Get your guide to ADC’s MSO Market Solutions or speak with one of our representatives by contacting us today.

ADC offers an extensive portfolio of productsand services for cable operators, including:

• RF signal management with exclusive “make before break” pad technology

• FTTX solutions• Digital audio and digital video patching• DC power solutions• Professional services for cable network planning,

deployment and maintenance

Call 1.800.366.3891 or visit ww.adc.com

MSO SOLUTIONS

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Whether it’s advanced compression,on-demand or interactive television,we deliver the technology and expertise that’s moving digital media forward.

www.tandbergtv.com

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CALL 1.866.275.4487 or visit www.comcastmediacenter.com

VVOODD IInn aa BBooxxThis pre-integrated solution combines C-COR’s On Demand server and software management platform withCMC’s ability to aggregate, manage and distribute popular VOD content. Together, we reduce the complexity,cost and time required to successfully deploy and run VOD services in smaller markets. Cable operators can nowoffer more than1200 hours of on demand content from programming networks, movies on demand, free andsubscription services with speed, efficiency and confidence.

VOD In a Box – demand it.c-cor.com

VVOODD IInn aa BBooxx ffrroomm CCoommccaasstt MMeeddiiaa CCeenntteerr aanndd CC--CCOORR..VOD In a Box is the first platform to provide a turn-key, cost-effectivesolution for small market cable systems to deploy Video On Demand.

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6041 South Syracuse Way, Suite 310, Greenwood Village, CO 80111©CED Magazine. December 2007.www.cedmagazine.com • 973-920-7000 • Fax 303-770-1458CED® is a registered trademark of Advantage Business Media.CED® is not responsible for any errors or omissions in this chart.All rights reserved. Reproduction without written permission isprohibited.

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

Control interface

Video transport interface

Deliver and manage:• On demand advertising• Linear DPI insertion, addressable and telescoping advertising• VOD• Switched digital video• nDVR

Advertising manager (SkyVision)

PCIP STB

M-CMTS

Splicer

Set-top box

edgeQAM

C-COR n5/n5Cvideo serverVOD

AdVOD

DPI

VOD

SDV

On demand advertising manager

Switched digital manager (SDM)

On demand (GSRM)

IBM server(s)

+++

C-COR nABLE

Headend

Data center

Hub Home

Targeted ad

On demandvideo

Ad ingest

Ad ingest

Broadbandvideo

DVS

62

9

Session control

Sessioncontrol

CDS InternetStreamer

CDS TVStreamer

Ad ManagementService(ADM)

Universal Session andResource Manager (USRM)

edgeQAM Set-top

PC/mobiledevice

DCM - Splicer

Linear & SDVvideo

(SCTE-35)

uBR CMTS

Ad DecisionService (ADS)

ContentInformation

Service (CIS)

SubscriberInformation

Service (SIS)

Placement OpportunityInformation

Service (POIS)Campaignmanager

CDSContentAcquirer

Digital ContentManager (DCM) - Groomer

Content Delivery System(CDS) vault

TVTVSCTE-30

ADM

DVS 629

DVS 629

DVS 629

■

■

■

■

Cross-platform advanced advertising solution unifies campaigns and ad decisions across TV, Internet and mobile domains using the new SCTE DVS 629 standard

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

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

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

Control plane Data (video) path

Groomer(cue tones &

splicing)

QAM

Campaigndecision

engine(CDE/ADS)

Interactivedata

gateway (IDG)

