Canoe Hires Four More Crew Members

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Canoe Ventures, the advanced TV advertising joint venture formed by the six biggest U.S. cable operators, has hired four executives to fill out its roster of technology and product management roster.

The four executives are: Joel Hassell, senior vice president, engineering and technical operations; Bruce Dilger, vice president, advanced advertising architecture; Domenic Centofanti, vice president, data architecture & metrics; and Michael Iacovelli, vice president, platform & product development.

Canoe, based in New York City, was formed in 2008 by Comcast, Time Warner Cable, Cox Communications, Cablevision Systems, Charter Communications and Bright House Networks. The company recently moved to larger office space in midtown Manhattan to accommodate its growing staff, expected to double to about 135 employees by the end of 2010

This summer, Canoe launched its first commercial service, an interactive TV capability that lets viewers request more information from an advertiser, initially available across parts of Comcast's and TWC's footprints.

Hassell, who most recently was CTO of cable technology consulting firm Digiforge, replaces Steve Reynolds, interim senior vice president of engineering, who is returning to Comcast. Hassell is based in Canoe's Denver office and reports to Canoe chief operating officer Kathy Timko.

Before founding Digiforge, Hassell was in charge of engineering development and deployment for Dish Network's interactive TV advertising solution; served as founder and CEO of Intellocity; and was OpenTV's general manager for the Americas.

Dilger and Centofanti both report to Canoe CTO Arthur Orduña. Dilger previously spent seven years as vice president of technology for OpenTV's Advertising Systems Group, and was president and founder of MicroBase Software Systems. Centofanti came from Iron Mountain, where he was director of business intelligence and data warehouse, and has worked for Amdocs, Digitas, Planet Soft/Zamba Solutions and Harte-Hanks.

Iacovelli most recently was CTO of TTC Consulting and previously spent nine years at IDT, a provider of telecommunications and financial-services products. Prior to IDT, Iacovelli was president and founder of Maradom, and vice president of service development and quality assurance at TPS Call Sciences. He reports to Jim Turner, Canoe's senior vice president of product management.

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