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Description  |
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TECHNICAL FIELD
This invention pertains to video systems and more specifically to the video
systems for addressably downloading selective video signals to a plurality
of remote sites, for example, for use in inserting desired commercials or
other video matter into one or more network feeds at a plurality of remote
locations.
BACKGROUND
The procedures for purchasing cable time for advertising messages and the
related production and verification process for these purchases is
currently adequate for national network advertisers. However, the
procedures for the purchase of spot time on individual cable systems is
cumbersome, inefficient and, in instances, nonexistent. A significant spot
advertising purchase on cable involves dealing with numerous cable system
operators. To purchase a spot program on cable that would reach a majority
of subscribers in the top 30 markets in the United States would require an
advertising agency to deal with approximately 500 individual cable
systems--some of which do not now have ad insertion equipment, or, in
instances where they do, are able to insert ads on only a limited number
of channels.
While certain cable systems are linked by cable interconnects that make the
process more efficient, all of these interconnects cover only a limited
region and few of them have demonstrated effective delivery capabilities.
Advertising agencies making a significant spot buy on cable television
today must deal with the mechanics of scheduling ads on multiple systems
and of physically delivering multiple commercial ad tapes to systems and
interconnects located in remote locations throughout the country.
Another significant problem that advertisers and their agency
representatives currently confront with spot advertising on cable is that
the follow-up verification and accounting systems of cable operators and
inter-connects are uniformly unacceptable. Frequently agencies are unable
to confirm that commercial messages ran at a particular time on a
particular channel on a particular system. The receipt of separate
invoices from numerous cable operators and inter-connects is another
negative frequently cited by advertising agencies.
It is known in the prior are to utilize ad insertion equipment at cable
television system headends utilizing video tape storage media and computer
control. Such systems provide adequate video quality, but are not random
accessed video storage media. Thus, in one such prior art system, a large
plurality of video tape drives are used and periodically loaded with
adequate tapes for a given period of time. In another prior art system,
advertisements are downloaded to the headends of more than one cable
system in a given region, but the advertisements are downloaded serially
and identically at each cable television system headend, making it
difficult to custom tailor advertising needs of each cable television
system.
SUMMARY OF THE INVENTION
In accordance to the teachings of this invention, a novel cable
interconnect system is taught, that provides for the overnight delivery of
advertising messages to optical disc libraries located at cable headends
and for the automated and customized insertion of ads on a plurality of
cable systems throughout a wide geographic area. A verification and
accounting system is taught which provides ad run verification and
accounting information.
This cable interconnect enables the delivery of commercial messages, for
example via satellite, on an overnight basis from a central control
facility to cable television system headends located in any desired
geographic area. In one embodiment, the interconnect system is entirely
automated at each cable system headend.
The central control facility includes tape editing and tagging equipment,
some production capability, and a video distribution capability for
periodic transmissions to participating cable headends. IN one embodiment,
this video distribution is performed via satellite such that a large
number of cable television systems can receive the video ads
simultaneously. In one embodiment of this invention, these ads are
transmitted at night, during low priority transmission time. This central
control facility also contains a sophisticated traffic control system that
provides for ad run verification and for accounting and invoicing. In one
embodiment, this traffic control provides that the ad run verification and
accounting and invoicing information is provided from the headends to the
central control facility on a daily basis.
Participating cable system headends include video storage media, such as
state-of-the-art "write many" optical disc recorders/players, as well as
switching equipment and ad insertion equipment. Controllers at the
headends serve to communicate with traffic control systems at the central
control facility.
BRIEF DESCRIPTION OF THE DRAWINGS
FIG. 1 is a block diagram depicting one embodiment of this invention; and
FIG. 2 is a diagram depicting one embodiment of switch 112 of the
embodiment of FIG. 1.
