RGB Networks has upgraded its Broadcast Network Processor (BNP) to support MPEG-4/H.264 ad insertion.

With its new capability, the BNP further improves operational efficiencies by allowing video service providers to seamlessly splice revenue-generating ads directly into both SD and HD MPEG-4/H.264 program streams, allowing for an easy transition as the demand for HD increases, the company said.

RGB’s support of MPEG-4 is another sign that the migration from MPEG-2 to MPEG-4 is picking up steam worldwide. The announcement was timed for the IBC show last week in Amsterdam, a market where MPEG-4 is being adopted. 

“As ad insertion becomes more prevalent in Europe, the ability to support MPEG-4/H.264 in both HD and SD is critical to launching this revenue-generating service and ensuring a future-proof solution,” said Hans Kornmann, CEO of Divitel, a systems integrator in the Netherlands. “Operators in the Netherlands are leading the European market in the deployment of ad insertion, and we see this as an excellent opportunity to partner with RGB as this application grows into other parts of Europe.”