On Demand TV

On Demand TV (ODTV) brought the first IPTV on-demand service to Japan in March 2005. Using ODTV customers can personally select the media of their choice — including movies, anime, games and music — and watch it at their leisure. The On Demand TV service streams IP video on demand using an NTT broadband line. Users are able to enjoy movies and any other multi-media content through a stable Internet environment.

The Challenge To stay competitive in the market, ODTV needed the ability to deliver new products and services to customers without interrupting the experience. As new technologies like HD TV enter the market, it is necessary to respond in a cost-effective and efficient manner. Content providers, when delivering their media, want the ability to customize an end-users experience as well as add branding to the offerings. In addition, end-users increasingly expect a personalized entertainment experience.

The Solution The power behind ODTV is the UIEvolution technology platform, UIEngine™. Using the UIEngine, application data is dynamically provisioned on the server giving ODTV the ability to make large UI updates as well as add new services on the fly. For example, ODTV integrated HD functionality over the air, eliminating the need for field updates or interruptions to the service. In addition, ODTV updated both user interfaces and content without having to directly update hardware.

Deploying with the compact UIEngine enabled ODTV to deliver rich applications on lower end devices with reduced memory and CPU. This allowed ODTV to reduce hardware costs, save resources and enhance the service as a whole.

In 2006, when ODTV was preparing to do a large overhaul of the user interface, the UIEngine allowed them to quickly prototype and redesign the service. The deployment of the new UI was seamless. All changes — including major ones such as electronic program guide, the video-on-demand catalog and previewing user interfaces — went immediately to the server, asynchronously updating all of the set-top-boxes during a short transition period.

The Result "On Demand TV" provides a wide variety of the latest multi-media to its customers using a broadband line, seamlessly updating services on a regular basis. The UIEngine powers all updates, which are now server-based and can be deployed quickly and easily, offering a seamless user experience for consumers. With pixel-level control, the visual delivery is far superior to the browser-based experience and lends itself to the high-definition technology of today. The UIEngine makes the ODTV solution compact but rich and interactive, and provides excellent performance with flexible customization.