1st choice workshop in china on immersive and
Discussing China-EU cooperation in the field of Immersive and Interactive Media March 31, 2015– Beijing, China www.euchina-ict.eu - www.euchina-ict.cn 1ST CHOICE WORKSHOP IN CHINA ON IMMERSIVE AND INTERACTIVE MEDIA POST-WORKSHOP REPORT MARCH 31, 2015 BEIJING, CHINA AUTHOR: EUPIC 1 Discussing China-EU cooperation in the field of Immersive and Interactive Media March 31, 2015– Beijing, China www.euchina-ict.eu - www.euchina-ict.cn Executive Summary The CHOICE project is funded by the 7th Framework Programme of the European Union, with a duration of 24 months, in order to provide continuous inputs and define the common priorities in the ICT R&D field between EU and China, to address the potential collaboration opportunities and follow-up the possible concrete outputs through varied CHOICE events, The CHOICE project plans to organize four thematic workshops focused on different selected hot ICT topics and two big events one in the EU and one in China. The first CHOICE workshop in China took place on March 31, 2015 in Beijing, discussing about China-EU cooperation in the field of Immersive and Interactive media. This post- workshop report summarises the background, concept and objects of the workshop, describes the main activities in the pre- workshop stage and during the workshop. It is trying to draw an outline to include the current development stage in the immersive and interactive field and look for possible common interests between EU and China in collaboration in this field. 2 Discussing China-EU cooperation in the field of Immersive and Interactive Media March 31, 2015– Beijing, China www.euchina-ict.eu - www.euchina-ict.cn Contents EXECUTIVE SUMMARY ................................................................................................................ 2 1. INTRODUCTION .................................................................................................................. 4 2. 3. 1.1 About Immersive and Interactive Media .................................................................................................... 4 1.2 Background of the Workshop on Immersive and Interactive Media ........................................................ 5 1.3 Workshop concept and objectives .............................................................................................................. 5 WORKSHOP PROGRAMME.................................................................................................... 7 SESSIONS OUTPUTS............................................................................................................. 8 3.1 Opening Session........................................................................................................................................... 8 3.2 Session on Interactive Media content personalisation – Connected TV, IPTV, OTT ..............................10 3.3 Session on Immersive and Mobile Media Content and Services ............................................................14 3.4 Concluding Session.....................................................................................................................................20 3.5 Workshop Summary...................................................................................................................................20 3.6 Post Event Feedback Survey......................................................................................................................21 4. CONCLUSIONS AND LESSONS LEARNT..................................................................................... 24 APPENDIX I ............................................................................................................................ 26 APPENDIX II ........................................................................................................................... 27 APPENDIX III .......................................................................................................................... 29 APPENDIX IV .......................................................................................................................... 40 3 Discussing China-EU cooperation in the field of Immersive and Interactive Media March 31, 2015– Beijing, China www.euchina-ict.eu - www.euchina-ict.cn 1. Introduction 1.1 About Immersive and Interactive Media The public media services have focused on 2D audio visual data due to technological limits and high costs for a long period. However, with the rapidly developed economy and technology, the demands of human beings have changed a lot. The traditional 2D audio visual data alone can no longer satisfy the end users. They are looking for advanced hardware and software to improve the vividness of media services. Immersive media describes a new generation of media services inclusively across all story- driven media, from film and interactive media to live audience environments. It refers to a class of digital multimedia services and indicates the data overcoming the spatial -temporal limitation of traditional media. As examples of immersive media, there are computer graphic models, 3D films, multi-channel audio services, haptic data and information for the sense of smell. Immersion can be defined as virtual reality, which is a perception for the end users of b eing physically present in a non- physical world. To create a sense of full immersion, the five senses of human beings, namely sight, sound, touch, smell and taste, must perceive the digital environment to be physically real. Immersive technology can perceptually fool the five senses through: panoramic 3D displays (visual); surround sound acoustics (auditory); haptics and force feedback (tactile); smell replication (olfactory) and taste replication (gustation). Interactive media normally refers to products and services on digital computer based systems which respond to the end users’ actions by presenting content, such as text, graphics, animation, video, audio, games, etc. Interactive media can be defined as a method of communications, in which the output from the media service responds depends on the input of the end users. The end uses’ participation and reaction to the digital computer based systems count as the key part of interactive media. The final result is varied due to different reactions from end users, which brings interesting features to the systems for a better enjoyment of services provided. Apart from the better enjoyment of daily entertainment, immersive and interactive media has further positive effects on communication services for people with disabilities, such as hearing and/or sight impairment; or helps children with particular visual, verbal, auditory and tactile learning styles. The most common immersive and interactive products are 3D films and the iPhone. It is easy to find out through these two examples, how immersive and interactive media changes our life. 4 Discussing China-EU cooperation in the field of Immersive and Interactive Media March 31, 2015– Beijing, China 1.2 www.euchina-ict.eu - www.euchina-ict.cn Background of the Workshop on Immersive and Interactive Media The 1st CHOICE Workshop “Discussing China-EU cooperation in the field of Immersive and Interactive Media” took place on March 31, 2015 in Beijing, China. The purpose of this planned workshop was to explore the scope of potential collaboration opportunities and discuss China-EU cooperation in the field of Immersive and Interactive Media. As planned, each CHOICE project workshop shall focus on a specific theme. This first thematic CHOICE workshop in China was designed to support EU-China policy dialogue and discuss about the opportunities in the field of immersive and interactive media, with the support of New European Media European Technology Platform (EU) and Interactive Media Industry Alliance (China). The 1st CHOICE Workshop in China was attended by 32 participants. The full attendees’ list is attached as Appendix I. These participants represented main stakeholders from Europe and China, involved in or interested in exchanging information and strengthening cooperation in immersive and interactive media innovation between the two regions, including: Industrial companies; Consultancies specialised in technology innovation and transfer; Official representatives of Ministry of Industry and Information Technology (MIIT); Researchers in the ICT field from top universities and research institutes; Experts from other EU funded projects; CHOICE project partners. This report provides an overview of the activities of the workshop and presents the conclusions drawn and lessons learned from these activities. A post workshop survey and workshop agenda were printed in paper form and distributed to all attendees before the meeting, asking them to evaluate different aspects of the workshop. The feedback received was processed to assess both the success of the 1st CHOICE workshop in China “Discussing China-EU cooperation in the field of Immersive and Interactive Media” and the overall perception of the CHOICE project. Nineteen replies to the evaluation survey have been received after the workshop and these responses are summarised in Appendix III to this report. 1.3 Workshop concept and objectives The Networked and Electronic Media initiative was established as one of the European Technology Platforms under the European Union’s Seventh Framework Programme, aiming at fostering the convergence between consumer electronics, broadcasting and telecoms in order to develop the emerging business sector of networked and electronic media. In order to respond to the new needs and requirements of the Horizon 2020 programme, the NEM initiative enlarged its focus towards creative industries and changed its name to New European Media. 