Red Bee Media also intends to collaborate with AMD on the development of applications to support new advertising models to help enable content owners to increase their return on investment. Building on the Sherpa navigation tool, AMD and Red Bee Media plan to develop enhanced advertising applications, enabling delivery of relevant advertising to individual consumers, states an official release.

The Sherpa tool is a search and navigation tool, user interface and interactive programme guide that can be customised for specific brands and content owners. Users can explore via any number of TV-Anytime categories including channel, genre, title, studio, director, actor or even plot. Users can listen to, read, play or share visual, audio or textual content and even build their own libraries and playlists, to deliver the most relevant retrievals, the release adds.

“AMD and leading service provider, Red Bee Media, are working together to offer consumers exciting new capabilities in digital entertainment,” notes AMD’s Consumer Business Segment CVP Joe Menard. “Media applications such as the Sherpa navigation tool are critical to delivering the AMD LIVE! experience of seamless connectivity, interoperability and easy access to consumers’ favorite digital media.”

Red Bee Media CEO Pam Masters says: “Working with AMD will enable us to fully harness and target the savvy consumers of media as they get in the driving seat and choose the programmes they want to watch, when they want to watch them.”

Red Bee Media partners with its clients to bring consumers stories they want and value – through all media from television to mobile phones. It specializes in the delivery and promotion of digital media and offers the complete range of services required to promote, playout and provide access to broadcast content. Red Bee Media’s Sherpa tool can be viewed on a Windows Media Center in the ‘Experience’ section of the AMD stand at NAB 2006, Exhibit SL555 (South Hall, Lower Level).