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Cable Technology Feature Article

February 23, 2010

Zenith Media to Utilize Cablevision's Advanced Television Advertising Applications

By Calvin Azuri, TMCnet Contributor

Zenith Media is all set to utilize Cablevision's suite of advanced and interactive television advertising applications on its New York area cable systems. The implementation is part of AMC's and WE tv's 2009 upfront network buys.

The first time Rainbow Media and its parent company Cablevision Systems (News - Alert) Corp. offered this suite of products was as part of national ad sales packages to agencies and advertisers purchasing inventory from Rainbow Media networks during last year's upfront.

In a release, David Kline, president and COO for Rainbow Advertising Sales Corporation, Cablevision and Rainbow Media's advertising sales unit, said Rainbow is uniquely positioned to offer advertisers the opportunity to take advantage of Cablevision's advanced and interactive technologies that increase both viewer engagement and effective measurement. Zenith Media utilizes Cablevision's advanced capabilities to offer its clients the opportunity to reach consumers creatively, with relevant marketing messages. These messages offer an interactive brand experience which encourages more engaged viewing.   Rainbow Media Holdings LLC is a subsidiary of Cablevision Systems Corporation. Rainbow Media owns and operates popular and award-winning entertainment brands.

As per the terms of the agreement between Rainbow Media and Zenith Media, both companies will collaborate on the launch of a dedicated interactive video on demand (VOD) channel for Pillsbury. This dedicated advertiser channel of Pillsbury will allow for direct consumer access, total branding environment and a number of interactive and engagement features with the click of the remote control. The channel will feature long-form VOD content along with text and photos.

Due to the collaboration between Rainbow Media and Cablevision, agencies and advertisers purchasing upfront inventory from Rainbow Media networks are now able to add interactive television applications on Cablevision's systems to their buys. This enhanced buy provides a creative, engaging and measurable advertising package. In addition, marketers are provided access to the latest in advanced advertising; including addressable advertising, 24-hour VOD ad insertion and interactive 30 second units that take traditional television spots to the next level by using them to telescope consumers to branded VOD channels, submit requests for information (RFI (News - Alert)) and more.

Calvin Azuri is a contributing editor for TMCnet. To read more of Calvin’s articles, please visit his columnist page.

Edited by Patrick Barnard