Abstract
Large U.S. CATV Operators (MSOs) are developing bandwidth-saving strategies to
support new services in 2007 to 2010, as a means to anticipate new competition
from Satellite, IPTV (or Telco TV) and Internet Video. Using Digital
Simulcast, Switched Video, Statmuxing, G-QAM Usage, Reclaiming Analog
Channels, and Node-Size Reduction as part of their arsenals, MSOs have already
installed testbeds and trial operations as a means to enhance their
operational and revenue-generating capabilities. The new report from MRG,
"CATV Infrastructure: Assessing Strategies & Forecast" provides in-depth
analysis and unit/revenue forecasts for strategic cap-ex outlays anticipated
by US MSOs using these and other strategies.
Table of Contents
1. Executive Summary
- 1.1 Switched Digital Video Applications
- 1.2 Switched Video Architecture
- 1.3 Costs of Deploying Switched Video
- 1.4 MSO' s Application Priorites for Switched Video
- 1.5 Switched Video Applied To Targeted Regional And Addressable Advertising
- 1.6 Business Model of Local Ad Sales
- 1.7 Switched Video Applied to Long-Tail Content Delivery & HD
- 1.8 Conclusion - Executive Overview
2. Market Overview and Forecast For Switched Video
- 2.1 Introduction and Scope of Study
- 2.2 Switched Video Concept
- 2.3 Strategies and Options For Extending Bandwidth
- 2.3.1 Statistical Multiplexing
- 2.3.2 Digital Simulcasting and Analog Reclaim
- 2.3.3 Switched Video - As Defined In Earlier Section
- 2.3.4 Capacity Plant Upgrade
- 2.3.5 All Analog Migration (Through Set-top Box Upgrades)
- 2.4 MSO' s Roll-Out Plans And 2006-2008 Market Forecast Of Switched Video
- 2.5 MSO' s Application Priorities For Switched Video
3. Switched Video Architecture
- 3.1 Conventional Switched Video Architecture
- 3.2 VBR-Based Alternate Switched Video Architecture
- 3.3 Costs Of Switched Video Deployment
- 3.3.1 Cost Of Deploying Switched Video
- 3.4 Cost Of All Digital Node Migration Through Set-top Box Replacements
- 3.5 Equipment Market Forecast For Switched Video - 2006-2008
- 3.6 Switched Video Vendors
4. Applying Switched Video To Addressable And Regionally Targeted Advertising
- 4.1 Use Of Switched Video For Regional And Addressable Ads
- 4.1.1 Definitions - Local Advertising, Regional Targeted Advertising
- 4.1.2 Local Avail Inventory
- 4.1.3 Range Of Local Ads
- 4.1.4 Main Advertisers For Local Avails
- 4.2 Best TV Programs For Local And Regionally Targeted Inserts (Table
Rankings 1-6)
- 4.2.1 Pros and Cons and Issues of Regional Targeted Advertising
- 4.3 Addressable (Individualized) Advertising
- 4.4 Technology Alternatives To Deliver Addressable Advertising
- 4.4.1 Switched Video
- 4.4.2 Flash Memory In Set-top Box
- 4.4.3 Dedicated Ad Stream And Set-top Box Switching
- 4.5 Architecture For Addressable Advertising
- 4.5.1 Usage/Planned Usage Of Addressable Ads Among Cable MSOs
- 4.5.2 Best TV Programs For Addressable Advertising
- 4.5.3 Pros And Cons Of Addressable Advertising
- 4.6 Business Models For Local Advertising
- 4.6.1 Local Ad Insertion Supply Chain
- 4.6.2 Sales Models For Selling National/Local Ads
- 4.6.3 Local Ad Inventory Distribution
- 4.6.4 Revenue Of Local Ads Per Zone
- 4.6.5 Impact of Viewer Logs On Ad Placements And Pricing
5. Switched Video Applied To Long-Tail Content Delivery
- 5.1 Definition
- 5.2 MSO' s Plans Using Long-Tail Content Delivery
- 5.3 Types of Long-Tail Content Used Or Considered
- 5.4 Revenue Perspective Pros And Cons For Long-Tail VOD
6. Conclusions
7. Appendix
- 7.1 Appendix 1 - Vendor Profiles
- 7.1.1 Scientific-Atlanta
- 7.1.2 Tandberg
- 7.1.3 Harmonic
- 7.1.4 C-Cor
- 7.1.5 BigBand
- 7.1.6 Terayon
- 7.1.7 RGB
- 7.2 Appendix 2 - Local Avails By Cable Netowork
- 7.3 Appendix 3 - Costs Of Node-Splits And Upgrades To Switched Video
Table of Figures
- Figure 1-1: SDV Architecture - Upgrading a Digital Node to Switched Video
- Figure 1-2: Costs to Upgrade to Switched Digital Video
- Figure 2-1: Switched Video Concept
- Figure 2-2: MSO' s Options and Strategies for Bandwidth Reclamation
- Figure 3-1: SDV Architecture - Upgrading a Digital Node to Switched Video
- Figure 3-2: Switched Digital Video Over RGB' s VBR Architecture
- Figure 3-3: Costs to Upgrade to Switched Digital Video
- Figure 4-1: Network Topology for Local Advertising
- Figure 4-2: Configuration of Local and Addressable Advertising
- Figure 4-3: Addressable Linear Ad Insertion at the Node, Using Switched
Digital Video
- Figure 4-4: Business Model for Regional Ad Insertion
Table of Tables
- Table 1-1: Switched Video Market Roll-Out Plans by MSO - 2006-2008 % of
Subscribers Homes Passed with Switched Video Access
- Table 2-1: Switched Digital Video Strategy by MSO
- Table 2-2: Switched Video Market Roll-Out Plans by MSO - 2006-2008 % of
Digital Subscribers with Switched Video Access
- Table 2-3: Priority of Switched Video Applications, By MSOs
- Table 3-1: Switched Video Equipment Market
- Table 3-2: Key Differentiators and Pricing of Switched Video Vendors
- Table 4-1: Top 10 Cable Advertising Vertical Categories
- Table 4-2: MSO' s Plans for Addressable Advertising
- Table 4-3: MSO' s Perspectivies on Issues with Addressable Advertising
- Table 4-4: Advertising Operations of Various MSOs
- Table 4-5: Sample Ratings of Prime-Time Programs
- Table 4-6: Worksheet of Ad Revenue Per Zone
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