Radiance, a division of the Comcast Media Center, today announced the launch of what it claimed was the industry’s first all-digital, end-to-end ad distribution platform for both high-definition and standard-definition formats.

With increasing complexity in today’s cable networks, software has taken on added importance for delivering the various services and technologies . Radiance’s AdDelivery service is software-based and was designed to provide advertisers, agencies and post-production houses an automated process for the delivery of spot ads in SD and HD.

With AdDelivery, Radiance has an ad distribution platform that could eliminate the need for manual, labor-intensive, tape-based methods by automating the ad distribution process, as well as providing a suite of reporting tools for cable operators and broadcast networks.

Radiance said that AdDelivery automates the spot distribution process through the delivery of ad spots to the correct destination, with the audio and video quality tailored to the requirements of each location.

“AdDelivery builds upon the stability and time-tested technology that our customers have come to rely on from us for distributing highly proprietary, mission-critical files,” said Gary Traver, senior vice president and chief operating officer for Comcast Media Center. “Customers want a choice in spot distribution and management, but also need to know that their supplier offers stability and a tradition of high performance.”