zeevee.com Why Broadcast is Better How Pro AV Installers Are Using HD Modulation to Win Commercial Business Patrick Cain, a Project Manager at Front Row Audio Video in Lawrence, KS is telling the story of how his company, which used to focus primarily on Home Theater, successfully transitioned into commercial services. “We were at CEDIA 2008, looking for technologies that could help us diversify during the economic downturn. ZeeVee was demonstrating that modulation — a technology historically used for analog video distribution — could deliver HDTV. The value proposition was pretty straightforward: their solution used existing infrastructure (coaxial cabling), video sources such as satellite receivers and/or signage players, and HD encoder / modulators to create digital channels that are distributed over any distance, to any number of off-the-shelf TV’s. It was affordable and easy to understand, so we immediately recognized the potential for bars and restaurants, houses of worship, educational campuses and hospitality environments.” Front Row went on to deploy ZeeVee modulators at The Oread Hotel, Saints Pub + Patio and then the University of Kansas, using the broadcast technology they had seen demonstrated at CEDIA. When asked about the learning curve, Cain told us “We needed a basic understanding of the different ways video can be deployed in commercial settings. In residential deployments, we are usually working with a few TV’s utilizing direct cable runs of 200 feet or less. However, sports bars, universities and hotels can easily include hundreds of TV’s over significantly larger areas so there are more factors to consider.” More factors — yes… including the surprise factor. Consider this: though Pro AV installers have been familiar with digital video for years, many facilities (including hospitals, assisted living facilities and fitness centers) are still distributing analog video. Read on to learn why this is the case, and how a basic understanding of video broadcast can prepare you to win big with commercial customers. Upgrading to HD video presents an opportunity for installers to help facilities managers answer two central questions: n “How can we cost-effectively deliver the digital picture quality that today’s population expects?” n “What is the least disruptive, most compatible way to distribute large amounts of digital video from multiple sources?” [1] ZeeVee — Why Broadcast is Better For more details and information, visit www.zeevee.com Contact Sales at 347.851.7364 | [email protected] Broadcast Technology — Back to Basics Do you remember the pre-HD days when analog television channels were delivered via “old fashioned” coaxial cable? The residential sector of our industry has been moving beyond Standard Definition video at a rapid pace, typically replacing older cabling with direct HDMI runs. But many commercial facilities are still trying to figure out what to do with miles of existing coax, and how to best migrate to HD. “The big secret that facilities managers, A/V personnel and IT teams might not yet realize is that coax can transmit hundreds of HD channels simultaneously with little or no change to the existing RF infrastructure.” These potential upgrades present an opportunity for installers to help facilities managers answer two central questions: n “How can we cost-effectively deliver the digital picture quality that today’s population expects?” n “What is the least disruptive, most compatible way to distribute large amounts of digital video from multiple sources?” The good news, as Patrick Cain learned, is that “old-fashioned” coaxial cabling still has lots of useful life in it. The big secret that facilities managers, A/V personnel and IT teams might not yet realize is that coax can transmit hundreds of HD channels simultaneously with little or no change to the existing RF infrastructure. A system that combines digital video encoding and modulation with coaxial cable can also eliminate the need for transmit/receive appliances at each TV, which means much less work, far greater compatibility, substantially less cost and fewer points of failure. [2] ZeeVee — Why Broadcast is Better For more details and information, visit www.zeevee.com Contact Sales at 347.851.7364 | [email protected] “Very good food, nice service, warm environment. Great place to watch a game or just have a good quality bite to eat. Nice beer selection, too.” - Nicholas C. Delicious Heights Restaurant located in New Jersey. With this in mind, let’s take a quick look back in time to understand what broadcast technology is and how it evolved, then evaluate competing technologies to see how HD over existing coax can be an effective choice for upgrading video easily and costeffectively. Television broadcast technology (the distribution of one signal to multiple TVs) was initially invented for over-the-air transmission using antennas to capture television signals. In the ’40s and ’50s, cable companies became more prevalent and began using coaxial cable as the primary means for pushing signals around. This led to the exponential growth of television usage by bringing more channels and better picture quality into the home. The next important evolution came in the 70’s and 80’s, when private companies began using coaxial cable and modulation — the conversion of an input signal into an RF channel — to broadcast both proprietary and public content throughout their facilities. The next major development completely altered the industry by adding a new type of signal to the broadcasting mix: digital transmission. By using digital instead of analog frequencies, the entire broadcast ecosystem began to undergo changes such as a significant push for digital content and the emergence of new high definition (HD) television sets that could accommodate the new technology. Sitting area at Delicious Heights Restaurant. Digital signal distribution over existing RF infrastructures was initially cost prohibitive. Modulating a single channel could easily cost tens of thousands of dollars per channel, so companies started looking into replacement technologies, which ended up requiring large-scale rewiring, and/or the introduction of transmit/receive devices (such as set top boxes) for each television. [3] ZeeVee — Why Broadcast is Better For more details and information, visit www.zeevee.com Contact Sales at 347.851.7364 | [email protected] Today’s Options So how are digital video sources being distributed today? One common solution is the implementation of home run wiring schemes, which require direct component or HDMI cables running from video sources to TV’s. Though digital connectors seem like a better choice for picture quality, HDMI creates challenges related to cost, distance, and wiring complexity. For instance, in a facility of 100 TVs, direct-run cable would also require 