1. www.adtecinc.com Private Video Networks Developed By: Ron Johnson, VP of Marketing

2. www.adtecinc.com What is a Private Video Network? A group of video receiving or playback capable devices that receive content from one or more points.

3. www.adtecinc.com Why is a PVN used? Usually such networks are developed for the dissemination of video information to remote users. Usually, this is done for marketing, education, training, or security purposes.

4. www.adtecinc.com The technology used in a Private Video Network usually consists of hardware and software related to the distribution, and sometimes the recording and playback, of audio/video content. A video receiving or playback device may be: a TV, VCR, DVD, PC, PVR, embedded DVP. What technology is used to create a PVN?

5. www.adtecinc.com A. Via a sneekernet, snailmail, or a private shipping service (UPS or FedEx), that sends tape, CD, DVD, or some other type of attachable, recyclable, or disposable storage. B. Ethernet C. Satellite distribution usually involves the use of some type of server to push out the content via the network. Such servers usually use some type of software to help manage the manual or automated distribution of content. Hardware like encoders, encapsulators and satellite uplink technology is also used. Content is usually sent to these devices 3 ways:

6. www.adtecinc.com Distribution of video as an MPEG format If content is to be distributed as some type of digital file, then equipment needed to convert audio/video content into that file format is required. The most common format is MPEG. The letters MPEG stand for the Moving Picture Experts group. It is the name of family of standards used for coding audio-visual information (e.g., movies, video, music) in a digital compressed format. The most widely used standard for commercial applications is MPEG 2. For more information on this standard check out www.mpeg.org.

7. www.adtecinc.com Most MPEG 2 distribution over Private Video Networks utilize a set of rules to aid in the dissemination of data. These rules have been established in the form of the following protocols: TCP/IP, FTP, and UDP. Let’s take a look at each of these protocols. Distribution and protocols

8. www.adtecinc.com TCP/IP TCP/IP stands for Transmission Control Protocol/Internet Protocol. TCP/IP is a name given to the collection (or suite) of networking protocols that have been used to construct the global Internet. IP - is responsible for moving packet of data from node to node. It is an addressing mechanism. TCP - is responsible for verifying the correct delivery of data from client to server. Data can be lost in the intermediate network. TCP adds support to detect errors or lost data and to trigger retransmission until the data is correctly and completely received. TCP/IP is at the core of all Internet traffic. It allows data to be sent reliably from point A to point B.

9. www.adtecinc.com FTP Such is true with the File Transfer Protocol or FTP. It provides a set of rules from sending a file, like a music video, from point A to Point B. FTP relies on TCP/IP technology to send a file from one point to another.

10. www.adtecinc.com If you want to send a file from one point to many points, TCP and FTP won’t do the job. Instead, you will want to use User Datagram Protocol (or) UDP technology. UDP depends on IP to move packets around the network on its behalf. It does not guarantee to actually deliver data to a destination or to a destination in the order in which it were sent by the source; nor does it guarantee that only one copy of the data will be delivered to the destination. However, UDP does guarantee data integrity, and it does this by adding error checking technology to the data before transmission. UDP

11. www.adtecinc.com Although UDP can be used in a unicast mode, in a Private Video Network, it is normally used in a multicast mode. That means that data is sent from one site to many sites. Although multicasting can be done on a traditional terrestrial Ethernet network, it is often not used because most networks don’t allow multicast transmissions. Doing so would use up to much bandwidth, so such transmissions may be blocked. However, when data is transmitted via a satellite based network, multicast technology is often used. That is because in such a system you typically allocate a predetermined limit of the amount of bandwidth that may be used. UDP in multicast mode

12. www.adtecinc.com How might we set up a PVN? To determine what a PVN designed to fit your needs might look like, we first have to ask some basic questions. A.How often are we going to distribute video content via the network? B.How much information are we going to distribute? C.How quick do we want information to be distributed? D.How many sites do we have to distribute information to? E.Will all sites receive the same information? F.What will be our distribution cost?

13. www.adtecinc.com Considerations in the set up a PVN These questions are interrelated. For instance, if we have no money for distribution, then it makes no difference what distribution method we use. Also, if information has to be update to many sites several times a day, then overnight delivery of CDs or DVDs won’t be possible. However, if only 15 minutes of video information must be updated one time a month at all sites, then CD or DVDs could be used.

14. www.adtecinc.com Let us assume that the management at Adventure Shoes, a group of shoe stores, has determined that there is a need for the establishment of a Private Video Network for distribution and playing of video material in their shoe stores. The material will be used to entertain guests and to enhance the ambiance of the store so as to improve the shopping experience. Some music videos will play interspersed with some commercials deigned to educate and inform potential customers. In this application, it has been determined that there will be the need to upload about 15 to 20 minutes of new video material per week. Distribution will be done to approximately 125 sites scattered across the US. A cost analysis be done and it has been determined that the best way to distribute content will be via satellite. The home office of Adventure Shoes is located in Dallas Texas. From there, the companies in house production facility will create the video content that will be sent to each shoe store. The same material will be sent to all stores. Video material will play in each store from 10:00 AM to 9:00 PM. A PVN Scenario

15. www.adtecinc.com A PVN Scenario The management of Adventure Shoes decides, that in addition to playing commercials and music videos, they want to be able to play video material designed to train employees on how to better do their job. They also want to open a corporate communications channel for employees so that management can update store managers and employees about corporate goals, policies, and activities. Now that all corporate objectives have been defined, let’s take a look at what the architecture of this system might look like.

