Canoe Begins Trial of RFI Interactive TV Advertising, Pushes Back Commercial Launch until Spring

--Cablevision Lets Viewers Bookmark Movie Trailer via Optimum Select

Canoe Ventures, the company tasked with implementing the US cable industry's plans for interactive and addressable advertising (note: its backers are Comcast, Time Warner Cable, Cox, Charter, Cablevision and Bright House), plans to commercially launch an EBIF-based Request for Information (RFI) interactive TV advertising product in the spring, and began a trial of RFI interactive TV advertising with a network partner in the fourth quarter of 2009, the company's senior director of marketing communications, Dana Runnells, told Multichannel News's Todd Spangler last week. Runnells--who added that the initial commercial launch will be followed by a "national deployment throughout the rest of the year as EBIF is deployed across the country"--declined to name the network or provide any details about the test, Spangler reported. Canoe, which last summer postponed plans to launch a targeted advertising service, had previously stated that it hoped to launch its RFI product before the end of 2009.

In related news: Over the holiday season, Cablevision used its recently launched Optimum Select interactive TV advertising platform to allow viewers to bookmark a two-minute trailer for the Paramount Pictures movie, "Up in the Air," for later viewing on its VOD platform: viewers bookmarked the trailer by pressing "select" during a commercial for the movie. The MSO announced the new bookmarking feature--which made the trailer available in the Optimum Select section of its VOD guide--in an email to its subscribers just before Christmas.

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