Cable operators know where their bread is buttered. Always interested in the best ways to generate new and especially more revenues, operators should be heartened by results of CableLabs' "multi-faceted Advanced Advertising Interop" where vendors strutted their stuff while interoperating in a standardized environment.
The end result, according to Cox Communications advertising technology director Terri Swarz quoted in a CableLabs' news release, was a glimpse of "progress toward interoperability, not only in the VoD space but also in the linear space for advanced advertising."
Primarily, the week-long activity was designed to prove that hardware and software developers could interoperate with SCTE 130 standard interfaces across linear channels as well as into VoD content and enhanced TV (ETV). Secondarily, it was a chance for the vendors to show operators how close they are to bringing new revenue-generating technologies to market and maybe get the MSOs to open their checkbooks for some of this new stuff.
A who's who of cable vendors on hand for the week's festivities included Alcatel-Lucent, Alticast, Arris, Avail-TVN, BigBand Networks, BlackArrow, FourthWall Media, Nielsen, OpenTV, SeaChange International, Sigma Systems, Softel, Strategy and Technology, Texscan, This Technology and UniSoft, according to the release.
- see CableLabs' news release
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