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AT&T Calls on BigBand Networks to Power Local TV Ads

High Definition Digital Featured Article

July 20, 2011

AT&T Calls on BigBand Networks to Power Local TV Ads



AT&T U-verse TV’s local advertisements will now be powered by BigBand Networks’ (News - Alert) Media Services Platform (MSP), according to an announcement.


By deploying the MSP-based IPTV (News - Alert) ad solution by BigBand Networks, a manufacturer of digital video networking solutions to broadband service providers, service providers – like AT&T (News - Alert) – have the opportunity to maximize advertising revenues while simultaneously minimizing operational costs.

After partnering with AT&T for about four years on the local ad-insertion front, BigBand expects that AT&T will become a first-time material customer in the second half of 2011. Details of the deal were not revealed.

“The MSP was built from the ground up to provide media processing, such as local area ad insertion, on a scalable and flexible platform. Our vision and platform approach enable services providers to deliver differentiated, highly personalized services,” said Paul Crann, senior vice president, Product Line Management at BigBand Networks. “As digital advertising models continue to evolve, we will endeavor to build new, innovative products that can capture new revenue streams for our service provider customers, while opening up a large market opportunity for BigBand.” 

According to a recent announcement by BigBand, its advertising solutions supported more than one billion transactions in the last year for North American cable operators.

“The number of ads delivered by BigBand's solutions continues to grow rapidly as we provide our customers with the ability to extend their advertising reach to multi-screen TV services, targeted geographies and IP-connected devices,” said John Reister, vice president of Advanced Technology at BigBand Networks. “As the definition of TV evolves, operators will seek innovative ways to monetize their networks. We believe advertising will play a key role in monetizing both today’s traditional advertising and the emerging opportunities with more personalized, IP-enabled advanced advertising to more screens.”

By preparing and splicing local ads into national program feeds, BigBand’s MSP-based ad solution has helped operators to boost advertising costs. In addition, the solution operates within the digital domain and effortlessly splices ads into streams encrypted for an array of network environments. By eliminating decrypting, splicing and re-encrypting from the process, this, in turn, decreases the cost and difficulty that often comes with ad insertion.

Want to learn more about the latest in communications and technology? Then be sure to attend ITEXPO West 2011, taking place Sept. 13-15, 2011, in Austin, Texas. ITEXPO (News - Alert) offers an educational program to help corporate decision makers select the right IP-based voice, video, fax and unified communications solutions to improve their operations. It's also where service providers learn how to profitably roll out the services their subscribers are clamoring for – and where resellers can learn about new growth opportunities. To register, click here.


Tammy Wolf is a TMCnet web editor. She covers a wide range of topics, including IP communications and information technology. To read more of her articles, please visit her columnist page.

Edited by Jennifer Russell



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