VQEG的高清电视测试计划

Introduction:

Setting

the

stageHDTV

Source

Scenes

and

HRCsTest

methodologiesKey

challengesProposed

VQEG

approachFinal

thoughts2•“NBC

will

upgrade

the

rest

of

the

network"s

top-ratedlate-night

lineup

into

HDTV

in

2005”“The

Fox

network

is

better

prepared

then

ever

for

its

hi-def

broadcast

of

Super

Bowl

XXXIX.”“The

swanky

future

of

hotels

is

a

big-screen

HDTV

set.”“2005

would

be

the

year

of

high

definition

video

and

TV”“Shipments

of

High

Definition

televisions

and

set-topboxes

are

gaining

momentum”“HDTV

content

is

increasing

rapidly”3•HD

st4•“Adobe,

HP,

Intel,

Microsoft,

and

Dell

have

joinedtogether

to

deliver

a

line

of

open,

scalable,

certifieddesktop

HDV

and

HD

solutions

to

deliver

optimalperformance

at

a

price

point

that

is

unbeatable

today.”“JVC"s

ProHD

initiative

represents

an

economicalsolution

to

getting

the

stations

into

the

HD

productionbusiness.

The

company

has

products

to

help

with

thistransition

on

two

fronts.”Conte5•Panasonic:

The

AG-HVX200

DVCPRO

HD

P2

represents

thecompany"s

first

HD

solid-state

handheld

camcorder.

The

AG-HVX200

has

two

card

slots

and

records

in

1080/60i,

30p

and

24p;720/60p,

30p

and

24p;

and

DVCPRO50,

DVCPRO

or

DV.

It

alsorecords

480i

and

480p

on

Mini-DV

tape

from

a

built-in

drive.

AG-HVX200

will

come

available

in

the

fall

for

about

$5,995.Alec

Shapiro,

senior

vice

president

of

Sony

Electronics"

Broadcastand

Production

Systems

Division,

touted

the

acceptance

Sony"sHDC-1000

1080P

camera

and

the

XDCAM

tapeless

acquisitionsystem

have

found

in

the

industry.In

the

high-end

HD

production

arena,

Shapiro

noted

the

Sony"sHDCAM

format

is

used

by

virtually

100

percent

of

the

networksitcoms

produced

in

the

United

States.Viewe6•Maxent

(tm),

announced

the

availability

of

its

value-priced,

high-performance

26-inch

WXGA

LCD

Display

through

Costco

Wholesale

storesnationwide

at

a

retail

price

of

$1,199.HDTVs

keep

getting

more

affordable.

Olevia"s

new

32-inch

LCD

HDTV

hasa

lot

of

the

right

ingredients

for

a

good

low-cost

HDTV.10m

homes

around

the

world

were

watching

HDTV

programming

on

a

high-definition

TV

set,

according

to

research

from

market

analysts

In-Stat.By

the

end

of

2005,

the

worldwide

total

of

these

HDTV

service

householdsis

projected

to

reach

15.5m.

By

2009,

HDTV

households

worldwide

areforecast

to

reach

52m.HDTV

services

are

currently

widely

available

in

five

countries:

Australia,Canada,

Japan,

the

United

States,

and

South

Korea.Nearly

half

of

all

consumers

plan

to

make

their

next

television

purchase

ahigh-definition

(HDTV)

television

set,

according

to

the

CEA.British

Sky

Broadcasting

(BSkyB)

has

selected

Thomson

as

itsprimary

HD

decoder

set

top

supplier

as

it

prepares

to

roll

out

a

newdigital

HDTV

service

in

2006.

The

company

will

use

H.264-basedadvanced

video

coding

for

its

HD

service.Royal

Philips

Electronics

today

unveiled

a

High-DefinitionMultimedia

Interface™

(HDMI™

)

receiver

integrated

circuit

(IC),

theTDA9975A,

to

meet

consumer

demands

for

superior

image

qualityin

next-generation

TVs.The

single

cable

digital

multimedia

solution

has

arrived.

High-Definition

video

and

audio

capability

quietly

rolled

into

the

NZ

homeentertainment

market

in

the

lead-up

to

Christmas,

with

the

release

of

a

number

of

DVD

players,

projectors

and

TV

sets

from

variousmanufacturers

featuring

the

new

High-Definition

MultimediaInterface

(HDMITM)

connectivity

standard.7•OnHD.TV

has

generated

international

attention

for

our

list

of

the

10celebrities

who

look

better

or

worse

in

crystal-clear

High-DefinitionTV.

The

list

has

been

featured

in

such

publications

as

The

ChicagoTribune,

The

National

Enquirer,

The

New

York

Post

and

TV

showssuch

as

Inside

Edition

and

The

Fox

Report

With

Shepard

Smith.8•Driving

much

of

the

company"s

growth

is

the

worldwide

move

to

HDproduction,

and

Thomson

has

products

for

the

acquisition,

editingand

distribution

of

both

SD

and

HD

content.

