Cable Technology Feature Article
Sichuan Cable Installs NDS Dynamic to Enhance EPG Advertising
By Mandira Srivastava, TMCnet Contributor
To change consumers’ attitudes toward advertising, NDS (News - Alert) Dynamic has been deployed across the consolidated cable network in the Sichuan Province to enable additional revenues from EPG advertising.
NDS Dynamics is the advanced advertising solution from NDS. Sichuan Cable, China’s local cable network, is now able to define advertising zones in the EPG and manage how ads are displayed, scheduled and delivered. All EPG ads are provisioned via a hierarchical, three-level rights management system. These ads can be categorized between ads aimed at the national, provincial and city level. This solution also allows Sichuan Cable to align ad campaigns to the individual business requirements of the advertiser.
According to a press release, the installation of EPG advertising solution empowers Sichuan Cable to increase revenue streams by transforming any area within the EPG into potential advertising inventory.
Sue Taylor, chairman of NDS China said, “An industry first, this new deployment strengthens our long-term commitment to providing advanced and localized solutions that address the specific needs of the cable market in China. We continue to support SCTV in its efforts to lead the Chinese pay-TV market and in providing a more compelling and personalized viewing experience. This is a ’win win’ outcome for both its advertising partners and its subscribers.“
NDS Dynamic supports multiple EPG ad formats including placement in the main menu, the channel list, volume bar, banner ads and scrolling text ads. This solution will help Sichuan Cable to manage ads for SD and HD EPGs separately to enable further segmentation.
Sichuan Cable Network has approximately 15 million subscribers across its national, regional and city-wide networks and these subscribers will be able to take benefit of NDS supplied ongoing systems integration support.
In other news from August 2011, NDS announced that DIRECTV, one of the world's leading providers of digital television entertainment services, selected NDS' VideoGuard Connect DRM for multi-platform pay-TV to protect and enable their multi-platform Over-The-Top (OTT) and home networking services.
In conjunction with DIRECTV's existing pay-TV solutions from NDS, VideoGuard Connect will enable the seamless addition of OTT and home networking content distribution to multiple platforms, including PC, Mac, iOS and Android (News - Alert)-based mobile and tablet devices.
Edited by Jennifer Russell