Time Warner Cable's Oceanic division is widening its interactive-TV portfolio with deployment of Navic Networks ' "Settop Data Services" software to support two new applications.
Oceanic, which serves 375,000 cable customers in the Hawaiian Islands, has launched Newton, Mass.-based Navic's audience-polling application to its interactive lineup.
The application presents banner strips on viewers' TV screens asking them questions and taking polls during TV programs and advertisements. Viewers reply using their remote controls, and the results are compiled and presented to viewers.
The cable system has also launched an addressable advertising application, allowing advertisers to target specific viewer demographics with tailored promotions, interactive offers, links to TV-commerce applications and on-demand content.
"By working with Navic to knit together the different threads of our iTV capability, we've created a solid platform for interactive advertising," said MaryAnn Sacharski, director of advertising sales for Oceanic Time Warner Cable, in a release.
"It gives advertisers access to a compelling portfolio of new-media opportunities like targeting, interactivity and long-form advertising from the launch point of an existing local cable spot," she added.