BigBand Networks has announced that AT&T Services is starting to deploy the BigBand Media Services Platform (MSP) as part of AT&T U-verse TV’s local ad insertion solution. BigBand expects AT&T to become a material customer for the first time in the second half of 2011.
The BigBand MSP-based advertising solution can help operators increase advertising revenues by supporting specific markets via the preparation and splicing of local ads into national programme feeds. BigBand recently announced that its advertising solutions supported over one billion ad transactions in the last year for North American cable operators.
“The MSP was built from the ground up to provide media processing, such as local area ad insertion, on a scalable and flexible platform. Our vision and platform approach enable services providers to deliver differentiated, highly personalized services,” said Paul Crann, Senior Vice President, Product Line Management at BigBand Networks. “As digital advertising models continue to evolve, we will endeavor to build new, innovative products that can capture new revenue streams for our service provider customers, while opening up a large market opportunity for BigBand.”
BigBand Solution Lowers Cost and Complexity of Digital Ad Insertion
The BigBand MSP-based advertising solution enables service providers to maximize advertising revenues while minimizing operational costs. The solution includes the preparation and transcoding of ad assets, ad splicing into linear TV streams, event reporting to traffic and billing systems, and management using BigBand’s Video Management System software. Furthermore, the solution operates completely within the digital domain and seamlessly splices ads into streams encrypted for a variety of network environments. This reduces the cost and complexity associated with ad insertion since decrypting, splicing, and re-encrypting are no longer required.