5 Discussing China-EU cooperation in the field of Immersive and Interactive Media March 31, 2015– Beijing, China www.euchina-ict.eu - www.euchina-ict.cn The NEM constituency includes all major European organisations working in the networked and electronic media area, including content providers, creative industries, broadcasters, network equipment manufacturers, network operators and service providers, academia, standardisation bodies and government institutions. Those actors share a common Vision and have been producing a Strategic Research and Innovation Agenda (SRIA) as well as position papers, in order to accelerate the innovative development of the new sector in a harmonised and fruitful way and to place European industry at the forefront of the information e ra. The NEM Initiative is supporting Europe’s activities on the Future Internet and is actively contributing to the definition of the related research and innovation areas. In particular, the Future Media Internet has been identified by the NEM community as its major innovation area. China Interactive Media Industry Alliance (IMIA) was founded on December 14, 2007. IMIA was initiated and organized by content providers, service providers, network providers, manufacturing, chip and software enterprises, and aims at promoting technology innovation of domestic enterprises in broadband and multimedia fields and speeding up the combination of the information industry with traditional service and manufacturing industry. The IMIA currently consists of 21 members. Its members have made progress in IPTV, mobile stream-media, Internet multimedia services, online games, online advertisement and E-home. IMIA provides a good platform for the development of relevant industry domestically and is looking for overseas opportunities in the interactive media industrial field. The objective of the 1st CHOICE workshop in China was to identify opportunities to begin processes leading to innovation in the field of immersive and interactive media through EU-China collaboration. Considering the progressively increased cluster effect, this workshop is planning to build a bridge connecting the NEM on the European side with the IMIA on the Chinese side. The information exchanging and communication between these two major platforms aims at integrating and coordinating industrial resources and social resources the development. One of the main goals of calling for international cooperation is to provide end-users with more user-friendly immersive and interactive services and communication environments, including user-generated content, in which the quality of access to value-added and creative content as well as services is the key enabling factor. Another objective of the workshop was aiming to promote the identification of such opportunities by highlighting through presentations examples of what potentially could be done , leaving subsequent discussion on what cutting edge immersive and interactive media can be exploited through EU-China collaboration to industry and the wider commercial sector to sessions promoting matchmaking intended to lead to concrete cooperative actions (in the perspectives of the new Horizon 2020 funding programmes for Research and Innovation) to be undertaken after the workshop. 6 Discussing China-EU cooperation in the field of Immersive and Interactive Media March 31, 2015– Beijing, China www.euchina-ict.eu - www.euchina-ict.cn 2. Workshop Programme The idea of organizing the first CHOICE thematic workshop in China on immersive and interactive media was proposed by the CHOICE project in early February, 2015. The proposal aimed at taking advantage of the intention of the NEM to establish a Public Private Partnership (PPP) in Immersive and Interactive Media as an opportunity for a targeted cooperation initiative. On the other hand, the IMIA has a close relationship with one of the CHOICE project partners, CAICT/ MIIT (original known as the CATR/ MIIT). The timing for organising a thematic workshop on immersive and interactive media could not have been better. The first version of the tentative workshop programme was drafted in the middle of February 2015. This version confirmed the main structure of the workshop. In this version, the first CHOICE workshop was planned to be held over two days, divided into four thematic sessions, including Internet video/ immersive, interactive applications; Internet TV/ set; mobile TV on 4G and video applications and video technological innovations in transportation, agriculture, medical and other professional fields. This fruitful tentative programme seemed overloaded for a thematic workshop targeting around 15-20 persons. CAICT proposed to compress the programme to one day, March 31, in order to conduct better discussions and achieve positive effects. Therefore, at the end of February, just after the long Spring Festival break in China, the workshop p rogramme was revised by CAICT. The venue and date were confirmed as well. To ensure all participants had a good understanding of presentations, a simultaneous interpretation service was agreed to be provided. The webpage introducing the workshop on immersive and interactive media was created in both the English and Chinese languages on the CHOICE project website in early March and was regularly updated. Meanwhile, a registration page on EventBrite, a free online community to share events and provide a registration service, went online to invite attendees and count the number of participants. The European speakers were confirmed soon after an invitation letter was sent out and all the European speakers’ slides were uploaded online before the workshop day. However, the Chinese speakers’ list was pending during the whole preparation stage; the last Chinese speaker was changed at the last minute on the workshop day. This is a common phenomenon in China, which shall be paid more attention to in the future events. The final workshop programme was in both the English and Chinese languages, and is attached as Appendix II of this report. Photos taken during the workshop are saved in photo album attached as Appendix IV. 7 Discussing China-EU cooperation in the field of Immersive and Interactive Media March 31, 2015– Beijing, China www.euchina-ict.eu - www.euchina-ict.cn 3. SESSIONS OUTPUTS 3.1 Opening Session This session was moderated by Ms. Xueli ZHANG, CAICT. X. ZHANG welcomed all participants to the first CHOICE workshop in Beijing, introduced the China-EU cooperation in the field of immersive and interactive media and the keynote speakers for this session. Welcoming speech by Mr. Kun YANG, CAICT and China Interactive Media Industry Alliance This workshop was officially opened on March 31, 2015 at CAICT by Kun YANG, Chief Engineer of CAICT and Vice-General Secretary of the Interactive Media Industry Alliance (hereinafter referred to as IMIA), China, who welcomed the participants and introduced the workshop agenda. K. YANG made a brief introduction regarding the IMIA, which was established in 2007 by CAICT. IMIA is working on triple play IPTV, mobile TV, online game services provided on public platforms and websites. He emphasised that the implementation of the first pilot schema in China was started in the year of 2010. This schema has been scaled up nationally around China. According to K. YANG’s introduction the main purposes of IMIA include to promote technology innovation and launch products. He mentioned that, there have been a lot of new technologies promoted by IMIA but the current challenge is industrial cooperation on different formats. As he explained, telecom and broadcast systems are separately managed in China, which means cooperation faces more non-technical challenges in China than in the EU. He pointed out that, IMIA is seeking for market mechanisms to address these problems. Then K. YANG moved on to the third area of IMIA activity, namely the new media services, e.g. smart manufacturing, smart agriculture, etc., he pointed out that, a lot of areas need modern ICT channels with dedicated use. It is not possible to have a single channel per industry. The problem is how people use existing channels to match the industrial needs. K. YANG summarized his speech by outlining the members of IMIA. The IMIA consists of 21 members, who are in different steps of the supply chain of the new media, including content providers, telecom operators and chip producers, video and games providers, smart household appliances and smart manufacturing solution manufacturers. Opening speech by Mr. Thomas OWENS, Brunel University London As the CHOICE project coordinator, Thomas OWENS began his opening speech by welcoming all participants attending the first CHOICE workshop in China and expressing appreciation to the speakers, who are willing to make presentations and demonstrations both from EU and China. After introducing the general facts about CHOICE project, T. OWENS emphasized that the role of 8 Discussing China-EU cooperation in the field of Immersive and Interactive Media March 31, 2015– Beijing, China www.euchina-ict.eu - www.euchina-ict.cn CHOICE project is to strengthen EU-China industrial ICT R&D cooperation, it focuses on cooperation in a context of policies driven research, and on dialogues towards standardization and regulatory initiatives that have the potential for initiating economic sustainable cooperation with China outside of European funded research programmes. An overview was provided of CHOICE’s achievements to date with an emphasis on its ‘hard’ outputs. The online database of China - EU MS/AC projects and relevant EU projects created and updated