SeaChange, CMC, Sunflower kick tires on VOD ad insertion trial

Tue, 12/08/2009 - 7:25am
Mike Robuck

SeaChange International has hooked up with the Comcast Media Center for an on-demand ad insertion trial that will include Sunflower Broadband and HealthiNation.

The field trial follows up on several months of lab testing at the Comcast Media Center. On-demand ad insertion is being tested with the CMC’s VOD content distribution platform, which reaches more than 35 million VOD-enabled homes across the nation, and SeaChange’s AdPulse On Demand Platform.

Once field testing has been completed, the platform will provide the CMC’s cable programming and MSO customers additional ad revenue and marketing opportunities that take full advantage of SCTE standards, such as SCTE 130, and CableLabs specifications.

“Advertising revenues play an essential role in monetizing the video-on-demand service platform, and we are looking forward to expanding the on-demand ad insertion options available to our content and MSO partners through the addition of the AdPulse solution,” said Gary Traver, senior vice president and chief operating officer at the Comcast Media Center. “We are working with SeaChange to provide a rigorously tested and standards-driven solution that will allow cable programming networks and system operators to reap the benefits of the on-demand advertising greenfield.”

Lawrence, Kan.-based Sunflower Broadband has been an early pioneer in VOD ad insertion.

“Sunflower Broadband has been successfully using dynamic VOD advertising for the past three years on its local content platform,” said Rod Kutemeier, general manager of Sunflower Broadband. “We’re excited to be a part of this test using a national on-demand platform, which we hope demonstrates that using this advanced technology enhances the business model for on-demand and makes our customers’ viewing experience more personalized and relevant.”

HealthiNation is a health video company that educates viewers on how to make healthier lifestyle choice. Through its partner network and syndicated distribution capabilities, HealthiNation is able to connect with more than 40 million unique users online and more than 28 million cable TV homes.

More Broadband Direct 12/08/09:
•  Home networking to get easier. And harder.
•  Cox bows wireless data, phone services in 3 markets
•  Knology adopts interactive ad technology
•  SeaChange, CMC, Sunflower kick tires on VOD ad insertion trial
•  Report: Global telecom would prosper with set-top standard
•  Zucker: NBCU investing more in broadcast programming
•  Google search results to include 'real-time' data
•  Survey: Few CEOs plan to hire in next 6 mos.
•  Broadband Briefs for 12/08/09



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