The

top

of

thecompany"s

line

in

terms

of

image

quality

is

its

Viper

FilmStreamdigital

cinema

camera.To

verify

and

make

credible

claims9•To

objectively

validate

the

promised

mediaexperienceIntroduction:

Setting

the

stageHDTV

Source

Scenes

and

HRCsTest

methodologiesKey

challengesProposed

VQEG

approachFinal

thoughts1•0BroadcastHead-end1•1Set-top

BoxDTH

SatelliteCableDistributionIP

TVQuality:

Consumer

($6K),

Professional($50K),

Studio

($110K)

cameras

in

use.Storage:

HDV,

HDCAM,

DVCPRO-HDdecks

are

prevalent.Frame

Rate:

24p,

29.97i,

30i,

59.94p,60p.Frame

Size:

1920

x

1080

(1080p),

1920x

540

(1080i),

1280

x

720

(720p).1•2So1•3Copyright

IssuesPublic

DomainShot

by

VQEG

Members

(put

into

public

domainor

approved

for

unlimited

research

use)Purchased

specifically

for

testing

(e.g.,

VClips)Proposal:

All

scenes

must

have

non-expiring

use

clause

for

VQEG

testing

and

beobtainable

by

any

interested

partyS1•4Formats?Camera/recording

quality?Uncompressed?Mildly

compressed?Professional

Consumer

(e.g.,

SonyHVR-Z1U)?Allowing

some

percentage

of

lowergrade

material

will

greatly

increaseavailable

sourcesSourc1•5Motion?Detail?Color?Size

of

source

scene

pool?Percent

unknown

to

proponents?Bit-rates?Coder/decoders?Error

conditions?Pre/post

processing?Percent

unknown

to

proponents?1•6Technologies:

MPEG4-AVC,

MPEG2,

VC-1,

DV

compression.Bit

rate:

8

Mbps

–

25

MbpsRate

Control:

Variable

and

constant.Rate

Conversion:

3:2

pull

down.1•7Technologies:

Satellite,

Cable,

IPPacket

loss:

0-25%1•8Deco1•93:2

pull

downImage

enhancementDe-interlacingScalingShould

we

test

many

types

of

videodisplays

or

should

we

use

a

high

quality“transparent”

video

display?What

combinations

of

display

types

andvideo

formats

should

be

tested?2•0Broadcast

CRTRear

projectionLCDPlasmaProjectors2•1H2•2Content

acquisition:Capture

qualityStorage

formatFrame

rateFrame

sizeCompression:Coding

technologyBit

rateRate

controlRate

conversionTransmission:TechnologyPacket

lossDecode

and

displayProcessing:3:2

pull

downImage

enhancementDe-interlacingScalingDisplay:Broadcast

CRTRear

ProjectionLCDPlasmaProjectorsIntroduction:

Setting

the

stageHDTV

HRCsTest

methodologiesKey

challengesProposed

VQEG

approachFinal

thoughts2•3Subjective

testingSequence

processing2•4S2•5What

subjective

testing

methodologyshould

we

use?Double/single

stimulus?Explicit/hidden

reference?Continuous/discrete

assessment?Double

Stimulus

Impairment

Scale4

times

picture

height

for

all

HD

formatsDifferent

display

technologies2•624

subjects

per

test

with:20/20

visual

acuity

with

or

without

eye

glassesNormal

color

visionFamiliarity

with

the

languageNo

audioSubjects

screened

per

BT.500Subjects

rejected

if

failed

votes

>1

in

onesession.1080p,

1080i

and

720p

formats.No

up-sampling

or

down-sampling.2•7Introduction:

Setting

the

stageHDTV

HRCsTest

methodologiesKey

challengesProposed

VQEG

approachFinal

thoughts2•8HD

ContentReliable

HD

playback

for

subjective

testingInvestments

required

for

HD

testingTools

for

HRC

error

injectionReference

display

processing

algorithmsSelection

of

back

channel

bandwidth

forHD2•9Introduction:

Setting

the

stageHDTV

HRCsTest

methodologiesKey

challengesProposed

VQEG

approachFinal

thoughts3•0St3•1Select

sequences

and

run

a

subjectivetest

to

get

MOS

results.Include

as

many

display

technologies

aspossible.Make

sure

a

variety

of

HRCs

are

used

forthe

test

sequences.Compile

results

from

multiple

labs

to

get

aconsolidated

score

for

the

sequences.Step

23•2Run

through

existing

(already

submitted)models

through

the

same

sequences.Follow

procedure

and

rules

for

calibrationin

the

test

plan.Include

full

reference,

reduced

referenceand

no

reference

models

in

the

test.Analyze

objective

results

to

get

a

correlation

tothe

subjective

results.Follow

evaluation

metrics

in

the

test

plan.Decide

on

next

steps

based

on

the

results.3•3If

correlations

are

high,

we

may

have

a

model

for

HDTV.If

correlations

are

low,

proponents

will

have

a

test

setto

tweak

their

models.Of

the

labs

represented

here:How

many

of

them

have

HD

playbackcapability?3•4Of

those

who

don’t

have

it

now,

how

manyof

them

are

planning

to

have

this

capability

inthe

next

3

-

6

months.How

many

labs

are

willing

to

run

HDsubjective

tests

in

the

next

3

months?Introduction:

