Content regionalization and Targeted Ad Insertion in DTT-SFN networks

Berry Eskes Regional Director EMEA North, Russia & CIS

beskes@datacast.com

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 Ads

National Ads

Source: BIA/Kelsey

Regional vs. National Ad spent in the Mobile space, where regionalization is possible:

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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

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Example – Regulatory Requirement Management

LASER 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

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The Perfect Fit – Regional Content Insertion and DTT

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SOLUTION REQUIREMENT

High 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!)

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Why Centrally Managed Solution?

Traffic & Scheduling

System

Centralized

Regionalization Head-End

Content Distribution

& Scheduling

the “BRAINS”

Content Insertion & Distribution

High Density Multiple Program

Solution

BROADCAST HEAD-END

REGIONAL SITE

Regional Content

Content Insertion & Distribution

High Density Multiple Program

Solution

the “MUSLE”

Confirmations & Billing

Solution needs to be integrated with

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Traffic

Scheduling

System

Playout

Encoder Compression

Centralized Management

Content

Distribution & Scheduling

Local Content

Insertion & 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 Folders

Auto Conversation

Regional Ingestion

Required

Exists today

SCTE35

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DTT | MFN vs. SFN

Multi Frequency Network Single Frequency Network Used 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 Cell

FreqB

Freq C

Freq A

SFN Cell

Freq A

Freq 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

GPS

Sync MPEG TS

MPEG TS

GPS Sync

GPS Sync

GPS Sync

GPS Sync

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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 Storage SD HD

200,000 Ads 60,000 Ads

Video Long Form SD 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

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Thank you!

Berry Eskes Regional Director EMEA North, Russia & CIS

beskes@datacast.com

www.datacast.com