Backchannelmedia Says its Clickable TV Technology is Now in "Commercialization Stage"

--Michael Kokernak Resigns as Co-CEO, Will Head New Research Unit

Boston-based interactive TV advertising specialist, Backchannelmedia, said Monday that its flagship Clickable TV technology has been validated by over-the-air testing and is now in what the company calls "a new commercialization stage." The company also announced that its founder and co-CEO, Michael Kokernak, has resigned his co-CEO position and will now become president of a new unit, called BCM Research, that will "seek to develop the next cycle of major innovation for Backchannelmedia" and that will "be closely networked to ongoing innovations in the digital technology space and will have a long-term horizon" (note: Kokernak will continue to sit on the company's board of directors).

DirecTV Taps Invidi to Enable "Relevant" Local Advertising

--Local Ads Will Be Cued Up on DirecTV DVR's

GroupM-backed advanced advertising technology provider, Invidi Technologies, said Wednesday that satellite-TV provider, DirecTV, will use its software to offer advertisers "relevant" local advertising (note: last November, Invidi announced a similar deal with rival satellite-TV provider, DISH Network). According to Invidi, its Advatar software, in combination with DirecTV's DVR-equipped set-top boxes, will allow local television advertising availability based on geographic location, and will position TV ads according to any marketer's specifications.

YouTube Test Allows Users to Choose Between Ads

In a posting on YouTube's corporate blog, Monday, product manager, Phil Farhi, announced that the company has begun a "small test" that will give users of its service more control over how they watch advertising.

Cablevision to Offer 24-Hour VOD Pre-Roll Ad-Insertion Capabilities

--Will Extend Telescoping to its Entire Service Area

New York-area MSO, Cablevision, said Wednesday that it will begin offering same-day video-on-demand ad insertion across its entire service area later this summer, allowing advertisers to initiate a campaign or swap out existing commercials within a 24-hour period of notification. The company--which also announced that it will provide telescoping (i.e. the ability to click from a commercial to additional advertiser information) across its entire service area later this summer--claims that its new ad insertion offering represents the largest deployment of VOD advertising in a single market.

14 Companies Participate in CableLabs' Addressable Advertising Interop Event

--Event Focused on Dynamic Insertion of Addressable Ads into VOD Avails

US cable-industry research, development and standardization body, CableLabs, said Tuesday that 14 companies participated in an Addressable Advertising Interfaces interoperability event held at its Louisville, Colorado laboratories, during the week of June 1st. Invites its Customers to Create a TV Commercial


Online retailer,, has launched a competition, dubbed "Your Amazon Ad Contest," that invites its customers to create a 30-second TV commercial for it.

CMC Launches "C3 VOD" Service, Using Nielsen's C3 Commercial Ratings

--Meanwhile, Comcast Spotlight to Offer New Cross-Platform Marketing Opportunities for VOD

Comcast Media Center (CMC) announced Tuesday that its national video-on-demand platform--which it says every day delivers more than 9,000 VOD assets from over 275 content providers to over 90% of the US's top cable MSO's and over 30-million VOD households--is now offering a "C3 VOD" service for delivering TV programming that can be counted in time-shifted mode, using The Nielsen Company's C3 commercial ratings. C3 ratings are billed as measuring average commercial minutes in programs that were viewed live and timeshifted through VOD or DVR playback in the three days following a linear broadcast. CMC also said that three TV networks, including AMC, are planning to use the new service.

Tremor Media Unveils Suite of In-Stream, Interactive Ad Formats

--Formats Billed as Superseding Pre-Rolls with "Non-Linear Viewing Experiences inside the Player"

Online video advertising network operator, Tremor Media, last week unveiled a suite of interactive, in-stream ad formats that it bills as enabling "non-linear viewing experiences inside the player." Dubbed vChoice, the formats "allow advertisers to go beyond traditional pre-roll," the company says, by presenting the viewer with options to watch additional video content, such as multiple additional ads, product reviews, tutorials or long-form branded content. The formats are also billed as supporting interactive games and non-linear storytelling.

