Canoe Ventures Announces ExpandTV Implementation Guidelines

Canoe Ventures has announced the availability of ExpandTV implementation guidelines at ExpandTV.com, a major milestone in the development of the interactive television (ITV) marketplace.

Offering compelling television advertising and/or programming, ExpandTV represents simple, seamless, two-way interactivity. Empowering viewers to engage more immediately with content and brands, ExpandTV signals an entirely new dimension of the television experience. As the standard brand for the industry, ExpandTV indicates that a program or ad is interactive and trustworthy. Signaling that a deeper interactive television experience is available to the viewer, it may sit alongside other brands and content.

“In another of the cable industry's milestone collaborative achievements, we now have a program that the entire industry can rally around to promote the adoption of ITV," said Vicki Lins, Chief Marketing Officer of Canoe. "The industry has a rich legacy of collaboration to enhance the marketing efforts of each individual company through the use of common brands and nomenclature; it is exciting to see ExpandTV become that next big thing for the industry.”

Apart from national advertising and cable television programming partners, ExpandTV is an industry-wide brand initiative led by Canoe, in concert with the Cabletelevision Advertising Bureau (CAB), the Cable & Telecommunications Association of Marketing (CTAM), Cable Television Laboratories (CableLabs (News - Alert)(R)) and the nation's leading cable operators including Bright House Networks, Cablevision Systems Corporation, Charter Communications, Comcast Corporation, Cox Communications, and Time Warner (News - Alert) Cable, the company has stated in a press release.

Recently, The Direct Marketing Association recognized Canoe Ventures, the advanced television joint venture of the nation’s premier cable companies, with a 2011 Innovation Award, at the DMA 2011 Annual Conference & Exhibition in Boston.

Officials said that the DMA Innovations Awards are determined by a distinguished panel of judges who review nominations extolling advancements in marketing technology. Canoe has been declared a winner in the DMA’s “Digital Media Marketing” category for its RFI (News - Alert) product.