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Concurrent debuts no-skip VOD ad technology

Mon, 06/14/2004 - 8:00pm
Karen Brown

Advertisers may be celebrating a new technology out from Concurrent Computer Corp. that will prevent video-on-demand customers from fast-forwarding through commercials.

The Atlanta-based VOD systems provider announced a new patent-pending technology that will maintain an advertisement's normal speed of play when inserted into "trick file" streams - files that can be fast-forwarded, paused or reversed.

That could help maintain stable VOD revenue for cable operators by assuring that an advertiser's message will be seen rather than skipped. It does so by duplicating the advertisements appearing in the original content stream and inserting them in the on-demand trick files, preventing them from being viewed in anything other than normal speed. The same technology also allows the insertion of alternative shorter ads that could be played when the surrounding content is fast-forwarded, or a still image.

"This patent-pending on-demand technology gives advertisers confidence that their investment stays intact," said Steve Necessary, president of Concurrent's VOD division, in a release. "By patenting this type of unique ad insertion capability, Concurrent is protecting the MSOs' opportunity to offer uninterrupted opportunities to their advertising customers, while offering the latest on-demand services to their subscribers. It's a win-win solution."

Concurrent is showing off the technology at booth 547 at the SCTE Cable-Tec Show in Orlando.

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