Blu-ray BD-J Application Development using Java ME

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March 2007 Sun Entertainment & Media Users Group (SEMUG) sessions

SEMUG Blog

You are cordially invited to attend one of two Sun Entertainment & Media Users Group (SEMUG) sessions being offered this March. SEMUG is a community of Sun, partner and end-customer media content creators who share information and best practices on today's hottest topics. As marketplace momentum accelerates, Sun is pleased to host SEMUG technical briefings in the greater Los Angeles area every quarter.

This quarter, SEMUG will focus on discussing advances in Blu-ray Disc development. How will Blu-ray Disc development impact media content creation, and what is Sun doing to facilitate growth in this market? Building a healthy developer community requires a variety of authoring tools, testing programs, and developer support resources. Sun has a great deal of experience building content ecosystems for the mobile market. With over 1.5 billion Java-enabled phones, content providers and mobile operators are already generating over $100 billion dollars of revenue in this space. Sun and our partners are in an ideal position to work with entertainment studios and disc player manufacturers to ensure the right components are in place to deliver a wide variety of compelling Blu-ray content to end-consumers.

Register to attend one of two March SEMUG Technical Briefings today!

What:	SEMUG Technical Briefings

Topic:	Blu-ray Disc Technologies This quarter's topic is on Blu-ray Disc technologies, and SEMUG registrants will automatically be added to Sun's newly launched Java User's Group for TV and Blu-ray Disc Development: Blu-Dahlia Blu-Dahlia is a California-based user's group for developers of Blu-ray Java applications, and applications for other GEM TV platforms, such as OCAP and MHP and GEM-IPTV.

When:	Wednesday, March 7, 2007 4:00pm - 7:00pm	- AND -	Thursday, March 8, 2007 4:00pm - 7:00pm

Where:	Sheraton Universal Hotel Studio III Conference Room 333 Universal Hollywood Drive Universal City, CA 91608 818-980-1212		Sun San Francisco Office Union Square Conference Room 500 Howard Street, Floor 3 San Francisco, CA 94105 415-268-9020

Register:	CLICK HERE to register for Universal City March 7 Event	- OR -	CLICK HERE to register for San Francisco March 8 Event

4:00-4:45pm	Registration & Reception with Cocktails & Appetizers

4:45-5:00pm	Welcome, Introductions and Blu-Dahlia JUG Overview Bill Foote - BD-J Architect / Java Televangelist Sun Microsystems, Inc.

5:00-5:20pm	Update on Blu-ray Disc and the Format War Bill Sheppard - Chief Digital Media Officer, Client Software Group Sun Microsystems, Inc. Bill will provide a brief update on current Blu-ray Disc market status with regards to player and content sales, competition, news, and trends.

5:20-6:00pm	Authoring Software for Interactive Video: on-Q Create Suite Aslam Khader - Vice President, Marketing and Strategy Jared Boone - Senior Research Engineer Ensequence, Inc. Ensequence, the leading provider of interactive video authoring software and services will present a pre-release version of its Blu-ray solution, on-Q Create for Blu-ray. In this presentation, Ensequence will highlight the opportunities that the content community has with the introduction of a full Java VM on the Blu-ray platform, and how on-Q Create can help them leverage this opportunity. In addition case studies and applications will be presented that demonstrate how the powerful Java interactive platform has been used in other distribution mediums, such as digital television successfully to create new revenue opportunities and increase content stickiness.

6:00-6:40pm March 7 in LA:	Addressing the Challenges of Programming for BDROM Platforms Sumit Malik - Executive Director, Advanced Technology Sony Pictures Home Entertainment The BD-J specification outlines a rich, free-form programming environment for creating a near endless variety of interactive bonus features for BDROM. In reality, however, the platform is constrained by the limitations of set-top based hardware which is unlike a PC platform. In addition to tight limitations of RAM available for resources storage and application usage, the players currently on the market have wildly varying performance capabilities. For a content provider this presents a dilemma. Should we chose a lowest common denominator and create applications that work consistently across all players or should we segment the market and scale applications based on the player they are running in? In a market where consumers are used the same behavior on all DVD players, this presents a challenge for marketing to come up with a positive message for Blu-ray. An additional (and in no way insignificant) challenge is incorporating software development and QA practices into what most people think is a DVD production workflow. This talk will cover some of the approaches considered to address these challenges and how these issues may be mitigated in the future.
March 8 in SF:	Next-Generation Blu-ray Disc Formats for Content Creators Joe Rice - Sr. Technical Director MX Production Services Next-generation disc formats present both an opportunity and a challenge. The opportunity is to deliver truly compelling interactive features that increase the value of your products. The challenge is to do so in a way that does not out-step the actual capabilities of the emerging platform, while at the same time delivering an experience that sets itself apart from traditional DVD.

