So I spent a little more time reading this guide and found some pages that
describe several operating modes where both the programmer (network) and the
MVPD can work together to deliver TVE services.
This brings into question my assertion that the MVPDs are only involved in the
authentication aspects of TVE service. It appears that streams can be served
both at the programmer and local levels, and that there are some interesting
hybrid cases that parallel MVPD in-band operations, especially with respect to
local commercial insertion.
From page 16 - Advertising and Promotion
The system should support a fully functional video ad insertion platform (with
display advertising adjacencies) that can deliver on any of a variety of
advertising monetization strategies. Whatever model for inventory sharing at
the network or local levels is agreed to by MVPDs and programmers should be
supported, including the ability to notify and detect any pre-, mid- or,
post-roll ad inventory, and dynamically serve ad campaigns into that inventory
on the MVPD portal is required. Comprehensive ad tracking and reporting
capability must be a hallmark of the system.
In addition to dynamic ad insertion, the system should also support playback of
shows with the original ad load from the linear viewing so usage can be counted
in Nielsen’s C3 viewing statistics. Including this viewership in audience
totals is an important part of making TV Everywhere an extension of the
existing advertising model.
Then starting on page 17 we see the technical back-end of TVE followed by
several use cases.
I did not understand this level of sophistication in the overall system
design. It is a complete blueprint for the migration of MVPDs from QAM based
in-band streams to a hybrid environment that takes advantage of in-band IP
streams and the neutral Internet.
Thus a DBS system can use that bandwidth to deliver the popular live streams,
or a cable/FIOS system can host live streams and run edge servers for popular
VOD streams. And both can insert commercials anywhere the subscriber accesses a
TVE stream via the neutral Internet.
Broadcasters could learn much from this design, as it illustrates how the
Internet can be used to enhance a one way service.
Regards
Craig