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www.harmonicinc.com/cable.

Create a PowerfulPersonalized Experience

20 YearANNIVERSARY

MPEG

Ad Management

Sales Workflow Subscriber Info Billing System Ad Decision Engine User Profile Reports

Campaigns

CampaignManager

Programsand Ads

Catcher

ARRISnABLE HQ

ARRISnABLE ADM

ARRISnABLE RT

ARRIS VOD Servers

VOD Outputand Ad Insertion

VOD Outputand Ad Insertion

PC

Nancy’s Travel Agency(261)123-4567

ARRIS Unified Video Delivery & Management Platform

Dynamic VOD Advertising

Adressable Linear Advertising

Interactive Advertising

ERM

CIS

DVS629P4

DVS629P3

SCTE-35

DVS629P5

DVS629P6

Multicast and

unicast content

Interactive ad feedback

Admanagement

service

Edgeresourcemanager

Contentinformation

service

CM

Campaignmanager

ADM

VOD

Live TVcontent feed

Time-shiftedcontent

VODsessionrequest

Channel change

UEQ

UniversaledgeQAM

AA

Adagencies

POIS SIS VODSMADS

VODsessionmanager

Subscriberinformation

service

Placementopportunityinformation

service

Addecisionservice

SDVSM

Switched digital video

sessionmanager

Ads

Headend

Data Center

Hub Home

Control plane

Data (video) path

Accessnetwork

Accessnetwork

Targeted ad

On demandvideo

Ad ingest

Ad ingest

Broadband &mobile video

CDS InternetStreamer

CDSTV Streamer

Ad ManagementService (ADM)

Set-top

PC/mobiledevice

DCM - Splicer

Linear & SDVvideo

(SCTE 35)

Ad DecisionService (ADS)

Content InformationService (CIS)

SubscriberInformation

Service (SIS)

Placement OpportunityInformation

Service (POIS)

CampaignManager

CDS ContentAcquirer

Digital Content Manager(DCM) - Groomer

Content Delivery System(CDS) Vault

TVTV

SCTE 30

SCTE 130

SCTE 130

Cross-platform advanced advertising solution unifies campaigns and ad decisionsacross TV, Internet and mobile domains using the new SCTE 130 standard

Supports deployment of new ad unit types via dynamic targeted ad decisions andplacement, enabling incremental and more efficient ad inventor

Delivers addressable advertising for both linear and non-linear services,including switched digital video (SDV), video-on-demand (VOD) and broadbandstreaming

Enables campaigns based on configurable targeting parameters, such as program title, genre, rating, time of day, ad zone and subscriber demographics

ADMSCTE 130

CIS

POIS

Campaign management

EverstreamCampaignDirector

ReportingTargeting

HTTP

<XML>

Agencies/advertisers

XML/HTTP

XML/HTTP

MetricsReports

Raw data

Ratings/networks

Traffic &billing

Subscriberprofiles

Campaignprovisioning

SCTE-130-3

SCTE-130-4

Placement requestPlacement response

Placement status

Content notificationList content

Content inquiry

Playlist

-Targeted ad-Telecsope content

-Playlist

Contentrequest

Telescoperequest

Broadcast feed

(w/ overlay)

VOD backoffice

VOD server

Market AMarket n

Data bridgeWeb services

Ad managerProfile A

Profile B

CampaignDecisionEngine(ADS)

SCTE-35

Usagereporting

Full Switched Unicast – server – TV on demand

Sources

Full Switched Unicast Architecture

Ad decisionservice

VOD + adcontent mgt.

Inputstream

processing

Unicast streammanagement

Channel changer,

20,000 streams20,000 channels

Satellite

Internet

Local

QAM

QAM

QAM

QAM

QAM

QAM

QAM

QAM

STB STBSTB STB

STB STBSTB STB

Play control

VOD server

VOD content

Adcontent

nPVRbuffer

Wegenerreceiver

GPItone

master

Master videolibrary

Digitalad

inserter

AdSplicer

Database

Toneinjectingsplicer

Receiver

Digital networkfeed dish

Tone receivingdish

Redundanttone receiving

dish

Tape

Archive

Inputworkstation

Scheduler

Digitalnetworkfeed

Digitalnetworkfeed withSCTE-35 splicemessageIP tone

message

RedundantIP tone message

Spot

Digital networkfeed with ad

SCTE-30splice message

Toneinjector

Toneinjector

Wegenerreceiver

GPItone

master

Ads inserted before, during and after asset at run-time

Viewer A

Show “A”

Show “A”

Show “A”

Show “A”

