Content regionalization and Targeted Ad Insertion in DTT SFN networks Berry Eskes Regional Director EMEA North, Russia & CIS beskes@datacast.com
Demand for regionalization is growing rapidly! 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 100% 80% 38% 42% 45% 50% 51% 54% 60% 40% 20% Regionalized Ads National Ads 0% 2012 2013 2014 2015 2016 2017 Regional vs. National Ad spent in the Mobile space, where regionalization is possible: Source: BIA/Kelsey Slide 2 IDC Company Confidential
DTT regionalization solution can enable Regional Advertisement Solution Enablers Regional Blackout Emergency Alert Public Service Announcement Regional Programming A regional content solution opens the world of possibility to: Regional Advertisements Regional Programming Public Service Announcement Regional Blackout Emergency Alert IDC Company Confidential Slide 3
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 IDC Company Confidential Slide 4
The Perfect Fit Regional Content Insertion and DTT 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!) Slide 5 IDC Company Confidential
Why Centrally Managed Solution? Solution needs to be integrated with Traffic & Scheduling System Regional Content Confirmations & Billing BROADCAST HEAD END the BRAINS Centralized Regionalization Head End Content Distribution & Scheduling the MUSLE Content Insertion & Distribution High Density Multiple Program Solution Content Insertion & Distribution High Density Multiple Program Solution REGIONAL SITE IDC Company Confidential Slide 6
Typical Workflow (the Brains ) Exists today Required Schedule Affidavits Playout Live Video SCTE35 Encoder Compression Live Video Traffic Scheduling System Transcode & File Prep Watch Folders Auto Conversation Regional Ingestion Regional Affidavits Centralized Management Content Distribution & Scheduling Content Delivery Confirm Affidavits Local Content Insertion & Playout (SCTE 35) Slide 7
DTT MFN vs. SFN Freq A FreqB Freq A Freq A MFN Cell SFN Cell Freq C Freq A Multi Frequency Network Used where high frequencies availability exists Lower cost and less complex implementation Transmission Requirements: Use different frequencies Do not have to be timed sync Do not have to have the exact same data Single Frequency Network Used where frequency shortage exists Higher cost and more complex implementation Transmission Requirements: Must use the same frequency Must transmit at the exact same time Must have the exact same data (bit for bit) Slide 8
SFN & Splicing 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 restamp TS from their internal clock (much like a remultiplexer) 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! Slide 9
SFN Synchronization 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 MPEG TS GPS Sync GPS Sync MPEG TS GPS Sync GPS Sync GPS Sync Slide 10
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 IDC Company Confidential Slide 11
How does a Multi Program Splicer look like? Video SD HD Video SD HD Ad Storage 200,000 Ads 60,000 Ads Long Form 1700 hrs. 500 hrs. 30 sec Ads, SD 2.5 Mb/s / HD 8.5Mb/s 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 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) Slide 12
Summary 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 Slide 13
Thank you! Berry Eskes Regional Director EMEA North, Russia & CIS beskes@datacast.com www.datacast.com IDC Company Confidential