Canada’s Rogers Communications is using SeaChange expertise to dynamically insert advertisements into Rogers On Demand program streams during mid-roll breaks, achieving what the operator says is a first among television operators in North America.

As one of the systems integrators supporting Rogers, SeaChange added its Advertising Decision Manager to Rogers’ multi-vendor environment, which is based on SeaChange’s open video back office and video servers.  ??

Dynamic mid-roll insertion of ads and pre-roll insertion of content promotions, triggered by SCTE 130 cues, began last month, and dynamic insertion will be implemented across Rogers’ cable markets later this year. SeaChange’s open Advertising Decision Manager brokers ad-placement requests from the back office to the Advertising Decision System (ADS), instructs the video servers on which playlist to use, and then reports all of the playout data to the ADS for traffic and billing. ??

According to Aseem Bakshi, general manager/Advertising at SeaChange, “Over 50 million cable subscribers have access to on-demand services, representing vast untapped potential for targeted promotions and advertising in North America. The ability to do advertising and promotions is vital for increasing customer satisfaction and driving more content into on-demand services, and also helping content owners to capitalize on their commitment to non-linear delivery.”

In separate but related news, former SeaChange President Yvette Kanouff was named executive vice president/Engineering, Software Design at Cablevision Systems Corporation.

In her new role, Kanouff  ìwill drive the implementation of the company’s strategic technology goals, and she will play a critical role in the development of new consumer-facing technologies and the facilitation of their entry into the market for Cablevision’s customers, the operator says.

Kanouff will report to both Wilt Hildenbrand, senior advisor/Engineering and Technology, and James A. Blackley, executive vice president/Corporate Engineering and Technology.

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