Targeted TV ads ‘three years away’

30 10 2007

When Abe Peled, the brains behind News Corp.-owned set-top box software and conditional access specialist NDS, speaks some of us sit up and take note.

In an interview with the Financial Time, Peled claims that technology which allows advertisers to target viewers according to their viewing habits is about three to five years off deployment on pay TV platforms. As he’s in the business of selling such solutions, it’s no surprise that he’s beginning to talk up their potential. From a man who’s driven much of the technical innovation underlying some of the world’s most successful pay TV platforms, he probably knows what he’s talking about.

For anyone interested in how this is playing out so far, head over to Israel, the report states, which Jerusalem-based NDS is using as a test bed for next gen STBs, just as it did with the Sky platform in the U.K. for 1st gen interactive TV and DVR rollout.

On a related note, could it be mere coincidence that on the same day this interview appeared, Virgin Media, the cable platform arch-rivals of Sky, chose to release the news that it is to offer targeted advertising from next year. But wait for it, the killer quote, by self admission from the company’s content division CEO Malcolm Wall: “There is an issue of measurement. TV is very measured, but for VoD it isn’t there right now.” The technology isn’t there, or Virgin Media hasn’t yet committed to implementing it? Go figure…





NDS buys online video specialist

9 08 2007

In a development which demonstrates that a growing number of broadcast pay TV platforms will be adding online video services, NewsCorp.-controlled interactive TV and conditional access specialist NDS is to acquire the rich media distribution technology company CastUp for US $11.3 million.

Founded in 1999, the Israeli developer of IP streaming media products counts HP, IBM, Microsoft and Orange among its customers