Tandberg Television has introduced its WatchPoint Content Management System (CMS), and at the same time announced plans to conduct what it says will be the first technology demonstration of dynamic ad insertion and ad swapping into live, time-shifted program streams this week at The Cable Show.

The company’s new CMS is designed for the centralized management of any metadata format, content type and workflow process. The file-based content ingested into, and stored in, the CMS may include video-on-demand (VOD) programs, advertising, music and games.

The system supports single- or multi-screen delivery, allowing for the eventual expansion of VOD services to new platforms, including broadband and mobile.

From a central location, service providers using WatchPoint CMS can manage assets coming from different content providers, via multiple ingest methods, and with different metadata, TandbergTV said. Content in the WatchPoint CMS can be controlled and categorized by a variety of methods on any metadata, including fields such as actor, genre, studio, descriptive tags, etc.

For example, an operator would be able to create a set of promotional rules spanning multiple offerings over different viewing platforms, as desired. The CMS would then interact with other back office software as needed to satisfy the operator's promotional offering campaigns, the company explained.

Separately, TandbergTV will use its Xport Time-Shifted TV (TSTV) solution for network-PVR in tandem with the AdPoint Advanced Advertising Platform to demonstrate ad insertion in time-shifted video.

Using AdPoint's Campaign Manager in conjunction with the TSTV solution gives operators the ability to dynamically insert a targeted ad into a requested piece of content. The AdPoint platform delivers on-demand advertising across multiple platforms and can be used to target advertising based on regions, ZIP codes, neighborhoods and individual set-top devices. The combination provides a flexible architecture for any situation where content can be captured centrally, regionally or locally through one management interface.

The company said its Xport TSTV product supports time-shifted TV variations, such as Start Over, DelayTV, Operator Selectable or Subscriber Selectable Recording.

TandbergTV said it intends to demonstrate the capture of a live program on one screen, while on a second screen the same program will be re-started with ad placements dynamically changed within the time-shifted stream.

More Broadband Direct 03/30/09:

•  Canoe, CableLabs issue Advanced Advertising 1.0 spec

•  ACA joins NCTA in opposing FCC reporting requirements 

•  CMC to demo iTV applications at Cable Show
•  Cox selects Huawei to provide CDMA solution
•  TandbergTV intros content manager
•  Zodiac to demo new movie guide at The Cable Show
•  ActiveVideo to showcase third-party apps for any op
•  This Technology gives ops a trial run at ad platform
•  Harris to debut OSi-CableNet at The Cable Show

•  Ubee displays vision for converged network migration 

•  GLDS intros outage detection app
•  Alcatel-Lucent unveils RCM
•  Cable Show session to tackle next-gen TV services
•  Broadband Briefs for 03/30/09