The introduction of OSNtv in 2023 marked a significant shift for OSN, aiming to reconcile traditional satellite broadcasting with digital applications and catering to viewers in KSA, the UAE, and surrounding regions. Like many broadcasters globally, OSN faced a transition towards IP-based content delivery.
“Although this transition provides substantial flexibility, it also highlights the challenges of monetisation models built on legacy broadcasting frameworks,” explains Shaharyar Bhatti, Senior Engineering Manager at OSN. “To meet subscriber expectations for a premium viewing experience, OSNtv needed to monetise linear streaming channels effectively. Our solution involved implementing Server-Side Ad Insertion (SSAI) to link linear broadcasting with addressable, digital advertising.”
Traditionally, OSNtv has utilised conventional advertising methods for its linear streaming channels, which limited its ability to adapt to modern advertising demands. Current ad agencies require a digital-first inventory that offers measurable impressions, frequency caps, geo-targeting, and dependable reporting, all delivered server-side. These features empower advertisers to validate performance, optimise expenditures in real-time, and align linear streaming purchases with standards set in the digital and connected TV arenas. For OSNtv, transitioning to digital ad delivery was essential yet technically intricate.
The engineering team at OSN faced the challenge of ensuring frame-accurate playback, smooth transitions, and rigorous control over promotional content. Bhatti elaborates, “A major obstacle was the signalling process. The existing playout environment for OSNtv lacked clear ad duration data within SCTE-35 markers, which are vital for precise ad decision-making and reliable ad insertion. Without accurate break duration metrics, SSAI platforms have to make assumptions, increasing the risk of truncated ads, buffering, or content disruptions that could harm the viewer experience.”
“An effective SSAI solution was necessary, one that could assure frame-accurate switching between content, promotions, and advertisements without introducing latency or visual defects. In addition, OSNtv required detailed control over ad breaks, permitting selective replacement of individual ad spots with targeted advertising while preserving high-priority promotion content.”
In addition to addressing signalling and playback accuracy, OSNtv laid out extensive operational requirements for the new platform. It sought reliable server-side ad tracking and benchmarking, along with consistent reporting from both the SSAI platform and backend ad decision systems. To ensure continuous service, the solution had to include high availability, monitoring, and robust failover. Scalability was crucial to accommodate high concurrent viewer volumes.
Furthermore, OSNtv faced the challenge of swiftly deploying the ad solution and integrating it with its existing playout servers, content management systems, DRM, ad decision servers, and client devices without making substantial changes to its core infrastructure, as Bhatti notes. To fulfil these requirements, OSNtv adopted an SSAI workflow via Harmonic’s VOS 360 Ad SaaS platform. This system enabled the ingestion of external ad schedules, alignment with SCTE-35 markers, and enhancement of ad break metadata for deterministic ad playback.
By utilising this scheduling system, OSNtv now effectively incorporates external ad schedules generated by its playout workflow. These schedules are matched with incoming SCTE-35 markers, which allows the placement opportunity information service to standardise and augment the signalling by inserting precise ad duration metrics before the stream reaches the SSAI stage.
“This step is crucial: with accurate break duration data in hand, SSAI workflows can operate deterministically. This guarantees that ads are played for their full intended duration, and content resumes seamlessly without truncation or buffering,” Bhatti confirms.
The platform’s architecture also accommodates a selective ad replacement model, allowing targeted ads to be dynamically swapped for individual promos within a break while preserving high-priority content. This approach facilitates revenue generation without compromising editorial oversight.
During the integration process, the team addressed a common industry issue: discrepancies between creative durations and scheduled availability. “Ads from various agencies can differ slightly in format or frame count, potentially leading to technical hiccups. In these instances, Harmonic’s solution automatically injects placeholder content to bridge minor timing gaps, preventing early transitions back to the main programming. The outcome is a workflow that ensures consistent, deterministic ad playback, resulting in smooth transitions.”
