In Broadcast - September 2013 - 61

ISSUE 23 - SEPTEMBER 2013 | WWW.INBROADCAST.COM

I N T E R N A T I O N A L

N E W S

InFILE

New Wave For Ad Insertion Technology
By Walter Capitani
Vice President, Product Management,
International Datacasting

T

here’s been a growing bright
spot in the future of radio
broadcasting of late. Industry
experts are predicting a resurgence
of radio advertising due to the
inclusion of radio receivers in smart
phones. This could potentially add
millions of new radios to the market.
Radio broadcasters who wisely
incorporate new technology and
strategies into their business model
increase their odds of riding that new
wave of radios to future success.
Technologies that are already
available allow radio broadcasters
to send select ads to speciﬁc regions
or speciﬁc receivers, time-shift live
programming, lower costs through
shared hub support, and reduce
bandwidth consumption.
Our second generation of the STAR
Pro Audio™ solution opens up new

revenue generating opportunities
for radio networks by providing
localised ad insertion. The new
platform also enables time-shifting
functionality, allowing broadcasters
to play the right content at the
desired time. Broadcasters can now
seamlessly adjust for time zones
and rapidly adapt to conﬂicting live
programming schedules.
It also lowers per-channel costs
through shared hub support and
also uses up to 70% less bandwidth
compared to legacy solutions.
With this next generation of STAR,
radio broadcasters can look forward
to two important things – boosting
revenue and lowering operating
expenditures. The platform increases
advertising revenues because it
enables highly localised ad insertion.
The ability to sell more targeted ads

Targeted ad insertion solution for radio broadcasters

means more revenue opportunities
across the entire network.
STAR includes a copy split
capability that allows operators to
send select ads to speciﬁc regions
or specific receivers. Audio files
stored in the receiver can be inserted
into live or recorded programming.
Cost savings are realised through
shared hub support which enables
multiple radio networks to share
one four-channel receiver instead of

having each network deploy its own
standalone, single channel receiver.
Also, STAR Pro Audio requires just
120 kHz space segment for stereo,
as opposed to 400 kHz for legacy
systems, resulting in cost savings.
We’re conﬁdent radio professionals
who visit our IBC booth will recognise
our platform’s ability to boost
advertising revenues, increase
operational flexibility, and lower
operating costs.
61

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