Zixi Market Switching

Standards-Based IP Stream Switching for Broadcast Distribution

As the industry shifts from satellite to IP-based content distribution, broadcasters need a reliable way to replicate traditional blackout and market-based switching workflows, essential for enforcing content rights. Traditionally, all the network and content feeds were transmitted over satellite to Integrated Receiver Decoders (IRDs), with commands also delivered via satellite to select the appropriate feed at the destination. However, replicating this approach one to one in an IP environment isn’t feasible, as sending all feeds to all IRDs would require excessive bandwidth and computational resources, making it economically impractical.

The Zixi Software Defined Video Platform (SDVP®) enables all switching to be managed in the cloud, governed by ESNI scheduling and policy control. It ensures that only the required feeds reach each receiver, significantly reducing egress and compute costs, which lowers the total cost of ownership (TCO) for content providers. Additionally, this approach offers opportunities for advanced customization, allowing providers to tailor feeds with unique branding and SCTE messaging to help support distribution agreements.

Transform Your Broadcast Distribution with Zixi SDVP®

What is ESNI?

ESNI (Event Scheduling and Notification Interface) is a framework that manages and automates event-based switching and feed distribution across IP networks. The SDVP utilizes ESNI coordinates when and where specific video feeds are delivered, allowing for precise control of content distribution based on time, region, and contractual requirements, which are critical for enforcing content rights and the monetization of content. ESNI relies on SCTE224 to communicate key events, notifications, and policies within video streams, particularly in IP-based broadcasting and streaming workflows. The policies for events can be triggered by SCTE 35 messages or based on wall clock time.

What is POIS?

The Placement Opportunity Information Service (POIS), also known as SCTE 130 Part 5, enables the application of business rules to advertising inventory. This allows for the customization of SCTE 35 messages, which are used in downstream dynamic ad insertion and linear feed decoration. The SDVP communicates the SCTE 35 messages to POIS servers using the ESAM API, and is able to manipulate the SCTE 35 messages in the stream as requested by the POIS server.

What is ESAM?

ESAM (Event Signaling and Management API) is a standard interface used primarily for dynamic ad insertion (DAI) and content management in live and VOD (video on demand) workflows. It’s especially relevant as broadcasters transition to IP-based and hybrid environments where targeted and personalized streaming and broadcast becomes a key revenue opportunity. The SDVP supports the ESAM interface for customers and workflows that have their own ESNI and POIS implementations, and a requirement to switch streams from a third-party schedule and policy. The ESAM interface allows SCTE signalling decisions to enable targeted and regional advertising capabilities utilizing a POIS Server.

Key Functions of the SDVP with ESNI, ESAM and POIS in Broadcast

  • Scheduling Control: Zixi enables broadcasters to pre-schedule the delivery of specific feeds based on regional blackout rules, licensing agreements and live event timing. This means that content can be automatically routed to the correct location and only at specified times.
  • Dynamic Feed Switching: ESNI Integration into the SDVP facilitates real-time switching between feeds based on pre-set conditions or manual triggers. For instance, during a live sports event, the SDVP platform can automatically switch to a backup feed or replace a primary feed with a localized version if needed.
  • Resource Optimization: By managing which feeds are sent to specific destinations, the SDVP optimizes bandwidth usage and minimizes compute loads, crucial for cost efficiency. This approach prevents the need for all feeds to be continuously transmitted to all destinations, as is typical in traditional satellite delivery.
  • Rights and Content Compliance: The SDVP with ESNI is central to enforcing content rights by limiting where and when feeds are accessible based on geographical or contractual restrictions. This is mandatory for regionalized content delivery, such as adhering to blackout requirements for sports events or providing localized ad insertions.
  • Enhanced Viewer Experience: Broadcasters can use Zixi to ensure the delivery of region-specific content, branding, and messages like SCTE signals for ad markers. This customization helps tailor the viewing experience to meet regulatory standards and audience expectations for localized content.
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ZEN Master Control Plane 

ZEN Master serves as the live video orchestration and telemetry control plane that empowers Zixi users to manage large-scale configuration and monitoring of the Zixi Enabled Network, Zixi’s live streaming platform connecting 1400+ customers along with the 400 integrated devices and appliances. Channel target switching within ZEN Master is utilized for both blackout switching and program substitution.

Using the SDVP with ESNI and POIS, broadcasters can leverage cloud-based infrastructure to execute precise, policy-based stream switching and/or customizes SCTE 35 messaging for advertising insertion over IP. This setup not only reduces total cost of ownership but also adds flexibility and scalability that traditional satellite-based systems lack.

SDVP ESNI and POIS with ESAM Interface

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