IPTV in Focus

Colin Farquhar, CEO of Exterity, examines how organisers of large events are re-thinking the way they use technology to deliver an enhanced experience for attendees.

Video technology at major events is becoming an important tool for ensuring a top-quality experience for attendees and maximising financial returns for organisers. At large events such as concerts, football matches and horse racing fixtures, big screens throughout venues are often used to communicate a dynamic mix of information, updates, clips and scores to attendees, as well as to advertise and up-sell relevant products and services during intervals. Traditional coaxial TV systems are limited in their ability to deliver this level of sophisticated, rich content, particularly when considering the sheer size and scale of many modern events and venues. The cabling costs alone can run to thousands of pounds, and their analogue technology may not support the HD video visitors increasingly expect. Event managers who are trying to maximise revenue per head and generate new streams of income whilst controlling their capital expenditures are finding that the answer to these challenges is Building IPTV technology.

Existing network
Building IPTV utilises a venue’s existing network (building, campus, or metropolitan area) to stream TV and video content to displays. Due to its digital nature, it can supply a practically unlimited number of high-definition live and on-demand channels and interactive add-ons, with picture quality equal to or better than that of the home experience. Furthermore, as IPTV harnesses a venue’s existing IP network, it eliminates the need for separate, complex analogue cabling systems, which in turn reduces IT staffing and maintenance costs. In most venues, the network is underutilised. Building IPTV makes good use of this spare LAN capacity, enabling IT managers to get more from their network investment. Crucially, Building IPTV eliminates worries about the digital switchover. It is ‘backwards compatible’ with existing analogue TVs, so that venues can upgrade their old screens and displays as and when budget permits. Thus, Building IPTV provides a ‘future-proof’ video solution and extends the life of the existing TV infrastructure. Other benefits can include a major reduction in expensive internet bandwidth usage and improved content security.

Bespoke applications
Building IPTV can also be leveraged to create bespoke applications that give attendees interactive access to event-specific services and offerings via a customisable, branded interface. Scheduling information, advertising, and Video on-Demand (VoD) for action re-plays or cross-event promotions are just some of the possibilities. There are a number of high profile venues and events already using Building IPTV and reaping its benefits. For example, on the European golf scene, high-definition content is being delivered through IPTV at the majority of events on The Race to Dubai schedule. A bespoke, real-time production system combines live information from broadcasters, pre-recorded material and highlights with real-time graphics and score updates from the event’s live result system.

Enhanced image quality
The signal is distributed over a fibre network, which not only significantly enhances image quality on each of the 100 high-definition TVs and large format video screens installed in key areas around each golf course, but also makes content easier to manage. The networks also include clubhouses and on-course hotels, enabling content to reach an even greater number of attendees at each event. Building IPTV was also recently used at the ATP Masters tennis tournament at the O2 Arena in London. Through the high definition images and information distributed to screens throughout the arena, thousands of on-site spectators, journalists and staff at the venue were able to enjoy a courtside experience wherever they were within the complex.

IPTV scores a winner
In addition, Milton Keynes Dons Football Club, which was recently selected by the FA as one of the World Cup host grounds should the 2018 tournament be awarded to England, has invested heavily in its IT infrastructure and is able to compete with some of the UK’s biggest sporting and entertainment venues in terms of its technical capabilities. Its Building IPTV technology is fully integrated with its wider IT network, meaning the IT team have ultimate control of what content is shown when and where throughout the ground, whether that be the VIP boxes, bars, hospitality suites or on-site hotel. The system can be pre-programmed to allow live and VoD content to be streamed when and where required and, as the integrated network can be managed remotely via Smartphone or PDA, the IT team can keep track of the entire system from anywhere within the stadium. The rich visual experience that attendees of these events enjoy demonstrates the multitude of benefits that Building IPTV can deliver. By switching to an IPTV-based solution, venues can offer event-goers a wealth of information, delivered at the highest possible quality from anywhere to anywhere, on or off the event site.

Expectations
Looking forward, consumer entertainment expectations are increasingly driven by their familiarity with high-quality video at home and work, and event organisers have to keep up or risk losing ground. Building IPTV can help meet and exceed these expectations and will play a key role in the wider entertainment industry for years to come. It can help event organisers dramatically improve the communications experience at events whilst conserving capital and driving revenues for a positive effect on their bottom line.
www.exterity.com