100 direct HDMI cables wired across long distances, which is less than ideal (most HDMI cables lose signal strength at distances greater than 50 feet). Thus, HDMI installations actually require the use of baluns (to convert signals for use over UTP or equivalent cabling), take longer and cost more than other methods of digital video distribution. The integration of multiple technologies and introduction of additional points of failure gets even more complicated when we consider the video sources that are involved, and the common need for a “many to many” scenario. Matrix switchers help solve this problem by creating flexibility for input and output types. However, the required hardware is often significantly more expensive than comparable alternatives, and can limit future expansion (you can’t simply add one more video source if you have already maximized your matrix switch — you need to purchase another switch which may or may not be compatible with the original). designed as a two-way client server architecture that rides on top of a data network. This can lead to shortcomings when it comes to quality. Opponents might point out that voice over IP deployments — which make use of negligible amounts of network bandwidth — still come nowhere near the 99.99 percent reliability of yesterday’s Telco installations. In terms of video, which uses much larger quantities of bandwidth, IP technology is still at the mercy of fragile network architectures that can cause broadcast disruptions in addition to mediocre sound and picture quality. One way to enhance IP video quality would be to wire an entire structure with the latest fiber optical cabling, thus reducing latency and throughput constraints. Although fiber cabling may be a viable technical consideration for new construction, this option is cost prohibitive and causes too much disruption for many existing facilities. Besides needing high throughput cabling infrastructure, video over IP also requires an on-premise HD IP encoder for content that is premium and/or being rebroadcast from an over-the-air source. These encoders can be very expensive – thousands of dollars per channel. So – not only does video over IP require a very robust network, it’s also expensive. Another method of transmitting digital broadcasts is via Internet Protocol (IP). Deemed the data vehicle of the future, today’s reality is that IP can be technically and financially suboptimal when it comes to broadcast video. Video over IP technology was inherently [4] ZeeVee — Why Broadcast is Better For more details and information, visit www.zeevee.com Contact Sales at 347.851.7364 | [email protected] Using Modulation, and Existing Coaxial Cable to Broadcast HD Video By comparison, traditional broadcast technology over coaxial cabling can be considered as one of the most reliable solutions for pushing massive amounts of one-way video over great distances. Dozens of HD channels can be sent directly to an unlimited number of TVs throughout a building, or even across an entire campus (if necessary, signal amplifiers can be inserted at a relatively insignificant cost). Plus, broadcast over RF takes advantage of the QAM tuner built into most HDTVs – so not only can you benefit from existing cabling, but also there’s also no need to place transmit/ receive devices at the television sets. Since coaxial cabling is already inside the walls, HDTV can be delivered without accruing the heavy costs of labor, rewiring, or complex installations. Furthermore, digital modulation has evolved over a predictable technology path: the cost for encoding and modulating a digital channel has decreased dramatically in recent years (it is now well under the $1,000 mark) while functionality such as remote management and multibox configuration, which can ensure steady broadcast operation during the absence of onsite personnel, now come standard. A Typical Environment Digital modulation is currently being used throughout corporate settings, stadiums, theaters, restaurants, bars, houses of worship, academic institutions and fitness centers. Though the underlying concerns are the same (e.g. “How do we get digital video from here to there?”), some environments have unique reasons for preferring broadcast technology. In the healthcare sector for example, primary emphasis is placed on avoiding disruptive installations that could spread dust, mold, and other contaminants. Hospitals (and many senior living facilities) also house heaps of aging, but still necessary technology such as cathode ray tube (CRT) TVs that won’t display digital content, causing further complications during upgrades. Coaxial cable can help mitigate these problems by simultaneously carrying both analog and digital transmissions. Naturally, analog televisions will not innately detect digital channels, but digital TVs will accommodate both analog and digital programming. This enables organizations to save on replacement costs for what would otherwise be considered as out-dated technology assets, while minimizing both disruptions and deployment time. “One encoder / modulator can replace the need for hundreds of stand-alone signage players” [5] ZeeVee — Why Broadcast is Better For more details and information, visit www.zeevee.com Contact Sales at 347.851.7364 | [email protected] Is Broadcast Better? That’s for you to decide, based on criteria such as your customer’s number of TV’s, desired channel count, distance specifications and budget. One thing is clear though: broadcast technology offers a clear, easy path for integrators to solve the upgrade problems that are plaguing commercial facility managers. Digital modulation, which allows you to broadcast any number (and type) of sources over existing coax cabling to an unlimited number of HDTVs, also eliminates any need for transmit/receive devices at the TV. Expanding a system can be done with a simple wire cutter, a handful of “F” connectors, a crimping tool and an off-the-shelf splitter. Though deployment is simple, many of today’s encoder/modulators offer configuration options and management features that provide longevity and better overall cost of ownership. Pricing for On-Premise digital modulation has become extremely competitive, and companies can further lower their costs by selecting solutions that correspond to the video quality of their programming. In today’s broadcast ecosystem, no other HD video system offers such universal compatibility, content flexibility, installation simplicity, and cost-effectiveness without the need for any additional or specialized equipment. Want to see for yourself? Take a Test Drive! ZeeVee offers a risk-free demo program. Visit www.zeevee.com/loaner-program to request a unit. [6] ZeeVee — Why Broadcast is Better For more details and information, visit www.zeevee.com Contact Sales at 347.851.7364 | [email protected]