by CHOICE was promoted. T. OWENS summarized the primary mission of the database is to collect the ongoing and concluded China-EU member states and associated countries (EU MS/AC) projects and relevant EU projects which promote the cooperation between China and EU on ICT R&D. The motivation for the workshop was presented in the following terms: From both the Chinese and European perspectives ICT R&D excellence cannot exist in isolation from excellence in innovation. In the context of this workshop this means innovation in design, processes and organisational models in manufacturing and services. The workshop seeks to identify opportunities to begin processes leading to innovation in ICT through EU-China collaboration. It will promote the identification of such opportunities by highlighting through presentations examples of what potentially could be done. The target area of cooperation of the workshop is interactive and immersive media with both the Immersive/Interactive Media – NEM ETP and IMIA represented. Opening speech by Mr. Pierre-Yves DANET, Orange Lab/ New European Media Pierre-Yves DANET is the Head of collaborative projects at Orange Lab. However, he spoke with his New European Media (NEM) European Technology Platform (ETP) hat on as the Vice-Chair of NEM. The strategy of NEM as well as a series of slides on NEM was presented. P. DANET introduced the core function of NEM as the Horizon 2020 ETP dedicated to content. The EU has asked NEM to take on board creative industries, it has been one of the EU’s most dynamic sectors having important growth potential as the internet develops. NEM accounts currently for around 3.5 % of the GNP of the EU and some 3.8% of its workforce, namely 5 million jobs. An overview of the NEM membership was presented and its strategic vision. Helping the EU to set up its Horizon 2020 Work Programme (WP) in NEM was emphasized by P. DANET as one major objective of the NEM. To address the willingness to research in a particular area of interest to its industrial members and push it to the strategic research agenda of the NEM is the basic method used by the NEM to design the Work Programme for EU. The NEM has over 1000 members, covering the industry sector, universities, research institutes and SMEs. It has membership from outside the EU. The NEM was defined as a cluster of clusters (regional clusters that help SMEs and single workers push their own programmes); a cluster of associations; a cluster of platforms; a cluster of clubs and a cluster of projects in P. DANET’s presentation. Varied definitions but the integrating principle of the NEM is to deal with connected, converging and interactive media and creative 9 Discussing China-EU cooperation in the field of Immersive and Interactive Media March 31, 2015– Beijing, China www.euchina-ict.eu - www.euchina-ict.cn industries. The generic mission of ETPs was presented. Then P. DANET moved on to the NEM strategic Research & Innovation Agenda which was updated at the end of last year to inform the 2016-17 WP, in which the sectors, trends and needs identified should appear. NEM is seeking to identify ‘hot topics’, for example, the IoT is a way to provide content. P. DANET emphasized that progress needs to be made in the content consumption field, the content needs to be available anywhere anytime. There is a need to address topics such as media accessibility, protection (IPR), and interaction. A short focus was made on a proposed Public Private Partnership (PPP). A PPP is a large programme addressing a specific topic, in this case Immersive and Interactive Content (I 2C). Such a programme is 50% public funded and 50% industry funded and the proposed PPP is planned to be funded through the EU’s 2018-2019 WP. The overall objective is to provide an immersive and interactive environment responding to/anticipating the user needs to improve productivity and cross/intra domain collaboration. Content can be real-time or stored, IoT, video, audio, drawing, text. The proposed I 2C platform would be an open platform with APIs allowing anyone to develop applications using enablers connected to delivery networks with the ability to configure the network. The potential business and economic impact, societal impact, etc. was highlighted in P. DANET’s presentation. I2C complementary PPPs are in Future Internet, Big Data (content storage, search, content analysis), 5G (Network E2E QoE, Latency). The NEM is specifically designed for the media and content industry. It is a centre of convergence, innovation, influence, and networking, as summarized by P. DANET. He concluded with a presentation of NEM global activity: it has an objective of cooperation with any region of the world. There are common interests with China and it was emphasized that EU and China can share a common vision. Tea break – Demonstrations 3.2 Session on Interactive Media content personalisation – Connected TV, IPTV, OTT This session was moderated by Xueli ZHANG. X. ZHANG noted that, the evaluation survey for the CHOICE workshop on immersive and interactive media was printed and placed on the table. She reminded the participants to fill the feedback survey after the workshop to help the CHOICE project make better events in the future. Then she opened this session of thematic presentations by introducing the keynote speakers. 10 Discussing China-EU cooperation in the field of Immersive and Interactive Media March 31, 2015– Beijing, China www.euchina-ict.eu - www.euchina-ict.cn Keynote speech by Mr. Jian HAN, Cyber Cloud A brief introduction was given to Cyber Cloud activities in the field of interactive media by Jian HAN, the CEO of Cyber Cloud. He began his presentation by introducing the background, namely the rapid growth of the information consumption industry in China. As a result of the strategy of internet plus in China, smart earth, smart cities, smart homes are being promoted and will ensure further huge growth. J. HAN raised the question about the obstacles facing the information consumption industry. He mentioned that, the biggest problem in China is that devices, terminals, and services are not a match between each other. In particular a lot of set top boxes do not meet peoples’ needs for accessing internet services. He pointed out that, frequent change of set-top box is not good but that cloud deployed services can be used to get around this. In the EU there is also a plan for a virtual set top box; easy to set up but not promoted widely. Cloud plus terminals in the IT industry were presented. A typical solution is for the gaming industry. By using a simple device people will be able play console games. Cloud plus hopes all screens can be provided with good access to the internet. J. HAN introduced their current effort on targeting the TV screen with their platform. 80,000,000 users are covered in China. However, their services are more gaming orientated. Games characterized by key words like family-friendly, interactive multiplayer available, are offered by Cyber Cloud. They are interested in providing services more suitable to the Chinese household: Interactive education - for preschool children, the elderly, or professionals, or to address the need to simulate the operation of training. The aim is to make the learning process more fun; Interactive Fitness - fitness equipment and TV applications as a peripheral in the home or community centers. J. HAN summarized the aims of their activities from different perspectives. On the interactive side, the aim is to make movement more fun. By providing services to a variety of live events, performances and other interactive events it is possible to more fully exploit their commercial value. The aim is targeted marketing, e.g. cultural heritage via virtual re-construction. Cyber cloud is interested in restoration of historical sites using augmented reality so people do not need to rebuild physically. J. HAN concluded his speech by listing requests for co-operation with Europe on a slide: Gaming, education, health/fitness Cultural heritage – 3D reconstruction Question: Mr. Campos asked for technical details of how to set up access to augmented reality through the Cloud plus platform, are there authoring tools to provide this content? Answer: The application must be provided to the Cloud plus platform first. Keynote speech by Mr. Christopher KRAUSS, Fraunhofer FOKUS A brief introduction regarding Fraunhofer in Germany and worldwide was presented by Christopher KRAUSS, senior project manager R&D at Fraunhofer FOKUS to open his keynote speech on how HbbTV leverages smart TVs in Europe. In his brief introduction, it was emphasized 11 Discussing China-EU cooperation in the field of Immersive and Interactive Media March 31, 2015– Beijing, China www.euchina-ict.eu - www.euchina-ict.cn that the Fraunhofer organisation is cooperating with Huawei in Beijing. Fraunhofer is a member of NEM. C. KRAUSS presented the areas on NEM that FOKUS is working on. A booth for demonstration and user experience was available for the workshop attendees. Then, C. KRAUSS moved on to his thematic speech on HbbTV. A slide showing internet traffic in Germany focusing on internet video to TV traffic was given. The graphic has shown that mobile video traffic was increasing faster than traditional data traffic and became greater in 2014. It was emphasized that TV app platforms are different due to different service providers. HbbTV draws from open standards. HbbTV is a European standardisation body trying to define a common stack. February 2015 saw the introduction of HbbTV 2.0. It enables hybrid app delivery. There are broadcast independent applications (TV portal services) and broadcast related applications (press the red button