University of Utah Strategy for MOD
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As a result of the Project Plans outlined in the University of Utah’s Integrated Information Technology Strategic Planning Report, a campus-wide committee was formed to explore issues and develop guidelines for Media On Demand (MOD, often referred to as VOD: Video-on-Demand) for the University of Utah. As of Autumn 2004, several working groups were formed within that committee to examine networking demands, digital asset management systems, content acquisition, and best practice guidelines and standards for the digitization and distribution of video, audio and multimedia. This page summarizes some of the higher level considerations for Media On Demand within a university environment.
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[edit] What is the "New Media Ecosystem"?
In the mid 1990s, the first iterations of QuickTime were able to deliver postage-stamp sized digital video from a computer's hard drive using a variety of proprietary compression algorithms and playback decoders. Most individuals judged the quality inferior and without merit or application. Visionaries saw the potentials of digital video and audio distribution and playback through devices other than television sets connected to broadcast or cable TV systems.
Over a decade later, we have witnessed a proliferation of digital content that is delivered through broadcast transmissions, satellite, cable, fiber, the Internet, computer networks, wireless networks, game consoles, web conferencing and collaboration, cell phones and Personal Digital Assistants. With the flood of content, the overwhelming mandate is to maximize the quality of the viewing experience (Quality of Experience, QoE) while minimizing the impact of delivery on bandwidth infrastructures (Quality of Service, QoS).
The current state of affairs may be conceptualized as a vibrant and evolving ecosystem for the preparation, distribution and maintenance of video and audio content. Ideally, within this ecosystem, participants are able to build on each other’s contributions. Shared experiences lead to improvements in implementation, QoE, and QoS, with resulting savings in development, storage, and distribution costs.
The distribution chains for content can be classified as:
- Classic
- Broadcast distribution via terrestrial, cable & satellite
- Packaged media such as CD and DVD via retail
- Landline communications
- Snail Mail deliveries
-
- New Media
- Internet/IP based distributions
- Wireless/Mobile based distributions
-
Classic distribution chains are closely associated with the “push” of selected content from centralized services to consumers. Consumers are welcome to drop into pre-determined schedules of playback or tightly controlled media release dates. This consumer behavior has been dubbed "appointment television."
New Media distribution chains are most often based on the “pull” of personally relevant content by the consumer (students, faculty, staff, administration) from a large array of diverse and distributed content sources. Determined when consumers desire it, in the form that they prefer, Media On Demand is a necessary part of the MOD Ecosystem. A consumer’s Point-of-Presence is reached through both Classic and New Media channels. Content is received on televisions, personal computers, set-top media devices (DVDs, CDs, game consoles), cell phones and PDAs, radio, and personal media devices (iPods, portable media players). The various reception devices can be referred to as Consumption Profiles.
In a report from the MPEG-4 Industry Forum entitled “MPEG-4: The Media Standard” (November 19, 2002), the New Media delivery and consumption profiles are visualized as an ecosystem that “liberates multimedia for delivery across any network to any user of any device.” It is often referred to as Media Convergence.
In a statement made by Dan Moloney, President of Motorola Connected Home Solutions, regarding Motorola's recent announcement for plans to acquire Broadbus Technologies, Inc, a provider of video-on-demand systems (reported in Broadcasting & Cable, 7/25/2006):
- "Today, consumers expect to access video entertainment on the different devices they have, inside and outside of their home, in varying formats – and to have it available upon request."
- "The addition of Broadbus Technologies will bring Motorola’s video delivery platform one step closer to enabling this vision of seamless mobility by providing us with field-proven content management and delivery solutions. Service providers will be able to take advantage of a complete end-to-end seamless video experience enabled by Motorola technology to extend their customer relationships."
The concept of Seamless Mobility within a New Media Ecosystem that services multiple Consumption Profiles is important to recall, especially as the MOD Committee Working Groups build recommendations for the encoding and transport of video, audio, and multimedia content within and outside of the University for the benefit of students, faculty, staff, and administration. The recommendations must be built on technologies and solutions that can satisfy the demands of the New Media Ecosystem while also supporting the Office of Information Technology’s strategy to embrace centralized coordination with distributed control (that is affordable and feasible to implement for any and all departments and entities within the University).
[edit] Where is Media On Demand already Servicing the Campus?
