Cable Show 2009: OpenTV, This Technology Team For TV Ads


Complete Cable Show 2009 coverage from Multichannel News

OpenTV and This Technology, a provider of dynamic metadata and advertising-management software for TV, will demonstrate their systems working together to deliver ads across on-demand and linear television.

The demo will show This Technology's content and advertising supply management solution integrated with OpenTV's EclipsePlus campaign-management product.

According to the vendors, their combined solution integrates order processing, inventory management, ad insertion and delivery systems using interfaces based on the SCTE-130 standard for advanced-advertising insertion.

The goal is to "enable cable operators to easily maximize revenue for available ad spots, operationalize new forms of advanced advertising and reduce costs associated with metadata management," This Technology founder Jeffrey Sherwin said in a statement.

The companies' demo will take place at the CableNET exhibit, sponsored by CableLabs and NCTA.

CableLabs last month announced it had licensed software from New York-based This Technology, as part of promoting the transition to its second-generation video-on-demand metadata specification.

The cable consortium will use This Technology's MetaMore software platform to be a reference implementation demonstrating interoperability among systems that use the CableLabs VOD Metadata 1.1 and 2.0 specifications. Terms of the deal were not disclosed.

CableLabs's VOD Metadata 2.0 specification enables extensible metadata for multiple platforms and applications, including IP-based distribution, VOD playlists and advanced advertising.