services). HbbTV 2.0 will be adopted legally in the UK soon. C. KRAUSS emphasized the HbbTV market in Germany by announcing that over 10 million HbbTV devices are active in Germany including 97% of smart TVs. A HbbTV-based portal was the winner of the IPTV 2013 award for most innovative technology. A short video shown on how to use a second screen and a paired tablet was played. After the video, four of ten golden rules for connected TV app development were presented: e.g. ten-foot user experience; simple app interaction; video is king (using video, pictures and icons instead of text) and test on real devices. C. KRAUSS concluded his speech by promoting the 5th Media Web Symposium in May 2015 hosted by FOKUS. Question: How to implement HbbTV on a mobile phone and a TV set top box? Answer: Using HTML 5 to implement HbbTV on a mobile phone and for a set top box HbbTV is based on HTML and a standard Java stack. Keynote speech by Mr. Yanxiang ZHANG, LMTW Yanxiang ZHANG, CEO of the LMTW presented the development situation of IPTV/ OTTTV in China. LMTW believes that, IPTV/OTTTV is the future of TV in China. Y. ZHANG noticed that, the government has tidied up the policy and regulatory environment in recent. The broadband national strategy has resulted in users using optical fibre (better quality connections). The Premier has stressed the importance of the Internet plus strategy. However, China is different with heavy censoring and some TV content has other objectives. There is more monitori ng of TV content than of phones, emphasized Y. ZHANG. Approval was needed before broadcasting is a requirement. IPTV is the new growth point and taking the lead in driving OTT. Y. ZHANG introduced the current vertical integrated delivery chain. All contents go through an 12 Discussing China-EU cooperation in the field of Immersive and Interactive Media March 31, 2015– Beijing, China www.euchina-ict.eu - www.euchina-ict.cn integrated platform for censorship and control. Government 181 decree sets out requirements on OTT providers. Licenses are issued which are contents licenses and secondly integrated contents licenses are issued. So far, seven integrated licenses have been issued in China. The market place has been consolidating according to the policies. Government has cleaned up non complaint videos providers and addressed inconsistencies in the market. Seven licenses have been issued for integrated content. If any content is to be aired to the public then it has to be through one of these providers. Building own platforms is not allowed in China. Set top boxes must have user codes following the principle of one code per user. Y. ZHANG introduced the diversification of devices with a variety of features including gaming in China. Video is the main application, while games are the second largest. He made a conclusion about the development situation of OTT in China by pointing out that, OTT in China is now in its fourth stage of rational and orderly development. Y. ZHANG ended his presentation by emphasizing that OTT is the main driver, while the internet and traditional media are being integrated in China. Keynote speech by Mr. Gion LINDER, Swiss TXT SWISS TXT is an enterprise of the public broadcaster in Switzerland introduced by Gion LINDER, Head of Access Services, SWISS TXT. Mr. Linder is participating in the HbbTV4ALL project, a European project, co-funded by the European Commission. G. LINDER came to the workshop to present the HbbTV4ALL project, which lasts 36 months starting from December 2013. G. LINDER began his presentation by defining HbbTV as a European standard adopted by most broadcasters, which can support customized services for various target groups, e.g. accessibility services for sensory impaired persons. He emphasized that the object of the HbbTV4ALL project was to transform the vision of accessibility for all into reality. A map showing the amount (%) of broadcast services in Europe with subtitling (UK leads) was shown. Access services on HbbTV are available in very few countries in EU, introduced by G. LINDER. The only legal requirements on access service provision are in France and the UK. Mr. Linder talked about two selected objectives of the project. One is to deploy pilot services and validate them. The other one is to evaluate interoperability in a multi-platform environment. G. LINDER moved on to the kinds of services and the target groups; Subtitling, signing, clean audio, audio description are the main services provided for sensory impaired persons. He added that in smaller countries in the EU, programmes and videos are not dubbed only subtitled. Examples of accessibility services were given. One was the Eurovision song contest which is seen in China. In 2015 one of the sign language interpreters will be in Chinese. G. LINDER finished his presentation by summarizing the challenges that the HbbTV4ALL may face and the expected 13 Discussing China-EU cooperation in the field of Immersive and Interactive Media March 31, 2015– Beijing, China www.euchina-ict.eu - www.euchina-ict.cn target outcomes. Question: Can the target group cope with the HbbTV user interface? Answer: This year Samsung will provide a TV with an acoustic interface. Could this be used by blind persons to access HbbTV. Question: Are access services dependent on public funding? Answer: Yes, these are for relatively small and often poor target groups. Question: What is the link between project and the ITU? Answer: None, except in the sense of standardization. Lunch – Demonstrations 3.3 Session on Immersive and Mobile Media Content and Services This session was hosted by Dr. Thomas OWENS, CHOICE project coordinator. T. OWENS invited all attendees to get back to their seats from the demonstrations and briefly summarized the morning sessions and introduced the keynote speakers for this session. Keynote speech by Mr. Javier CAMPOS, eDiamSistemas Javier CAMPOS opened his speech about the VENTURI project by explaining the meaning of VENTURI, which originates from immersiVe ENhancemenT of User-woRld Interactions. VENTURI is an EU project of 8 partners that addressed three use cases over 3 years, 1) 3D Tracking and occlusion as well as 3D reconstruction technologies; 2) Indoor guidance system; 3) Outdoor guidance and Augmented Reality (AR) experiences. The project concepts of VENTURI were listed by J. CAMPOS on a slide: e. g. content creation; context sensing; ensuring a good quality of experience for the user; mobile hardware and software platforms, etc. These were presented regarding VENTURI project. Demonstrators for the three use cases were shown. The second part of the presentation was on the services of eDiamSistemas including marketing, healthcare, cultural heritage, real estate, manufacturing and retail projects or events. However, the main activity of eDiamSistemas was to apply new technologies like Augmented Reality, geolocation or indoor and outdoor guidance to the mobile world. This presentation was ended with the displaying of some marketing, healthcare and cultural 14 Discussing China-EU cooperation in the field of Immersive and Interactive Media March 31, 2015– Beijing, China www.euchina-ict.eu - www.euchina-ict.cn projects that have been done. Session Chair: There has been great interest in Mr. Campos’s demos so many thanks for those. Question to Mr Campos: Please give an example of a business model, e.g. number users for AR. Answer: Perhaps 40% of people with mobile phones would use it. It works well in medium to high level devices. Everyday people are using AR more as they come to know about it. Young people particularly seek out such experiences. Keynote speech by Mr. Yiqiang CHEN, Institute of Computing Technology, Chinese Academy of Sciences Prof. Yiqiang CHEN spoke about the iHome project which provides a distant immersive interactive platform. To open his speech, Prof. Y. CHEN introduced the Institute of Computing Technology of the Chinese Academy of Science, which he works for. CAS institute developed the Longsong processor and high performance computer mentioned in a United States white paper as very disruptive technologies. Prof. Y. CHEN explained the background to the iHome project. Migrant workers in China were a special but large group who have suffered from emotional and psychological health problems due to family separation – their children also face the same problems. Prof. Y. CHEN emphasized this has become one of the big social problems in China. iHome was proposed by the Institute of Computing Technology of the Chinese Academy of Science in 2011. It was developed to provide migrant workers with contact with home. It is a low cost, immersive, easy to operate, Hi-Fi remote natural interaction platform (with better quality video than on a PC). It has a cooperative video transmission model. iHome has four types of devices including a mobile version, a software version, a business version and a ultimate version. The system was put in a school where a lot of workers in a company come from a particular village. Over 60 of these platforms have been deployed and it is used by disabled people in Beijing so they do not have to come into city centre to request/get support. Sign language can be presented on such platforms. Smart glasses for such platforms are being developed. This could serve elderly, blind, deaf people. Prof. Y. CHEN mentioned that the research team is cooperating with hospitals on rehabilitation guidance. He concluded his speech by expressing his expectation of that the system would become a “Zero distance” interactive platform bringing advanced technology into daily life. Question: P. DANET asked what the minimum bandwidth requirement of the system is. 15 Discussing China-EU