Kudelski, SkyLife Form JV to Develop and Market Addressable and Interactive TV Advertising Solutions
--Companies Plan to Market Solutions Internationally, Following Deployment in Korea
The Kudelski Group, the Swiss company that recently acquired San Francisco-based interactive TV and advanced advertising technology provider, OpenTV, said Tuesday that it has agreed to form a joint venture with Korean satellite and hybrid services operator, SkyLife, to develop advanced advertising solutions, including solutions that will allow operators to implement addressable (i.e. geographically and demographically targeted) and interactive (e.g. telescoping-, RFI- and tcommerce-enabled) advertising. Such solutions, the companies say, will enable TV advertising to "become more relevant and interesting, therefore more profitable, as ads will be both interactive and specifically addressed to households."
According to the companies, their joint venture company will leverage existing Kudelski Group technologies and know-how to develop an advanced advertising solution that SkyLife will deploy to its entire subscriber base. As part of the solution, the companies say, each SkyLife set-top box will have reserved hard disk space for advertising features, addressable commercials and interactive ads. The joint venture company will be tasked with marketing this hard disk space in Korea, according to the companies, enabling advertisers, agencies and broadcasters to deploy advanced advertising on the SkyLife set-top footprint to the operator's subscriber base.
Following the roll-out of the joint venture's advanced advertising solution in Korea, the companies plan to market it internationally. "We are honored to have with SkyLife the partner to create such a new business," Kudelski chairman and CEO, Andre Kudelski, said in a prepared statement. "Korea is again the world test bed for a new technology solution and an innovative business model. Deploying first our joint advanced advertising solutions over SkyLife's 3.5 million households in Korea will be a major step to develop and refine these advanced technologies and business before launching worldwide." Added SkyLife CEO, MR Lee: "Together with subscription, advertising is the lifeline of our industry. Developing our presence in this area is considered as a strong growth factor for SkyLife. Our mission is to allow our subscribers to receive more interesting and relevant ads and to enable the industry to make a more profitable use of their ad investment. This Advanced Advertising Joint Venture with Kudelski will also enable SkyLife to expand internationally."