While Canoe’s announced news today is that it is licensing BlackArrow’s “Affiliate” platform to help national cable programmers ramp up deployments of VOD dynamic ad insertion, there are a few other new things going on at the MSO-backed advanced advertising company that are hiding out in the open.
For starters, Canoe has dropped “Ventures” from its name, although it’s still technically a joint venture backed by Comcast, Time Warner Cable, Bright House, Cablevision Systems, Cox Communications and Charter Communications. Perhaps this is an indication that the venture part is over and the money-making part is underway.
And Canoe’s stable of programming partners appears to be expanding rapidly. Canoe head of sales and marketing Chris Pizzurro said more than 45 networks are running campaigns with Canoe now or will be soon. Until now, Canoe’s only been talking about specific channels from the NBC Universal camp that are part of that group.
But the latest version of the Canoe Web site also includes a page that lists out 21 channels, notably including a few from Scripps Networks, that are apparently on board with the program. Here they are:
- NBC Sports Network
- Travel Channel
- Cooking Channel
- Golf Channel
- DIY Network
- Food Network
Comcast, meanwhile, confirmed that Fox Networks is now certified to the MSOs dynamic advertising insertion platform.
Update: A representative with Scripps told me that Great American Country is not currently offered on VOD so is therefore not part of the Canoe DAI model. I have since removed it from the list above.