During September and October, I participated in a number of regional dealer events with Panasonic's professional displays group. My presentation focused on the use of plasma monitors for evaluation-grade applications, such as video and film production, graphic arts, 3D simulation, and high-end retail. At each event, I had fascinating discussions with AV dealers who were both interested in and concerned about the ongoing transition away from traditional analog video and audio distribution to digital signal formats.
Throughout these conversations, topics such as IPTV and MPEG came up more than once. And when we talk about these technologies, it doesn't take much to get me onto a topic I think will change pro AV.
In the past, I've used the term "software-based switching" to describe the process of multicasting digital video and audio content. The "software" part comes when the receiver extracts video, audio, and data from the stream and constructs a program out of these elements. In this scenario, we're not switching signals physically, as we would with analog signal distribution. Software switching simplifies wiring considerably and makes bandwidth the primary consideration for an all-digital backbone. Suddenly our cable selections become simpler and might be reduced to coaxial, optical fiber, or Cat-5/6 wiring (or even wireless).
Software Switching Is Here Now
The model for software-based switching is in wide use throughout the IT industry. It's also the basis for most new television stations, network head-ends, cable head-ends, and direct broadcast satellite companies. Nascent IPTV services such as AT&T's U-Verse make exclusive use of software-based switching.
That's all fine and dandy, but what does IPTV have to do with our industry? Plenty, as it turns out. Sooner or later, you are going to come across a project (if you haven't already) that makes more sense with a 100-percent digital backbone than anything analog. And that requires new and different thinking-something our counterparts in the broadcast and telecom worlds are already conversant with.
Does this constitute a threat to our business? Sure, but not right away. The good news is, you still have time to learn about software-based video and audio transport systems. But you need to get started now.
Did you notice some of the new kids on the block at this year's InfoComm trade show, such as Harris and Tandberg (which soon could be part of Cisco)? These folks are long-time exhibitors at the National Association of Broadcasters' show and are well versed in MPEG, IPTV, optical fiber networks, and IT integration. Significantly, they're already generations into products for these applications while we're still learning the basics.
During one dealer event, a long-time pro told me he was concerned about falling behind the curve as the digital transition sweeps through. Even though most of his new hires have IT experience, he saw the need for adding MPEG and IPTV education, not only to InfoComm's CTS certification program, but also to CTS-I and CTS-D. I don't mean to imply that every dealer and integrator working in pro AV is in the dark when it comes to digital-far from it. But there are enough dealers out there who are still-by design or client request-updating and adding to older analog signal distribution systems with more analog products.
Even the plethora of Cat-5 interface converters still represent a foot planted firmly in the 20th century. I say keep the Cat-5 wiring, lose the analog-to-digital interfaces, and just go digital from the start. But that takes training in challenging economic times.
The transition from analog to digital had its impetus in the professional world more than 20 years ago. But over the past decade most of the momentum shifted to the consumer space. For example, not long ago projector manufacturers were experimenting with Ethernet ports on some of their products, primarily to allow remote monitoring and control, and secondarily to facilitate downloads of PowerPoint presentations and other files for playback without a computer.
All well and good. Most projector brands now have some sort of remote monitoring software to take further advantage of the Ethernet connections.
But the consumer electronics market took the concept and ran with it. The first Ethernet-enabled TVs showed up a couple years ago and offered streaming of standard-definition video content from a limited number of websites. Not long afterwards, YouTube started appearing on LCD and plasma HDTVs. Then Netflix and Amazon signed deals to allow downloads and steaming content.
And has the public embraced the concept? You betcha. According to The Nielsen Co., Internet video viewing increased 45 percent from Q2 of 2008 to Q2 of 2009. Research firm Parks Associates recently predicted that 400,000 Internet-enabled TVs would be sold in 2009, and by 2013 there will be almost 14 million of them in U.S. homes.
So-called NeTV growth is tied to the expansion of fast broadband services and specialty content that providers like Verizon FiOS and AT&T offer. And once a new product or technology makes a splash at CES and sells by the bucketload at Best Buy, then a pro version shows up at InfoComm. That means we're going to see more Ethernet-connected TVs coming into our channel, not to mention HD video monitors. These rebranded products will no doubt be popular in classrooms, boardrooms, meeting rooms, and in hospitality and digital signage applications.
Will we know how to create and set up the content to feed these NeTVs? Can we create a multicast digital signage backbone? How about a private IPTV network for a campus environment, with custom on-screen widgets? Even better, consider whipping up your own digital cable system with re-assigned MPEG program numbers from local terrestrial TV broadcasts. Know where to start?
It's all coming at you fast and furious. Better strap yourself in because it's going to be a wild ride.
Pete Putman is a Pro AV contributing editor and president of ROAM Consulting in Doylestown, Pa.