Home > News Post for Crystal After Hours > What is SCTE 35 – And Why is it the Future of TV?
Robert Bell - June 9, 2017
Metadata is key to the future of television. The SCTE 35 metadata standard has been used in cable and broadcast for more than two decades to signal the start of local advertising breaks. It has evolved over the years to also enable signaling for dynamic ad insertion, content replacement, start over, look back and DVR functionality for OTT distribution to multiple screens. But, there are now so many ways to signal the same thing that no two providers use the same signaling markers! The situation has become so bad for one OTT player – Hulu – that the company has actually disabled processing of SCTE 35 altogether on some of the channels they carry.
What is this metadata standard? Why is it so important and what can be done to make it fulfill its potential for managing rights and monetizing ads in OTT? Find out as you kick back with the guys from Crystal in our Crystal After Hours video “What is SCTE 35?”
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