RE: John Wilkie's question - one splicer per home? no - one splicer in the neighborhood node, that simply manages which of multiple simultaneous streams gets inserted into the 6-MHz QAM channel you happen to be watching - or, for true IP-TV services, it's just a Gigabit Ethernet switch, that switches the program stream from the TV program, to the appropriate ad insertion program stream, so that each individual set top box gets it's own, unique, ad - with modern Gigabit Ethernet video routers, there could be a hundred ads running in parallel during the commercial slot of network TV programming, and it's no big deal for the Gigabit Ethernet video router to "splice" in selected ads and send them off to each set top box - this stuff is here today RE: Kon's comment We're not talking about ad insertion, and we're not talking about IPTV. you are talking about targeted advertising, ( Targeted TV Advertising Catches Interest) that is "ad insertion" and we ARE talking about IP TV for both digital Cable TV and for the telephone companies they can inexpensively deliver FOUR Gigabit ethernet bit streams to each neighbhorhood node - that is a LOT of simultaneous program streams - for the IP TV folks they simply switch the correct stream onto the selected ADSL twisted pair, and they can send each subscriber a unique stream, that would include the video of the program being watched, which is taken from one multicast stream coming off one of the four Gigabit Ethernet streams that feeds into the Central Office, and then, in real time, they can switch one-of-many selected ads into the stream that feeds that ADSL twisted pair for Cable TV systems, the four Gigabit Ethernet streams feed the neighborhood node, and the neighborhood has 16 or 32 QAM modulators. Each QAM modulator can feed 10 MPEG-2 program streams. 32 QAM modulators can feed 320 program streams - that means that 320 subcriber set top boxes can each get their own, unique program stream from the neighborhood node. Cox is serving about 250 homes per neighborhood node - so virtually each set top box could actually be getting a unique program stream - so using Gigabit Ethernet in the infrastructure, up to the neighborhood node or the Central Office, it is possible to multicast network TV programming, and then, at "ad insertion" time, these IP-TV systems can literally switch individualized, targeted ads to each set top box - in real time, using off-the-shelf equipment and with very little "smarts" needed inside the set top box so I firmly believe that targeted TV advertising is catching interest, especially from the "wired" digital TV services, who have already deployed Gigabit Ethernet out into your neighborhood. Gerry Kaufhold with In-Stat/MDR 520 363-9752 gerryk@xxxxxxxxxxxxx ----- Original Message ----- From: "John Willkie" <johnwillkie@xxxxxxxxxx> To: <opendtv@xxxxxxxxxxxxx> Sent: Tuesday, October 19, 2004 11:36 PM Subject: [opendtv] Re: Targeted TV Advertising Catches Interest > 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 > > > > ---------------------------------------------------------------------- > You can UNSUBSCRIBE from the OpenDTV list in two ways: > > - Using the UNSUBSCRIBE command in your user configuration settings at > FreeLists.org > > - By sending a message to: opendtv-request@xxxxxxxxxxxxx with the word > unsubscribe in the subject line. > ---------------------------------------------------------------------- You can UNSUBSCRIBE from the OpenDTV list in two ways: - Using the UNSUBSCRIBE command in your user configuration settings at FreeLists.org - By sending a message to: opendtv-request@xxxxxxxxxxxxx with the word unsubscribe in the subject line.