By Paul E. Olivier, American Television and Communications Corporation
Local commercial insertion is becoming an increasingly important revenue resource for the cable operator. Program services, cable operators and equipment manufacturers must work together in coordinating the development of commercial insertion equipment, program services signaling procedures and methods to ensure continued growth in local advertising sales. Procedures and guidelines for signaling methods, pre-roll times and signal measuring must be established. Local availabilities are important to the cable operator, and the lack of sensitivity by some program suppliers and manufacturers is of paramount concern. Operators are sometimes forced into buying automated equipment not capable of handling the task at hand. The challenge of handling the problems inherent in local commercial insertion touches all of those involved in our industry. A close examination of these problems, discussions and solutions will ensure the success of cable operators, program services and the equipment manufacturers.