Interactivedata

warehouse (IDW)Campaign

director

Mediameasurement

exchange (MME) Everstream

Concurrent

Adresourcemanager

Ad insertionengine

Set-top

Content& Ad

MHBOSSMediaHawkBack Office

Software Suite

Subs

Contentand admetadata

Billing

Interactivead

services

VODtelescopes Ads

Broadcastsignal withSCTE-35

Dynamic ad decisionsAd decisions made onVOD session startups

Pre-combinePlaces ads into

content at centrallocation orheadends

AdPointServices Manager

Create and managerules for ads,programmingcontent, andtargeting

Post-productionplatform for ads andad-supported content

AdPoint

Campaign Manager

Xport Producer withAdPoint module

AdPointMedia Manager

Offline contentcreation

Universal transcoding

CLEARcut

Carbon Coder farm

Ad server &VOD server

StreamLiner

Ad splicer

ProStream 2000

Universal edgeQAM

NSG 9000

Tapes &DVDs

Ads &movies

Home

Digitalbroadcast& SDV ads

Traffic &billing

Ad network Control network Video network

Digitalheadend

VOD & targeted ads

VOD/broadcast/

SDV

Internet

MediaPrism

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

QAMQAM

QAM

QAM

QAM

QAM

STB STBSTB STB

STB STBSTB STB

Play control

VOD server

VOD content

Adcontent

nPVRbuffer

Ad decision serverDVS/629 ADS

DVS/629 - XMLmessages

FTP pull

Text

Graphic

Sam’s GMSunnyvale

Ad zone 1Operator inserted ad

Broadcast Network Processor

DVS/629Ad management service

Ad completion data service

Local ad video production enhanced by advanced advertising

Nationally broadcast ad

SCTE-35cue message

Digital overlay library server

SCTE-30 orother controlmessage

DPI/adservers

Ad zone 2

Dave’s GMSan Jose

SCTE-35

Graphicor video

Content ContentLocal ad

Text

Ad zone 3

1 day left!

Bob’s GMSan Mateo

Wegenerreceiver

GPItone

master

Master videolibrary

Digitalad

inserter

AdSplicer

Database

Toneinjectingsplicer

Receiver

Digital networkfeed dish

Tone receivingdish

Redundanttone receiving

dish

Tape

Archive

Inputworkstation

Scheduler

Digital network feed

Digital network feed withSCTE-35 splicemessageIP tone

message

RedundantIP tone message

Spot

Digital network feed with ad

SCTE-35 splice message

Toneinjector

Toneinjector

Wegenerreceiver

GPItone

master

Ads inserted before and after asset at run-time

Viewer AShow “A”

Show “A”Show “A”

Show “A”

Ad 3

Ad 3

Ad 3 Ad 1

Ad 1

Ad 1

Ad 1

Ad 4

Ad 4

Ad 4

Ad 2

Ad 2

Ad 2

Viewer B

Viewer C

Ad source

Ad source

Ad source

Ad source

Program source

BigBand Networks’ Advanced Advertising Delivery Architecture

BigBand Networks is an established leader in television advertising delivery, and has provided advertisingsolutions to some of the largest television service providers in the U.S. The diagram above illustrates a networkarchitecture for the delivery of advanced broadcast, multicast and unicast advertising, designed to enable a unifiedadvertising architecture for linear and on demand television services. BigBand’s advertising solution architecture isdesigned to enable addressable, interactive and measurable television advertising to improve subscriber responseand increase advertising revenues generated by service providers.

Concurrent’s Advanced Advertising SolutionConcurrent’s Advanced Advertising Solution leverages the existing capabilities of the Concurrent product line as well

as existing investments in an operator’s digital video processing system to provide the architecture necessary for third-party digital ad insertion. The groomer system interacts with Everstream’s ad management software and Concurrent’s adresource manager to handle the embedded cue tones and perform the digital program insertion. Enhancements toConcurrent’s content management software control advertising assets; MHBOSS (MediaHawk Back Office SoftwareSuite) manages subscriber, billing and content and ad metadata. A suite of Concurrent’s advertising-capable userinterfaces allows access to and control of the interactive components. Advanced Advertising features included in aphased roll-out are: basic telescoping to VOD ads for both local and network/broadcaster campaigns; network voting andpolling campaigns; and delivery of linear ads with target RFI overlays.

SeaChange’s Spot & AdPulse On Demand Ad SystemsThe SeaChange Spot System, with the Tone+ cue tone management feature, is an automated

solution for reliable advertising insertion at the lowest operational expense and highest quality. Usingspots loaded through an encoding station and schedules provided from an ad traffic and billingsystem, the Spot System completes every task necessary for fulfillment without operator intervention.SeaChange’s ad insertion solutions support nearly five million ad insertions each day by cableoperators worldwide.

The SeaChange AdPulse On Demand Advertising System provides the extensions to core VODtechnology and the ad management back office functions to automate the real-time dynamicinsertion of advertisements into on demand video streams. AdPulse is the first ever commerciallydeployed dynamic solution that is generating new advertising revenue for cable.

