RGB Networks and OpenTV have developed a joint demonstration designed to show how cable operators can use the companies’ standards-based advertising capabilities to generate new ad revenues from their VOD services and traditional linear programming.

Using the combined OpenTV-RGB solution – which consists of RGB’s Broadcast Network Processor (BNP) and OpenTV’s campaign management solution – operators can digitally overlay video, graphics or text onto ads or directly within programs. Based on the SCTE 35 and SCTE 130 standards, RGB’s overlay capability combined with OpenTV’s real-time insertion and campaign management solution is intended to give cable operators several advanced advertising options. The first is to "localize" national ads by adding locally relevant information. Operators can also use overlays as ads themselves, which can be added to live or on-demand programming. Additionally, overlays can be used as "triggers" for interactive or telescoping ads.

OpenTV’s campaign management solution manages and provides the real-time ad decision rules based on selected ad type against the appropriate audience addressing criteria.

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