Next Generation Video: Beyond 4K
4K Video has captured the attention of consumers, retailers and television manufacturers. Next generation video is not just about 4K, though. Improving the video experience goes beyond resolution itself.
CableLabs operates a Video Quality Lab at its Louisville, CO facility where various formats of video streams have been analyzed, compared, and tested in a controlled environment. I have produced a short video that explains factors beyond 4K such as bit depth, color space and high dynamic range that we encourage you to view.
Technical advances offer a new standard for bit depth. Previously 8 bits, the anticipated de facto standard will increase to 10 bits, which will reduce the undesirable phenomenon of color banding for a cleaner consumer experience.
Regarding color space, television manufacturers are anticipated to adopt the ITU Standard of BT.2020 that increases the size of the color gamut.
Finally, high dynamic range, recently introduced to motion pictures, increases the peak luminance output, so that the brighter portions of the video increase in intensity while maintaining detail in the dark portions of the video .
Experience these new video technologies during this 3-minute video segment.
Daryl Malas is Principal Architect in the Application Technologies Group at CableLabs.
Interactive TV Ads – Is There a Demand?
Recently, Coke aired an interactive advertisement during the NCAA Final Four basketball games. I thought I would try it out. When the ad starts, it declares “This is a drinkable commercial,” then prompts the user to “Shazam now to drink it.” I launched Shazam on my smartphone, it picked up the audio, and launched a Coke Zero ad on my phone.
The ad depicted a Coke glass full of ice with Coke Zero being poured into it.
Pressing that button took me to another page that prompted for my birthdate and phone number. About 20 minutes later, I received a text message with a URL to a barcode to redeem for one free 20-oz. Coke Zero. Pretty Cool! You can try it out using the ad on this Youtube link.
But it wasn’t quite as easy as I made it sound. By the time I had dug through the screens on my smartphone to launch Shazam, the commercial was over. Luckily, I was using my Xfinity X1G set-top box which includes a time-shift buffer feature, so I could just rewind 30 seconds and re-run the commercial. It would have been MUCH EASIER if I could have just picked up the remote and clicked the “OK” button to have Target send me the coupon!
The Quest for Interactive Ads
For years, advertisers, cable operators, and television manufacturers have sought the best way to engage viewing audiences with interactive ads. The cable industry went down the path of EBIF and tru2way, and for a while there was a flurry of second screen apps. Although there were over 25 million EBIF-enabled set-top boxes deployed in the US at one time, the promise of interactive ads never really materialized.
Another platform for interactivity is the smart TV. Since 2011, some smart TV manufacturers have been embedding Automatic Content Recognition (ACR) in various television models to enable HTML5-based applications to launch on the TV. LG has their “Live Plus” feature based on Cognitive Networks engine, several other manufacturers use Cognitive or Samba ACR engines. Showtime has “enhanced” their original content with interactive applications (SHO Sync) based on this platform on LG TVs. Ensequence has enhanced advertisements with the Samsung platform.
Smart TVs with embedded ACR can support synchronized interactive applications, but it can also cause some problems. What happens when the set-top box displays a graphical overlay, such as a menu or even an interactive application, and the Smart TV does the same? This is known as “app collision,” and is a problem recognized by the industry.
Interactivity in the Future?
The fact that advertisers are still seeking ways to engage audiences through interactivity makes me optimistic that the issues discussed can be resolved and consumers will have simple ways to interact with advertisements. With 4K and 8K televisions coming out with much higher resolution, the real-estate for interactive applications is even more compelling. I am looking forward to the ability to pick up my remote (or better yet, respond with voice control or other simple interface) to get my free Coke Zero.
Debbie Fitzgerald is the Director of Client Application Technologies at CableLabs.