cooperation in the field of Immersive and Interactive Media March 31, 2015– Beijing, China www.euchina-ict.eu - www.euchina-ict.cn Answer: Minimally it is 500kb – For 4 persons in the same room, it means minimally 2 MB. Keynote speech by Mr. Jon ARAMBARRI, Virtualware Group Jon ARAMBARRI introduced the Virtualware group to begin his presentation, which is a business group of technology companies that specializes in the development of hardware and software solutions based on immersive and interactive technologies. It applies interactivity in corporate business units for training in e-Health. It is present in a number of countries. J. ARAMBARRI highlighted the training products offered by Virtualware, including VirtualTriage which trains people how to manage an emergency, including classifying injured people, presented as a ‘game’ on the training system. VirtualCPR is an innovative tool which offers an effective and validated training method for Cardiopulmonary Resuscitation geared towards general public. There is a surgical checklist trainer, which is a training tool to help show how to properly fill out a Check- List for surgical safety. It is not just an exercise to fill in a record; it is also meant to check and coordinate the team involved in the process, e. g. nurse, surgeon, anesthetists, to improve overall patient safety. Virtualware cares about the health problems, mentioned by J. ARAMBARRI. He went on to introduce the health products developed by Virtualware. There are serious games developed for rehabilitation of people with serious physical and mental impairment – VirtualRehab, is a cloud-based platform to assist in physical rehabilitation. It combines modern Microsoft® Kinect motion capture techniques with videogames technology in which the user becomes the controller. Immersive videogames for health care professionals, patients and caregivers with different objectives were developed. Medical Apps for clinical purposes including: learning, training, diagnostic, monitoring and patient- physician communication were designed. These were presented by J. ARAMBARRI in detail. J. ARAMBARRI finished his presentation by talking about the ongoing and future projects of Virtualware. He briefly described the four on-going EU funded projects that Virtualware is involved in and raised Virtualware’s main open question which is how would these games fit with real-time TV content and the research challenges faced by their team which include what will deliver natural interaction and what is the role to be played by Gamification and Augmented Reality? Question: Independent living support for the elderly, is that for their home or in care? Answer: Aim is to keep people out of hospital and in their own home. Keynote speech by Mr. Mingxuan WANG, Starchina Mingxuan, WANG, CEO of Starchina first introduced his company, which is a joint venture that 16 Discussing China-EU cooperation in the field of Immersive and Interactive Media March 31, 2015– Beijing, China www.euchina-ict.eu - www.euchina-ict.cn offers one of the top ten free applications for OTT viewing. It is ranked 2nd in China in terms of volume of downloads. It can be used on a mobile platform targeted at younger users. Currently the OTT viewing service is for free with advertisement, Starchina is moving to a subscription type charging system. The next step will be with one button, it will be able to link with social media platforms and users will be able socialize with this platform through so called self-media, users will be able to provide feedback on, for example, how a programme is going. This App is going to aggregate all the resources that can be provided. This technology can help to save bandwidth. The mobile phone can link with OTT and enable viewing on a big screen. Question: P. DANET asked what the business model is. Advertising income or service fees? Answer: Adverts are part of it but secondly we have the joint operation were you can download games and other products which generate a share of the profit of the copyright owner and we also collect the fees for the copyrights. Question: J. CAMPOS asked how can people use or customize your tool for use in the EU. Do you have a developer tool? Answer: My partners and I discussed this topic and felt TV programmes are linear but new technologies are explosive and we are interested in contacting you because we feel the show should become a ‘circus’ and we are interested in what AR can bring to the show. Keynote speech by Mr. Pierre- Yves DANET, Orange Labs Mr. Pierre- Yves DANET made his second presentation for the CHOICE workshop on immersive and interactive media focusing on introducing the FIWARE project. FIWARE is the largest EU programme to develop and bring to the market an open service platform. He listed the tasks that FIWARE project should complete with 400 people working full time across Europe from 2011 through to 2016, including using case requirements, building the FIWARE Platform, and 13 large scale Use Cases for validation of the FIWARE technology and setup of a federation of Future Internet Infrastructures. P. DANET emphasized that the idea of the FIWARE open service platform is to facilitate the development of innovative applications over the internet in areas such as the IoT and big data. He defined the FIWARE as an application based on a set of generic enablers and specific enablers alongside with additional application- specific software components. P. DANET went further on explaining FIWARE in detail. The first step was to identify use case scenarios. These include Logistics, Smart Cities, Safety, Traffic and Mobility etc. Generic enablers for innovative applications have been identified. FIWARE is a platform that provides these generic enablers; software blocks people can use in different ways for their own platform. He 17 Discussing China-EU cooperation in the field of Immersive and Interactive Media March 31, 2015– Beijing, China www.euchina-ict.eu - www.euchina-ict.cn emphasized again that FIWARE is completely open source. The whole processes of FIWARE include three phases. Phase 1 focused on technology foundation and infrastructure development and phase 2 was large scale trials to validate this technology: FIcontent, Hitman, FIstart, FIspace. FIWARE has finished phase 1 and 2 of technology focus and is now transitioning itself from innovation to market take-up while 16 FIWARE accelerators are being set up. New developments would focus on specific enablers in order to make them open source; there may be copyright type barriers in some cases. FILab is a demo of the FIWARE platform which is easy to use and available on the internet. FIWARE ops are a collection of tools freely available that ease the deployment and set up of FIWARE instances. These were presented. There are 17 currently FIWARE lab nodes in the EU and there is specific collaboration with Mexico and this network is planned to be expanded so if there is interest in China this is a good opportunity proposed Mr. DANET. He highlighted that FIWARE is completely documented. Its API is free. Its license models were designed as 70% are open source so people can contribute. 80 million Euros are to be distributed to reach 2000 companies to accelerate the set-up of innovative services on the FIWARE platform. Accelerators are domain based e.g. smart cities, logistics, media and content. Several accelerators have already made their open call. P. DANET spoke about the strategy of FIWARE for the next 2 years which is to accelerate the technology, industrial cooperation, and FIWARE international engagement (FIWARE MUNDUS) and vertical sectors. The Smart city is the principal target of going global. There are already successful applications running trying to make business in different sectors. FIWARE is already going truly global, in Latin America with first contacts with Uruguay and Peru, initial advances in Chile and Brazil, and first kicked off in Mexico. FIWARE has initiated contacts with Africa and is active elsewhere in the world. He invited the attendees to participate into FIWARE MUNDUS and wrapped his speech up. Keynote speech by Mr. Yi XIAO, SOHU CHINA SOHU is the top video platform in China, said Mr. Yi XIAO, general manager of SOHU TV/ OTT department. He went further on this point by sharing some marketing data regarding online videos and business features. These could be integrated with Virtual Reality (VR) and A ugmented Reality (AR). China has the most internet users. Y. XIAO posed a question about how the Chinese consume data on the Internet. He then answered this question. Online video has been 6 years in China; one provider company is listed in NASDAQ. 