News Round-Up (II): BBC, BeeSmart, Edgeware, Netview, Zenterio, Verimatrix, BlackArrow, Bluefly, Bravo, Brainient, BrightLine

--BBC Releases Red-Button Programming Schedule through October 22nd
--BeeSmart, Edgeware, NetView, Zenterio, Verimatrix Team on OTT Solution
--BlackArrow Trials Dynamic VOD Advertising with Rainbow Media
--Bluefly Using Scanbuy QR Code Technology for Ad Campaign on Bravo
--Interactive Video Advertising Company, Brainient, Secures $800,000 in VC Funding
--BrightLine Wins Three IAB MIXX Awards

Because the [itvt] editorial team is busy working on TVOT NYC Intensive (November 18th in New York City), our new show on the national interactive TV platform and the emerging ITV economy, we are covering recent news in round-up/summary form. We apologize for any inconvenience to our readers.

  • The BBC has announced the line-up of content that will be available through its red-button interactive TV service through October 22nd.
  • A consortium of five technology providers--BeeSmart, Edgeware, NetView, Zenterio and Verimatrix--has announced "the immediate availability of an advanced Web TV solution; an over-the-top content delivery mechanism, ideal for TV service providers with an ambition to offer rich TV and on-demand services over unmanaged broadband networks."
  • BlackArrow has announced that its "Advanced Advertising System has been selected by Rainbow Media Holdings for a multiphase trial of dynamic video-on-demand (VOD) advertising, currently underway...Using the BlackArrow System, Rainbow is looking at new ways that its award-winning, premium content, such as AMC's 'Mad Men,' can be leveraged in a VOD environment to enable engaging television advertising experiences," BlackArrow states in its press materials. "The trial is designed to determine how Rainbow can work across its multiple distribution partners to implement and operationalize, at scale, critical aspects of dynamic, addressable VOD advertising. Among the capabilities being explored during the multiphase trial are on-demand campaign management; creative rotation of inventory; real-time ad decisioning and campaign selection based on content targeting, viewed daypart, anonymous demographic data and other factors; and impression-based reporting."
  • Online retailer, Bluefly, has announced that it has "incorporated mobile barcode technology from Scanbuy into its recently launched television advertising campaign, 'Closet Confessions.' The 'Closet Confessions' advertisements, which launched on Bravo Media's various platforms earlier this month, are a series of 45-second spots that feature celebrities giving tours of their closets and sharing stories about their lives," Bluefly states in its press materials. "The ScanLife mobile barcodes, or 'Quick Response' codes, will appear in the ads through November, giving viewers instant access to additional video content or a $30-off coupon when they scan the codes with their camera phones using a barcode scanning application." (Note: A related article from the New York Times can be accessed here.)
  • London-based interactive video advertising platform provider, Brainient, has announced that it has secured $800,000 in VC funding, in a round led by Arts Alliance (whose other investments include LoveFilm, Opera Software and and various individual investors, including Dave McClure, Sherry Coutu, Alex Hoye and Algy Williams. "Brainient has created an innovative platform that enables brands to easily add layers of interactive 'add-ons' to their video adverts," the company states in its press materials. "Publishers and agencies can head to the BrainStudio Library and get access to 'layers' which they can easily place inside their video adverts by using a drag-and-drop interface."
  • Interactive TV advertising agency, BrightLine, has won three awards at the 2010 IAB MIXX Awards. More.


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