DESCRIPTION OF SPECIFIC EMBODIMENTS System Operation
In operation, an advertiser who has purchased a cable spot advertising
schedule need deliver only one videotape to central control facility 102,
from which is made the distribution of the advertisement to all desired
cable systems. Central control computer 115 uniquely "tags" the
advertisement and places the tagged advertisement in a library of
advertisements that will be delivered to cable system headends 101 on
off-hour time through, for example, satellites. The use of one satellite
allows total coverage of the Continental United States. The use of
additional satellites allows coverage of other geographic areas, as might
be desired. Leased telephone lines (not shown) allow central control
facility 102 to inexpensively transmit instructions to a headend computer
114 at each headend location 101 as to which of the commercials on the
transmitted library should be stored on that headend's recorder/player
111. Central control facility 102 also transmits to headend computer 114
specific instructions as to when and on what channel to play the recorded
advertisements. Based on these instructions, ad insertion equipment
automatically inserts advertisements at appropriate times.
Since ads are likely to be inserted on multiple cable channels at a given
headend location, the same commercial message may be scheduled for
different cable channels during closely approximate time sequences. Also,
there may be instances when different commercial messages are scheduled to
be aired at closely approximate times. Furthermore, there are certain
cable networks where the timing of advertising "slots" is not
predictable--for example, sports programs. While these time slots are set,
they can and do vary based on programming and technical uncertainties. In
one embodiment of this invention, recorder/player 111 comprises an optical
disk device, as for example available from Panasonic, which provides many
important advantages compared to prior art ad insertion equipment which
utilizes video tape recorders. In an alternative embodiment,
recorder/player 111 comprises computer disk storage of digitized video.
These advantages of the use of optical disk or computer disk storage
technology include superior picture quality, significantly greater
reliability, and substantially faster shuttle time as compared with video
tape devices. The deminimus "shuttle time" of optical disc technology,
together with ad insertion optimizing programs, virtually eliminates the
number of "make-goods" necessary for spots missed due to player
availability or collisions (breaktime overlap). In certain high priority
headends, two or more optical discs are installed so as to further reduce,
if not eliminate, such collisions.
From the viewpoint of participating cable operators, very little space at
headend 101 is required for this system and the system of this invention
requires no operating or maintenance time of the cable operator's
employees.
Verification equipment is placed at the central control facility 102 and at
headends 101 of participating cable systems. This equipment enables
verification of when commercial messages were aired and information for
accounting and invoicing purposes. This information typically includes
title or other indicia of the commercial played, and quality of the
playback. In one embodiment, this verification is performed within a short
period of time, for example, 24 hours. In this embodiment, this next-day
reporting surpasses the current capabilities of the Broadcast industry and
is of vital interest to advertising agencies.
In accordance with the teachings of this invention, national advertisers
are provided with an on-line inventory of local avails. This on-line
inventory of avails provides instantaneous information on what local
inventory is available and the pricing of this inventory. With this
on-line system, avail commitments are easily and quickly provided to
advertisers and their agency representatives. The system of this invention
also offers advertisers a delivery system for cable commercials that make
a cable spot advertising purchase easier and more efficient than a current
Broadcast spot purchase. The advertiser need deliver only one commercial
tape to the central control facility, regardless of the number of
locations that ultimately will air the commercial. Advertisers can target
smaller geographic and demographic markets, they can more easily effect
cross-cable network advertising purchases, and they can more efficiently
conduct test marketing. Advertisers are able to change commercial messages
more quickly in response to market reactions. The quality of transmission
provided by the satellite-to-optical disc system provides consistently
higher advertising video quality than prior art which included the manual
delivery and use of multiple generation tape.
Hardware Description
FIG. 1 is a diagram of one embodiment of a system 100 constructed in
accordance with the teachings of this invention showing components at one
headend 101 as well as central components at central control facility 102.