TVN in VOD Advertising Deals with This Technology, BlackArrow

Video-on-demand distribution services provider, TVN (note: the company recently announced that it would merge with Avail Media--see article posted on, May 19th), and This Technology, a provider of dynamic metadata and advertising supply management software for digital TV, will today announce an integrated solution that they say will provide advanced advertising content and advertising supply management for delivered VOD assets.

justAd.TV Says its Interactive TV Advertising Solution Is Interoperable with Sun Java Media Client

--Solution Uses Interactive Ad Formats to Counter Ad Skipping in DVR, VOD Environments

Tel Aviv-based start-up, justAd.TV, announced Sunday that it has successfully demonstrated interoperability of its justAd.TV set-top box agent with the Sun Java Media Client software (note: both the US tru2way and the European MHP interactive TV standards are based on Java technology). It says that this interoperability will allow TV providers to easily insert its embedAds advertising formats into non-linear TV viewing experiences, such as VOD and PVR, without necessitating changes or upgrades to their video delivery network.

Mozaik Multimedia Launches Interactive TV Advertising and Commerce Technology

Redwood City, Calif.-based start-up, Mozaik Multimedia, announced Monday the launch of a new software product, dubbed "!Content," which it claims will allow viewers to use their remotes to retrieve more information on--and securely purchase products featured in--movies and TV shows. "By providing an end-to-end solution to media and entertainment industries, Mozaik Multimedia enables viewers to easily interact with in-movie brands and products in a rich immersive home entertainment experience," Gregory Maertens, Mozaik Multimedia's general manager and VP of engineering, said in a prepared statement., Channel Islands in Targeted Advertising Partnership

Cork, Ireland-based interactive TV and IPTV technology provider, (note: the company, which also operates offices in the US, the UK, Singapore and New Zealand, is best known for its DigiHost Service Delivery Platform, which supports and manages the delivery of ITV services through the Digisoft Java-based EPG on set-top boxes and other client devices, such as PC's and portable storage devices; according to, it also includes interfaces to enable integration to existing headend servers, such as entitlement, member management and OSS or BSS, allowing flexible customization of business rules, workflows and processes to support new revenue models or to allow customization of existing processes), and S

OpenTV, Arris Target Europe with "Ad Insertion in a Box"

Interactive TV and advanced advertising technology provider, OpenTV, said Tuesday that it has teamed with advanced advertising technology provider, Arris, to create a turnkey digital advertising solution, dubbed "Ad Insertion In A Box," for cable operators and telcos. According to the companies, the solution--which combines the Arris ConvergeMedia SkyVision advertising applications suite with OpenTV's Eclipse campaign management platform, in order to provide what is billed as "a world-class, end-to-end Digital Program Insertion advertising system"--supports the advertising-sales, insertion, reporting, campaign-management and related functions necessary for advertising sales operations.

Brightcove Partners with Vudu to Bring Ad-Supported Internet Video to the Living-Room TV

Broadband video publishing solutions provider, Brightcove, announced a partnership with over-the-top-TV specialist, Vudu, Tuesday, which the companies say will enable Brightcove customers to distribute their video content directly to the living-room television set via Vudu's platform (note: Vudu claims to have relationships in place with every major US movie studio and over 50 independent studios, enabling its OTT service to offer over 15,000 on-demand movies and TV episodes, of which around 1,800 are available in HD; the service is deliv

Sprint Ad Campaign to Feature User-Generated Video Clock on YouTube's Homepage

Mobile phone company, Sprint, is leveraging user-generated video for a 24-hour "homepage-takeover" ad campaign on YouTube for its Now Network offering. According to the company, the homepage takeover, which will debut on YouTube later this week and which is part of a campaign that will make heavy use of social and interactive media across a range of sites (including Twitter, MySpace and Pandora), will center around a "user-generated clock" on YouTube's masthead that will feature users, who have filmed three-second clips of themselves holding up a pre-assigned number, serving as the clock's digits.

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