SeaChange International has mapped out an evolutionary path its customers can follow to consolidate ad operations across a variety of video products.

The first steps in that path – which SeaChange is calling its Spot Assurance program – include software and hardware enhancements for the company’s Spot System deployments.

The ultimate goal is multi-screen advertising from an open, standards-based and massively scalable architecture. SeaChange proposes to accomplish that by using Spot System as a means of merging ad operations for linear and interactive multi-screen insertion – all compliant with standards such as EBIF and SCTE 130 and consistent with innovations pending from Canoe Ventures.

Another element is SeaChange’s AssetFlow platform for advanced advertising, as the basis for scalable centralized asset ingest, encode, transcode and processing services. AssetFlow interfaces with both SeaChange platforms and third-party management tools.

The evolutionary process would include integrating Spot System with SeaChange’s content delivery network (CDN) system. This would replace Spot Master Video Libraries to enable high-volume centralized propagation and delivery of millions of assets.

Another step would be implementing the SeaChange Advertising Decision Management (ADM) platform, providing centralized scalable management of ad functions for converged video operations.

The process is also dependent on SCTE 130 ADM/ADS support for the ADM, ensuring standards-based support for the integration of campaign and advertising placement decision-making systems.

“Ad operations consolidation is triggering unprecedented needs for enterprise scalability and centralization if the business is to manage significantly increasing numbers of spots, new formats such as 3-D, interactivity and diverse campaigns to any video device, and it all starts with the SeaChange Spot management platform that operators have in place today,” said Malcolm Stanley, director of advertising product management at SeaChange.

SeaChange is highlighting the first Spot Assurance program milestones at The Cable Show this week.

The company claims that several North American MSOs, telcos and satellite providers, to be disclosed later, have already signed on for the Spot Assurance program.

Later this year, SeaChange said it will introduce improvements that include the ability to supply up to 5,000 streams of insertion from a single-rack unit chassis in the company’s flash media-based Universal Media Streamers, and it will also supply 10,000 streams or more in a single site by enabling existing video-on-demand servers to insert video streams.

SeaChange said it is complementing this massive scalability with enhancements to redundancy provided by its Spot+ software, reinforcing highly scaled operations with an industry leading automated stream failover offering. The SeaChange Scalable N+1 Insertion Architecture, part of the new SeaChange ADM product, will radically reduce costs of provisioning for uptime and availability, while reducing the operational complexity of service assurance.

Meanwhile, SeaChange announced customer availability of its Intelligent Video Platform 2.0, which now includes support for Adobe’s new Flash Player 10.1 software and Flash Access 2.0 content protection, integrates Envivio’s 4Caster C42 encoders, and enables HTTP live and on-demand streaming to the Apple iPad.

Demonstrations at this week’s Cable Show in Los Angeles will show the Intelligent Video Platform’s flexibility with on-demand content streaming to extend the business of on-demand television to set-tops, PCs, mobile phones, as well as to enable over-the-top video.

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