16. www.adtecinc.com A PVN Scenario A product that can allow the live playing of video sent via satellite along with the playback of video sent in a store forward fashion is needed. Several products are available to do this. Some have integrated satellite receivers and some use a receiver that allows data to be received and stored on a computer based server. Before any unit is sent into the field, content will be loaded onto each playback device. In addition, a broadcast schedule designed to play content at the desired time will be loaded into each unit. Because the shoe stores are located all over the country, each must be configured to take into account the time zone that they will be placed in. Once deployed, all units will start playing back video until new content is received via a satellite feed.

17. www.adtecinc.com A PVN Scenario To distribute prerecorded content to all its stores, the production facility at Adventure Shoes will encode new program content and place it on a distribution server for automatic delivery to the units in the field. The distribution server is located at the Teleport (which is the satellite uplink facility) in Miami, FL. Content is sent to the distribution server via an FTP session that is manually initiated as needed. A bonded T1 line is used to transmit the data. It allows transfer speeds of about 3 Mbps to be achieved. Such is needed when live transmissions are made. Live feeds originate from the corporate office in Dallas, stream to the Teleport, and are then sent via satellite to all sites.

18. www.adtecinc.com A PVN Scenario Receivers and players in each location can decode the live feed or store it for playback at a later time. It should be noted that each store has the capability of manually playing any video held on the hard disk drive of the playback unit on demand through use of a simple PC application. Once the video is seen, the unit reverts back to the default schedule. This allows employees to watch training videos when needed.

19. www.adtecinc.com A PVN Scenario Each store has a receiver and video player/server, a satellite receiver on the roof of the store, and three 32” TV monitors. TV monitors were selected over flat panel displays because management felt that the TV monitors were more cost effective. The monitors all play the same content. Audio for the video material is limited to speakers attached to the monitors. Each store receives installation by a system integrator accustomed to doing nation wide installs.

20. www.adtecinc.com A PVN Scenario At the Teleport you will find several pieces of equipment that is needed in order to meet the needs of Adventure Shoes. A server to manage the automated distribution of content will be used in this application. All prerecorded content will be sent from the corporate office to the distribution server via an FTP session. Content will pass from the FCMP server through an ASI Multiplexor (mux). The mux will encrypt and encapsulate all files. Encapsulation is the process of organizing data so that units in the field, equipped with satellite receivers, can decode and store the data.

21. www.adtecinc.com A PVN Scenario Like prerecorded content (and encoded content), live streams will also pass through the mux. Note, that streams will have to come in the encoder as analog video feeds, so that they can be output as ASI streams. In some cases, streams that are already in an ASI form can go directly into the mux as an ASI stream.

22. www.adtecinc.com A PVN Scenario

23. www.adtecinc.com A PVN Scenario After all the equipment to deploy and receive video content is installed, the Private Video Network for Adventure Shoes will be up and running. After that, new programs and technical improvements can be made as needed. For instance, once live streams are flowing to remote sites, they can be interrupted so that commercials can be insert into the stream. The concept of inserting a digital file into a digital stream is called Bit Stream Splicing. Bit stream splicing is being done in traditional cable headends. It is a concept that is starting to get popular. It is a concept that will move into PVN and related applications. The reason it is done is because it allows local ad inserts to occur into a program that is broadcasting nation wide.

24. www.adtecinc.com Bit stream splicing & Narrowcasting Bit stream splicing techniques will help to push the concept of the Private Video Network allowing content that has mass appeal to be restricted to a vertically defined market. The concept of sending content to a well defined vertical is typically referred to as narrowcasting.

25. www.adtecinc.com Digital Signage Networks As the concept of developing Private Video Networks to leverage narrowcasting opportunities grows, you will see more Digital Signage Networks deployed. Typically, such networks use display devices like plasma screens or projectors to enhance a visual merchandising or marketing program. Although some signage networks use a lot of full motion video, most use little full motion video that is updated on a regular basis. Instead, still images with graphic overlays are used. Updating graphics and still images are far less demanding in terms of bandwidth.

26. www.adtecinc.com PVN in surveillance & security applications As bandwidth becomes more available, Private Video Networks will be developed to provide surveillance functions in security applications. Such networks are already being deployed for military and law enforcement uses. They are also being deployed in day care centers and to show what traffic conditions look like on major roadways.

27. www.adtecinc.com PVN for training & marketing applications As Private Video Networks are deployed for training or marketing activities, the need to verify that certain programs actually arrive at the selected destination and play according to schedule will arise. Commercial insertion technology uses program verification technology to track when commercials play. This technology can also be used in training applications to show that a certain program was selected for viewing.

28. www.adtecinc.com Conclusion As bandwidth, distribution technology, and playback equipment improves and becomes more cost effective, the use of Private Video Networks will increase. Presented By: Ron Johnson, VP of Marketing Adtec Digital 408 Russell Street Nashville, TN 37206 Phone: 615-256-6619, Ext. 117 Fax: 615-256-6593 Email: ronj@adtecinc.com@adtecinc.com