RGB Networks and BlackArrow Help Pioneer Standards-Based Ad Insertion Solutions for TV Everywhere

RGB Networks

Next Generation of Multiscreen Ad Insertion to be Highlighted at Cable-Tec Expo 2012

Here at SCTE Cable-Tec Expo 2012, RGB Networks, the leading provider of scalable multiscreen IP video delivery solutions, and BlackArrow, a worldwide provider of advanced advertising solutions for New Television platforms, are highlighting their standards-based multiscreen ad insertion solutions, which promise to enable cable operators and other video service providers (VSPs) to generate substantial ad revenue from their TV Everywhere services.

As multiscreen TV Everywhere service deployments continue to proliferate at an accelerated rate, cable operators and other VSPs are increasingly turning their focus to the opportunities for monetizing these services, and in particular are eager to deliver linear and targeted ads in both their live and on-demand multiscreen programming. To accelerate these efforts, the CableLabs® research and development organization is driving the development of the Event Signaling and Messaging (ESAM) standard for insertion of ads in multiscreen services based on adaptive bitrate (ABR) streaming protocols. Building on the previous SCTE 30/35 digital insertion standards, ESAM is standardizing and simplifying the multiscreen ad insertion environment, helping U.S. cable operators to maintain and build on the substantial revenue stream they currently generate from local ad insertion for traditional set-top box based services – $4 billion in 2011.

“TV Everywhere has clearly arrived and now that operators have tackled the primary challenges to its delivery, their focus is shifting to identifying ways to monetize these new services and recouping investment costs, while increasing profits,” said Ramin Farassat, Vice President of Product Marketing and Business Development for RGB Networks. “Extending the already proven, standards-based advertising model from the traditional set-top model to the multiscreen environment is an ideal option to generate revenues. Together with BlackArrow, we’re enabling a next-generation solution, adapting the existing linear ad insertion model to support TV Everywhere and expanding it to realize the dream of truly targeted ads.”

“To gain maximum value from multiplatform TV services, operators are seeking seamless solutions that can optimize the delivery of advertising to TVs, tablets and any other device where TV is consumed,” said Chris Hock, Senior Vice President, Product Management for BlackArrow. “Working with RGB Networks, we’re creating a highly-flexible environment that can extend existing linear ad sales to new screens as well as dynamically deliver new addressable ads to any screen in either on demand or linear content.”

First demonstrated at last month’s CableLabs Interop event, this joint solution is comprised of the BlackArrow Advanced Advertising System and RGB’s Ad Insertion for Multiscreen (AIM) solution, which together form the industry’s first standards-based, end-to-end system for addressable ad insertion in an HTTP adaptive streaming video delivery environment. It combines the exceptional transcoding of RGB’s Video Multiprocessing Gateway (VMG) and TransAct Encoder/Transcoder and the unique capabilities of the TransAct Packager with the advanced targeting intelligence of the BlackArrow system to create a fully integrated solution for the scalable delivery of targeted ads that are fully addressable to specific devices and viewers.

Executives from both RGB Networks and BlackArrow will be available to answer questions during Cable-Tec Expo at RGB’s booth #443. In addition, a white paper on the topic can be downloaded here http://www.rgbnetworks.com/resources/download_spcl8.php

About BlackArrow, Inc.

BlackArrow is a leading worldwide provider of advanced advertising technology for New TV platforms. Reaching nearly 30 million homes, BlackArrow’s advanced advertising software platform enables customers to increase revenues by delivering more timely and efficient sales and marketing messages, to extend TV business models and affiliate partnerships to new platforms, and to gain real-time reporting and measurement insights across multiple screens. BlackArrow is privately held, and backed by Cisco Systems (NASDAQ: CSCO), Comcast Ventures, Intel Capital (NASDAQ: INTC), Mayfield Fund, Motorola Mobility Ventures, Polaris Venture Partners and Time Warner Cable. The company has offices in New York City and San Jose, Calif. http://www.blackarrow.tv

About RGB Networks
RGB Networks enables video service providers to migrate to a multiscreen environment for the delivery of linear and on-demand video over managed and unmanaged IP networks. Wide adoption of the company’s IP video solutions is based on core strengths in transcoding, advertising and overlay insertion, and statistical multiplexing. RGB’s solutions for video delivery to TVs, desktop and mobile devices are built to deliver the highest video quality at the best price-performance on the market—they uniquely offer the density and scalability required to support the growing demands of consumers with integrated functionality that simplifies operators’ network architectures and minimises operational costs. RGB’s products are deployed by over 400 cable, telco, satellite, OTT and mobile operators in 30+ countries. Venture capital investment firms include Accel Partners, Comcast Interactive, Focus Ventures, Granite Ventures, Institutional Venture Partners, Kleiner Perkins Caufield and Byers, and Mitsui & Co. Venture Partners. RGB is a private, profitable company based in Sunnyvale, California with offices around the world. For more information, please visit our website – www.rgbnetworks.com – and IP video blog http://www.rgbnetworks.com/blog – and follow us on Twitter @RGB_Networks.

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RGB press contacts, US:

John Giddings
Mobility Public Relations
Work: +1-650-353-4330
RGB Networks Press Kit: http://rgb.mobilitypr.com

RGB press contacts, EMEA:

Ginnia Cheng / Kasia Murphy

Johnson King
+44 (0)20 7401 7968

RGB corporate contact:

Catlin Walker
RGB Networks
Work: +1-408-701-2734

BlackArrow press contacts:

Paul Schneider
PSPR, Inc.
+1 (215) 817-4384


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HBO Europe contact:

Gerry Buckland

+336 1757 3478/ +44 7774 860011

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