Ad 3

Ad 3

Ad 3Ad 3 Ad 1

Ad 1

Ad 1

Ad 1

Ad 4

Ad 4

Ad 4

Ad 4

2

2Ad 2

Ad 2

Viewer B

Viewer C

Ad source

Ad source

Ad source

Ad source

Program source

Ad

Ad

Dynamic ad decisionsAd decisions made onVOD session startups

Pre-combinePlaces ads into

content at centrallocation or headends

AdPointServices Manager

Create andmanagerules for ads,programmingcontent, andtargeting

Post-productionplatform for ads andad-supported content

AdPointCampaign Manager

Xport Producer withAdPoint module

AdPointMedia Manager

BigBand Networks’ Advanced Advertising Delivery Architecture BigBand Networks is an established leader in television advertising delivery, and has pro-vided advertising solutions to some of the largest television service providers in the U.S. The diagram above illustrates a network architecture for the delivery of advanced broadcast, mul-ticast and unicast advertising, designed to enable a unifi ed advertising architecture for linear and on-demand television services. BigBand’s advertising solution architecture is designed to enable addressable, interactive and measurable television advertising to improve subscrib-er response and increase advertising revenues generated by service providers.

Motorola’s Advertising 2.0 Motorola’s advanced advertising solutions provide complete standards-based solutions for a full spectrum of next- generation advertising methods. From graphic overlays, to VOD ad insertion, to individualized unicast switching, Motorola can provide the complete architecture to deploy these new ideas, and seamlessly integrates them with other open standard components. Leveraging the company’s open Switched Digital Solution, Unicast provides the utmost in targeting – providing the user with an individually controllable stream. With this architecture, advertising can be specifi -cally tailored for the user.

ARRIS: Meeting the demands of next generation advertising ARRIS delivers new advertising revenue services and capabilities to MSOs. ARRIS provides them with advanced advertising solutions to meet the growing demands of the advertising community, maximize their on demand and advertising infrastructure by leveraging a common Unifi ed Video Delivery and Management platform, and by employing an integrated and interoperable hardware and software platform that sup-ports advanced advertising for linear, on demand, switched digital video, IPTV and time-shifted TV. ARRIS works side-by-side with cable operators around the world to take advantage of next-generation advanced advertising opportunities. Through an open, standards-based system, ARRIS is able to integrate a wide variety of innovative advanced advertising solutions across a range of systems and implementations. With the ARRIS Unifi ed Advanced Advertising Platform, operators can launch next-genera-tion advertising, such as client addressable, interactive telescoping and on demand advertising, leveraging the same platform.

Concurrent Myriad Advanced Advertising Solution Concurrent’s Myriad Advanced Advertising Solution leverages the existing capabilities of the proven Concurrent video product line as well as Concurrent’s Everstream suite of campaign management and ad decision service software components to provide end-to-end advanced advertising features such as dy-namic VOD ad insertion with targeting, ad replacement for time-shifted content and telescoping to long-form advertising content from local or network spots. Campaign origination is managed through the Campaign Director web-based console which manages the campaign metadata, delivery instructions, geo-graphic and demographic targeting rules, content ingest and reporting. The Concurrent MHBOSS back offi ce and Data Bridge Web Services, along with the MediaHawk 4500 video server, manage the ad placement opportunities, asset metadata and the delivery of the asset. For targeting implementations, the Campaign Decision Engine with its patented targeting engine will be con-sulted for real-time decisions on the precise ad that should be delivered to each viewer. Core to this solution is the latest SCTE-130 interfaces which provide an open and standard mechanism for components to communicate with each other, as well as allow cable operators the ability to deploy best of breed ad-vanced components while ensuring interoperability with legacy systems.

Cisco’s Advanced Video Advertising Architecture

TANDBERG Television’s AdPoint Solution The AdPoint Advanced Advertising Platform is a unifi ed management and performance system for next-generation video advertising, including VOD ad placements, long-form VOD ads, interactive and telescoping ads, and highly targeted ad systems. The platform addresses the diverse needs of service providers, advertisers, and programmers for control and management of advertising across video delivery systems. Comprised of an AdPoint Campaign Manager and AdPoint Data Ware-house, along with one or more AdPoint Services Managers, AdPoint Me-dia Managers, and Xport Producers, TANDBERG Television’s AdPoint solution provides key functions to manage and maximize on-demand advertising opportunities today and into the future.

