This first ever joint forum links SCTE Cable-Tec Expo in Atlanta with NAB Show’s Broadcast Engineering and Information Technology (BEIT) Conference in Las Vegas.
10:00 AM - Open / Welcome
10:05 AM - Leadership Chat with Sam Matheny, Executive Vice President and Chief Technology Officer at NAB CTO & Chris Bastian, Senior Vice President and Chief Technology Officer at SCTE. Moderated by Jeff Baumgartner, Light Reading
10:30 AM - Next Gen TV for Broadcasters and MVPDs: Since television was invented in the early 1900’s it has continuously evolved to add finer detail, accuracy and features. This evolutionary trend does not show signs of slowing down. Recent advances include high dynamic range (HDR), 4K and 8K resolutions, wide color gamut, IP delivery, interactivity, and the new ATSC 3. 0 standard for over-the-air broadcast. This session explores the impact these technologies will have on broadcasters and multichannel video programming distributors (MVPDs) and considers how they can best capitalize on the new features enabled by these technologies. Methods to achieve parity between linear channel feeds and IPTV clients will be discussed, along with new mechanisms in MPEG-2, the SCTE 214 MPEG-DASH standards and the SCTE 104/35 digital program insertion standards that can be used to preserve linear channels as video streams through mapping to DASH structures.
11:15 AM - Dynamic Ad Insertion: Two decades ago, digital ad insertion took a giant leap forward with the release of the SCTE 35 standard, which has since become the core signaling standard for advertising and distribution control of content. The technology and standards have subsequently continued to advance. In this session, industry experts discuss the latest technologies in use or being developed for dynamic ad insertion. Topics include the SCTE 224 Event Scheduling and Notification Interface (ESNI), which allows management of IP-delivered content with event and policy information and other features used in existing systems. Related discussions include use of the SCTE 250 Real-time Event Signaling and Management API standard to enable interoperability of products regardless of function or supplier, control of regional blackouts with alternate content selection, market protection or other content restrictions, advertising breaks, ad replacement, and addressable advertising opportunities. The experts in this session also consider the new ATSC 3.0 standard, which includes specifications for event delivery and interactive content, and ways to optimize these and other standards to maximize customer experience and advertising profitability.
12:00 PM - Break
12:30 PM - Personalization / Regionalization: Today, advertising is more important than ever, and those who can target ads to the correct consumers will likely benefit substantially. This panel examines methods to optimize advertising and alternate content delivery, including tools available to determine the market segments, target ads and measure success. Discussion includes an overview of technologies available and thoughts about how localized targeting can be with existing systems. The session also considers technology advances required to enable precise one-to-one marketing, by which consumers feel that the ads are speaking directly to them and addressing their unique needs.
1:15 PM - Roundtables: Extended discussion on the three technical topics above.
2:00 PM - Close