CATV Infrastructure: Assessing Strategies & Forecast

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
  • 4.3.1 Definition
• 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

• 7.1 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

• 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 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