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Live 3D - Nouvelle approche à la rentabilisation
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Dimension 3 Paris / La Plaine Saint Denis (26 mai 2011) Michel CHABROL Director Sales support & Customer care mchabrol@eutelsat.fr
Eutelsat Communications
Augmenter les revenus du Live 3D
Increase 3D Live revenues
Page 17
3D transmission via satellite: Video and DCP
Video domain
(25 or 30 frames/s)
Digital cinema domain
DCP (24 frames/s)
e-cinema
(to cinemas)
Live + replay
Direct To Home
(DTH)
Live + replay
3D Encoding rate
(single carrier):
20 to 40 Mbit/s
(MPEG-2 or
MPEG-4)
3D Encoding rate:
12 to 15 Mbit/s (MPEG-4)
(inside a MUX of 36 to 60
Mbit/s)
JPEG2000 files
Tx rate:
60 to 70 Mbit/s
(MPEG-4)
Push transmission to
cinemas (movies)
Cinema screen
(movie) 3DTV set at home Cinema screen
(video)
How to develop them ?
Page 18
Summary of the 3D video value chain
Cinemas
3D Prod.
Recording
&
Post-production
3D
Liv
e P
roduction
Live transmission
Pay-TV
operators
Professional
Video support
DCP
in some cases
Pay-TV
operators
- Re-encoding
- Encryption
- DTH retransmission
Distribution to
cinemas (e.g.
mythical concerts)
3D Blu-ray
burning
Rebroadcast
VoD
- Now: HD
subscribers
with 3DTV
- Later on: 3D
subscribers
- Now: HD
subscribers
with 3DTV
- Later on: 3D
subscribers
In the offer, or
Pay-per-View
Page 19
Live 3D transmissions
(20 to 40 Mbit/s)
Possible combined offers
Direct
Reception
by
Cinemas
(Sensio decoding)
Reception
by a
Bouquet
operator
Demodulation
Re-encoding
(12-15 Mbit/s)
Encryption
Multiplexing
Subscribers:
Can buy the live
“event”
in pay-per-view
(in VoD later on)
Teleport
of a
Pay-TV operator
Storage
for further
VoD
sales
Stadium
Concert hall
Opera …
(Sensio 3D encoding)
DTH
with
encryption
Page 20
Main costs and revenues
MAIN COSTS MAIN REVENUES
- Artistic or sport rights (may be huge: n x 100
keuros)
- Production (up to 150 keuros)
- 3D encoding and formatting
- Transport (satellite, then fiber, cable, high
speed ADSL)
- Margin for the national Distributor(s)
Immediate:
-Tickets from cinemas (main source now !)
- Pay-TV operators (from HD subscription
revenues, from 3D subscription soon, Pay-
per-view)
- Sponsoring
- Advertisement
Deferred:
- Rebroadcasting in Pay-TV
- VoD
- 3D Blu-ray
- if DCP produced: tickets from cinemas
- Advertising
Page 21
How to cover costs ?
COSTS (potential scenario) REVENUES (potential scenario)
- Artistic or sport rights: 100 keuros
for Live pan-European distribution
- Production: 120 keuros
- 3D encoding, formatting: 2000
euros
- Transport (satellite, then fiber,
cable, high speed ADSL) : 5000
euros
Total: 227 keuros (example)
- Margin for national distributors: 10%
The event must be paid for by the immediate revenues :
- Revenue from Pay-TV: +/- 5000 to 8000 euros/country
- Tickets from cinemas (biggest resource now):
40 to 50% are kept by the exhibitor
Return from cinemas: 60 to 50% of the tickets sold
Less: Margin for Distributors: 10%
40 or 50% of the entrance tickets must be close to 227
keuros
Therefore, the overall ticket sales must be:
227 x (100/40) = 567.5 keuros
Or: 227 x (100/50) = 454 keuros
With an average ticket at 15 euros, the number of tickets
sold must be: 37833 or 30267.
With an average filling of 200 spectators per cinema, this
corresponds to 189 or 151 cinemas (screens).
- Sponsoring & advertising : variable
Page 22
Main factors affecting revenues
• Live distribution to cinemas:
• Key importance of the event:
• Sport events: all the revenues must be immediate
(almost no interest in a second distribution)
• Cultural events: operas, shows, concerts can be
rebroadcast
• Higher success if no live broadcasting by 2DTV
• Installed base:
• Critical mass in each country : important for sport
events (e.g. football – Country A vs country B), or
cultural events (e.g. a singer very well known in a
country), an opera with sub-titles in one language
• International expansion: e.g. for groups with
worldwide appeal
Page 23
Main factors affecting revenues (2) • Live distribution by Pay-TV operators:
• Key importance of the event + exclusivity (no 2D offer) …
• Key importance of the installed base:
• Now: 3D is “offered” to the HD subscribers equipped with a 3DTV
(n x 100s homes ?) 5000 to 8000 euros paid for a live
transmission
• Soon: 3D can be the highest level of subscription (n x 1000s
homes) 10 to 15 keuros paid for a live transmission ?
Number of subscribers per option
SD basic offer
SD
movies + sport
HD HD
SD
movies + sport
SD basic offer
Number of subscribers per option
Monthly
subscription fees
(examples)
25
35
45
55 euros/month
NOW
SOON ? 3D
Page 24
Main factors affecting revenues (3)
• Live distribution by Pay-TV operators (cont’d):
• How can a live event be offered to subscribers ?:
• In the monthly offer:
• Now: to the HD subscribers having a 3D TV
• Soon: to the 3D subscribers
• In pay-per-view: generally if the event is a very costly one
• Efforts from TV manufacturers to offer 3D TV sets at affordable
prices:
• In 2012, all the 37” TV sets put on the market should be 3D
• Sponsoring: depends on the event – Very often now: industrial partnerships
• Advertising: not always possible (the rights holder may be opposed to it)
Page 25
Eutelsat, first satellite operator in Europe, has deployed a network
of more than 550 sites (cinemas) over Europe than can:
• Receive live contents in 2DHD or 3D (+ play-out if necessary)
(receiver with an embedded Sensio 3D card)
• Receive DCP files (movies, teasers, advertising) in push
mode
Objectives:
• Offer key events in 3D
• Mutualize 3D production costs
• Pave the way for 3D TV
Strategy adopted by Eutelsat for 3D
Page 26
Network as of May 2011: more than 550 sites
Thank you for your attention …
Each site is a cinema (generally a
big multiplex) equipped with:
- a satellite dish (1.5 m with 2
LNBs, or 1.2 m in Germany)
- a professional receiver with an
embedded 3D Sensio card (or a
separate decoder for a few of them)
Main partners: OpenSky Srl,
Bewegte Bilder Medien AG,
Cinemeccanica France
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