66.7% of internet users use video. Tablet and TV do not have a high usage but iPad is a complementary way of accessing video. SOHU thinks iPad has big possibilities. Y. XIAO talked about the usual way of service delivery of Chinese video providers is to put a 30 18 Discussing China-EU cooperation in the field of Immersive and Interactive Media March 31, 2015– Beijing, China www.euchina-ict.eu - www.euchina-ict.cn seconds advertisement in front of a 3 minutes video for mobile and offer it for free but this makes for a lot of traffic. Users are no longer dominated by TV; they tend to consume on-line services suited to their interests and age group. He moved on to speak about China’s Internet Plus strategy, which is targeting increased consumption of data. Users increasingly have diverse needs. In China, video services consume 80% of the bandwidth. There is a gradual movement to fee paying for video content. Lifestyle changes are radically changing video content consumption usage models. Y. XIAO expressed his expectation on SOHU TV/ OTT by saying that, SOHU will be rolling out OTT through 2015. Question: J. CAMPOS: Imagine you have a performance by a singer you are attending and you can scan the ticket and see a video. How can there be a business model for this without charging fees? Answer: There are 2 reasons users will pay: for more and better content or you optimize the scenario. Our strategy is to work with Hollywood so their latest releases are available in China 2 weeks after release in the USA. This is very quick so users are prepared to pay. For sports events users want enhanced data but we do not push this at all users. Chinese users are picky, they want their personal preference, to get them to pay it needs to be some extraordinary or additional to their particular interests. Question: P. DANET: Is there an interest in 3D content? Answer: We are very interested for social networking. White bear is an immersive 3D app for your mobile phone that has attracted much interest in China. However, these sorts of apps are only fads. We are interested in providing services such as shopping synchronized with a popular programme e.g. targeted at teenage girls, but the synchronization means this will be a lot of work to provide. Keynote speech by Mr. Peng YANG, PPTV Mr. Peng YANG introduced himself briefly and opened his presentation about PPTV, which is a 10 year old company delivering content to TV, mobile, and tablet. After a short presentation on the history of PPTV, P. YANG presented the new service of PPTV, named PPCloud, which will provide content to screens 1.3 to 130 inch. He emphasized that PPCloud has a huge user base of hundreds of millions, including windows clients, web users, pad users, phone users, etc. PPCloud has 5 data centres across China. They have hundreds of giga bandwidth usage. PPLive carries more than three hundreds TV stations online at any one time. PPTV is now using a Big Data Intelligence Platform (BIP) to reduce its costs. This is used to analyze on-line usage patterns. When there are abnormal pattern of usage e.g. due to a football match these can be explored. It is being used for advertisement delivery optimization. BIP is being used for Smart QoS Control, 19 Discussing China-EU cooperation in the field of Immersive and Interactive Media March 31, 2015– Beijing, China www.euchina-ict.eu - www.euchina-ict.cn Smart Bandwidth Control, Smart QoS endurance. These applications were presented. Mr. Yang spoke also on operational good practice. The PPADS video player was presented. Question: P. DANET: By multi-view do you mean the user can select camera they want to see? Answer: In house video is a bit different, so for sports we have that feature. The other case is that, some customers request their users see 2 or 3 screens, normally for education purposes. We are currently implementing a PPP call service. 3.4 Concluding Session Dr. Thomas OWENS, the CHOICE project coordinator made the concluding remarks. He thanked the attendees for their participation. He noted the very high quality of the presentations and that it was very clear there were many opportunities for cooperation in this area. He emphasized that he had prepared notes of the meeting which would be online along with all the slides as part of the report on the workshop. These could be used to identify if slides would be of interest to reader. He had also prepared what would have been a summary had time allowed but that it was best to leave some time for further networking. However, he asked the participants to please complete the workshop evaluation survey. 3.5 Workshop Summary Summary remarks written by Dr. Thomas OWENS: Kun YANG spoke on the work of the Chinese Industrial China industrial media alliance and highlighted that the challenge is industrial cooperation on different formats. Here cooperation with NEM would offer real benefits. Pierre-Yves DANET spoke on the work of the NEM ETP and short focus was made on a proposed PPP, on Immersive and Interactive Content anticipated to be funded through the 2018-2019 Horizon 2020 WP. He concluded by highlighting that NEM global activity has an objective of cooperation with any region of the world. There are common interests with China and we can share a common vision. Jian HAN of Cyber Cloud focused on the potential of a cloud based ‘virtual’ set-top box for IPTV services. Going forward Cyber Cloud is interested in providing services more suitable to the Chinese household. The potential for ‘virtual’ restoration of historical sites using augmented reality so there would be no need to rebuild physically is also interesting. Here cooperation with the EU offers many potential benefits. 20 Discussing China-EU cooperation in the field of Immersive and Interactive Media March 31, 2015– Beijing, China www.euchina-ict.eu - www.euchina-ict.cn Christopher KRAUSS of Fraunhofer FOKUS spoke on HbbTV which provides a platform for broadcast independent applications (TV portal services) and broadcast related applications (press the red button services). HbbTV is important because draws from open standards and is an important example of wide use of interactive media. Yanxiang ZHANG (LMTW) Talked about the IPTV market in China expressing the view IPTV/OTT is the future of TV in China. IPTV is the new growth point and taking the lead in driving OTT (over the top content). There is now a vertical integrated delivery chain for IPTV in China. Gion LINDER of SwissTXT introduced the Hbb4All Project and accessibility services giving some examples of accessibility services. He emphasised that with an ageing population China will soon be looking hard at such services. Javier CAMPOS of eDiamSistemas spoke on the EU VENTURI project and presented the 3 applications of VENTURI which included 3D and augmented reality. He then presented the services of his company including marketing, cultural, real estate, manufacturing and retail projects. Dr. Owens noted there had been great interest in Mr Campos’s demos so many thanks for those. Pierre-Yves DANET highlighted FIWARE is going global so this is a great opportunity for Chinese involvement. Yi XIAO of SOHU presented on-line video services in China and their business features. The key cooperation point is these could be integrated with VR and AR. There is a gradual movement to fee paying for video content and this gives rise to a huge market. Lifestyle changes are radically changing video content consumption usage models so OTT will be very important in 2015. Peng YANG of PPTV introduced PPTV and highlighted that PPCloud provides content to screens 1.3 to 130 inches and has a user base of hundreds of millions of users. PPTV is now extensively using a Big Data Intelligence Platform (BIP) to reduce its costs in a very sophisticated way. For example, it is being used for advertisement delivery optimization. 3.6 Post Event Feedback Survey A post-workshop evaluation survey was printed in paper form and disseminated to each attendee on the workshop day. Two reasons for this non- environment friendly action: Firstly, considering the scale of the workshop is limited to around thirty persons, the quantity is not big. Secondly, most of the participants are Chinese. It is hard to ensure that an email sent to ask for a response to an evaluation survey will be treated seriously. To achieve better effectiveness and receive as 21 Discussing China-EU cooperation in the field of Immersive and Interactive Media March 31, 2015– Beijing, China www.euchina-ict.eu - www.euchina-ict.cn much feedback as possible, the CHOICE consortium decided to print the evaluation survey for every participant. The replies regarding the evaluation survey are summarized in Appendix III. The post workshop feedback survey was drafted to meet two goals; one is to collect assessments from participants of the first CHOICE workshop in China focused on immersive and interactive media. The other one is to address the shortcomings of the workshop and the requirements from the stakeholders to improve future CHOICE activities. Twenty eight attendees have registered into the workshop through the registration page on EventBrite before the registration was closed. Therefore, thirty evaluation surveys were printed for the workshop attendees. The evaluation survey contains fourteen questions, and it was edited in both English and Chinese languages. Question number one is asking the participants to fill in personal information. This is an optional part. The next two questions are about the profession and the field of interest of the participants. These questions were set to explore the potential stakeholders and priority thematic field. Question number four to question number ten are summarized to evaluate the workshop in Beijing. Questions from number eleven to number thirteen focus on the CHOICE project. The last question here is asking for further comments and suggestions that may help the CHOICE consortium improve the CHOICE activities in the future. The actual number of participants to the workshop was 32. 30 evaluation survey were prepared while 19 replies were received, which means the effectiveness of evaluation survey is about 63%. Among the 19 replies, over 80% of the participants were from ICT related industry, while most of them were specialized in interactive and immersive media sector. Apart from the priorities selected for the thematic workshop, IoT, mobile applications, E- health, smart city as well as computer simulations were mentioned in the evaluation survey to be fields of interests. About 42% of the participants have collaboration experience with EU/ China in the past. When asked about the overall assessment of the CHOICE workshop on immersive and interactive media, about 74% of the participants were strongly satisfied while the rest of all were satisfied. The satisfaction degree has achieved 100%. From this point of view, the first CHOICE workshop organised by the CHOICE project could be considered a success. Over 60% of the replies indicated that, the participants were coming to the workshop to look for EU-China cooperation opportunities in the field of Immersive and Interactive Media. 