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Toshiba to sell ads directly on TVs, Blu-ray players

Wed, 07/13/2011 - 8:30am
Brian Santo

Toshiba is going to start selling ad space directly through an interactive program guide (IPG) provided by Rovi that the consumer electronics giant will install on TVs, Blu-ray players, tablets and other devices to be available in the U.S. and Europe as early as next spring.

Sony cut a deal with Rovi a couple of months ago to distribute ads on Sony Bravia TVs.

Like Sony, Toshiba will be making use of Rovi's Advertising Network. Toshiba has signed a multi-year agreement for use of Rovi TotalGuide and its IPG patent portfolio in Toshiba products.

Rovi's TotalGuide unifies search, discovery and recommendations across Internet and broadcast sources.

"Rovi has unique solutions and essential intellectual property that are critical in bringing a simplified entertainment experience to consumers looking to access digital content of all types from a variety of sources," said Taro Hiyama, chief marketing executive for the digital products and services company at Toshiba. "Our license agreement with Rovi is an important piece in bringing content discovery to a new level for consumer enjoyment."

In addition to the latest licensing agreement, Rovi is powering a number of other digital entertainment capabilities on Toshiba's connected devices. The company's RoxioNow entertainment platform is behind the recent launch of a new retailer-branded entertainment storefront on the Toshiba VX700 and WX800 3-D series LED HDTVs, and DivX certification helps the optimized playback of video content in the popular format, Rovi said.

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