VERANCE DVB-TA Manual 

DVB/HbbTV Webinar: Using Targeted Advertising on Broadcast Television, Part 2 April 28, 2021 Looking Forward: DVB-TA using Watermarking

Participating Operators can use DVB-TA signalling to activate their TA-enabled STBs DVB-TA using Participating Operator Equipment (“vertical” market) HDMI connection DVB-TA signalling translated or used by operators

Participating Operators can use DVB-TA signalling to activate their TA-enabled STBs DVB-TA using Broadcast (“horizontal” market) HbbTV TA televisions can use DVB-TA signalling received from broadcast HDMI connection DVB-TA signalling translated or used by operators DVB-TA signalling delivered directly to HbbTVs

Participating Operators can use DVB-TA signalling to activate their TA-enabled STBs DVB-TA using Watermarking HbbTV TA televisions can use DVB-TA signalling received from broadcast HDMI connection DVB-TA signalling translated or used by operators DVB-TA signalling delivered directly to HbbTVs HbbTV TA+ADB2 televisions can use DVB-TA signalling received via watermarking through Non-Participating Operator Equipment HDMI connection DVB-TA signalling delivered via watermarking

Many Viewers are Reachable Only with Watermarking DVB Study Report Estimates, 2018 Denmark >30% Australia >10% France >30% Sweden >70% Finland >30% Singapore >30% Italy >15% Spain >15% Norway >30% UK >30% Germany >20% Poland >50% Netherlands >70%

Consumer Receiver Operator Broadcaster Playout System Automation System Manual Control VANC Injector Scheduling System Watermark Embedder IP SCTE 104 HD-SDI HD-SDI SCTE 104 DVB TS WM Transcoder / Multiplexer STB / PVR DAS App HDMI WM Application Server IP Encoder / Multiplexer HD-SDI WM SCTE 104 Broadcaster Deployment Model for Watermarking ► Standards-based audio and video watermarking passes through all legacy equipment and interfaces ► Watermarks enable DAS app discovery, frame-accurate timeline, and stream event delivery ► Watermark capabilities are supplemented by broadcaster-controlled application servers Generates TA signalling

Consumer Receiver Operator Broadcaster Playout System Automation System Manual Control VANC Injector Scheduling System Watermark Embedder IP SCTE 104 HD-SDI HD-SDI SCTE 104 DVB TS WM Transcoder / Multiplexer STB / PVR DAS App HDMI WM Application Server IP Encoder / Multiplexer HD-SDI WM SCTE 104 Broadcaster Deployment Model for Watermarking ► Standards-based audio and video watermarking passes through all legacy equipment and interfaces ► Watermarks enable DAS app discovery, frame-accurate timeline, and stream event delivery ► Watermark capabilities are supplemented by broadcaster-controlled application servers Converts TA signalling into watermarks and broadband messages

Consumer Receiver Operator Broadcaster Playout System Automation System Manual Control VANC Injector Scheduling System Watermark Embedder IP SCTE 104 HD-SDI HD-SDI SCTE 104 DVB TS WM Transcoder / Multiplexer STB / PVR DAS App HDMI WM Application Server IP Encoder / Multiplexer HD-SDI WM SCTE 104 Broadcaster Deployment Model for Watermarking ► Standards-based audio and video watermarking passes through all legacy equipment and interfaces ► Watermarks enable DAS App discovery, frame-accurate timeline, and stream event delivery ► Watermark capabilities are supplemented by broadcaster-controlled application servers TA is performed under broadcaster DAS App control, discovered via watermarking

Consumer Receiver Operator Broadcaster Playout System Automation System Manual Control VANC Injector Scheduling System Watermark Embedder IP SCTE 104 HD-SDI HD-SDI SCTE 104 DVB TS WM Transcoder / Multiplexer STB / PVR DAS App HDMI WM Application Server IP Encoder / Multiplexer HD-SDI WM SCTE 104 Broadcaster Deployment Model for Watermarking ► Standards-based audio and video watermarking passes through all legacy equipment and interfaces ► Watermarks enable DAS App discovery, frame-accurate timeline, and stream event delivery ► Watermark capabilities are supplemented by broadcaster-controlled application servers Watermarks are supplemented with broadband signaling

Standardization status ► ATSC A/334 “Audio Watermark Emission Specification” ► ATSC A/335 “Video Watermark Emission Specification” ► ATSC A/336 “Content Recovery in Redistribution Scenarios” ► DVB Blue Book A/178-1 Rev. 1 “Dynamic substitution of content in linear broadcast” (2/2021) ► ETSI TS 103 464 v1.2.1 (2020-05) “Hybrid Broadcast Broadband TV: Application Discovery over Broadband” ► ETSI TS 103 736-1 v1.1.1 (2020-06) “Hybrid Broadcast Broadband TV: Targeted Advertising; Part 1: Functional requirements” ► Revisions to ETSI TS 103 464 to support DVB-TA using watermarking are in preparation for publication by HbbTV in Summer 2021.