Headend Recorder/Player
Video recorder/player 111 is capable of recording commercials from an
external source and playing them back on command. In one embodiment, an
optical disc recorder/player is used as video/recorder/player 111,
providing playback quality superior to that of currently used VTRs. One
embodiment of such an optical disk recorder/player is available from
Panasonic. The optical disk recorder/player has the capability to be all
or partially erased on command and the erased disk area rewritten. The set
up time for the optical disk machine is such that once a cue tone is
received from the network where a commercial is to inserted there is ample
time to position the disk to the proper position for play. This is also
true for the write function. The machine utilizes laser magneto optical
disk technology. The disk is arbitrarily segmented into 15 second units
(30 frames per second). Commercials are written into any available segment
for future play-back. Recorder/player 111 is under the control of headend
computer 114 and commands are executed based on computer instructions. One
or more recorder/player machines 111 are utilized at headend 101 depending
on the commercial needs. For example, for a typical cable system utilizing
fifteen (15) video channels, at least two optical disks are preferably
utilized so that great flexibility is provided in allowing commercials to
be played simultaneously on more than one video channel, and in rapid
succession among various video channels.
Recorder/player 111 has a link 142 to video switch 112 for video and audio
insertion of a video spot stored on recorder/player 111 on a network (play
function). Recorder/player 111 includes a link to receiver 113 through
switch 112 to record commercials on the disk (record function). In one
embodiment, the interface between headend computer 114 and recorder/player
111 is an RS-232 link that accepts either individual control commands or a
complete program or script for execution. Such commands include, for
example, the position command, which positions recorder/player 111 at the
beginning of the desired commercial, the play command, which plays the
commercial once positioned, and erase commend and then the record command,
which records a new commercial from receiver 113 at a desired location on
the recorder/player 111, following positioning. Genlock to the network is
performed by recorder/player 111.
In one embodiment of this invention, recorder/player 111 includes error
detection codes for the play, record, and position functions. If headend
computer issues an erroneous command or if recorder/player 111 cannot
process a command or program, recorder/player 111 returns an error code to
headend computer 114. Headend computer 114 is then responsible for
handling the error condition, such as by providing another one or more
instructions and/or sending an alarm to central computer 115 located at
central control facility 102
Switch
Switch 112 allows both the record and play functions to properly occur. In
the record function, switch 112 connects headend receiver 113 to
recorder/player 111. In the play function, switch 112 connects
recorder/player 111 to the proper network for commercial insertion. One
embodiment of switch 112 is shown in FIG. 2, and includes the following
components:
1. Cross point grid 216
This set of cross points allows the connection of sixteen networks per
headend computer to recorder/player 111. Receiver 113 and recorder/player
111 utilize this grid for the record and playback functions, and Genlock.
2. Cue tone detector 217
This component monitors all networks for a commercial insert cue tone and
passes this information to headend computer 114.
3. Vertical interval detector (VID) 218
This component links up to the either receiver (for recordings) or (on
playback) the network on which an insertion is being performed. This
component passes the commercial identifier information in the commercial
to headend computer 114. These data are used to perform proper accounting
of the playing and recording of commercials.
The sixteen networks at headend 101 that carry commercials terminate the
video, audio left, and audio right feeds in the cross connect bridge. All
traffic passes through switch 112. Recorder/player 111 includes audio and
video termination from switch 112 for the record function, and audio and
video termination to switch 112 for the ad insertion function. Receiver
113 includes an audio and video termination to switch 112 for the record
function. Headend computer 114 includes link 141 (such as an RS-232 link)
to switch 112 for passing data between the switch 112 and headend computer
114, including cue tone, commercial identifier, cross point switch, and
network information.
Receiver
Receiver 113 is utilized in the record function. Receiver is tuned to the
proper satellite/transponder for commercial receipt. Receiver 113 includes
video, audio left, and audio right links 144 to switch 112 which are
terminated on one cross point location of switch 112. When recording is to
occur, switch 112 (under control of headend computer 114 via link 141)
cross connects receiver 113 to recorder/player 111 to accomplish the
record function. In one embodiment, receiver 113 utilizes existing RF
signals from a headend owned and operated satellite antenna and LNB.
In one embodiment, receiver 113 includes link 143 (such as an RS-232
connection) to headend computer 114 and is capable of receiving
instructions as to which transponder receiver 113 should be tuned to. In
an embodiment in which receiver 113 is remotely tunable, headend computer
114 is capable of adjusting the frequency of receiver 113 to allow
reception from a variety of transponders.
