Insertion of a content item to a media stream

1. An apparatus comprising:

a receiver configured to obtain a media stream;

at least one processing core configured to determine, based on at least two timing cues, a first location in the media stream, wherein the at least two timing cues are comprised in the following list: a metadata signal associated with the media stream, a silent period in the media stream and a predefined content sequence in the media stream, and to insert a predetermined content item into the media stream starting from or ending in the first location, to at least in part replace content originally in the media stream,

wherein in case the metadata signal is comprised in the at least two timing cues, the first location occurs at most a threshold length of time before or after receipt of the metadata signal, and

the at least one processing core is configured to select dynamically a value for the threshold length of time in dependence of at least one of the following: stored information concerning a time span between metadata and insertion locations in the media stream in the past, and a type of connection.

2. The apparatus of claim 1 , wherein the media stream is obtained as output from a media stream decoder.

3. The apparatus of claim 1 , wherein the metadata signal comprises at least one of an identifier of the media stream, an identifier of the apparatus, and identifier of a user of the apparatus and an identifier of a subscription associated with the apparatus.

4. The apparatus of claim 1 , wherein the at least one processing core is configured to select the value for the threshold length of time at least in part in dependence of at least one of the following: stored information concerning a time span between metadata and insertion locations in the media stream in the past, presence of a valid cryptographic token in the metadata signal, an indicator comprised in the metadata signal and a connection type.

5. The apparatus of claim 1 , wherein the at least one processing core is further configured to cause storing of the predetermined content item in the apparatus.

6. The apparatus of claim 1 , wherein the apparatus is further configured to buffer the media stream, and to determine the first location in a buffered section of the media stream.

7. The apparatus of claim 1 , wherein the apparatus is further configured to extract the metadata from the media stream during decoding.

8. A method comprising:

obtaining a media stream;

receiving a metadata signal associated with the media stream, and responsive to the metadata signal determining whether a timing cue can be determined, the timing cue being comprised in the following list: a silent period in the media stream and a predefined content sequence in the media stream, and

inserting a predetermined content item into the media stream starting from or ending in a point in the media stream corresponding to the timing cue, to at least in part replace content originally in the media stream responsive to the timing cue being determined and refraining from inserting the predetermined content item responsive to the timing cue not being determined,

wherein, if determined, the timing cue occurs in the media stream at most a threshold length of time before or after receipt of the metadata signal, and selecting dynamically a value for the threshold length of time in dependence of at least one of the following: stored information concerning a time span between metadata and insertion locations in the media stream in the past and a type of connection.

9. A non-transitory computer readable medium having stored thereon a set of computer readable instructions that, when executed by at least one processor, cause an apparatus to at least:

obtain a media stream;

determine, based on at least two timing cues, a first location in the media stream, wherein the at least two timing cues are comprised in the following list: a metadata signal associated with the media stream, a silent period in the media stream and a predefined content sequence in the media stream, and insert a predetermined content item into the media stream starting from or ending in the first location, to at least in part replace content originally in the media stream;

wherein in case the metadata signal is comprised in the at least two timing cues, the first location occurs at most a threshold length of time before or after receipt of the metadata signal, and

select dynamically a value for the threshold length of time in dependence of at least one of the following: stored information concerning a time span between metadata and insertion locations in the media stream in the past, and a type of connection.

10. The non-transitory computer readable medium of claim 9 , wherein the set of computer readable instructions, when executed by the at least one processor, further causes the apparatus to obtain the media stream as output from a media stream decoder.

11. The non-transitory computer readable medium of claim 9 , wherein the metadata signal comprises at least one of an identifier of the media stream, an identifier of the apparatus, and identifier of a user of the apparatus and an identifier of a subscription associated with the apparatus.

12. The non-transitory computer readable medium of claim 9 , wherein the set of computer readable instructions, when executed by the at least one processor, further causes the apparatus to select the value for the threshold length of time at least in part in dependence of at least one of the following: stored information concerning a time span between metadata and insertion locations in the media stream in the past, presence of a valid cryptographic token in the metadata signal, an indicator comprised in the metadata signal and a connection type.

13. The non-transitory computer readable medium of claim 9 , wherein the set of computer readable instructions, when executed by the at least one processor, further causes the apparatus to store the predetermined content item in the apparatus.

14. The non-transitory computer readable medium of claim 9 , wherein the set of computer readable instructions, when executed by the at least one processor, further causes the apparatus to buffer the media stream, and to determine the first location in a buffered section of the media stream.

15. The non-transitory computer readable medium of claim 9 , wherein the set of computer readable instructions, when executed by the at least one processor, further causes the apparatus to extract the metadata from the media stream during decoding.