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SeaChange Unveils On-Demand Television Advertising Technologies at Cablelabs® Winter Conference


VOD Vendor Today Wraps up Demonstration of Ad Insertion for VOD Interior Breaks and On-Demand Games for Cable’s Technology Leaders

Colorado Springs, Colo. – SeaChange International, Inc. (NASDAQ: SEAC), a leading provider of on-demand television solutions, today wrapped up three days of debut demonstrations of new on-demand television advertising capabilities at the CableLabs® Winter Conference. SeaChange demonstrated capabilities for real-time insertion into interior program breaks and insertion into streamed video games – breakthrough features that are now available on SeaChange’s AdPulse VOD advertising software platform.

“SeaChange is thrilled to have shown our industry’s technology leadership how we’re gearing up to take the category another step further,” said Steve Davi, senior vice president of software engineering, SeaChange. “VOD advertising as a cable business proposition is very compelling, but we’re focusing on enabling operators to have even more flexibility and sophistication that takes full advantage of VOD’s valuable two-way connection with subscribers.”

The CableLabs Winter Conference wraps up its agenda February 13 at The Broadmoor resort in Colorado Springs, Colo. Conference demonstrations concluded today, and showcased for key technical, business, and strategic executives in the cable industry the latest in content and services that operators may employ to serve cable customers. Participation in CableLabs’ conferences assures visibility with key technology leaders at the cable operating companies.

Prior to the 2006 deployment of SeaChange AdPulse software, on-demand television advertising was limited to stitching ads directly into program assets for their entire run, ultimately requiring advertisers to submit ads that ran for at least several weeks. AdPulse broke new ground and delivered new revenues with on-the-fly insertion of pre- and post-roll ads into on-demand program streams in real time. Making ads independent of the shows in which they run allowed each to be trafficked separately, at long last reducing lead times for ad copy and enabling ad rotation, targeting and message refresh throughout a campaign.

The first AdPulse enhancement demonstrated at Winter Conference enables operators to dynamically and seamlessly insert ads at internal breaks within VOD program assets, facilitating the delivery of fresh and relevant ad content to select audiences. The second enhancement enables the dynamic pre-play ad insertion for on-demand game assets. As one of the fastest growing segments of on-demand, game insertion offers one of the most highly targeted and personalized advertising opportunities to date.


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