Headend Computer
Headend computer 114 is the controller of the equipment of headend 101.
Headend computer 114 is capable of operating more than one switch 112 and
recorder/player 111. Headend computer 114 receives the daily schedule from
central computer 115, for example, via leased or dial up telephone line.
Based upon this daily schedule, headend computer 114 determines what
commercials need to be erased from recorder/player 111 and executes
instructions to recorder/player 111 in order to erase those unneeded
commercials. Headend computer 114 also determines which commercials will
be received via receiver 113 and need to be recorded and where they should
be inserted on recorder/player 111. Headend 114 also determines the
desired satellite/transponder and tunes receiver 113 accordingly. At the
time for recording, headend computer 114 monitors switch 112 via link 141.
A commercial identifier along with timing information is passed for each
commercial being sent via satellite 120 for recording. When headend
computer 114 determines a commercial received by receiver 113 needs to be
recorded by this cable system, recorded computer 114 sends a message to
recorder/player 111 to position it at the proper recording frame. At the
proper time headend computer 114 instructs recorder/player 111 to begin
recording the received commercial and how many frames to record. Headend
114 computer counts the frames being recorded to ensure all frames are
recorded properly. This procedure is repeated for each commercial received
by receiver 13 which needs to be recorded for use by this cable system.
During the daily commercial insertion time window, headend computer 114
determines from the schedule the sequence commercials need to be played,
the network they will be played on, and the time window for the playing.
When the cue tone is passed from switch 112 to the headend computer 114,
headend computer 114 determines the correct timing for the commercial
playing and issues a play command to recorder/player 111 and a cross point
close command to switch 112. Switch 112 disconnects the network feed and
substitutes the commercial being played by recorder/player 111 and at the
same time passes the commercial frame identifiers back to headend computer
114 via link 141 as the commercial is playing. Headend computer 114 times
the commercial to determine when the commercial has finished, at which
time headend computer 114 instructs switch 112 to return the cross point
to the network. Headend computer 114 verifies what frames were sent and
develops an execution report for real time or delayed transmission to
central computer 115. This sequence is repeated for all commercials that
need to be played for a given period of time.
If a commercial does not play due to lack of cue tone or a collision,
headend computer 114 logs this information. Periodically (for example,
daily), central computer 115 communicates to headend computer 114 the
schedule for the next time period. In one embodiment of this invention,
central computer 115 communicates this information to computer 114 via a
leased or dial up telephone line. Headend computer 114 passes to central
computer 115 information indicating all commercials that played as well as
any commercials or frames that did not play per schedule. Since satellite
uplinks are relatively expensive, headend computer 114 communicates
information to central computer 115 typically over dialup or leased
telephone lines and this communication can take place at the same or
different times as does the schedule transmission from central computer
115 to headend computer 114. In one embodiment, central computer 115 makes
telephone connection with headend computer 114 to transmit the schedule
for the next time period, and then receives the reporting information from
headend computer 114 over the same communications link. In one embodiment,
hub computers 130 are installed between central computer 115 and Headend
computers 114 to be used as a Telecommunications concentrator.
In one embodiment, headend computer 114 is capable of producing a report on
a local monitor screen of the schedule of commercials for the viewing by
the local headend operator, if required.
Error Detection
Recorder/player 111 is capable of issuing a series of error messages
relating to all the commands issued by headend computer 114. Headend
computer 114 is capable of determining if there is a problem with
recorder/player 111 and, if so, informs central computer 115 immediately.
Headend computer 114 monitors the play identifier information and
determines if the process is not operating properly and immediately
notifies central computer 115 and receiver 113. All commands to switch
112, recorder/player 111, and receiver 115 are positively acknowledged by
the receiving device. Central computer 115 receives demand calls, for
example on dial up telephone lines, from headend computer 114 when there
are immediate error reports to send. Central computer 115 formats error
reports for immediate action when received from a headend computer 114.