6:40-7:00pm	Q&A, Networking Reception

FEATURED SPEAKERS
	Bill Foote - BD-J Architect / Java Televangelist Sun Microsystems, Inc. Bill Foote first went to UCLA in 1964. In 1982 he returned as an undergraduate, rather than a newborn infant, and eventually got a BS in Computer Science from UCLA, and an MS from UC Berkeley. He joined JavaSoft in 1996, and has worked in television interactivity with Java since 1998. He has produced various open-source tools, such as HAT (https://hat.dev.java.net) and TASS (https://hat.dev.java.net). Bill has been Sun's primary technical representative to the groups that wrote the specifications for Java in TV, such as CableLabs/OCAP, Digital Video Broadcasting, and the Blu-Ray Disc Association. He is also chair of the DVB group that wrote the "GEM" specification on which BD-J is based. Bill is currently concentrating on BD-J title development, and tools and frameworks to enable title development by the community. Bill Sheppard - Chief Digital Media Officer, Client Software Group Sun Microsystems, Inc. Bill Sheppard is Chief Digital Media Officer for the Client Software Group at Sun Microsystems. Upon joining Sun in 1997 he launched Sun's digital television initiative and has led efforts to craft global standards for next-generation television technology. The transition to digital television promises to transform consumers' relationship with broadcast and packaged media through the enhancement of existing programming with interactivity and by enabling compelling new applications and services to be delivered through the television set. Mr. Sheppard works with cable and satellite operators, broadcasters, studios and other content providers, device manufacturers, governments, and standards bodies worldwide to drive the architecture, development, and adoption of standards-based digital TV technology. Mr. Sheppard is a Vice-Chair of the US Promotional Council of the Blu-ray Disc Association (BDA), is on the Board of Directors of the Interactive Television Alliance, and represents Sun Microsystems at the BDA, DVB, and ATSC. Prior to joining Sun Mr. Sheppard held positions in engineering at IBM and sales management at a leading embedded operating system vendor. Mr. Sheppard, an accomplished trombonist, holds a B.S. in Computer Engineering from Iowa State University. Aslam Khader - Vice President, Marketing and Strategy Ensequence, Inc. Aslam Khader's international business experience spans the globe, having lived and worked in India, Japan and the United States throughout his career. He has held positions in engineering, marketing, business development and business management during his 17 years in high technology. "Developing the product strategy and driving product growth for the on-Q software suites is my primary goal," said Khader. Khader leads cross-functional teams, builds strategic partnerships, implements business processes and develops high-quality employees at Ensequence. In his most recent position as vice president of product marketing at Intertrust Technologies, Khader established product processes, product roadmaps and product requirements that established Intertrust as a pioneer in digital rights management technologies. At IBM and Sequent Computer Systems, he increased revenue to more than $300 million in three years. A fluent English, Hindi, Bengali and Japanese speaker, Khader has been invited to speak at numerous industry events and has been published in a number of magazines. In Japan, he established a UNIX engineering organization and represented Japanese interests at various X/Open forums. In India, Khader's group played an instrumental role in popularizing UNIX by implementing innovative, cost-effective solutions using UNIX systems. Khader holds a bachelor's in electronics and electrical engineering with honors from the Indian Institute of Technology. Sumit Malik - Executive Director, Advanced Technology Sony Pictures Home Entertainment Sumit has worked for Sony for more than 10 years and has been involved intimately in the launch of three packaged media formats; DVD, UMD and Blu-ray. Having worked in various capacities with responsibilities ranging from Authoring, Systems engineering and architecture to Technology development, his latest responsibility was to participate in the Blu-ray format development activities and design, build & market Blu-print. Joe Rice - Sr. Technical Director MX Production Services Drawing upon a 15 year background in audio and video production and post-production, Joe provides technical direction for MX's product development and ongoing R&D, including supervision of compression and authoring for DVD, Blu-ray, and HD DVD. Representing MX in both the DVD Forum's and Blu-ray Disc Association's technical committees, he has been closely involved in the shaping of both next-gen formats and works closely with our partners and customers to create products which realize the fullest potential of DVD, Blu-ray, and/or HD DVD. Prior to joining MX at its inception, Joe served as Technical Director for digitiz-it!, an audio and video compression firm. Previously, Joe was Director of Research and Development at ednet, an audio and video networking company whose clients include high-end film, video, audio and post-production facilities.

We hope you will be able to join us in March! If you have any questions or feedback, please send a message to semug@sun.com.

Thank you,

Sun Microsystems

Don't forget to check the SEMUG BLOG regularly for meeting updates
and to download softcopies of our SEMUG briefing presentations!

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