(1 April 2009 7:15 pm)

MUMBAI: At both the cable shows in Washington and Nab in Las Vegas in the US later this month, Tandberg Television will showcase the technology-demonstration of dynamic ad insertion and ad swapping into live, time-shifted programme streams.

By combining the capabilities of the Xport Time-Shifted TV (TSTV) solution for network-PVR with the AdPoint Advanced Advertising Platform, the solution provides a working model for operators, programmers and advertisers to further monetise ad inventory.

The benefits of time-shifted TV include engaging subscribers in new service offerings, maximising advertising revenue and reducing subscriber churn.

Tandberg Television’s Xport TSTV solution supports all types of time-shifted TV variations such as Start Over, DelayTV, Operator Selectable or Subscriber Selectable Recording. Using Xport TSTV to perform dynamic ad swapping into a time-shifted stream protects the legal obligations to advertisers and provides a new source of ad revenue. The scalable solution also lowers the cost of deployment.

Using AdPoint’s campaign manager in conjunction with the TSTV solution gives operators the ability to dynamically insert a targetted ad into a requested piece of content.

The AdPoint platform delivers on-demand advertising across multiple platforms and can be used to target advertising based on regions, ZIP® codes, neighborhoods and individual set-top devices. The combination provides a flexible architecture for any situation where content can be captured centrally, regionally, or locally through one management interface.

In the process of demonstration, Tandberg Television will show the capture of a live programme on one screen, while on the other the same programme will be re-started with ad placements dynamically changed within the time-shifted stream. Xport TSTV combines scalability, rights management, broadcast capture with ‘live TV’ redundancy, and an open architecture.

The solution is both SCTE 35 and SCTE 130-compliant for ad insertion and features a centralised rights management engine that can provide assurance of contractual obligations and programme level rules administration.

Xport TSTV simplifies the complex process of managing the recording and re-broadcast rights in a time-shifted environment. Operators can situate rights management in a single location or use a distributed model to provide local management of recording schedules and real-time capture of broadcast streams.

In either case, the system blends business rules and metadata to determine which programs can be recorded and where, and when they can be made available for time-shifted viewing.