[opendtv] Re: Targeted TV Advertising Catches Interest
- From: "John Willkie" <johnwillkie@xxxxxxxxxx>
- To: <opendtv@xxxxxxxxxxxxx>
- Date: Tue, 19 Oct 2004 23:36:32 -0700
One splicer per home?
John Willkie
-----Original Message-----
From: opendtv-bounce@xxxxxxxxxxxxx
[mailto:opendtv-bounce@xxxxxxxxxxxxx]On Behalf Of GerryK
Sent: Tuesday, October 19, 2004 10:42 AM
To: opendtv@xxxxxxxxxxxxx
Subject: [opendtv] Re: Targeted TV Advertising Catches Interest
For wired digital television services, such as
digital Cable TV and upcoming IP-TV services,
it is possible to "splice" specific advertising streams into
any program stream, and do it in the neighborhood node.
Scopus, BigBand Networks, Terayon, TANDBERG Television,
Optibase, Harmonic and Pinnacle Systems all make MPEG-2
video routers that can "splice" ads in in real time, at the
final point of departure before a stream travels to a set top box.
The set top box doesn't have to be that smart, as long as the
IP router that feeds it knows ahead of time which ad to insert for
each box -
Microsoft's IP-TV system, and the Video Networks, Inc. (VNI)
services shown at the IBC show in Amsterdam can all provide
customer-specific video streams to each set top box
using equipment from the aforementioned list.
Terayon has even demonstrated the ability to insert HDTV ads into
HDTV streams, in real time, in the MPEG Transport Stream domain.
so, in about 12 months, some set top boxes will be able to get
very specific, high-targeted ads, because the infrastructure is
capable of doing the ad insertion in real time, in the transport stream
domain.
Gerry Kaufhold with In-Stat/MDR
Headquarters: Scottsdale, AZ
voice: USA 520 363-9752
e-mail: gkaufhold@xxxxxxxxxxxxxxxx
----- Original Message -----
From: "Kon Wilms" <kon@xxxxxxxxxxxx>
To: <opendtv@xxxxxxxxxxxxx>
Sent: Tuesday, October 19, 2004 10:22 AM
Subject: [opendtv] Re: Targeted TV Advertising Catches Interest
> Manfredi, Albert E wrote:
>> I wondered that myself. Can these subchannels be
>> set to 0 bandwidth during the show, then go up to
>> the required bit rate only during the ads? Presumably
>> the ads would be SD or sub-SD quality?
>
> All good and fine except for the fact that most stations air ads at the
> same time slots, making the system implode (i.e. if you have one SD and
> one HD channel and both channels go into advertisement modes and the
> broadcast headend starts spewing out multiple additional 'subchannels').
>
> Now one needs a new traffic system or connector service that can cope
> with scheduling conflicts before time or in realtime based on available
> bitrates on all channels.
>
> Also, do you really think ad agencies and advertisers would be happy
> with sub-par PQ?
>
> The other problem is that this requires headend functionality (dynamic
> video PS pruning based on schedule/trigger messages from a traffic
> system) that doesn't AFAIK exist today.
>
>> I don't know if any receiver would support a feature
>> like "use channel x-2 during the ads, otherwise
>> go to the program on channel x-5." That would
>> actually be pretty cool.
>
> For this channel switching you still need seamless splicing of the PS
> when switching, and the management complexity of scheduling this by a
> human and machine would be pretty high.
>
>> Because this solution mandates a recording device
>> to be on line just for watching a show in real
>> time. If you're looking for a solution that works
>> in an FTA setting, you can't assume any such
>> thing, I wouldn't think.
>
> Well yes. But your standard STB out there now isn't going to support
> this functionality either. Non-conformist boxes would simply get
> whatever ad is on the main channel. Eventually all boxes will have PVR
> capability. Even until then I think the multiple channels for ads idea
> is a very bad one.
>
> Cheers
> Kon
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