Digital Signage Broadcasting

Content for Digital Signage is today mostly distributed using manual methods such as DVDs or in automated ways using broadband networking. These distribution methods provide non-real-time or possibly, when using broadband, close to near-real-time distribution for out-of-home signage applications to a limited number of sites. By using broadcast IP distribution methods, such as satellite or broadband multicasting, a new and revolutionary medium is created. Digital signage broadcasting combines the versatility of digital signage systems when it comes to gathering information that originates from separate data files into content automatically presented on one single screen with the advantages of broadcasting. Broadband networking means using IP as a carrier for data which allows for transfer of any kind of information (any kind of file format) through the distribution chain. However, broadband networking, using the Internet as a carrier, also means using unicasting which is a two-way point-to-point communication method. Unicast requires a separate communications session to be set up between a central content management and distribution server and each of the media players in the digital signage system. Therefore the server’s capability and the capacity of its backbone connection to the Internet have to be increased with the number of media players to be served.Stepping up to IP multicasting by using satellite broadcasting or private local area networks that allow for multicasting point-to-multipoint distribution combines the power of distributing any kind of content files in any format with the ability of broadcasting systems to serve an unlimited number of receivers. The broadcast signal may include IP streaming as well as IP file transfer.This convergence between the worlds of computers and broadcasting allows for real-time distribution of any kind of IP stream containing audio, video or any other kind of real-time data. Live IPTV or IP radio may be combined with any kind of file transfer of near- or non-real-time content. The content is played according to instructions provided by play lists controlled by the digital signage system content management server. Also real-time, near-real-time and non-real-time content, originating from separate files and/or streams, may be presented simultaneously on the same screen using different regions (zones) and graphical layers along with news tickers (crawlers).Today, digital signage is more or less only used for out-of-the home applications in stores and in public places. However by introducing broadcasting, a medium also suited for home applications is possible.In the 1920s, when radio was introduced, people got access to real-time audio to which live video was added in the 1940s and 50s with television. Digital signage broadcasting adds to all this meaning that real-time, near-real-time and non real-time content may be combined into one single medium with IP as the common carrier. Also non-real-time media as newspapers, books and other printed media may be distributed and presented using these methods. In this respect digital signage broadcasting may in the future replace most kinds of existing electronic and printed media.Of course digital signage broadcasting means a lot of new creative opportunities for all kinds of content providers.

ee also

* Digital Signage
* Broadcasting
* Advertising
* Out-of-home advertising
* Retail Media

References

* Lundström, Lars-Ingemar, "Digital Signage Broadcasting" first edition (Focal Press, 2008).

External links

* [http://www.storecastmedia.com/documents/SCM%20Whitepaper%20-%20IP%20Multicast%20Guide.pdf] ,IP Multicast Guide, Innov8
* [http://www.cisco.com/application/pdf/en/us/guest/products/ps7220/c1244/cdccont_0900aecd805acf12.pdf] ,Digital Signage Distribution Methodologies Overview, Cisco
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