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Cable Technology Feature Article

September 25, 2008

San Bruno Cable Deploys RGB Networks's Products

By Arun Satapathy, TMCnet Contributor

RGB Networks today announced that San Bruno Cable, a municipally-owned telecommunications company, has deployed its products to upgrade its digital video network that includes digital local advertising insertion and migration to a completely digital network.
San Bruno has so far deployed three of RGB’s products for its digital headend upgrade: the Broadcast Network Processor (News - Alert) (BNP), the Simulcast Edge Processor (SEP) and the Modular Media Converter (MMC).
“RGB’s advanced products have allowed us to upgrade our system so that we can provide the absolute best in digital video to our customers,” said Tenzin Gyaltsen, cable television director with San Bruno Cable. “In addition, RGB’s unparalleled customer service and support has allowed us to deploy their products easily without taking our focus away from our customers. We also transitioned from a legacy ad insertion system to an all-digital platform through use of their Broadcast Network Processor, which has proven to be a very good business decision.”
RGB’s BNP performs seamless ad insertion in addition to its other capabilities. The multi-function product and simple licensing model allow operators to immediately deploy the BNP for grooming custom channel line-ups, improving bandwidth efficiency via transrating and to support other critical applications, and to then implement local ad insertion when they are ready. This helps the operators to earn more from local advertising, from which U.S. cable operators had earned more than $4.7 billion last year.
For digital network upgrade, San Bruno Cable is using RGB’s MMC to aggregate channels delivered to the company’s headend via satellite. The BNP then combines these with off-air channels and then translates them all in order to reduce the bandwidth requirements of each program without affecting picture quality. The BNP then inserts local ads into available advertising slots on the available programs. Finally, San Bruno Cable uses the SEP at the edge of their network to decode the digital programs to analog in order to support its analog subscribers.
“San Bruno’s success demonstrates how RGB’s products can be used as an integrated solution that helps operators of all sizes to deliver the best quality digital video to their subscribers, streamline their networks and generate or maintain local advertising sales revenues,” said Lou Mastrocola, vice president of sales for RGB.
“Products like the BNP allow San Bruno Cable to affordably deliver advanced digital video services, including digital local ad insertion, an important component of the revenue equation, as smaller cable operators transition to all-digital systems. Revenues are growing nicely and U.S. operators are projected to earn more than $5.1 billion this year thanks to local advertising.”

Arun Satapathy is a contributing editor for TMCnet. To read more of Arun's articles, please visit his columnist page.

Edited by Eve Sullivan