Control Applications scroller (1)

Dynamic ad insertion (SCTE)

For broadcasters navigating the thrilling world of live sports and news, the unpredictability of highly reactive content can make signalling ad insertion challenging. Rapid changes in content increase the likelihood of failing to deliver ad breaks at the right time, risking reputational damage with advertisers.

Imagine the convenience of having complete control and effortless flexibility to automatically augment and manually override data received by SCTE (The Society of Cable and Telecommunications Engineers) inserters during essential ad breaks.

With TSL Control, you can smoothly validate and allow pass-through from an automation system while retaining the dynamic option to manually interrupt and seamlessly punch in or out of ad breaks when needed. Moreover, the solution interfaces with a wide array of automation systems, helping to control all necessary devices downstream in response to received triggers.

Operators can be empowered to take charge, delivering ad breaks for clients with confidence and adaptability. Say goodbye to scheduling mishaps and embrace a captivating broadcast experience like never before.

Use Case: a Major North American Sports League

A Major North American Sports League needed a solution to guarantee their broadcasts did not go to an ad break when the action was still happening and also to ensure roll-to-break accurately occurred during time-out or during intermission with appropriate durations.

They decided to deploy TSL control panels (USP) and TSL SCTE applications in every arena with an operator able to decide on when to trigger ad breaks.

Downstream, playout channels receive the embedded SCTE signal and take actions based on what the person at the arena is seeing and inserting into the live feed. 

The result is a system that keeps operators informed of events as they happen and gives them the ability to overcome issues more efficiently in real-time, as well as retrospectively review them.

 

A photorealistic image with a blacklight painting effect, depicting viewers at home sitting on their sofa, watching t
Dynamic ad insertion (SCTE) diagram gif v2

More on Dynamic ad insertion (SCTE)

Generate, receive, validate, modify and distribute SCTE 104/35 messages for automated and manual ad-insertion control as well as facility control:

  • Allows manual control of ad insertion for live events

  • Validate SCTE data for error protection and unwanted actions - block malformed messages

  • Modify SCTE data depending on the scenario

  • Generate SCTE messages from actions within the control system

     

  • Automate production workflows - Use SCTE messages for any control element

  • Allows control over A/B playout chains

  • Distribute SCTE messages dynamically
Control Applications scroller (1)