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CableRep Advertising and SeaChange International Inc. demonstrated digital cable ad insertion in Cox Communications' headends in Chandler, Ariz.

Cox, parent of CableRep, reports that multiple insertions originating from a SeaChange spot ad insertion system, each comprising two, 30-second ads, were done in local breaks for 10 networks, including ESPNEWS, CNNSI and Discovery Wings.

Based on the demo's results, CableRep VP of Technical Operations Guy McCormick says the company's rollouts "will commence shortly," specifically this month, when its first market use of the transport streams insertion is launched in the Phoenix cable system. The launch will start with several networks, including ESPNEWS, whose networks generated 20 percent of all local ad revenue, CableRep says.

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