The document discusses regional content insertion and targeted advertising in digital terrestrial television (DTT) networks. It notes that regionalization is a growing trend that allows for more localized programming, advertising, and announcements. A centralized regionalization solution using multi-program splicers can insert different content into DTT networks at a local level while maintaining synchronization required for single frequency networks (SFNs). This provides opportunities for regional advertising, programming, public service announcements, and blackouts. The solution discussed uses standardized technologies like DVB and SCTE for centralized management and control of content insertion.

1. Content regionalization and Targeted Ad
Insertion in DTT-SFN networks
Berry Eskes
Regional Director EMEA North, Russia & CIS
beskes@datacast.com

2. 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 !
Slide 2
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:

3. IDC Company Confidential
DTT regionalization solution can enable…
Regional
Advertisement
Regional
Programming
Public Service
Announcement
Emergency
Alert
Regional
Blackout
Slide 3
A regional content solution opens
the world of possibility to:
 Regional Advertisements
 Regional Programming
 Public Service Announcement
 Regional Blackout
 Emergency Alert
Solution Enablers

4. IDC Company Confidential
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
Slide 4

5. IDC Company Confidential
The Perfect Fit – Regional Content Insertion and DTT
Slide 5
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!)


6. IDC Company Confidential
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
Slide 6

7. 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
Slide 7
Typical Workflow (the “Brains”)
Delivery Confirm
Affidavits
Transcode &
File Prep
Watch Folders
Auto Conversation
Regional Ingestion
Required
Exists today
SCTE35

8. Slide 8
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

9. • 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!
Slide 9
SFN & Splicing

10. • 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
Slide 10
SFN Synchronization
GPS
SyncMPEG TS
MPEG TS
GPS Sync
GPS Sync
GPS Sync
GPS Sync

11. 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
Slide 11

12. 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)
Slide 12
How does a Multi Program Splicer look like?

13. 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

14. IDC Company Confidential
Thank you!
Berry Eskes
Regional Director EMEA North, Russia & CIS
beskes@datacast.com
www.datacast.com