Turner Networks has contracted multiplatform digital content specialist Vibiquity to capture and process its programing and deliver it to the pay-TV VOD market.
The partnership will commence in September, when Vubiquity begins acquiring Turner's live broadcast feeds and processing them to run in Nielsen's C3 advertising window using newly released SCTE specifications. Vubiquity will also process content monetized through dynamic ad insertion.
Turner has been one of the more aggressive programmers in seeking to exploit viewing on cable VOD platforms. Turner, for example, was one of the first programmers to "stack" shows on Comcast's (NASDAQ: CMCSA) Xfinity On Demand, allowing full seasons of shows to be binged on by Xfinity subscribers.
"With our increased focus on delivering our programming assets to as many platforms as possible and the imperative need to monetize this content, the partnership with Vubiquity facilitates our objective to streamline and virtualize our content distribution process," said Jennifer Mirgorod, executive VP of brand distribution for Turner Content Distribution.
Canoe, the cable industry joint venture focused on VOD advertising, said last week that DAI insertions in cable VOD increased another 8 percent to 2.77 billion in the second quarter.
While it continues to report growth in the area, Canoe has yet to announce revenue figures for cable DAI. Programmers like Turner, meanwhile, are now trying to monetize these advertising impressions at a greater level, enlisting outside services like Vubiquity.
- read this Turner Networks press release
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