This innovative Ad system combines both the program stream (e.g. DVB transport stream) and AddTV data stream from an AddTV server at the headend. The data stream can be any format of multi-media such as image, text, voice, music, video and interactive software. The AddTV content is then played out with a digital set-top receiver (or set-top box) programmed with AddTV software and displayed as an icon/ message overlaid with the TV program on the TV screen. Subscribers can interact with the overlaid icon / message using a remote control and open up a full page of content related to the ad. The following figure further illustrates the work flow.
The AddTV system is non-interruptive, local-interactive and micro-scale in nature and thus boasts to generate new revenue stream completely different from ad insertion. The system allows operators to define and set the conditions of ad play-out to a limited group of TV channels.
The AddTV system can be based on cloud computing, where only Ad Server and AMS (Advertisement Management System) client are located at operator’s site to minimize the complexity and costs for operators. Ad contents are stored at the Ad Server, and are delivered according to the confirmed schedule. The AMS server is used to handle system configuration, Ad channel assignment, account management, Ad scheduling, Ad editing, and statistics. The following block diagram shows the system architecture.