Chunghwa Telecom, a telecom service provider in Taiwan, is using BigBand Networks’ Media Service Platform 2000 to deliver advanced advertising offerings on high-definition and standard-definition content in both the MPEG-2 and H.264 formats.

The deployment marks the first time that BigBand has bagged an international customer for its MSP2000 platform. BigBand’s platform is being used on Chunghwa’s multimedia-on-demand (MOD) service, which was designed to boost the company’s IPTV revenues by providing a reliable, scalable, carrier-class platform to enable MOD services to meet the growing demand for personalized video applications. 

Chunghwa offers telephone, mobile, leased line, Internet and other services to more than 4.7 million subscribers. Its MOD service has been deployed to more than 700,000 subscribers by the end of last year  Delivered through Chunghwa Telecom’s broadband network and IPTV set-top boxes, MOD is a digital home entertainment platform that blends television channels, video-on-demand and personalized application services.

“We believe that realizing the potential for delivering more personalized applications, including advanced advertising, is crucial to helping broadcast operators and broadband service providers stay ahead in today’s competitive IPTV market, while opening up a large market opportunity for BigBand,” said David Heard, COO of BigBand.  

The BigBand MSP2000 offering made its debut September and was designed to enable new service revenues from personalized video applications.

With the MSP2000 platform, Chunghwa Telecom’s MOD service can deliver targeted advertising based on geographic and demographic information into linear television without requiring complex client operations in set-top boxes. As a result, advertisers can benefit from more effective ad campaigns with more targeted messaging and greater relevance.

Chunghwa Telecom will use the BigBand MSP2000 to monitor and track fulfillment information for feedback and campaign effectiveness. This capability will contribute to the MOD revenue model and will help transform TV advertising distribution from traditional broadcast models toward more personalized delivery to further boost average revenue per user (ARPU), according to BigBand.

More Broadband Direct 05/18/09:
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