At the same time that there are major advances in the US cable and satellite pay-TV markets, NDS is also changing its face in the US. This not only means taking a new approach to the US market, but also, there is a new face in charge.

Jesper Knutsson was recently appointed NDS USA Vice President and General Manager Sales. A native of Denmark, Knutsson was previously NDS Vice President, Interactive TV, Europe with overall responsibility for NDS Denmark.

More than 10 years ago when Knutsson began working for the company that became NDS Denmark, there were 10 employees. This group has since grown over eight-fold. NDS Denmark principally develops interactive TV applications, and this experience is one of the strengths Knutsson brings to his new position.

“There are a number of changes that reflect how NDS now positions itself in the US pay-TV market,” Knutsson says.

“In the past NDS was a conditional access company. But today in North America and around the world NDS can offer a wide range of products and services for operators and content owners alike.”

“From our experience with major US pay-TV operators like DIRECTV, Cox and Cablevision we are offering products as well as a more service-based approach to the market,” he says.

Knutsson’s own experience with interactive pay-TV services coincides with the emergence of the tru2way standard in the US market. “This was originally part of the OpenCable initiative that promoted interactive services over cable,” he explains. With tru2way, developers can write once, and deploy everywhere.

As an example, in May, Cox Communications, the third largest US cable TV operator chose NDS to implement an interactive user interface (UI) for legacy and new set-top boxes deployed by its cable networks around the country. Tru2way technology enables electronic programme guides (EPGs) to offer much more than just the title and the time that content is broadcast.

At the time, Steve Necessary, Cox’s Vice President of Video Product Development and Management commented: “There are many hopes and expectations for the use of tru2way.”  He added: “I think of tru2way as doing for set-top boxes and retail devices what Windows did for PCs.”

“We expect tru2way guides like the one NDS is supplying to Cox to become a truly liberating experience for both operators and their subscribers,” Knutsson says.

“The new solution that NDS developed enables Cox’s digital services to be advertised, searched and accessed through a state-of-the-art interface which features a superior user experience,” Knutsson explains.

The next generation UI integrates Cox’s digital video services including EPGs, video-on-demand (VOD), digital video recorders (DVRs) and interactive applications. “These applications are presented in a centralised, user-friendly environment,” he says.

“The next generation UI creates a personalised environment that reflects viewers’ preferences along with network-based community sharing,” Knutsson says.

“New standards and technology in the US have reached a level of maturity and acceptance that is enabling US cable operators to extend their TV service offering beyond the realms of just TV,” Knutsson says. “Operators recognise that TV is becoming a commodity, with alternate sources where viewers can access content.”

“This is the beginning of a metamorphosis for US cable operators,” he says. Knutsson expects that the result will be the emergence of managed network providers that will enable viewers to find and discover content easily, in addition to being able to view content on any device and in any place. “Next generation user interfaces are an essential first step in this process.”

Challenge of open standards

“The challenge for the US cable industry is that with open standards come many more set-top box and device manufacturers,” he says. “This results in more complexity in integrating systems. This challenge creates an opportunity for NDS. We have been managing complex integrations like this for open standard TV platforms around the world for many years.”

“NDS is bringing a wealth of both integration experience and established products and services to the US cable market. In the process we are playing a key role in shaping the way pay-TV is changing in the US,” Knutsson says.

“NDS offers a large product range that focuses on both new media, such as PCs, as well as analogue and digital platforms,” he continues. “This range of products and services is important for both operators and content owners.”

“Our innovative skills and the resulting products are ensuring success for our customers because NDS offers a more aggressive product roadmap than the competition,” he says.

Proven track record, taking TV to the next level in the US

NDS USA will launch the company’s latest range of leading edge solutions to enable pay-TV operators to ‘think outside the box.’ Take the example of a cable TV operator who wants to introduce new capabilities that incorporate the newest features from the Internet and social networks. “We can approach potential customers with a proven track record in North America and around the world, as well as products and solutions for PCs that incorporate all the latest possibilities.”

VideoGuard PC™ is the NDS product suite for secure delivery of video content to PCs. Designed for maximum subscriber choice and flexibility, VideoGuard PC is available in two versions:

• NDS PC Show™ delivers VOD and basic linear channels over the Web. It enables subscribers to watch VOD as well as a selection of linear programming anywhere, using the operator’s branded web portal. With NDS PC Show, subscribers can securely move content between devices.

• NDS PC Plex™ turns the PC into a complete entertainment centre. PC Plex uses a PC tuner (satellite, cable, or terrestrial) or broadband modem (IPTV) that enables subscribers to enjoy a range of channels as well as services including DVR, VOD and content transfer.

Another new product NDS is offering in the US market is NDS Dynamic™ addressable advertising solutions that enable operators to benefit from targeted, engaging, and measurable TV advertising.

• NDS Dynamic Audience Measurement: Second-by-second measurement of viewer interaction with TV content, advertising and advanced services such as DVR.
• NDS Dynamic Addressable TV Advertising: Makes addressable TV ads an integral part of the broadcast experience.
• NDS Dynamic Interactive TV Advertising: Enhances broadcast ads with different types of interactivity including access to additional product information and content.

Knutsson may be a new face for NDS in the US market but his experience in presenting NDS products and services speaks for itself. “NDS now offers a wide range of possibilities for new media as well as analogue and digital platforms,” he says. “I’m looking forward to bringing all of the latest innovations to more US pay-TV operators. The fact is, the challenges in the US market are creating new opportunities for NDS,” he says.

For more information:

NDS VideoGuard PC™

NDS Dynamic™