of the tasks of maintaining the quality of access to the shoulders of qualified intermediary personnel, thereby saving a lot of time and resources on launching online TV services. Such a scheme is quite advantageous, due to the minimal costs when using the available technical capabilities, the operator can enter the Internet TV services market and position itself as a reliable OTT service provider, gaining a positive reputation both among broadcasters and among the target audience.
Using the Internet as the main platform for the distribution of services provides a number of advantages for national and ethnic broadcasters. So, with the help of OTT technology, any emigrant or tourist will be able to access the TV channels in their native language, if only a person has access to the Internet, and a subscriber’s device, whether it’s a set-top box, or a mobile media player. Another feature of OTT is that operators will be able to try to return to the ranks of consumers of TV services a youth audience who, in recent times, is more interested in pirated content.
According to forecasts for the near future, traditional cable and satellite operators will continue to occupy leading positions. This is more likely due to the inexperience of the new format broadcasters, and the lack of well-established schemes for starting broadcasting on the Internet. In the future, it is assumed that the current scheme will be obsolete, and TV service providers will not be needed, as content producers will go on the path of direct delivery of content and services to consumers via the Internet. A similar scheme of relations between producers and consumers of content is possible with the help of a set-top box that adapts the Internet video stream for viewing on a TV screen. A good example of such a console is the AuraHD media player. This equipment allows not only to watch streaming TV, but also to use OTT services, with free VoD capability.
The advantages of online TV, whether IPTV or OTT over traditional broadcasting, are obvious: the ability to choose what, when, and in what quality to watch. As for the choice between these two technologies, the choice is not so obvious. The main advantage of IPTV over OTT is an established quality control system. In contrast to the algorithm for reducing the bitrate, which is characteristic for the transmission of media content in OTT, the use of an intelligent delivery priority determination system for IPTV broadcasting is more acceptable for a demanding client. However, given the high cost of equipment for IPTV broadcasts, most providers see the introduction of this service as an image solution, therefore, the range and quality of services can only develop in parallel with the provider’s material and technical base.
OTT is less demanding on hardware and software, therefore its development is limited, for the most part, by the subscriber’s access speed to the network. The audience is not limited to one provider, unlike IPTV, and for viewing you do not need to install additional software with unique settings, since you only need a web browser to view it. An adaptive content transfer algorithm allows you to use an access channel of less than 4 Mbps (when compressing video content using the H.264 codec, the minimum speed is 2 Mbps). At lower speeds it is possible to use the download followed by viewing. This flexibility in traffic delivery algorithms sets OTT apart from IPTV.
As for the advantages of these two technologies, it can be safely stated that OTT is the undoubted leader, judging by the convenience and accessibility for the end user. As already mentioned, OTT is not tied to any of the specific operators, and is available anywhere in the world where there is Internet access. High quality content, plus the ability to view on mobile devices, adaptive bit rate (a technology that adapts to a specific Internet channel speed), and a wide range of interactive services - all this distinguishes OTT from IPTV. Broadcasting can be carried out not only by an operator with access to subscribers' accounts, but also by any owner of media content. In order to be able to sell content to a viewer, the copyright holder must take care of integrating the content access system into the subscriber device. In Ukraine, the most advanced alternative to such devices is the Aura HD media player. The main advantages of this device are support for all major media formats and codecs, and moreover, the device is accompanied by lifelong technical support: software updates, expansion of functionality, and a list of supported services.
As for the shortcomings of OTT technology, it should be noted that the content is delivered over an unmanaged network. This means that the content owner cannot control the subscriber’s channel width. Therefore, the video can slow down at the moments of buffering, and have a low quality. However, this problem can be solved. Since the main task of the operator is to provide the user with a continuous media stream, without delays or slowdowns, the bitrate of the stream must adapt to the speed of the Internet connection. Thus, the subscriber receives a continuous broadcast, the quality of which changes at every single moment when the connection speed rises or falls. This principle avoids buffering and associated image delays, ensuring optimal image quality. And yet, it’s worth noting that image quality may be degraded, albeit briefly and slightly. And, even despite this drawback, OTT technology can be considered the best way to deliver media services to the user, and increase the loyalty of subscribers, especially those who can not afford a high-speed Internet connection, or use outdated technology.
A common drawback of both technologies is the inconvenience of watching broadcasts. Mobility and interactivity make IPTV and OTT ideal for viewing on a computer screen, tablet or smartphone, but for full functionality on the TV screen, the user will need to buy IPTV set-top box or set-top-box.
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