Setting

the

stageHDTV

HRCsTest

methodologiesKey

challengesProposed

VQEG

approachFinal

thoughts3•5HD

TV

metrics

are

in

urgent

need.We

should

test

existing

models

for

theircorrelations

before

seeking

new

ones.HD

testing

is

happening

now

inorganizations.

A

timely

standardizedmetric

will

have

the

greatest

impact.VQEG

should

complete

testing

theexisting

models

in

the

next

6

months.3•6Off

line

meetings

to

coordinate

HD

testingactivities.3•7Date

for

next

meeting?Action

items

captured

so

far:Cal3•8Peak

video

level

+/-

10%Block

level

+/-

10%Horizontal

shift

+/-

1

pixelVertical

shift

+/-

1

lineHorizontal

cropping

<

30

pixelsVertical

cropping

<

20

linesNo

horizontal

or

vertical

re-scalingTemporal

alignment

+/-

1

frame

excludingdropped/repeated

framesNo

visible

chroma

differential

timingNo

visible

picture

jitterM3•9Attributes:Prediction

accuracyPrediction

monotonicityPrediction

consistencyMetrics:Root

mean

square

errorPearson

linear

correlationOutlier

ratioILG

is

responsible4•0如何在媒介购买中完美的实现媒介计划？没有愚蠢的问题！愚蠢的是有问题而不问！Lorem

ipsum

dolor

sit

amet如何在媒介购买中完美的实现媒介计划？(一)什么是媒介购买(二)怎样定义“完美的媒介计划”、媒介计划是什么、怎样评估它的目标？(三)怎样完美地实现媒介计划？(

一

) 什么是媒介购买？与媒介就价格、服务及其他合作事宜进行谈判与媒介沟通、联系购买及执行一切有关行政工作(如订单、付钱等)与媒介计划、客户部及客户沟通，反馈讯息及提供媒介机会制作媒介排期媒介购买的演变及发展与媒介谈判与媒介沟通、联系购买以前媒介购买的演变及发展向客户沟通提供讯息及机会制作排期与媒介谈判与媒介沟通、联系购买现在以前媒介购买的演变及发展独立媒介公司：-与客户直接联系-提供专业咨询及顾客服务-独立的营运体系自负盈亏现在/将来向客户沟通提供讯息及机会制作排期与媒介谈判与媒介沟通、联系购买现在以前被动只与媒介及内部沟通主动、直接

多方面接触、竞争从被动变成主动媒介购买负责制作排期的好处？对客户媒介购买获得最多，最直接及最快的市场讯息可作出最灵活的应变对广告公司减少沟通时间及内部流程加强客户与媒介购买的联系，提高效益及竞争能力(

二

) 实现媒介计划的目标目标必须是：客观的

(

Objective)可量度的

(Measurable), 可比较的

(Comparable)媒介计划的目标-

(1)-

(2)-

(3)效果(Effectiveness)成本效益(Efficiency)准确(Accuracy)(

1

) 效果

(

Effectiveness

)一个媒介计划是否有效果可以用以下客观的量度标准去评估：有效到达率及频率(Effective

Reach

&

Frequency)品牌知名度(

BrandAwareness)媒体比重占有率(

Share

ofVoice

)市场占有率(

Shareof

Market)普及率其他调研方法(

Penetration

)(

Other

research

measures

)(

2

) 具成本效益

(

Efficiency

)一个媒介计划是否具成本效益，可以用以下客观的量度标准去评估：千人成本(CPM)总接触人次(GrossImpression)覆盖率(Coverage)(

3

) 准确

(

Accuracy

)在执行时，是否准确达到原本要求，可透过以下方法去评估：监察报告

(

Monitoring

)l

漏刊、播l

错刊、播事后评估

(

Post

Analysis

)以实际广告效果与计划比较：收视率、收听率有效到达率及频率发行量平均暴露频次从事后评估

(

Post

Analysis

) 累积经验及教训例子

(

一

)

：还珠格格第一辑收视率在各地相当高，但当中的广告段的收视率则很低：对于购买第二辑的策略：尽量避免片中广告购买电视剧前广告，如预算许可，考虑节目前较好的位置从事后评估

(

Post

Analysis

) 累积经验及教训例子

(

二

)

