BigBand Networks Provides Innovative Advertising Solution for Astound Broadband
BigBand Networks, Inc. (NASDAQ: BBND) today announced that Astound Broadband, a unit of WaveDivision Holdings, LLC, has deployed BigBand’s Broadband Multimedia-Service Router (BMR®) for video processing and digital advertising insertion. Astound is using BigBand’s platform as part of its solution to deliver regionally targeted television advertising to digital subscribers in Concord and Walnut Creek, Calif.
“As a nimble, fast growing operator, we prize innovation, and BigBand Networks has consistently delivered video technology that keeps us ahead of the curve,” said Steven Weed, CEO for WaveDivision Holdings, parent company of Astound. "The BMR has enabled us to provide advanced digital advertising insertion on our analog and digital programming. In the future, we can use the BMR to support some of the more advanced developments in the industry, including addressable advertising, high-definition programming and switched broadcast.”
Astound is using the BMR to provide a range of applications. BigBand’s digital simulcast application allows Astound to transport analog content in digital format and consolidate digital advertising insertion for both analog and digital programs to improve the picture quality of the analog content and efficiency of delivery. Astound also uses BigBand’s Digital TV Management functionality for management of digital programming and advertising insertion on enhanced programs. The deployment also employs BigBand’s RateShaping® bit-rate adaptation, which is designed to maintain high video quality while containing cumulative bandwidth utilized within capacity constraints.
“Astound is growing quickly, and pushing the envelope with digital technology, specifically advertising, which is a key area of innovation for BigBand,” said Biren Sood, vice president and manager of cable Americas for BigBand Networks. “Switched digital video and addressability enhancements can make advertising far more relevant and compelling for television audiences.”
For additional information about BigBand’s Digital TV Management solution, please visit http://www.bigbandnet.com/products/sol_dtv_mgmt.php. For additional information about BigBand’s Digital Simulcast solution, please visit http://www.bigbandnet.com/products/sol_dig_simulcast.php. Finally, for an overview of BigBand’s BMR platform, please visit http://www.bigbandnet.com/products/bmr1200.php.
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