Advanced Television

BlackArrow strengthens position in the advanced advertising marketplace

January 17, 2012

BlackArrow, a worldwide provider of advanced advertising solutions for New TV platforms, today announced a trio of strategic hires that bolsters the company’s multiplatform advertising marketplace expertise and builds upon its accomplished management team. The new executives bring proven success in on-demand and linear television; social and broadband video; and the advertising and media marketplaces to broaden BlackArrow’s expertise in providing advertising technology and services to monetize TV content across multiple platforms.

The new appointments include:
– Dr. Joseph Matarese, CTO – a highly regarded, senior cable television and telecommunications technology executive, renowned for thought-leadership and innovation in the development of on-demand advertising and content systems;
– Tricia Iboshi, senior vice president, client services and operations – a proven veteran of the IP video and social video markets with KitDigital and thePlatform; and
– Dean McCormick, vice president, advertising solutions – a media executive with extensive experience in ad sales, strategy and business development

“The ability to successfully monetize television content is the lever that will ultimately drive the market success of multiplatform viewing,” said Dean Denhart, CEO of BlackArrow. “Joe, Tricia and Dean collectively have the advanced advertising expertise and the diversity of platform experience required to drive viewer engagement and new revenue across multiple devices for service providers, programmers and advertisers.”

Dr. Joseph Matarese was most recently vice president andgeneral manager of the On Demand Business Unit for ARRIS Group, where he was a key figure in the product development of on-demand advertising and switched IP-based video systems deployed worldwide. Holder of a Ph.D. in Geophysics from MIT,Matarese began his cable career in 1995 with nCUBE, where he rose from field service engineer to CTO. Following the acquisition of nCUBE by C-COR, he served as senior vice president of global advanced technology with C-COR. He joined ARRIS upon the acquisition of C-COR in 2007. Matarese is a published scientific author, and an active member of cable community organizations such the Society of Cable Telecommunications Engineers (SCTE) and the Cable & Telecommunications Association for Marketing (CTAM).

Tricia Iboshi has more than 16 years’ experience in the digital media arena, delivering broadband video and content syndication solutions to media companies and content aggregators. Most recently senior vice president, sales, at KIT digital, Iboshi also held senior-management positions as the executive vice president of sales with KickApps, and vice president of sales with thePlatform. Earlier in her career, Iboshi had been co-founder and vice president of business development of RocketVox, which was acquired by thePlatform in 2001. Her expertise across business development, product sales, account development and sales engineering will be critical to the continued success of BlackArrow’s client deployments.

Dean McCormick is an advertising and media industry veteran who brings a decade-and-a-half of experience in ad sales, media strategy and business development to BlackArrow, where he will drive advertising market development and content-monetization solutions for New TV. Prior to joining BlackArrow, Dean McCormick had been co-founder of Mix Media, an advertising sales and marketing services company representing advanced TV networks and digital entertainment properties. As executive vice president, interactive strategy and business development at Havoc Television, his responsibilities encompassed ad sales, audience research and interactive programming development. McCormick also served as production manager for New York Times Television, and began his career with Bill Moyers in the public television sector.

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