：当北京的“个人收视仪” 收视报告

(

People

Meter) 诞生, 中央台的黄金时段收视率并没有象以往“日记” 式收视报告的那样高对于以后的策略：可能考虑增强各地区的投放量减少在中央台黄金时段投放，考虑其他时段(

三

) 怎样完美地实现媒介计划？(1)效果l

具创意的、崭新的媒介点子(Creative)l

对市场、品牌及媒介了解(Informative

andKnowledgeable)具创意的媒介点子-

创新的媒介点子：利用新媒体：如

： 飞艇在空中巡走在网上以一元拍卖汽车在公车

/ 地铁把手作广告利用旧媒体：如： 同一时间在不同电视频道播放相同的广告(

Horizontal

Block

Buy

)具创意的媒介点子震撼的媒介点子通过增加播放量增加冲击力(Impact):在杂志上的连续广告(Consecutive

Buy)垄断媒体作地铁车身广告创意效果•PART•01对市场、品牌及媒介的了解市场、品牌

：-

有效利用市场及品牌数据：

地区销售分布：( 品牌发展指数BDI

)

地区预算是否合理？

地区是否应在具潜力的市场多投预算？

地区是否应在媒介成本较低的市场多投预算？对市场、品牌及媒介的了解媒介

：不同电视台的互相覆盖

：

省台和市台的运用及分配不同报纸对於不同层次或地区互相覆盖

：

例子

： 北京晚报、北京日报与北京青年报

预算

：

50万左右

目标

： 有效频率

/ 到达率

：

3+/

40%

目标受众

： 男性25岁以上各大市场电视

(

30”) 千人成本比较(RMB)1城市 千人成本北京1782海口1653合肥1364西安1005福州916石家庄897沈阳71省台与市台收视点之比较浙江省目标受众群：女性20-45岁收视率来源：央视-索福瑞媒介收视报告(99年4月30日至7月31日)报纸不同配合目标收众：女性18-35岁资料来源：TGI(目标群众指数)日期：98年12月-99年11月(

三

) 怎样完美地实现媒介计划(

2

)

成本效益制作媒介排期的技术及能力谈判能力制作媒介排期的技术及能力同等预算，但由于制作媒介排期的技术不一样，可以有很大的差别例子一： 北京的电视投放目标受众： 女性 20-45

岁比较方式： 比较当频率为3+时的有效到达率购买策略： 选择一： 北京及北京有线的电视剧、综艺节目两个电视的投放量较平均选择二： 北京有线台与选择一类似但投放量略为倚重选择三： 除黄金时段外，还利用北京有线台的白天广告套餐预算： 所有排期均控制在60万以内表现比较---北京收视报告来源：尼尔森北京收视报告(99年5月10日至7月31日)例子二： 天津的电视投放目标受众： 女性 20-45岁比较方式： 女性 20-45岁购买策略： 选择一： 天津一套及二套晚间电视剧，投放策略重天津一套选择二：天津一套及二套晚间电视剧，投放策略重天津二套选择三： 除黄金时段外，利用天津一套中午电视剧预算： 43万左右表现比较---天津收视报告来源：尼尔森北京收视报告(99年5月10日至7月31日)谈判能力及技巧在大学里，漂亮女生替男生在饭堂排队打饭的例子谈判能力总体的媒介表现及效果谈判行为模式彼此关系高中低低高容忍建立友好关系合作有创意的解决问题以使双方都赢后退能拿多少拿多少战胜不惜一切取得胜利妥协缩小差异，折中中关注谈判结果与媒介谈判的特性媒介位置具极强的时间性媒介需要在特定的时间内，尽量把位置卖掉，否则位置会浪费月饼销售的例子与媒介谈判的特性媒介位置具极强的时间性媒介需要在特定的时间内，尽量把位置卖掉，否则位置会浪费月饼销售的例子有利於

：投放量大投放量平均可以容易掉配投放量/计划与媒介谈判的特性趋向市场化及短视心态-

媒体数量增加，指标每年提高，经济状况不太理想媒介趋向市场化对谈判及新建议更趋开放与媒介谈判的特性趋向市场化及短视心态-

媒体数量增加，指标每年提高，经济状况不太理想媒介趋向市场化对谈判及新建议更趋开放u-

媒介广告部领导的任期缩短在短时间内完成任务uu与媒介谈判的特性趋向市场化及短视心态-

媒体数量增加，指标每年提高，经济状况不太理想媒介趋向市场化对谈判及新建议更趋开放可谈判的余地大大提高除业量外，到款量可成为谈判的筹码u-

媒介广告部领导的任期缩短在短时间内完成任务uu谈判业务量公司的影响力收入/盈利个人关系谈判技术对谈判者的了解他的困难，优势业务心理战术我们天天在谈判每一个人都是谈判者，而且时时刻刻在