It was only a matter of time – in this case five years. That’s how long SeaChange has been working on its Ads On VOD (AOVOD) software, which will allow MSOs to sell targeted, relevant and updateable ads and promos on VOD. In addition to allowing advertisers to customize ads for specific viewers, features that allow the MSO to activate a fast-forward lockout and a real-time 6-second streamed ad that viewers will see as they fast-forward through a 30-second spot are included. VP Jim Kelso doesn’t expect many MSOs to activate the fast-forward lockout, but not because it would anger consumers. Instead, MSOS may be overwhelmed with customer service calls when customers think the fast-forward button on their remotes doesn’t work, he says. The company is awaiting a patent on its AOVOD technology and expects to license it once that happens. SeaChange also expects its VOD audience measurement system to receive certification soon from Nielsen Media Research and Rentrak, which is about to start a 1-yr VOD measurement and reporting test with Comcast in Philly. – Mavis Scanlon

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