Harmonic’s Ad Insertion Solutions Harmonic offers a broad and powerful software-based solution for digital ad insertion in broadcast, multicast and on-demand networks. Operators using this solution can easily customize it to meet their specifi c needs, and its high scal-ability offers an attractive cost structure from both a CAPEX and OPEX perspective. Harmonic’s MediaPrism suite of content preparation tools, including the CLEARcut offl ine content preparation solu-tion and Rhozet Carbon Coder transcoding/overlay software, is used to prepare ads in the right format and bit-rate,

while also providing unlimited overlay capabilities and high scalability. For broadcast streams, the ProStream 2000 splicer provides operators with a dense solution for seamlessly splicing SD and HD channels. The high performance StreamLiner 2000 ad server offers unmatched storage capac-ity and ad serving capability. For on-demand pro-grams, ad insertion can be simplifi ed by using the StreamLiner 2000 as a combination ad and VOD server. Scalability is maximized by inserting into the VOD stream using playlists at the server level instead of splicing. The ad insertion platform is managed as part of the overall video infrastructure using Harmonic’s NMX Digital Service Manager.

Advanced Advertising with RGB’s Broadcast Network Processor (BNP) RGB’s Broadcast Network Processor (BNP) is the industry-leading network video processor platform that can concurrently groom and perform seamless splicing of SD and HD program streams. This capability eliminates the need to dedicate multiple de-vices, each intended for a different function; and simplifi es installation, wiring and con-fi guration, reducing system deployment time. The BNP is fully compliant with SCTE-30 and SCTE-35 standards and is interoperable with the leading digital program insertion (DPI) ad servers. The BNP can also perform SCTE-30 to SCTE-35 conversion to sup-port digital ad insertion at the regional hub. Ideally suited for a variety of applications, the BNP is a solution for centrally located DPI systems at the headend facility, as well as support for those systems migrating to distributed DPI systems and zoned and targeted ad insertion. In addition to spot ad splicing, operators can use digital overlays to insert local advertising promotions within national broad-cast programs and locally spliced commercials. National advertisers and cable operators can take advantage of graphic, text and even video (picture-in-picture) overlays to promote different products in different cities, neighborhoods, or defi ned ad zones.They can also be used to prompt viewers of linear, broadcast programming to initiate on-demand interactive sessions for spe-cifi c product information. With the support of either SCTE-30 or the new SCTE-130 (DVS 629 committee) standard, BNP can directly enable a mixture of real-time ad management services, such as those required for ad splicing and digital overlay insertion.SCTE-30 can be used to add digital overlay insertion management today, while SCTE-130 has been designed from the start to support the potential to unify content scheduling and management across linear, on demand, and interactive sessions. Digital overlays offer much promise to operators as they seek to serve their subscribers better, generate more advertising and marketingrevenue, and step beyond the traditional 30-second spot ad commercial.

SeaChange’s Spot & AdPulse On Demand Ad Systems The SeaChange Spot System with the Tone+ cue tone management feature, is an automated solu-tion for reliable advertising insertion at the lowest operational expense and highest quality. Using spots loaded through an encoding station and schedules provided from an ad traffi c and billing system, the Spot System completes every task necessary for fulfi llment without operator intervention. SeaChange’s ad insertion solutions support millions of ad insertions each day by cable operators worldwide. The SeaChange AdPulse On Demand Advertising System provides the extensions to core VOD tech-nology and the ad management back offi ce functions to automate the real-time dynamic insertion of ad-vertisements into on-demand video streams. AdPulse is the fi rst commercially available dynamic solution that is deployed and generating new advertising revenue for cable.

Offline ContentCreation

TranscodingText/Graphic/Video

Overlay

CLEARcut

Carbon Coder Farm

Electra

Ad Server &VOD Server

StreamLiner 2000

Ad Splicer

ProStream 2000

Universal EdgeQAM

NSG 9000

Tapes & DVDs

Ads

Home

SCTE-30DigitalBroadcast& SDV Ads

Ad Network Control Network Video Network

Compression System

VOD& TargetedAds

VODBroadcast

SDVSCTE-35

SCTE-104

FTP

MediaPrism Traffic & Billing

Ad SelectionCISce

SIS

CIS

Ad ManagementSCTE-130

Ad CampaignManager

AutomationSystem

Ad SelectionService

Ad DecisionService

Ad decision serverSCTE-130 ADS

SCTE-130messages

FTP pull

Text

Graphic

Sam’s GMSunnyvale

Ad zone 1Operator inserted ad

Broadcast Network Processor

SCTE-130Ad management service

Ad completion data service

Nationally broadcast ad

SCTE-35cue message

Digital overlay library server

SCTE-30 orother control message

DPI/adservers

Ad zone 2

Dave’s GMSan Jose Ad zone 3

1 day left!

Bob’s GMSan Mateo

Local ad video production enhanced by advanced advertising

SCTE-35

Graphicor video

Content ContentLocal ad

Text