To compete effectively, telecoms providers need to be able to deliver video content in constant bit rate streams and due to the thin access of DSL, MPEG-4 Part 10 encoding is ideal. Whilst one bit rate can be fixed for SD programming and another established for HD content, a single bit rate to meet customer expectations on all content is a significant challenge. Service providers will need to consider how a "one size fits all" approach can supply programming at a quality that is acceptable. Video quality can be measured either by a viewer/observer who provides their opinion on video quality (subjective) or by using instrumentation with the use of automated mathematical algorithms (objective).

However, establishing the exact video quality is easier said that done. Some providers may use the MPEG-2 bit rates employed today to deduce the MPEG 4 Part 10 equivalent quality. By using the 50 percent standard for MPEG-2 to MPEG-4 Part 10 compression efficiency, a model can be created to plan programme delivery to a subscriber. This is a risky strategy as the 50 percent benchmark is only an average and MPEG-4 Part 10 is a completely new coding algorithm. This is not just an optimised version of MPEG-2 and therefore the percentage gain can vary by double digit points in either direction for different video streams. Therefore, as a new system, further characterization of MPEG-4 Part 10 encoding over a wider statistical sample of video programming is required to establish the ideal bit rate. As the technology fully develops, it will see gains in efficiency just as MPEG-2 did over the years.

The new compression technologies will not make the telecom provider’s offering any more competitive as both Cable and Satellite operators will look to offer similar services using the same technology. Crucially, MPEG-4 Part 10 will help the telecoms provider compete on equal ground which no doubt will include increased HD content and data services.

Maximising the entertainment experience

It’s the entertainment experience that will differentiate IPTV from the services offered by satellite TV and CATV. Therefore operators looking to offer IPTV need to ensure that they implement an extremely reliable headend solution that is both flexible and powerful. It needs to be able to transmit a high number of channels with the best possible image quality coupled with the greatest bandwidth efficiency. The MPEG-4 Part 10 solution should enable the operator to offer more channels and extend their service offering to more remote subscribers.

Video on Demand (VoD) is another service that adds to the entertainment experience and has increased in popularity amongst viewers. The ability to request and receive content by simply ordering it using an onscreen menu has provided an additional revenue stream for operators. To help subscribers access all this information, the set-top plays a crucial role.

 It's the set-top that bridges the subscriber to the entertainment.  For an IPTV set top solution to be most effective, there are a number of considerations operators need to bear in mind. It should offer flexibility and support a variety of advanced video compression technologies, such as MPEG-4 Part 10. It also needs to allow operators to take advantage of an open platform that supports popular middleware and operating systems. The set-top should also protect valuable content with CA (conditional access) and digital rights management. To support a wide range of consumer preferences, the latest range of IPTV set-tops from Scientific-Atlanta will support advanced video services and offer SD, HD and SD/HD Digital Video Recorders (DVR).

The entertainment experience that IPTV offers is outstanding. Whilst interactive television has been around for a few years, households with IPTV can change camera angles, access scores and statistics of one sporting event while watching another. A multimedia rich EPG (Electronic Programming Guide) will include in-depth information on each programme whilst displaying the highlighted event on a mini screen at the bottom. Prior to requesting a movie over VoD, viewers can access additional information including the trailer or the making of the movie and rent it at a moment’s notice. Users can also send photos or home movies via PC to the TV, see caller ID on the TV screen, and Instant Message friends right across the country to join in watching a programme.

 Another important consideration for operators is minimising downtime. Whilst compression technology will help in the delivery of IPTV, with such a diverse range of services, it is critical to monitor the network. It is therefore paramount that operators use Network Management Systems (NMS) to maximise the entertainment experience for the user. A NMS helps to detect any faults instantaneously so essential repairs can be carried out before it grows in severity. To compete effectively in today’s video delivery market, experiencing service outages is something operators can ill afford. Therefore, to maintain an extremely efficient network, it’s important for the headend products to work together as a complete solution or to work in sync, as part of an integrated system, with third party middleware.