2025 BEITC Proceedings

Asynchronous Sharing of Media Essence Data in Software Defined Workflows  - $15

As media workflows migrate to open-source software-defined frameworks consisting of a collection of containerized applications running as processing nodes on a cluster of commercial-off-the-shelf (COTS) servers, there is a need for these distributed application processes to asynchronously share media essence data in the most efficient and secure way possible without going back to the baseband transport. This sharing of media essence data is complicated by the fact that some applications perform graphics processing unit (GPU) processing requiring the essence data to be in GPU memory while others perform media processing on the central processing unit (CPU) requiring the essence data to be in system memory. Several technologies exist for such sharing of media essence data between processes on different compute nodes of a cluster so the ultimate solution needs to support multiple transports with an application layer API that support initiating and terminating communications. We compare the various techniques and demonstrate how they can be used within a platform available today for the easy development and deployment of distributed media process pipelines for transcoding and AI applications.

Gareth Sylvester-Bradley | NVIDIA Development UK Ltd | Reading, United Kingdom
Pravin Sethia | NVIDIA Graphics Pvt Ltd | Pune, Maharashtra, India
Thomas True | NVIDIA Corporation | Santa Clara, Calif., United States

Broadcast and Digital out of Home (DOOH) A Convergence Thru Datacasting - $15

The digital advertising landscape is evolving, and with it, the lines between broadcast TV and DOOH are blurring as both platforms are experiencing similar needs and similar challenges. Even though broadcast is a “Lean Back” experience and DOOH is a “Passing By” experience, both need to effectively communicate their messages with minimal disruption to a person’s day. Delivering the right message to the right person at the right time is timeless and the technology available today is making this easier to do than ever before.

This paper examines the integration of dynamic content delivery via datacasting to enhance audience engagement in Digital Out of Home (DOOH) advertising. Our approach involved preloading a diverse array of content onto edge devices using datacasting technology, which was then tailored to real-time audience presence using computer vision analytics (CVA). We mixed DOOH ads with broadcast content to create a more engaging viewer experience, focusing on contextually relevant messaging based on second- and third-party data like location analytics and behavioral science insights.

Key methods included the use of multi-zone presentations, conditional content playout based on audience demographics, and the measurement of engagement through metrics like Gaze Through Rate, Session Time, and Attention Time. Trials were conducted at various high-traffic events from 2023 to 2025, where we observed the impact of content type, format, and relevance on audience interaction.

Results indicated that content that was daily updated or event-specific significantly increased audience capture and engagement. However, challenges included managing content frequency to avoid fatigue and ensuring relevance without infringing on privacy or trust. The paper discusses the potential of datacasting in not only improving DOOH but also in transforming traditional linear TV into a Connected TV (CTV) platform, suggesting a convergence that could benefit both advertising platforms.

We conclude that while datacasting provides a promising method for enhancing DOOH effectiveness, further research is needed in areas like privacy protection, content optimization, and the integration of generative AI for ad personalization. The study paves the way for future explorations into more efficient, audience-centric advertising strategies in public spaces.

Ted Korte | USSI Global | Melbourne, Fl., United States

Broadcasting Without Boundaries: Seamlessly Integrating EAS into Virtualized Air-Chains  - $15

The term “virtualization” is the current big buzzword in the broadcast industry. Virtualization is seen as a path to help reduce infrastructure and maintenance costs and system complexity. Virtualization technology opens new possibilities that could provide cost savings and new functionalities, but virtualization has its limits. Not every application is well-suited to run on a virtual machine. This is particularly the case when there is a complex matrix of regulatory, security, and operational considerations with which to contend. The Emergency Alert System (EAS) is just such an environment. In this paper, we present the solution to integrating EAS operations into the modern virtual environment while maintaining the integrity of EAS message delivery and adhering to the range of FCC regulatory requirements.

First, we review the current configurations of EAS message presentation in various broadcast environments, representing radio and TV transmission chains. By comparing these workflows, one can better understand the issues and solutions available between these two examples. To wit, the modern television air chain has been using IP messaging elements for years. Radio is just now catching up but still faces unique challenges to ensure EAS messages are correctly presented.
Second, we outline an architectural approach supporting virtualization, which involves distributing tasks between advanced EAS edge devices, virtualized applications, and centralized cloud servers. Dedicated edge appliances in this virtualized architecture serve as specialized hardware platforms explicitly designed for the required emergency alerting tasks while seamlessly interfacing with the virtualized broadcast system and supporting other cloud-based services. Overall, dedicated EAS edge appliances continue to play a critical role in enabling the deployment of virtualized workloads at the edge.
We outline and discuss many key benefits and pitfalls, such as:
Streamlined Infrastructure
More efficiently integrating EAS functionality into existing systems.
Demonstrate how a single network connection links the EAS system to automation systems and encoding/transmission equipment, reduces equipment footprint, and simplifies system design.
Flexibility and Scalability
IP-based workflows allow more options for device placement to modernize operations.
Working across multiple encoding systems eliminates separate units for each program stream.
Improved Efficiency
Streamlining air chains reduces points of potential failure.
Configuration is simplified, requiring only a network connection between systems.
Enhanced Alert Distribution
Improved efficiency increases the reliability of alert distribution, which is critical to viewers and listeners.
Geotargeting of alerts ensures they are correctly routed to specific areas.
Costs — Savings or Spending
Are these implementations a lower-cost alternative, or will they ultimately cost more over the long term?
Future-Proofing
How this approach allows for easier integration of newer, higher-performance equipment while maintaining emergency alert capabilities.
The flexible nature of IP-based systems ensures compliance with current and potential future FCC regulations.
Finally, we will summarize with real-world examples showcasing various facilities that have deployed these workflows.

Bill Robertson, Ed Czarnecki | Digital Alert Systems | Lyndonville, N.Y., United States