Motorola’s Advertising 2.0Motorola’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 otheropen standard components. Leveraging the company’s open Switched Digital Solution, Unicast provides the utmost intargeting - providing the user with an individually controllable stream. With this architecture, advertising can bespecifically tailored for the user.

RGB Networks’ Broadcast Network ProcessorRGB’s Broadcast Network Processor (BNP) is an industry-leading network video processor platform

that can concurrently groom and perform seamless splicing of SD and HD program streams. Thiscapability eliminates the need to dedicate multiple devices, each intended for a different function;and simplifies installation, wiring and configuration, reducing system deployment time. The BNP isfully compliant with SCTE-30 and SCTE-35 standards and is interoperable with the leading digitalprogram insertion (DPI) ad servers. The BNP can also perform SCTE-30 to SCTE-35 conversion tosupport digital ad insertion at the regional hub. Ideally suited for a variety of applications, the BNPis a solution for centrally located DPI systems at the headend facility, as well as support for thosesystems 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 advertisingpromotions within national broadcast programs and commercials. National advertisers and cableoperators can take advantage of graphic, text and even video (picture-in-picture) overlays to promotedifferent products in different cities, neighborhoods, or defined ad zones. They can also be used toprompt viewers of linear, broadcast programming to initiate on demand interactive sessions forspecific product information. With the support of SCTE’s new DVS 629 standard, BNP can directlyenable a mixture of real-time ad management services, such as those required for ad splicing anddigital overlay insertion. DVS 629 has been designed from the start to support the potential to unifycontent scheduling and management across linear, on demand, and interactive sessions. Digitaloverlays offer much promise to operators as they seek to serve their subscribers better, generate moreadvertising and marketing revenue, and step beyond the traditional 30-second spot ad commercial.

Harmonic’s AdInsertion Solutions

Harmonic offers a simple, efficient and powerful solution fordigital ad insertion in broadcast and on demand networks.Largely software-based, it gives operators great flexibility incustomizing the solution to their specific needs and is a morecost-effective ad insertion platform from both a CAPEX andOPEX perspective.

Harmonic’s MediaPrism suite of content preparation tools,including the CLEARcut offline content preparation solution andRhozet Carbon Coder transcoding software, is used to prepareads in the right format and bit-rate, while also providingsuperior video quality. For broadcast streams, the ProStream2000 splicer provides cable operators with a dense solution forseamlessly splicing dozens of SD and HD channels. The highperformance StreamLiner ad server offers unmatched storagecapacity and flexibility. For on demand programs, ad insertioncan be simplified by using the StreamLiner server as acombination ad and VOD server. Ads are inserted into the VODstream using playlists at the server level instead of splicing,further increasing efficiency and lowering costs for the operator.Ads can also be targeted to the user through personalizedplaylists in the unicast stream. The ad insertion platform ismanaged as part of the overall video infrastructure usingHarmonic’s NMX Digital Service Manager.

TANDBERG Television’s AdPoint SolutionThe AdPoint Advanced Advertising Platform

is a unified management and performancesystem for next-generation video advertising,including VOD ad placements, long-form VODads, interactive and telescoping ads, andhighly targeted ad systems. The platformaddresses the diverse needs of serviceproviders, advertisers, and programmers forcontrol and management of advertising acrossvideo delivery systems.

Comprised of the AdPoint CampaignManager, AdPoint Services Manager, andAdPoint Media Manager, along with XportProducer, TANDBERG Television’s AdPointSolution provides key functions to manageand maximize on-demand advertisingopportunities – today and into the future.

C-COR’s Unified Video Delivery and Management Platform

Cisco’s Advanced Advertising Architecture

C-COR helps MSOs maximize their on demand and advertising infrastructure with its Unified Video Deliveryand Management platform, an integrated and interoperable hardware and software platform that supports linearand advanced advertising, on demand, switched digital video, IPTV and time-shifted TV. C-COR workscollaboratively with cable operators around the world to take advantage of next-generation advertisingopportunities drawing on its experience from the first addressable advertising trial, the first major U.S. markettrial of dynamic on demand advertising and the first European deployment of digital program insertion. C-COR’sunified platform enables operators to launch next-generation advertising offerings such as addressability,interactivity, telescoping and ad supported time-shifted television leveraging a singular platform.

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