Canoe Ventures said it has connected its new Innovation Lab in the Denver area with CableLabs' AdLab, in a project aimed at testing prototypes of applications working across all six of its cable-operator members' systems.
The purpose of the Canoe-CableLabs hookup is to be able to prototype and evaluate the technologies required for an end-to-end infrastructure based on SCTE 130 standards for placing ads in a multivendor environment. The labs environment emulates a Canoe-hosted national network ad-decisions system capable of interacting with distributed cable-operator systems.
“What we have in microcosm is a national infrastructure prototype — Canoe talking to multiple MSO test equipment,” Canoe chief technology officer Arthur Orduña said.
Canoe, formed in 2008 by Comcast, Time Warner Cable, Cox Communications, Charter Communications, Cablevision Systems and Bright House Networks, is expecting to launch its first product sometime in the second quarter of 2010: a request for information (RFI) interactive service that will let viewers request coupons, brochures or product samples in the mail.