First signal-based ad replacement system in Poland
Impact
- Encoder-level ad replacement
- No more guesswork in ad timing
- More revenue, less disruption
Technologies
- Java
- DevOps tools and automation
Key challenge
CANAL+ needed expert technical support for a key live broadcasting application that handles specific signal markers during transmissions. To ensure smooth operations and compliance with new broadcasting standards, the system required ongoing updates, quick fixes, and real-time reliability.
As part of our work on POIS, we took over the full maintenance of the application — including comprehensive management of SCTE-35 markers at the encoder level. This covered everything from creating and modifying to removing markers, ensuring that ad breaks and content switches happen exactly when and where they should.
The solution
We designed, developed, and delivered Poland’s first signal-based ad replacement system built entirely from scratch. From initial architecture to final deployment, we created POIS to meet CANAL+’s real-time broadcasting requirements – with complete control at the encoder level.
Our team took full ownership of the project: backend development, integration, infrastructure, and ongoing support. The system processes audio-video streams with embedded SCTE-35 metadata, modifies markers in real time, and outputs updated streams ready for dynamic ad insertion based on actual signal conditions rather than static schedules.
Key features include:
- Full creation, replacement, and removal of SCTE-35 markers at encoder or packaging stages
- Seamless integration with Ateme (pre-integrated) and compatibility with other major industry tools
- Constant performance monitoring and flexible adaptation to evolving business needs
- Real-time technical support and 24/7 infrastructure maintenance
The result
This is Poland’s first solution of its kind – built from the ground up – and it works flawlessly. CANAL+ now has complete control over ad marker management directly within the signal, enabling more accurate ad placements and unlocking new monetisation opportunities through dynamic ad replacement.
Tested and proven in live broadcast scenarios, the system is stable, scalable, and fully supported by our team. It’s ready to be implemented by other broadcasters seeking smarter ad workflows and real-time metadata handling.
How can POIS help you?
Real-time ad replacement during live sports events
Live sports broadcasts often include unpredictable pauses, such as injuries or video reviews. Thanks to POIS, CANAL+ can insert targeted ads in these dynamic windows without disrupting the stream. SCTE-35 markers are adjusted on the fly at the encoder level, enabling monetisation of unscheduled ad slots.
Regional ad targeting based on broadcast signal
With POIS, broadcasters can insert region-specific ads into a single national feed by manipulating SCTE-35 markers at the signal level. This enables CANAL+ to serve different commercials to viewers in different regions, increasing the relevance of content and advertising revenue. This targeted approach not only enhances viewer engagement but also allows for more efficient use of ad inventory across diverse markets.
Dynamic replacement of programme promos in late-night TV
Late-night programming often includes promos that need to be updated last minute. POIS allows for the dynamic replacement of these segments directly in the stream, avoiding the need for last-minute re-encoding or manual intervention and ensuring that viewers always see the most up-to-date promos.
Emergency content switching in case of breaking news
In case of breaking news or sudden changes in scheduled programming, POIS can be used to insert urgent content or switch from regular programming to a live feed. SCTE-35 markers are managed in real time, ensuring that emergency messages or live updates reach viewers without delay or signal loss.
Case Studies
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