Time Warner Cable Picks OpenTV For Ad Management

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Time Warner Cable has deployed OpenTV's advertising campaign management system to manage ad-sales operations across all of its regional operating centers in the continental U.S., which represent more than 12.3 million subscribers.

Under the deal, the cable company will use OpenTV's EclipsePlus system to manage multichannel advertising campaigns. Financial terms of the contract were not disclosed.

"Our initial deployments of EclipsePlus have been very successful," said Joan Gillman, president of Time Warner Cable Media Sales, in a statement. "The product's scalability and adaptability to large advertising operations is a key advantage for us and we look forward to continued success through our partnership with OpenTV."

Time Warner Cable has already deployed the system in all four of its regional operating centers, which serve more than 50 markets including New York, Los Angeles, Dallas and Cleveland. The project covers 97% of the operator's total subscriber base, with the exception of a few systems in the West, Time Warner Cable director of public relations Robyn Watson said.

TWC is "actively in the process of transitioning our final markets and we hope to complete the conversion this summer," Watson said.

OpenTV has offered EclipsePlus commercially since May 2008. According to the vendor, the system can handle thousands of local and interconnect networks, schedule complex channel environments and run spots in multiple markets within a single database. EclipsePlus is designed to reduce manual workload and time spent running verification and billing reports on spot buys.

Comcast Spotlight uses EclipsePlus in several markets, including Baltimore, Philadelphia and Seattle.

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