20% were attending for information regarding EU- China cooperation, 20% were there to learn more about the CHOICE project. About 60% of the feedback received from the participants assessed that the speakers and presentations were very relevant and interesting, while the rest 40% described the speakers and presentations as quite relevant and interesting. Two thematic sessions, i.e. immersive media – content and service as well as interactive media- content personalization were high praised. This is an indicator that, the thematic workshop is highly qualified and all participants are satisfied with the topics. Only a few participants suggested that the workshop programme and invited speakers could be managed better. Regarding the topic that the participants would like to see at the next CHOICE workshop, over 50% of the participants gave up 22 Discussing China-EU cooperation in the field of Immersive and Interactive Media March 31, 2015– Beijing, China www.euchina-ict.eu - www.euchina-ict.cn to sharing their ideas. E- Health and ICT for industrial application were mentioned twice, wearable computing, 5G, games, HPC were requested to be the subject of a future CHOICE workshop. Almost half of the participants learnt about the CHOICE project through varied promotion channels like CHOICE website, ICT events or social media. The CHOICE online database of information supporting EU-China cooperation on ICT R&D, the thematic workshops and webinars showcasing EU-China excellence in ICT R&D and developing networking opportunities for future cooperation actions as well as the online resources (i.e. presentations, deliverables, reports, useful documents and links) are highly valued. When asked about the contributions that the CHOICE project could make to EU-China collaboration in ICT R&D&I, the listed three options were roughly the same. Both the B2B matchmaking activities and EU- China policy dialogues were areas that participants felt CHOICE should be more active in. The last question asked for further comments and suggestions. Only three of the nineteen responders chose to reply. The above analysis is based on the nineteen received post workshop evaluation survey responses in which 19 participants made their own choices on evaluating the workshop. The overall feedback was positive. Detailed information on the evaluation survey results is provided in the Appendix III to this report. To summarise briefly the results of the post workshop evaluation survey: Based on previous experience of distributing evaluation surveys at EU-China events, it is necessary to prepare the materials in both English and Chinese editions. Most Chinese prefer being addressed in their mother language. Therefore, the printed evaluation survey was prepared in two languages. Few participants chose to respond to the open question at the end of the questionnaire asking for comments and/or suggestions. Actually, any questions that need to be answered in words or sentences are less favourable to the participants, even in the multiple choice (“tick box” type) questions, if the option “others” needs to be clarified in detail, over 95% of the participants will ignore the blank for clarifying after clicking “others”. This highlights the importance of seeking feedback through well thought through multiple choice (“tick box” type) questions the results of which can give useful feedback. People may just be too lazy to write with pens in e-times but a more plausible reason maybe time limits. The evaluation survey should be finished within ten minutes after the workshop. People may not want to spend too much time on this, they prefer to networking with others. Hence they complete the survey as soon as possible, in case their potential partners have been caught by others or have left the workshop. Furthermore, among all the replies, the smart city, the IoT, 5G, and E- Health are keywords, which indicate the directions in which further steps of CHOICE project should proceed. 23 Discussing China-EU cooperation in the field of Immersive and Interactive Media March 31, 2015– Beijing, China www.euchina-ict.eu - www.euchina-ict.cn 4. Conclusions and lessons learnt After careful consideration of the CHOICE Event in Chengdu in last October, the CHOICE consortium has been aware that, the basic need of the most participants is to look for real collaboration opportunities in the ICT industry. Hence, most of the invited speakers to the first workshop in China on immersive and interactive media came to the workshop with a sincere willingness to explore collaboration opportunities and brought their rich project and international cooperation experience. The first CHOICE workshop in China was designed to connect two platforms i.e. the NEM on the European side and the IMIA on the Chinese side. Both of these are cluster- forming organisations, which integrate resources in the new media and creative industries. The first thing learnt from the workshop is, the benefit sourced from such clustering for an organisation is much more than from the organisation seeking to establish cooperation activities independently. This is the so-called network effect, in which network externality has been defined as a change in the benefit, or surplus, that an agent derives from a good when the number of other agents consuming the same kind of good increases. The presentation of P. DANET from Orange/ NEM emphasised that the NEM is the Horizon 2020 European Technology Platform dedicated to content dealing with connected, converging and interactive media and creative industries. 2015 is the first year of the Horizon 2020 programme. As has been highlighted before, the European Commission is encouraging Chinese participation in the Horizon 2020 programme. All calls are open to Chinese participants. As a FP7 funded project, CHOICE helps to promote the new policies of Horizon 2020 and provides a platform for Horizon 2020 related initiatives, e. g. for the NEM to promote its current outputs and future plans in this context. A demonstration session was a highlighted activity of the first workshop in China. C. KRAUSS of Fraunhofer FOKUS and J. CAMPOS of VENTURI led a successful demonstration show on immersive and interactive media. The lessons learnt from the demonstration session are as follows: Demonstration is an intuitive way to show the products and technologies themselves. This enables the potential cooperation partners to have a better understanding of the current development stage of the offer. Especially the market maturity of the offer which is currently driving towards an increased focus on user experience and design. The demonstration can win a bonus when the stakeholder is looking for a certain project. Traditional business to business matchmaking is just two counterparts in face to face to talks about the technology or product with the help of printed materials or even nothing. One matchmaking meeting lasts usually 15-20 minutes. In such a short time, complex technology methods and varied advantages are difficult to describe in detail. Mass follow- ups are required for a single matchmaking meeting. However, matchmaking alongside a 24 Discussing China-EU cooperation in the field of Immersive and Interactive Media March 31, 2015– Beijing, China www.euchina-ict.eu - www.euchina-ict.cn demonstration session is not only attractive but also effective. Stakeholders can experience the technology and product directly and discuss with the providers regarding every single point on- site. Demonstration makes matchmaking more targeted and effective. Apart from its commercial advantages, demonstration is a good way for technological innovation. Experts from the related sectors can exchange comments and the demands on certain technology. Demonstration shows on one hand the developed technology, and provides an open opportunity to receive critical and innovative ideas from others on the other hand. The CHOICE workshops are designed for varied ICT hot topics, which emphasise the importance of topic selection. The first CHOICE workshop in China on immersive and interactive media has achieved a success due to the support from NEM and IMIA. The common interests in new media industry and creative industries are valued by both European and Chine se policy makers. The different aspects towards new media are dynamic between EU and China. In the EU, the new media is more functional and user- oriented. Home entertainment, remote medical treatment, marketing and cultural projects are highlighted for the use of immersive and interactive media. However, in China media including traditional and new media industry is more policy- driven. New media is designed for solve social challenges, e. g. the emotional and psychological health problems caused by long- term separation among migrant workers and the educational problems of their left- behind children. These challenges are very typically Chinese. One more lesson learnt from the workshop is that consumption habits in China are changing. More and more consumers are choosing to pay for the OTT service instead of watching 30 seconds of advertisement before 3 minutes of video. This change makes OTT services more commercial. This may be an indicator that, the OTT service in China may be in a process of transforming from a policy- driven to a more commercially oriented service. 