BlackArrow and NDS will preview a DVR ad-substitution product demonstration at IBC September 10-14 in Amsterdam, The Netherlands. The demonstration marks the first joint, public product showcase to be presented following the companies’ strategic alliance announced earlier this year.

At the NDS booth, BlackArrow will showcase various scenarios that demonstrate how advertisements inserted locally on DVRs can be used to help advertisers create targeted campaigns. The demonstration will show how operators and programmers can utilize the BlackArrow Advanced Advertising System to manage advertising sales, targeting and decisioning, and NDS Dynamic to target, deliver, seamlessly insert and measure advertisements – for both linear and on-demand DVR-based addressable advertising.

The DVR ad-substitution demonstration complements BlackArrow’s dynamic video-on-demand advertising sales and decisioning solutions, which currently are in deployment with major U.S. cable system operators and programmers.

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Commentary by Steve EffrosIt was originally called “basic cable” because that’s what it was: the “basic” channels any cable system had to provide to customers. Remember, back then “cable” was

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