Concurrent today announced new software for its MediaHawk line of video servers. The new software is SCTE 130 compliant and features playlist support that enables advanced advertising.

"Integrating advanced advertising applications with the on-demand delivery framework using the SCTE standards allows operators to use ad-generated revenue to fund the launch of new services, such as time-shifted television and network-based DVR," said James Brickmeier, Concurrent’s vice president of product line management.

The SCTE 130 standard supports a unified platform for addressable advertising, providing inventory and placement definitions while merging content and subscriber metadata for targeting zones – or, in a unicast environment, for targeting individuals.

Concurrent has already upgraded many of its Everstream data collection and management products to comply with SCTE- 130 standards. With the addition of playlist support to the MediaHawk video server, Concurrent said it can now supply an end-to-end platform that supports targeted ad insertion, ad bumpering and ad replacement.

The new MediaHawk software release also includes client interface protocols supporting ETV/EBIF, Web client and tru2way platforms. These interface protocols were on display during interoperability trials at CableLabs last year, where Concurrent demonstrated collaborative offerings with Biap, Invidi and This Technology (story here).

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