Two web-based surveys of 531 individuals across the University of Utah campus, representing Web Managers, IT Managers, PC Managers, Mac Managers, LINUX Managers, and UNIX Managers were conducted May 10-20, 2005. One survey sought opinions and identification of current activities in digital video and audio acquisition, compression, and distribution. The other survey specifically explored the potential of digital asset management systems and their impact on cataloging and distributing many types of media files across the University, including, but not limited to, digital video (downloadable and streaming) and Media On Demand services. Although we cannot identify who is offering Media On Demand from the survey results, we can summarize what is actually taking place.
[edit] Survey Results for 2005--Digital Video/Audio Acquisition, Compression & Delivery
In seeking opinions and identification of current activities in digital video and audio acquisition, compression, and distribution, the survey questions were divided into six sections:
- Who you are...
- Information about respondent locations, responsibilities, and the constituents served.
- The need for digital video & audio...
- Queries about respondents’ involvement in distributing digital video and audio media, and for what purposes.
- Issues related to digital video & audio collections...
- A lightning round asking Likert Scale-based opinions on key issues related to digital video and audio collections delivered over networks and via web servers within the University of Utah.
- Current activities and tools...
- Questions related to the acquisition, preparation, and delivery methods for digital video and audio media.
- What if...
- Ratings on how beneficial certain projects or plans may be relative to the acquisition, preparation, and delivery of digital video and audio media.
- Conclusions...
- Additional thoughts and comments about the creation, encoding, and distribution of digital video and audio content across the University.
Two separate reports were generated regarding the survey results:
- Report of the Working Group for Video/Audio Architectures & Compression: A New Media Ecosystem (2005-08-02) pp. 21-41
- Digital Video Survey Report Presentation at the IT Managers November 2005 Meeting
The actual survey questions can be reviewed in a PDF of Survey #1: Digital Video & Audio Distribution for the University of Utah
[edit] Survey Results for 2005--Digital Asset Management Systems
In exploring the potential of digital asset management systems and their impact on cataloging and distributing many types of media files across the University (including, but not limited to, digital video--downloadable and streaming--and Media On Demand services), the survey questions were divided into four sections:
- Who you are...
- Information about respondent locations, responsibilities, and the constituents served.
- DAM systems...
- Queries about the existence of DAM systems within the University and how they are being used.
- DAM services--what if...
- Comments and preferences for "centralized" versus "distributed" environments for digital asset management services within the University.
- Conclusions...
- Additional thoughts and comments about Digital Asset Management systems and their use on the University of Utah campus.
A report was generated regarding the survey results:
The actual survey questions can be reviewed in a PDF of Survey #2: Digital Asset Management at the University of Utah
[edit] Campus Service Providers
Several groups on the University campus extend their expertise and service to other University departments, centers, institutes and divisions in need of media acquisition, editing, authoring and preparation for delivery, and distribution. Refer to the section from the Home Page Table of Contents labeled University of Utah Service Providers & Referrals.
[edit] Keep Informed... Media On Demand Forum/LIFT
The discussion topics, issues, opportunities, and IT infrastructures associated with the creation, publication, distribution, and maintenance of Media On Demand reources are broad and deep. The technology, services, and applications associated with Media On Demand change rapidly and frequently. Consequently, there is a need to provide a forum for the demonstration of new technologies and ideas, with provision for Q&A about implementations, costs, and availabilities.
The University of Utah already has numerous established forums and committees that meet regularly. A listing of such groups if available through the University of Utah Office of IT website under Committees & Groups. The URL link is http://www.it.utah.edu/leadership/committees/index.html. There you will find additional links for these groups...
- Information Technology Council (ITC)
- Information Technology Advisory Council (ITAC)
- IT Managers Forum
- Mac Managers
- Webmasters
- U Web Advisory Committee
- Network Research Forum
- Wireless Committee
Other entities across the campus also host information technology updates and sessions.
The Media On Demand Committee, rather than create an additional set of meetings to address MOD issues and opportunities, has opted to partner with the Library and Information Technology Forum--LIFT in order to keep the University community updated.
The purpose of the Library and Information Technology Forum is to inform the University of Utah community about electronic information resources, and current trends in the use of computers and online technologies for accessing these resources. The Forum is generally held the second Wednesday of each month between September and May, in the Health Sciences Education Building, Room 2680.
If you would like to suggest a Forum topic or Media On Demand demonstration or discussion, or if you need more information please contact Jeanne Le Ber, Forum Coordinator; phone 801-585-6744 or e-mail jeannele@lib.med.utah.edu.
The website for the LIFT and MOD Forums is available at this URL--
Past presentations are available on-demand as PowerPoints, PDFs, and RealMedia video streams via this URL link--
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