Digital TV to Personalised TV

							            t-learning Study
– a very brief overview of emerging interactive
             digital TV technologies


                  Peter J. Bates
                    Senior Partner
                    pjb Associates



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   t-learning Study Concertation Meeting 29 January 2003
           Main Purpose

• To look at how interactive digital TV
  technologies might increase learning
  opportunities in the home




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         Why Digital TV?

• Most ICT policies aimed are enhancing
  learning are focused around the using a
  computer.
• However, some evidence is beginning to
  emerge that these policies might not be
  widening participation to learning for
  those not actively involved in learning.
• TV is a familiar device in the home

                                         3
           Project Summary

• Conduct a study into the state of the art of
  t-learning – TV-based interactive learning to
  the home in order to identify: -

   Market trends in the uptake of TV-based digital
    interactive services
   Alternative potential solutions for e-learning via a
    TV – particularly for households that don’t have
    access to a computer
   Existing research into human learning and
    cognitive processes and what additional research
    needed                                                 4
What is interactive digital TV?


Two Modes:-

1. Broadcast/Scheduled TV

2. Personalised TV
                              5
Digital TV Market in Europe


        Discussion




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    Broadcast/Scheduled TV

 Focus on “edutainment”
 Limited use for more engaged learning




                                          7
          Personalised TV

 On demand learning
 Big potential for informal learning e.g.
  DIY, golfing, football, house and car
  maintenance
 Eventually leading onto more formalised
  learning


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      Digital TV Equipment

 Set-top box or an integrated digital TV
  set
 A remote controller and sometimes a
  keyboard
 A method of accessing a digital service
 A return channel (desirable)
 Personal digital video recorder

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        Digital TV - accessibility

   satellite - Sky Digital (UK), Canal+, TPS
    (France), Stream & RAI (Italy)

   digital terrestrial – formerly ITVdigital now
    Freeview service in UK

   cable - NTL and Telewest, UK

   xDSL – broadband TV (modified telephone line)
    Kingston Interactive Television, Hull
                                               10
    HomeChoice, London
           What is t-learning?

• TV-based interactive learning
• Having interactive access to video-rich
    learning materials through a TV or a device
    more like a TV than a personal computer
•   Device would have to be a so-called
    “consumer” device – which is easy to use and
    as reliable as a television, a microwave or a
    refrigerator
•
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  Component Parts
of a Learning Service




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         Interactive Digital TV
         Technology solutions


• Most of the technology solutions already exist
• Some are already used widely as consumer
    devices but may have limited functionality
•   Some have more functionality but are still too
    expensive for the mass consumer market



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    Three “initiators of learning”

    Curriculum-led learning - iTV is not the ideal
     medium as it has less engagement and
     involves competition for use of the TV
    Problem-led learning - iTV may be best in
     relation to problems in the home (e.g. home
     health, cooking, hobbies). curiosity-led
     learning.
    For curiosity -led learning - there appears to
     be a real opportunity, ranging from trivia
     quizzes for the family and friends, through
     collaborative educational games, to learning
                                                        14
     journeys from TV programmes. (Mike Sharples, 2003)
  Development of the Market


• Main problem – the business model that
 is sustainable and replicable still needs
 to be developed before digital TV
 technologies solutions are able to create
 mass market learning solutions.


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              Complexity of market
             Availability of the following service and product providers
Leve
  l




 8     Publishers of video-rich interactive learning content willing to work in co-operation with education
       and training service providers, in order to provide more localised or personalised interactive
       learning experiences.
 7     Publishers of video-rich interactive learning content in the form of broadcast ”edutainment” or
       personalised learning content.
 6     Publishers of video-rich interactive content.

 5     Distributor of an interactive enabled service.

 4     Distributor of video-rich of digital content through many TV channels (broadcaster) or through a
       personalised on demand service.

 3     Devices that are capable of some form of interactivity – often software dependent.

 2     Devices to convert the digital signal for viewing on analogue TV – hardware manufacturers.

 1     Service carriers who operate broadband digital transportation infrastructure to the home that could
       be in the form of delivery via satellite, cable, terrestrial wireless “over the air” or existing but
       modified and enhanced telephone lines (xDSL).
                                                                                                        16
       Innovation Transfer


• Not about just technology transfer, but
 exploitation involves innovation transfer
 to sustainable business models




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T-learning Study Web site


         t-learning study
http://www.pjb.co.uk/t-learning.htm




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Thank you for listening

      Peter J. Bates
       Senior Partner
       pjb Associates
     52 St Andrews Way
         Ely, Cambs
          CB6 3DZ

     Email pjb@pjb.co.uk

     http://www.pjb.co.uk

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