Advanced Television

Tandberg CMS and ad insertion

March 30, 2009

TANDBERG Television has introduced the WatchPoint Content Management System (CMS). It says the system gives service providers unprecedented visibility of the content that enters their library and throughout the content lifecycle. This system 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 VOD programs, advertising, music, and games. WatchPoint CMS increases overall operational efficiency through the automation of customized content processing via a rules management interface and extensible workflow. The system also provides a scalable technology infrastructure for efficient single or multi-screen strategies while enabling increased revenue opportunities by accelerating VOD business on any platform.

The company is also showcasing the industry’s first technology demonstration of dynamic ad insertion and ad swapping into live, time-shifted program streams. By combining the capabilities of the Xport Time-Shifted TV (TSTV) solution for network-PVR with the AdPoint Advanced Advertising Platform, the solution provides a working model for operators, programmers and advertisers to further monetize ad inventory.

The benefits of time-shifted TV include engaging subscribers in new service offerings, maximizing advertising revenue and reducing subscriber churn. TANDBERG Television's Xport TSTV solution supports all types of time-shifted TV variations such as Start Over, DelayTV, Operator Selectable or Subscriber Selectable Recording. Using Xport TSTV to perform dynamic ad swapping into a time-shifted stream protects the legal obligations to advertisers and provides a new source of ad revenue. The scalable solution also lowers the cost of deployment.

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.

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