TVN partners with This Technology, BlackArrow

Thu, 06/04/2009 - 9:40am
Mike Robuck

TVN Entertainment has struck partnerships with This Technology and BlackArrow to improve video-on-demand advertising.

TVN and This Technology said today that they’ve integrated their respective technologies to provide advanced advertising content and advertising supply management for delivered VOD assets.

The two companies said their combined offering enables both national and local integrations with any standards-compliant campaign management and video insertion equipment across a VOD footprint for a national cable network, regional connect or local operator.

The integrated products include Adoniss, TVN’s asset management and distribution platform with open-standard interfaces, as well as This Technology’s MetaMore and SpotBuilder offerings. Earlier this year, CableLabs picked MetaMore to help drive its Metadata project (story here).

With the integrated offering, TVN customers can make content available for ad insertion while integrating with the most prevalent industry standards. The integration with Adoniss also gives cable operators localized access to MetaMore for increased security and real-time updates, the two companies said.

“This Technology and TVN Entertainment are making it easier than ever for cable operators and content owners to manage advanced advertising for VOD,” said Jeffrey Sherwin, founder of This Technology. “Because we bring an independent solution to market, our mutual customers have ultimate flexibility to roll out advanced advertising across any campaign management system to take full advantage of existing resources in the field.”

TVN’s partnership with BlackArrow leverages TVN’s ad distribution process and BlackArrow’s dynamic VOD advertising platform in order to enable customized metadata for advertising assets and provide a methodology for the rapid transfer of metadata between the two systems.

The joint TVN and BlackArrow platform will leverage the CableLabs ADI 1.1 standard to allow for the management of programming and advertising assets independently, offering a standard communication interface to ensure the accuracy and timeliness of asset management throughout the ad lifecycle, according to the two companies. The integration between TVN’s Content Information Services (CIS) and BlackArrow’s advertising sales suite is automated, scalable and compliant with SCTE 130 specifications.

Last month, TVN announced it would merge with Avail Media (story here). Avail Media chief marketing officer Brian Matthews told CED yesterday the two companies are evaluating the branding of both companies and expect to have a name for the merged companies within 60 days.

More Broadband Direct 06/04/09:
•  DirecTV CEO departs for News Corp.
•  Dish Network granted stay in TiVo ruling
•  Optimum Lightpath delivers HD voice service for businesses
•  FCC: TV stations can keep 6-letter call signs
•  TVN partners with This Technology, BlackArrow
•  OpenTV, Sigma Systems sync up on advanced advertising
•  Cisco adds products for small businesses
•  Kudelski Group pulls back from OpenTV buyout
•  IEEE Communications/Networking calls for papers
•  Cable, satellite benefit from DTV transition
•  Review: Dazzling Palm software beats the iPhone
•  Intel to buy software-maker Wind River for $884M
•  Broadband Briefs for 06/04/09



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