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Local Commercial Insertion in the Digital Headend

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Local Commercial Insertion in the Digital Headend Local Commercial Insertion in the Digital Headend Mukta L. Kar, Cable Television Laboratories, Inc. Sam Narasimhan, Motorola Broadband Communication Richard S. Prodan, Terayon Communication Systems Abstract require significant changes to encoding methodologies to enforce predetermined Existing ad insertion systems enable cable conditions at the splice points. headends and broadcast affiliates to insert locally generated commercials and short The Society of Cable Telecommunications programs in a channel seamlessly before Engineers (SCTE) Digital Video delivery to the home. The revenue generated Subcommittee (DVS) has established a by local ads and short programs is very splicing standard DVS 253 “Digital Program significant. Current ad insertion systems are Insertion Cueing Message for Cable” to hybrid systems, where commercials are stored provide cue messaging and splicing in a more in the ad server in digitally compressed form, digital headend friendly manner, which does while splicing is accomplished using analog not require restrictions or constraints on techniques. The compressed commercial is MPEG-2-compliant transport streams. This decompressed and converted to analog format paper will present a brief overview of existing before insertion into an analog channel. The analog/hybrid program insertion systems. The complete digital technology for delivery of limitations of SMPTE 312M will be compressed digital audio, video, and data is discussed. The solutions employed in DVS superior to existing analog methods. However, 253 will be described including digital dealing with compressed video poses several headend friendly features. The implementation challenges. One such challenge is splicing into of DVS 253 to insert compressed commercials a compressed digital bitstream compliant to at the headend, including the issue of the MPEG-2 standard seamlessly, that is to invisibility from commercial killers, will be say, without adversely affecting the display addressed. As cost is related to complexity due to decoding discontinuities at the insertion and flexibility of implementation, complexity point. These applications involve insertion of issues and network operational constraints will locally generated compressed digital also be examined for various implementations commercials and short programs into a digital of digital program insertion systems and channel containing previously multiplexed constituent components. and digitally compressed programs. Introduction The Society of Motion Picture and Television Engineers (SMPTE) has defined Traditionally, the cable industry has been a standard SMPTE 312M “Splice Points and popular conduit for the delivery of premium Cue Messages for MPEG-2 Transport analog television content to the home. The Streams” to promote interoperability of access to the broadcast premium content was compressed digital video splicing equipment. controlled using an analog set top box at the SMPTE 312M is aimed at studio broadcast consumer's premises. The signal scrambled at and requires a constrained (a synonym for pre- the headend could only be descrambled using conditioned) MPEG-2 transport stream. For proprietary hardware embedded in the set top use in deployed digital cable systems, this will box. The advanced audio/video compression technology and subsequent standardization Until a few years ago most of the ad- along with advances in digital modulation has insertion systems were analog where the ad- made delivery of digital audio/video to the insertion equipment is analog and analog consumer's home a reality. The digital storage devices were used to store the ads. technology is very bandwidth efficient and However, the majority of the ad-insertion provides superior video quality compared to its systems have been replaced by a hybrid one. In analog counterpart. In the last few years the a hybrid system, the ads are stored in digital cable industry has been deploying delivery of compressed format and the ad insertion digital signals using a hybrid analog/digital set equipment is analog in nature. In the hybrid top box mainly for premium and pay-per-view system, the digitally compressed commercial is (PPV) services. being decoded and converted to analog before insertion. Over the years, cable systems have grown significantly to become a primary conduit for Analog Ad Insertion the delivery of television contents to the majority of the homes. The industry also started In the analog domain, splicing between two inserting commercials both at national and local NTSC video sources or TV programs is relative- levels in some channels to enhance their ly easy. A switch between two synchronized revenues. Currently, the revenue generated video sources at any frame boundary (i.e. the from local ads and short programs contribute vertical blanking interval) can be accomplished, significantly to the total revenue of the cable since the frames are equal in size and time industry. The revenue generated from local ads duration and are synchronized to one another. and short programs has been growing The resultant video, with the switched video significantly. source at the insertion or splice point, will appear seamless when displayed. Typically when a content is created, a few avails are included to insert commercials. A Figure 1 shows the block diagram of a typi- certain percentage of the avails are used for cal commercial insertion system in cable head- national ads and the rest for the insertion of local ends and broadcast stations. In existing analog commercials. However, the networks (such as systems, networks distribute their content to ca- CNN, TBS, etc.) fill all the avails with the ble headends and broadcast affiliates via satellite national ads before broadcasting to the headends modulating a baseband bandwidth close to using satellite. The headends can replace a 10 MHz. As shown in Figure 2, the lower por- percentage of these national ads with locally tion of the transmitted signal spectrum is used inserted commercials using the network cue for NTSC video. The upper portion of the spec- signals. Basically the cue signal has three trum above 4.2 MHz contains a few FM components, the Pre-roll (setup time), the Start subcarriers, which are used to transmit mono, (beginning of an avail) and the Stop (end of the stereo, multi-language audio, and data. One of avail). The Pre-roll is sent in advance to allow the subcarriers is used to transmit cue-tone downstream devices at the headend (such as the signals. The subcarrier is modulated with a cue- ad-server and the splicer) time to prepare for the tone signal using frequency modulation (FM) or insertion. When the Start signal is received, the frequency shift keying (FSK). Some networks splicer switches from the network program to send cue-tones using a pair of FSK tones (e.g., the commercial. After receiving the Stop signal 25 Hz and 35 Hz) within one of the audio the splicer leaves the commercial and returns to channels. The integrated receiver-decoder (IRD) the network program. receives the RF-modulated signal, demodulates the cue-tone subcarrier signal, and provides an output signal. Either a dual-tone multiple cation of the spot is signaled by a cue-tone frequency (DTMF) audio cue-tone sequence during program broadcasts. The cue-tone con- and/or a relay contact closure signal are sists of a sequence of numbers indicating the provided to the insertion equipment. The start and the end of an insertion opportunity. For networks send their schedules and spot example, the Discovery Channel uses a DTMF availability (avail) in advance for local ad- local avail cue-tone with 826* indicating the vertising insertion in a program. The precise lo- start, and 826# indicating the end of the spot. Figure 1. Typical Commercial Insertion System Figure 2. Analog Baseband Used by Networks Digital Program Insertion completed, the Society of Motion Picture and Television Engineers (SMPTE) decided to At the time of standardization of the create a standard for splicing compressed MPEG-2 compression and system/transport digital streams. SMPTE completed the layers [1], it had been expected that switching splicing standard in 1998 and is designated as and splicing of compressed elementary SMPTE 312M [2]. SMPTE 312M is more streams and transport streams will be needed suited to post production studios. Some of the for editing commercial insertions, etc. major difficulties with SMPTE 312M are: Subsequently some hooks were provided for this purpose. After MPEG-2 standards were The splicer requires a constrained input correction needed after remultiplexing may bitstream. also be transmitted to maintain timing accuracy of the cue signal. Cue Signaling is not flexible enough. Cue signaling can only be sent to perform splicing A cue message has basically two on all the component streams of a program but components – the first schedules the insertion not on a single component if needed. points far in advance (such as the previous week). The second defines frame accurate No encryption mechanism for cue insertion points. These messages are carried signaling was provided. in an MPEG-2 private section syntax and called a splice_information section. A splice The impact of the requirement of schedule defines the insertion time using constrained bitstreams for splicing alone is coordinated universal time (GPS UTC) significant. For example, existing MPEG-2 accurate to one second, while the splice insert compliant TV contents have to be pre- uses MPEG PTS time, which enables frame conditioned before any local
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