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SeaChange and Sigma Systems Partnership to Accelerate Targeted On-Demand TV Advertising


• Integrated Solution to Leverage SCTE 130 Standard • Subscriber Data to Drive Pre-Roll, Post-Roll and Interior Break Insertions • Demonstrations Planned for June at CableLabs

ACTON, Mass. & TORONTO - SeaChange International (Nasdaq: SEAC) and Sigma Systems today announced a partnership aimed at removing one of the remaining technical hurdles to the widespread use of on-demand cable television for targeted advertising. Chief among their initial goals for enabling targeted ad delivery in accordance with SCTE 130 Part 6 guidelines, the companies will allow ad insertion systems to source subscriber information databases for making ad placement decisions on the fly.

SeaChange, the leader in cable advertising and on-demand systems, and Sigma, a leader in advanced IP service fulfillment solutions, are bridging the communication gap between subscriber information databases and the mechanics of dynamic ad insertion. Ultimately, the companies will ensure that real-time ad targeting decisions for pre-roll, post-roll and interior break insertions will take full advantage of SCTE 130-compliant aggregated geographic, demographic and audience tracking data by establishing interoperability between SeaChange’s AdPulse On Demand software and the Sigma Subscriber Information Service (SIS). The integrated solution will be demonstrated for the first time in June at the CableLabs®’ SCTE 130 Interop.

“The advanced cable advertising ecosystem of disparate vendors and products needs a direct connection to the available intelligence about viewers to finally deliver the value of on-demand television,” said Alan Hoff, vice president of product marketing, SeaChange. “Leveraging standards in our product design is one step. Another is embodied by our collaboration with Sigma, which is one of many strategic alignments SeaChange is creating to bring ad ecosystems to their full potential so advertisers can capitalize on the cable industry’s unique connection to 40 million North American VOD homes.”

“Sigma Systems has taken a leading role in building an advanced advertising ecosystem for communications service providers by bringing together best-in-breed, SCTE 130-compliant vendors and solutions, such as SeaChange and its AdPulse On Demand,” said Rick Mallon, vice president of Product Management for Sigma Systems. “Our Subscriber Information Service provides audience qualification, a key component advertisers need to better target viewers. With SeaChange, we are looking to accelerate on-demand TV advertising.”

Deployed around the world, SeaChange AdPulse On Demand delivers revenues with on-the-fly, real-time insertion of ads anywhere within on-demand program streams, including on-demand video games and DVDs, taking full advantage of SCTE 35 descriptors. Making ads independent of the content in which they run allows 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.

Sigma’s service fulfillment solutions are deployed with some of the world’s largest MSOs with more than 100 million IP services under management, including broadband, digital TV, VOD, wireless, and residential and business VoIP. Its SIS provides a federated view of subscribers ? including demographic data, services usage and behavioral information ? for identifying unique audience qualifiers. SIS is a critical component for any communications service provider’s advanced advertising solution.

The companies’ advertising experts will be available to discuss new product advancements during the The Cable Show, April 1-3 in Washington, D.C. at SeaChange booth 825 and Sigma booth 819.

About Sigma Systems
Sigma Systems is the proven global leader in delivering advanced IP service fulfillment solutions. Sigma’s powerful solutions enable the world’s Communications Service Providers (CSPs) to Deliver a Rich Consumer Experience through communications and entertainment services - over any access technology to any device. The company’s award-winning solutions include order management, provisioning and activation, and active mediation of residential and business VoIP, and Triple, Quad and All-Play services. CSPs around the globe - including Cox, Technology Networks (formerly @NetHome) and Rogers - trust Sigma for business transformation and innovative solutions with market-leading expertise for the delivery of today’s - and tomorrow’s - new services. For more information about Sigma, visit

About SeaChange
SeaChange International is a leading provider of software applications, services and integrated solutions for video-on-demand (VOD), digital advertising, and content acquisition monetization and management. Its powerful open VOD and advertising software and scaleable hardware enable cable and telco operators, as well as broadcasters, to provide new on-demand services and to gain greater efficiencies in advertising and content delivery. With its Emmy Award-winning and patented technology, thousands of SeaChange deployments are helping broadband, broadcast and satellite television companies to streamline operations, expand services and increase revenues. Headquartered in Acton, Massachusetts, SeaChange has product development, support and sales offices around the world. Visit

CableLabs is a trademark of Cable Television Laboratories, Inc.


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