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Electronic Programmes Guides

This section defines EPGs and describes their various forms.

Key subjects covered include:

• Zap mode
• Mosaic
• Digital teletext
• Full mode
• Interactive entertainment guide (IEG)
• Home gateway

A summary of the findings of the report.

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This section analyses viewer behaviour when using an EPG.

It examines viewers' reactions to different types of digital television environments, and demonstrates the different behavioural patterns between various demographic groups.

When, for example, do viewers plan their viewing and when do they simply browse?

Understanding viewer behaviour is vital to any organisation creating an EPG. It helps to determine what functionalities should be included, what percentage of the target audience will use them and how they will be used.

Key subjects covered are:

• Usage

Broad Behavioural Patterns

Browsing versus Planning

Usage by time of day and day of the week

Behaviour by demographic classification

• Socio-psychographic analysis

An analysis of viewers' attitudes to the medium and the technology

Behaviour in the presence of others

Learned programme search behaviour

Cross platform behaviour

• Features and functionality

The popularity of different functions within an EPG

The '80:20 Rule'

The functions available on EPGs and how viewers use them and prioritise

Presenting genre-based programme information

Significant points of interest

• Socio-psychographic analysis
• EPGs are the 'most used' of any interactive or enhanced feature on DTV platforms
• Full mode use of EPGs can differ dramatically between week days and weekends
• EPG use changes significantly when viewers are alone
• How EPG usage crosses the age barrier
• The 'Search Facility' is one of the least popular functions. Which is most popular?
• Why 20% of functionality delivers 80% of an EPG's value

The key to any EPG is that it should be intuitive to the user, so that he or she finds it comfortable and easy to navigate. To achieve this requires an understanding of navigation paths and interactive application design. The report analyses the usability implications of every on-screen feature in terms of how if affects navigation and ease of use.

Key subjects covered are:

• The correlation between usability and frequency of use
• Producing a useable EPG - Navigation:

The remote control unit

Accessing and exiting the EPG

The importance of speed

The two-click rule

• Producing a useable EPG – Graphic Design:

Context, reading methods, branding, graphic tools, palettes, fonts,

logo position, the highlighter, the use of icons, background, layout,

remote control buttons, help function.

The 19-point design plan.




Significant points of interest

• The clear correlation between ease of use and frequency of use and why cable viewers are the exception to this rule
• The difficulties in importing RCU icons into the EPG – and how they are overcome
• The problem created by increasing the speed of response time
• The optimum number of channels displayed in full-mode
• Bringing the brand identity to the EPG
• The pros and cons of alternative methods of displaying listings information
• When icons should not be used
• Why the use of white should be kept to a minimum
• The ideal colour of the highlighter
• The 19-point plan to efficient EPG design

Many television operators are looking to EPGs as both a direct and indirect revenue generator. This section analyses when and how revenue generation is appropriate and how EPGs should be developed from a commercial perspective.

Key subjects covered include:

• The EPG as a gateway to TV

Interactive Entertainment Guide v Electronic Programme Guide

Testing the EPG

Inclusion and distribution of services within the EPG

Commercial priorities and viewer demand

IEG service rankings

Regulatory environment

Retention of legacy services

Future proofing the EPG,

• Project Organisation

The use of third party agencies

Project planning and timescales

Developing the functional specification

Build testing and roll-out.

• The Competitive Environment

Provision of TV listings across media platforms

Developing EPG revenue streams

Brand advertising

Content and service providers,

Providers of technology products

Is it appropriate to generate revenue directly via an EPG?

• Channel organisation as a navigational aid
• Provision of service information
• Patents, intellectual property rights and compliance

Programme listings

Metadata

DVB compliance

Patents

Significant points of interest

• Developing an Interactive Entertainment Guide (IEG) – the two factors that impact on viewer experience
• The mistake most operators make when testing the EPG
• Why the programme, rather than the channel, will become dominant
• How TiVo came to own the navigational layer
• The importance of the 'holistic' approach to EPG development
• The media in competition with the EPG
• How should the on-screen advertisement be formatted
• How operators can profit from technology providers
• How service information delivery chains work
• What can be patented and how do EPG producers avoid IPR infrigement? (Includes legal opinion on contentious activity)

This section analyses the four drivers that are influencing the development of EPGs towards stage three. They are:

• Bandwidth
• Interactive Capability
• Availability of Devices
• Convergence

Significant points of interest

• Pay-per-view is increasingly being accessed via EPG, and this will increase Average Revenue Per User (ARPU)
• Advanced interfaces that appeal to specific audience groups
• Why the personal video recorder is influencing operators' thinking on EPGs
• The product that records viewer behaviour

The most detailed case studies yet published on EPG operators

• SKY Digital
• Gemstar-TV Guide
• NTL  
• More TV
• MultiChoice
• Digiturk
• Austar

Significant points of interest include:

• 95% of viewers find the Sky EPG easy to use – the report shows why
• The three key design criteria of Gemstar's EPGs
• The three key features of Gemstar's EPGs
• The NTL usability study – the feature that dominates EPG usage
• More TV – a design geared towards commercial objectives
• MCA – the role of the Navigational Flow Diagram in IEG development
• DigiTurk – how icons cause confusion

An analysis of the Multimedia Home Platform as developed in Finland.

Significant points of interest include:

• The role of government in license allocation
• The National EPG
• The conflict between TV-specific EPGs and MHP compliant devices

The UK is one of the most advanced countries in terms of digital television provision and as such its watchdogs, the Independent Television Commission and OFTEL, have been at the forefront in developing new codes of conduct to police the changing television environment. The ITC code of conduct and OFTEL's guidelines to the regulation of conditional access for digital television services are therefore likely to serve as benchmarks for other television standards agencies throughout the world. They are useful to television operators wishing to develop EPGs that safeguard the interests of the viewer.