[opendtv] Re: Twang's Tuesday Tribune (Mark's Monday Memo)
- From: "Kon Wilms" <kon@xxxxxxxxxxxxxxxx>
- To: <opendtv@xxxxxxxxxxxxx>
- Date: Mon, 10 May 2004 21:05:40 -0700
>That may be because MPEG-4 isn't used for much yet, except maybe
encoding DVD rips. Maybe it never will be.
Ready for distribution by beltway bandits like Kazaa.
>But it seems quite likely to me that once the technology is here
commercial vendors will figure out how to use objects and layers to
target ads, overlay product placements, and probably also to hide the
naughty bits in family (airplane or OTA) versions of media. It just
makes too much sense.
But the technology you speak of has been 'here' for some time. Product
placement / overlay / targeting / whatever has already been accommodated via
OpenTV, PowerTV, MHP, MSTV, Java (ugh, ugh, ugh), MediaHighway, NDSCore and
other ITV platforms. Heck, you could do ad targeting with MHEG-?? almost 10
years ago if you wanted to (another dud of a STB 'language').
Its fair to say that MPEG4 Objects are a technology looking for a solution
already adequately provided by other means. It tried to put a foot in both
worlds (AV and ITV), and for all intent purposes failed.
But that's ok, 'cause many have tried before and failed. So there is no
shame there.
> Just because a technology has never yet succeeded does not mean it has
failed. ;-)
If hype were any measure of business success MPEG4 object application
vendors and content creators would be swimming in cash. :-)
Cheers
Kon
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