25 Discussing China-EU cooperation in the field of Immersive and Interactive Media March 31, 2015– Beijing, China www.euchina-ict.eu Appendix I Attendees’ List First Name Last Name Organisation Yuming Gion Sonia Alley Wenhuan Johnny Richard Shanhua Chris Thomas Jon Pierre-Yves JAVIER Takebumi Jake Finja xueli Kun Jian Yanxiang Peng Yiqiang Mingxuan Yi Jia Song Weidong Xilin Chunning Hong Jingwei Yun GE LINDER SAGRISTA ZHAO XIA PAN DENG CAI KRAUSS OWENS ARAMBARRI DANET CAMPOS ITAGAKI JIA ZHANG ZHANG YANG HAN ZHANG YANG CHEN WANG XIAO WU LUO WANG CHEN JIANG CHEN MIAO CHEN CAICT SWISSTXT CIMNE transpacificip transpacificip SPI SPI PCITC FOKUS Brunel virtualware Orange Labs eDiamSistemas Brunel JakeEngine EUPIC CAICT CAICT Cyber Cloud LMTW PPTV CAS Starschina SOHU AZJJH CAICT BUPT CAS CAICT IMIA CAICT CAICT 26 - www.euchina-ict.cn Discussing China-EU cooperation in the field of Immersive and Interactive Media March 31, 2015– Beijing, China www.euchina-ict.eu - www.euchina-ict.cn Appendix II Workshop Programme 09:00 Warm Welcome from CAICT and China 欢迎致词及互动媒体产 Interactive Media Industry Alliance, 业联盟介绍- 杨菎 （中 YANG Kun (CAICT - CN) 国信息通信研究院） Opening Session 开场致辞 10:00 10:30 Introduction of CHOICE Project and CHOICE 项目及现有成果 Results so far – Thomas OWENS (Brunel 介绍- Thomas Owens ( 伦 University London- UK) 敦布鲁内尔大学– 英国) 欧洲技术平台及公私合 ETPs and PPPs - Pierre-Yves DANET 作介绍- Pierre-Yves Danet (Orange/NEM – FR) (Orange/NEM – 法国) Tea Break - Demo/Poster 茶歇- 展示/ 海报 Interactive Media content personalisation – Connected TV, IPTV, OTT 互动媒 体–内 容 个 性化 – 连接电视机, 互联网电视 Jian HAN (Cyber cloud– CN) 韩坚 ( 视博云 CEO) Future Applications and Media – Christopher KRAUß (Fraunhofer – InstitutfürOffeneKommunikationssysteme FOKUS - DE) 未来的应用和媒体ChristopherKRAUß( 弗劳恩 Yanxiang ZHANG (LMTW – CN) 张彦翔 (流媒体网 CEO) 霍夫开放通讯系统研究 所 – 德国) Hbb4All 项目及无障碍获 Hbb4All Project and accessibility service取服务介绍- GionLINDER GionLINDER (Swiss TXT - CH) (Swiss TXT – 瑞士) 12:15 Lunch Break – Demo/Poster 午餐- 展示/ 海报 14:00 欧洲移动增强实境科技 Presentation of the VENTURI Project– 项目介绍- Javier CAMPOS Javier CAMPOS (eDiamSistemas– ES) (eDiamSistemas – 西 班 Immersive and 牙) Mobile Media 陈益强 （中科院计算技 content and Yiqiang CHEN ( Prof. ICT/CAS) 术研究所 研究员） service Virtualware 介 绍 – 实境和移动媒 Presentation of Virtualware– JonARAMBARRI 体 - 内容和 服 JonARAMBARRI (Virtualware Labs – ES) (Virtualware Labs – 西班 务 牙) Mingxuan WANG (Starschina– CN) 27 王明轩(国广星空 CEO) Discussing China-EU cooperation in the field of Immersive and Interactive Media March 31, 2015– Beijing, China www.euchina-ict.eu - www.euchina-ict.cn FIWARE 项 目 介 绍 – Presentation of the FIWARE Project – Pierre-Yves DANET Pierre-Yves DANET (Orange/NEM – FR) (Orange/NEM – 法国) 肖轶 ( 搜狐家庭娱乐事 Yi XIAO (SOHU – CN) 业部总经理) Peng YANG （PPTV- CN） 16:20 Concluding Speech 总结致辞 杨鹏（PPTV ） CHOICE Project Co-ordinator CHOICE 项目统筹人 Thomas OWENS (Brunel University Thomas Owens (伦敦布鲁 London - UK) 内尔大学– 英国) 16:30 Network Session with Poster/Demo 网络会话与展示/ 海报 17:00 28 Discussing China-EU cooperation in the field of Immersive and Interactive Media March 31, 2015– Beijing, China www.euchina-ict.eu - www.euchina-ict.cn Appendix III Evaluation Survey The evaluation survey for the CHOICE workshop on immersive and interactive media in Beijing has been sent to all the 32 participants and 19 replies have been received so far. These responses to the survey are summarised here. Q1: CONTACT DETAILS (optional) (The contact details are omitted here.) Q2: Q2:What is your profession?您的专业领域是什么？ 答案 NPO ICT Communications network IoT and smart city information technology applications tech transfer international technology transfer new media engine Computer applications, interactive, Ubiquitous computing IT/ CTO Head of Access Services senior project manager ingenieur General Manager university senior lecturer cloud computing video media 受访人数:19 29 Discussing China-EU cooperation in the field of Immersive and Interactive Media March 31, 2015– Beijing, China www.euchina-ict.eu Q3: Q3:What is you field of interest?您对什么领域感兴趣？ 答案 ICT ICT Internet content of service IoT mobile applications, virtual reality E-health, mobile health, smart city E-health, mobile health IDT, smart city Multi screen interactive all new technologies immersive and interactive media augmented reality Access Services, new media connected TV, data mining, HBBTV ICT media computer simulations communication interactive applications and services interactive technology 受访人数:19 Q4: 30 - www.euchina-ict.cn Discussing China-EU cooperation in the field of Immersive and Interactive Media March 31, 2015– Beijing, China www.euchina-ict.eu 答案选项 NO 没有 - www.euchina-ict.cn 回复情况 11 YES 有过 受访人数:19 8 在选项 YES 有过 中填写的内容 CHOICE coordinator of several FP7 projects Huawei VENTURI PROJECT dragstar project probe-IT IoT CHOICE project Q5: 答案选项 回复情况 I amstrongly satisfied我非常满意 14 Iam satisfied我基本满意 5 The event did not entirelymeet myexpectations这次活动没有完全达到我的预 0 Iam strongly unsatisfied我非常不满意 0 受访人数:19 31 Discussing China-EU cooperation in the field of Immersive and Interactive Media March 31, 2015– Beijing, China www.euchina-ict.eu - www.euchina-ict.cn Q6: 答案选项 回复情况 Looking for information regarding EU-China cooperation on H2020了解H2020框架下 的中欧合作最新信息 Looking for EU-China cooperation opportunities in the field of Immersiveand Interactive Media寻找中欧在实境和互动媒体领域的合作机遇 6 12 Learning more about the CHOICE project了解更多CHOICE项目信息 6 Others/ 其它 4 受访人数:19 在选项 Others/ 其它 中填写的内容 i am coordinator of CHOICE speech about HBBTV i was invited eu-china cooperation opportunities 32 Discussing China-EU cooperation in the field of Immersive and Interactive Media March 31, 2015– Beijing, China www.euchina-ict.eu Q7: 答案选项 回复情况 Speakers and presentations were very relevant and interesting 演讲嘉宾和演讲内容都非常有意思且切合实际 11 Speakers and presentations were quite relevant and interesting演讲嘉宾和演讲内容比较有意思且切合实际 8 Speakers and presentations were neither relevant nor interesting演讲嘉宾和演讲内容没有意思也不切合实际 0 受访人数:19 Q8: 33 - www.euchina-ict.cn Discussing China-EU cooperation in the field of Immersive and Interactive Media March 31, 2015– Beijing, China www.euchina-ict.eu 答案选项 Opening session 开场致辞 Immersive Media - content and service 实境媒体-内容与服务 Interactive Media - contentpersonalization 互动媒体-内容个性化 Network Sessionwith Poster/Demo网络会话与展示/ 海报 受访人数:19 回复情况 2 10 14 9 Q9: 答案选项 回复情况 The workshop program 研讨会会议议程 4 The identified topics 演讲主题 2 The invited speakers 演讲嘉宾 4 The workshop venue, facilities and/or catering会场、相 关设施或/及餐厅 0 Others/ 其它 12 受访人数:19 34 - www.euchina-ict.cn Discussing China-EU cooperation in the field of Immersive and Interactive Media March 31, 2015– Beijing, China www.euchina-ict.eu - 在选项 Others/ 其它 中填写的内 容 none none workshop agenda could have been finalized earlier none none none none cooperation channel open discussion session b2b preferrable b2b preferrable none Q10: Q10:Please indicate if there is any topicthat you would you like to see at next CHOICE workshop: 请问您希望在下一次CHOICE研讨会中讨论哪些主题？ 答案 5G none none communicate with policy makers none none E-HEALTH E-health, mobile health, IDT on health EU-China cooperation on Game dissemination of information Wearable computing none none none none HPC,ICT for industiral applications unclear consideration none application of interactive technology 受访人数:19 35 www.euchina-ict.cn Discussing China-EU cooperation in the field of Immersive and Interactive Media March 31, 2015– Beijing, China www.euchina-ict.eu Q11: 答案选项 回复情况 Through the CHOICE project website or social media CHOICE项目网站或其他社交媒体 4 Through promotion during other ICT Events 其它ICT活动中的宣传 1 Know about CHOICE from the others 从别人那儿听说CHOICE项目 6 Others/ 其它 受访人数:19 8 在选项 Others/ 其它 中填写的内 容 as CHOICE project coordinator EURAXESS Network i was invited Speaker advisory board member Advisory board member mail CHOICE project partner 36 - www.euchina-ict.cn Discussing China-EU cooperation in the field of Immersive and Interactive Media March 31, 2015– Beijing, China www.euchina-ict.eu - www.euchina-ict.cn Q12: 答案选项 回复情况 The online databaseof information supporting EU-China cooperation on ICT RD 为中欧ICT研发合作提供信息资源的在线数据库 9 The thematic workshops and webinars showcasing EU-China excellence in ICTRD anddeveloping networking opportunities forfuture cooperation actions主题研讨会和网络研讨会，展示中欧ICT研发成果，为未来的合作拓展网络 资源 12 The actions supporting policy dialogueand facilitating interactions between officials from Europe and China支持中欧双边政府进行政策对话，促进互动的活 动 6 The online resources (presentations,deliverables, reports, useful documents and links)在线资源（演讲、研究成果、报告、有用资料及网络链接） 14 The Ask an Expert webpage网页版专家在线服务 2 Others/ 其它 1 受访人数:19 在选项 Others/ 其它 中填写的内容 cooperation channel 37 Discussing China-EU cooperation in the field of Immersive and Interactive Media March 31, 2015– Beijing, China www.euchina-ict.eu Q13: 答案选项 回复情况 Business-to-business matching making activities 商业性质的对接会活动 Information exchange on the www.euchina-ict.eu platform CHOICE项目网站www.euchina-ict.cn作为信息交 流平台 Support to EU-China policy dialogues 支持中欧政策对话 Others/ 其它 10 9 10 4 受访人数:19 在选项 Others/ 其它 中填写的内容 cooperation project none discussion about technology roadmap none 38 - www.euchina-ict.cn Discussing China-EU cooperation in the field of Immersive and Interactive Media March 31, 2015– Beijing, China www.euchina-ict.eu - www.euchina-ict.cn Q14: Q14:Do you have other comments/suggestions? （optional）如果您对我们还有任何建议，请告诉我们。（选填） Organise different events focused on different topics If varied technology roadmaps could be discussed, there may be more different opinions. I am really interested in EU-China business opportunities. 39 Discussing China-EU cooperation in the field of Immersive and Interactive Media March 31, 2015– Beijing, China www.euchina-ict.eu Appendix IV Photo Album 40 - www.euchina-ict.cn
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