Networks Waiting In Canoe’s Queue

1/31/2011 12:01 AM Eastern

Canoe Ventures has yet to fully
enable Discovery Channel and NBC Universal’s
Bravo and USA Network to execute interactive
request for information ads — but the
networks will be going live with the RFI capability
within the next 90 days, along with History,
according to Canoe CEO David Verklin.

Verklin provided the update at last week’s
National Association of Television Programming
Executives conference in Miami, as reported
by MediaPost.

Canoe, a joint venture of the six biggest U.S.
cable operators, kicked off the RFI service last
summer. At the time it announced the participation
of four programmers: Rainbow Media,
Comcast Networks, Discovery Channel
and NBC Universal — but evidently only Comcast’s
E! and Style and Rainbow’s AMC have
been able to run the RFI units so far.

To date, Canoe has run “several” RFI campaigns,
which are sold by the programmers,
“but we are not citing numbers at this time,”
Canoe vice president of marketing communications
David Grabert said.

Initially, the Canoe RFI spots were displayed
to Comcast and Time Warner Cable
subscribers with set-tops that support Cable-
Labs’ Enhanced Binary Interchange Format
(EBIF) specifi cation for ITV apps.

RFI is the first interactive TV product from
Canoe, with others such as polling and trivia
currently in the development pipeline.

At NATPE, Verklin also said Canoe is hoping
to add DirecTV and Dish Network into the
total addressable footprint for interactive TV
ads, according to MediaPost.

Canoe currently does not have a deal to
announce with the satellite companies today,
Grabert said. “Obviously, we are following
closely on the cable MSO EBIF implementations,
and we will continue to add households
within the national cable footprint,” he said.