TANDBERG Showcases Dynamic Ad Insertion Within a Time-Shifted TV Program

Industry first demonstration provides a working model for operators, programmers and advertisers to further monetize time-shifted programming with targeted advertising

ATLANTA — At both The Cable Show and NAB, TANDBERG Television, part of the Ericsson group (NASDAQ:ERIC), will showcase the industry’s first technology demonstration of dynamic ad insertion and ad swapping into live, time-shifted program 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 monetize ad inventory.

The benefits of time-shifted TV include engaging subscribers in new service offerings, maximizing 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 targeted 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.

“Targeted advertising is still a largely untapped revenue opportunity. However, through the use of SCTE messaging and edge caching technology, operators can benefit from the resale and reuse of local advertising avails like never before,” said Andrew Rowe, Vice President of Software Product Management at TANDBERG Television. “This demonstration showcases the full capabilities of our solution and underscores our commitment to helping customers maximize their assets.”

In the demonstration, TANDBERG Television will show the capture of a live program on one screen, while on a second screen, the same program 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 centralized rights management engine that can provide assurance of contractual obligations and program level rules administration.

Xport TSTV simplifies the complex process of managing the recording and rebroadcast 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.

The technology demonstration will take place at the NCTA Cable Show, April 1-3, 2009, Washington, D.C., booth 1013, and at the NAB Show, April 20-23, 2009, Las Vegas, booth SU5108.