RGB Networks, expert in network video processing, and OpenTV, a provider of advanced digital television solutions, have developed a joint demonstration that shows how cable television operators can use the companies' advanced, standards-based advertising capabilities to generate new ad revenues from their VOD services and traditional linear programming.

Using the combined OpenTV-RGB solution – which is comprised of RGB's Broadcast Network Processor (BNP) and OpenTV's campaign management solution – operators can digitally overlay video, graphics or text onto ads or directly within programmes. Based on the SCTE 35 and SCTE 130 standards, RGB's overlay capability combined with OpenTV's real-time insertion and campaign management solution gives cable operators several advanced advertising options. The first is to ‘localise’ national ads by adding locally-relevant information. Operators can also use overlays as ads themselves, which can be added to live or on-demand programming. Because these ads appear within actual programmes, they cannot be skipped and do not interrupt programme viewing. Additionally, overlays can be used as "triggers" for interactive or telescoping ads.

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