Proposal for an Industry-wide Statement of Principles to Foster an Open and Competitive Market for Mobile DTV
The Mobile500 Alliance, comprised of leading television broadcast organizations, is proposing a voluntary statement of principles to help guide the development of an open, competitive, pro-consumer, and successful Mobile DTV industry. This proposed statement is based on input, advice, and requests from companies and organizations in the broadcasting, programming, consumer electronics, private equity, and software and hardware industries that are bringing Mobile DTV to market. We are seeking an open and collaborative process to refine the proposed list and create a consensus statement that can be embraced by the whole industry.
- Our goal is to create a vibrant new growth industry in the United States, one that serves the public interest by using the open Mobile DTV technical standard to deliver a new generation of affordable mobile television services to American consumers.
- Local television broadcasters are at the heart of the Mobile DTV service. With no additional spectrum, they are leveraging their investment in the digital transition to deliver local and national programming to Americans on the go—where they want it, when they want it. The unique role of local broadcasters will be preserved and expanded.
- By deploying the one-to-many architecture of Mobile DTV for the distribution of highdemand video content, broadcasters will further increase their investment in the digital transition and again contribute to the more efficient use of the nation’s wireless spectrum. Mobile DTV will free cellular network capacity for the unicast communications it was designed for and support a more rational spectrum use model.
- Broadcasters will provide coverage with at least two Mobile DTV programming channels to 50 percent of the American public by the end of 2011, 85 percent by the end of 2013, and near-universal coverage by the end of the decade.
- A wide selection of handheld, tablet, notebook, automotive, and adapter devices that can receive Mobile DTV will be available for American consumers—with or without mobile carrier contracts.
These devices will be built on open designs, with open client applications at the user interface level that allow devices and users to receive Mobile DTV content from a wide range of available broadcast signals.
Broadcasters will provide consumers with a growing choice of national and local content and services over Mobile DTV, most of which have never before been available on previous mobile platforms:
7.1 Local news, sports, and weather;
7.2 Emergency alerts without the chronic failure of landline and cellular networks in emergencies;
7.3 A basic tier of advertiser-supported programming at no charge to consumers;
7.4 Accessible rich media for persons with disabilities;
7.5 Educational programming and applications from public broadcasters;
7.6 Additional access to video-on-demand, digital video recording, pay-per-view, subscription and other services.
- To preserve content rights, enable new business models, and ensure the eligibility of non-commercial broadcasters to participate under FCC rules, free and paid content alike will come with conditional access and require consumers to opt-in on their mobile devices.
To ensure that all consumer devices have the technical capability to receive content from any broadcaster, Mobile DTV platforms will employ a common, open approach to conditional access. The conditional access system (CAS) will:
9.1 Be standards-based and comply with Part 6 of the ATSC Mobile DTV Standard, Service Protection and share a common trust authority.
9.2. Enable multiple vendors to provide services for the CAS. Any device that complies with the CAS framework defined in Part 6 of the ATSC Mobile DTV Standard, Service Protection, will be able to receive, decrypt and play encrypted transmissions from different sources, even if those different sources each rely upon different subscriber management systems.
9.3. Respect consumer privacy. Any CAS adopted will include strict privacy policies based on standard industry practices.
- To maintain a competitive industry, any national-level Mobile DTV network system that is deployed (to distribute content to stations, administer rights, insert ads, manage subscriptions, execute transactions, etc.), will maintain transparency and reasonable access among system operators and local broadcasters. In any such a system, local broadcasters will be provided competitive access for utilizing all features/functions offered, and costs will be fairly distributed on a non-discriminatory basis.
Principles governing the business relationship between the Mobile DTV network system and any broadcaster that utilizes it:
11.1 Respect for consumer privacy. Through the CAS and all other elements of the system workflow, strict privacy policies based on standard industry practices will be maintained regarding consumer usage and/or transaction data (see below).
11.2 Shared ownership and control of data generated from the consumer’s use of content that stations broadcast to Mobile DTV-enabled devices, including audience measurement, demographic, geolocation, and other permission based information.
11.3 Shared ownership and control over billing, transactions, and other interactivity that may be conducted over any back channel and that is generated from the consumer’s use of associated content that stations broadcast to Mobile DTV enabled devices.
11.4 Shared participation in future advertising delivery models (e.g., addressable ads based upon consumer data generated from Mobile DTV devices) deployed for national and local markets.
11.5 Nothing in any Mobile DTV network system should exclude local broadcasters from sharing future subscription, pay-per-use, video-on-demand, and other ancillary revenue-generating services as part of the Mobile DTV platform, regardless of networks (e.g., 3G, LTE, and WiFi) used to transmit the content.
To ensure a competitive environment with wireless carriers, data generated from the consumer’s use of, or interaction with, content that broadcasters transmit to Mobile DTV enabled devices will remain under the shared ownership and control of the broadcaster and the Mobile DTV network system, regardless of which back channel, including the wireless carrier’s, is used to send the data.