Central Computer
Central computer 115 is the main control point, which stores all scheduling
information for all headends. In one embodiment, this scheduling
information for all headends is stored in central computer 115 for a
predetermined period of time, for example, for a rolling three month
period. All avails that are available to be sold are posted by headend, by
network, by hour. On a periodic (e.g., daily) basis central computer 115
develops a list of all commercials that need to be transmitted via the
uplink that evening. Central computer 115 transmits to each headend
computer 114 the schedule for that headend for the next time period. Each
headend 114 responds with all the information concerning the verification
and error reporting pertaining to the schedule for the prior time period.
Central computer 115 receives all record and play error reports and
formats these data for the central control personnel. The central computer
must maintain a log of every disk and what commercials reside at each
headend, and at what disk location. This will allow the central computer
to tell each headend what to erase and what to record on every day. This
will also allow the central computer to match the daily schedule with the
commercials in the field and determine what commercials need to be
transmitted that day. The central computer will direct the headend
computer where to write each commercials as part of the daily scheduling
process.
Central computer 115 also performs billing, traffic, and sales support
functions. Central computer 115 is capable of creating a bill to each
advertising agency reflecting the commercial played (affidavit), location,
network time slot, and the bill for the avail. This will be done, for
example, daily, summarized weekly, and monthly for actual bill issuance.
These billing data are also used to generate the appropriate revenue to
the multiple system operators (MSO's) reflecting the usage of their
avails.
Production Facilities
Production facility 116 is capable of periodically (e.g., daily) producing
a set of high quality tapes of all commercials that need to be transmitted
to the headends. Control information (commercial identification,
synchronization characters, start and stop recording characters) are
inserted into the commercials, as supplied by central computer 115. The
production facilities personnel are responsible for assembling the proper
tapes for transmission as directed by the central computer.
When a headend computer 114 notifies the central computer that a record
function wasn't handled correctly the production facilities and central
control personnel must determine how to best send the commercial to the
proper headend. For example, if a relatively few errors are reported to
central computer 115 by various headends, the central computer 115 may
instruct those headends to substitute a different commercial or to not
insert the erroneously received commercial at the appropriate time.
Alternatively, if many errors are noted by various headends, central
computer 115 will schedule a retransmission time during which erroneously
received commercials will be retransmitted for receiving again. In an
alternative embodiment, commercials are sent more than once and, if a
headend experiences error in receiving a given commercial during its first
transmission, it will automatically or in response to instructions from
central computer 115, attempt to record the commercial subsequently.
Uplink facility 117 is the point where, on a periodic basis, the
commercials needing transmission to the various headends are sent via
satellite 120. Central control computer 115 determines what
satellite/transponder is to be used and provides this information to
uplink 117 or to the uplink personnel. At the scheduled time, the tape
containing the selected commercials for transmission to the various
headends is uplinked to the correct satellite/transponder.
In one embodiment, commercials are given a unique eight character
identification. This identifier is used for scheduling and for the uplink
record processing. The eight character code is inserted in each commercial
for future reference. The central computer stores these data in a data
file which also contains the name and address of the advertiser and the
date the commercial was submitted. Control information about storage is
also conveniently included in this data file.
Each advertising agency is assigned a unique identifier. This identifier is
associated with a commercial used in a particular avail (for billing
purposes). The data includes the advertising agency name, address, and any
special billing information. All summary billing information utilize this
identifier to associate bills to the proper agency.
Once a commercial is complete (30 frames per second for the commercial
length), the eight character commercial identification is inserted in the
vertical interval of the standard NTSC TV signal. These data are used to
verify the playing of the commercial on the correct network at the correct
time. For recording purposes, the production personnel also add control
characters at the beginning and end of the commercial. These control
characters are not part of the commercial that will play on the network.
Rather, they are stripped off at the headend by the recording process.
The invention now being fully described, it will be apparent to one of
ordinary skill in the art that many changes and modifications can be made
thereto without departing from the spirit or scope of the appended claims.
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