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Content regionalization and Targeted Ad Insertion in DTT‐SFN networks
Berry EskesRegional Director EMEA North, Russia & CIS
IDC Company Confidential
• Regionalization is considered the fastest growing trend in the market place today
• Regionalization is an opportunity that other distribution platforms have embraced
• Programmers plan to offer regional programming that better addresses local needs, retains viewers, and captures incremental advertising dollars by targeting advertising
Demand for regionalization is growing rapidly !
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38% 42% 45% 50% 51% 54%
0%
20%
40%
60%
80%
100%
2012 2013 2014 2015 2016 2017
Regionalized AdsNational Ads
Source: BIA/Kelsey
Regional vs. National Ad spent in the Mobile space, where regionalization is possible:
IDC Company Confidential
DTT regionalization solution can enable…
Regional Advertisement
Regional Programming
Public Service Announcement
Emergency Alert
Regional Blackout
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A regional content solution opens the world of possibility to: Regional Advertisements Regional Programming Public Service Announcement Regional Blackout Emergency Alert
Solution Enablers
IDC Company Confidential
Example – Regulatory Requirement Management
LASER HEADENDLASER HEADEND
Beer Ad Campaign LASER allows network blackout of
ads due to local regulatory broadcasting laws
LASER opens the door to a wide range of new advertisers
Slide 4
IDC Company Confidential
The Perfect Fit – Regional Content Insertion and DTT
Slide 5
SOLUTION REQUIREMENTHigh number of regional transmission sites requires a Cost Effective Solution
Multiple channels per DTT MUX requires a High Density Solution
Large number of receive sites require Centralized Management
SFN Support is required in most DTT networks, therefore specialized SFN compatible splicing is required (100% Site to Site bit identical post splice!)
IDC Company Confidential
Why Centrally Managed Solution?
Traffic &SchedulingSystem
Centralized Regionalization
Head‐End
Content Distribution & Scheduling
the “BRAINS”
Content Insertion& Distribution
High Density Multiple Program
SolutionBROADCASTHEAD‐END
REGIONAL SITE
RegionalContent
Content Insertion& Distribution
High Density Multiple Program
Solution
the “MUSLE”
Confirmations& Billing
Solution needs tobe integrated with
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TrafficSchedulingSystem
TrafficSchedulingSystem
PlayoutPlayout EncoderCompressionEncoder
Compression
Centralized Management
ContentDistribution & Scheduling
Centralized Management
ContentDistribution & Scheduling
Local ContentInsertion & Playout
(SCTE‐35)
Local ContentInsertion & Playout
(SCTE‐35)
Affidavits
Schedule Live Video
Regional Affidavits
Live Video
Content
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Typical Workflow (the “Brains”)
Delivery Confirm
Affidavits
Transcode & File Prep
Watch FoldersAuto Conversation
Regional Ingestion
RequiredRequired
Exists todayExists today
SCTE35
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DTT | MFN vs. SFN
Multi Frequency Network Single Frequency NetworkUsed where high frequencies availability exists Used where frequency shortage exists
Lower cost and less complex implementation Higher cost and more complex implementation
Transmission Requirements:• Use different frequencies• Do not have to be timed sync• Do not have to have the exact same data
Transmission Requirements:• Must use the same frequency• Must transmit at the exact same time• Must have the exact same data (bit for bit)
MFN CellMFN Cell
FreqB
Freq C
Freq A
SFN CellSFN Cell
Freq AFreq A
Freq A
• You must ensure the TS data is 100% the same data when splicing, not just audio and video but also:– Continuity Counters, PTS, DTS, PCR & packet ordering
• Today SFNs network are problematic for most vendors in the content insertion market place as most DPI (Digital Program Insertion) splicer’s decoder/re‐encoder or re‐stamp TS from their internal clock (much like a re‐multiplexer) and this will NOT work for SFN– No Internal clocks can be 100% the same, for SFN the clocks have
to be extremely accurate
• Therefore a more advanced solution is required for a SFN Splicing solution!
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SFN & Splicing
• Broadcaster configures network delay (i.e. 1 sec)• MPEG TS gets time stamped• Transmitters independently delays broadcast to
maintain sync • Example
– Tower A receives TS in 647 ms • Tower delay=353ms
– Tower B receives TS in 652 ms• Tower delay=248ms
– Tower C receivers TS in 248 ms• Tower delay 752 ms
• Synchronization 100 ns
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SFN Synchronization
GPSSyncMPEG TS
MPEG TS
GPS Sync
GPS Sync
GPS Sync
GPS Sync
IDC Company Confidential
DTT Roll‐out and Multi Program Splicing
Multi Program Splicer & DTT ‐ perfect for each other• If you are about to deploy your DTT infrastructure now is the ideal time to
add regionalization into you design • The Multi Program Splicer is simple one box add on per DTT site
• This is extremely attractive to networks• In many cases regionalization is being mandated
• The DTT model is based on Ad revenue as most channels are free, therefore ad regionalization is key to maximize revenue
• Easily accommodate Emergency Alerts into your infrastructure• The Multi Program Splicer supports DTT system with SFN (Single Frequency
Networks) This is a key product differentiator, almost all regionalization products on the market play
can’t do this
DVB-T/T2 ISDB-T ATSC
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Applications• Multi Service content insertion in a single platform • Targeted Ad Insertion • DTT regionalization (DVB‐T/T2 & ISDB‐T)• Cable and IPTV Head End Regionalization• Regional Program Insertion • High speed file transfer, reception and storage
Noteworthy• Content can be ingested via web interface• Ideal for Rapid deployment (single box solution)
Blackout Management Demos
Video Ad StorageSDHD
200,000 Ads60,000 Ads
Video Long FormSD 1700 hrs.HD 500 hrs.30 sec Ads, SD 2.5 Mb/s / HD 8.5Mb/s
Key Features• Multi Service SCTE‐35 Seamless Slicing• MPEG4 and MPEG2 Splicing• In band and out of band file distribution• Production Manager file transfer via satellite or IP• In band Net Manager addressable• 2 TB of storage capacity & SD Card• 2 High Speed Ethernet ports • 2 ASI inputs & 2 ASI outputs • Dedicated M&C Ethernet Port• BISS Decryption & in‐band key management• Web browser user interface• Alarm Relay• Dual DVB‐S/S2 Inputs (Option) • 2 DVB Common Interface Slots (Option)
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How does a Multi Program Splicer look like?
Commercial aspects• Regionalize content helps broadcasters to increase their number of viewers• Target Advertisement helps ad sales department to increase advertising revenue• Full integrated in traffic scheduling and play‐out systems. Affidavits offer proof of play
to the advertiser• DTT multiplex operators will be able to meet customer expectation
Operational aspects• Technology is based on broadcast standards (DVB, DTT, SCTE)• Central management and full control of the solution from the head‐end• Robust well‐known & proven XD technology for file transfer over satellite or
terrestrial IP
Summary
Slide 13
IDC Company Confidential
Thank you!
Berry Eskes Regional Director EMEA North, Russia & CIS
www.datacast.com
Thank you!
Berry Eskes Regional Director EMEA North, Russia & CIS
www.datacast.com
