We’re just in the “first inning” of a new game of digital content delivery, said panelists on the ETC’s Thursday afternoon session on connected devices. And 2010 will be a year of experimentation, surprises, and gathering data. “Over-the-top services” deliver entertainment over the Internet and create opportunities for content creators to engage with their audiences in new ways. This panel of studio and CE executives discussed the emerging services and technologies that will enable consumers to discover and view content in the future. Highlights included discussions of personalization, scalability, multi-screen activity, the connected home, and a need for standards.

Nagravision is demoing Nagra Media Guide, a 3D implementation of an Electronic Program Guide that could be used for TV or the Internet. The technology—for which 3ality Digital is a strategic partner—was used for two recent demos: Sky 3D, scheduled to launch in Korea in 2010; and Virgin Media, at its London store on Oxford Street.

The $99 Iomega iConnect Wireless Data Station makes USB drives “smart” by connecting them to a home network as well as making them remotely available via the Web. Iomega also unveiled v.Clone, a software application that lets you virtually run your primary computer on any other PC (except Macs), and automatically syncs any changes back to your primary hard drive.

Netgear’s new Push2TV box allows laptops powered by Intel’s new i3, i5 and i7 chips to display computer content on HDTVs. The device can play back library files or online programming and “extends the computer screen to your TV” complete with browser interface, according to Netgear.

TwonkyMedia from PacketVideo brings new ease of use to sharing the wide range of media devices in the modern home. TwonkyMedia Manager version 1.3 is compatible with more than twice the number of consumer devices than previous releases, and the new TwonkyServer Mobile is specifically designed for Android handsets. The software allows management of large libraries of media and supports Facebook photos, SHOUTcast radio stations, Flickr photos and more.

Intel went live to beta Thursday with its AppUp Center, targeting tools for netbooks and PCs that run Windows or Linux with the plan to expand to all Intel-powered devices. During his Thursday keynote speech Intel president and CEO Paul Otellini also announced a chip for 4G smart phones that will first be used in Nokia and LG phones.

HP unveiled a collection of new portable PCs this week including the new Mini 210 Netbook featuring an Intel Atom processor and Cloud Drive online storage for media, new business netbooks in the $299-$399 range, and a new Tablet PC, the Touchsmart tm2 that uses a reversible touch screen the company believes will appeal to students who may want to use it for note taking.

Cisco CEO John Chambers delivered a presentation that focused on the future of video over networks, during which he predicted that 90 percent of all Web traffic in the near future will be video-based, and explained that Cisco is getting ready to make these video experiences as consumer-friendly as possible. Cisco has purchased several companies to pursue its video initiative, including Pure Digital (maker of the handheld Flip camera line) and more recently, videoconferencing giant Tandberg. Chambers described new video in-home telepresence technology that Cisco plans to trial this spring, through a partnership with Verizon. He also discussed the back-end support Cisco is providing for NBC’s Olympic coverage. (Watch for athletes and commentators to shoot footage on Flip cameras and post online.)

A record number of new exhibitors – more than 330 companies – will join an estimated 2,500 exhibitors at the 2010 Consumer Electronics Show, which begins tomorrow with pre-show events. CEA president and CEO Gary Shapiro identified key areas to watch, including stereoscopic 3D, mobile TV, wireless, green initiatives, home health products, as well as screens from 5-20 inches, including netbooks. The ETC@USC and CEA are hosting Entertainment Technology @ CES, a full day of panel discussions with senior executives from the entertainment and consumer electronics industries, which will be held in North Hall room 260 on January 7th from 10:00 a.m. to 4:30 p.m.

The Entertainment Technology Center will be tracking the most interesting and breaking entertainment technology news coming out of this year’s event. Following the success of last year’s venture, the ETC has expanded its reporting team in order to provide our member companies with pertinent, timely commentary and analysis online daily. Watch for news regarding anticipated trends including: the next generation of networked devices for the home, major announcements in 3DTV, connected TV solutions, a new crop of portable devices and mobile TV, e-readers and netbooks, and much more.