Sunflower Broadband is getting pretty innovative with VOD advertising, placing dynamic ads in MTV Network programming this week. Sunflower is using SeaChange and Atlas On Demand tech to splice fresh ads into VOD content on the fly and analyze their effectiveness (Most VOD advertising today is tied to a specific piece of content for its entire run). The MSO’s 1st national campaign is with Paramount Pictures’ and MTV Films’ for "jackass number two." Sunflower will change out the advertising (being inserted into Comedy Central VOD programs) several times before the film’s Sept 22 theatrical debut. Sunflower has offered dynamic VOD ad-insertion for local advertisers for a few months and reports an "overwhelming" response.

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SCOTUS to Set Precedent with Cox-Sony Case

Cox’s long-running legal battle with music labels is headed to the U.S. Supreme Court, with the case having implications for broadband providers throughout the country.

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