ICTV and Packet Vision Announce Collaboration To Enable New 'Personalized' TV Advertising

ICTV and Packet Vision Announce Collaboration To Enable New 'Personalized' TV Advertising

AMSTERDAM, Netherlands, Sept. 8 /PRNewswire/ -- ICTV(TM), creators of HeadendWare(R), the most powerful platform for the delivery and distribution of interactive television programming, and Packet Vision, developers of an addressable IPTV advertising delivery platform, have announced their collaboration on "personalized" TV advertising that is targeted, auditable and interactive.

Under the agreement, the two companies will enable IPTV providers to increase revenues by offering advertisers capabilities to produce and deliver personalized, interactive spots, and target them based upon factors such as demographics, preferences and purchasing histories. By combining ICTV HeadendWare's dynamic content rendering capabilities, which convert standard Web content into interactive MPEG streams, with Packet Vision's targeting engines, advertisers can minimize creative costs and maximize delivery efficiency.

"Advertisers want to deliver the right message to the right viewer at the right time and to move consumers toward action," said Jeff Miller, president and CEO of ICTV. "Our joint agreement with Packet Vision will enable IPTV operators to provide opportunities for advertisers to use Web tools, technologies and talent to mass-customize ad content and deliver the best ad to each viewer."

"We share the same vision: that IPTV will make television a lot more personalized," says Packet Vision managing director, Patrick Christian. "Jointly we will help to overcome two main factors that are currently preventing smaller companies in particular from advertising on TV: the high costs of purchasing ad slots and the cost and difficulties traditionally associated with ad creation."

Through HeadendWare's support for standard PC, Web and Java tools, advertisers using the ICTV-Packet Vision solution can dynamically create personalized advertisements that are rendered in digital video and are spliced into individual subscribers' targeted streams by Packet Vision. The centralized HeadendWare platform enables a "telescoping" environment in which consumers can click on individual ads to request more information, watch a demonstration or make a purchase. At the same time, advertisers can more effectively target consumers and measure efficiency by tracking the user experience.

About Packet Vision

Packet Vision (http://www.packetvision.com/) specializes in the design of systems that enable fully personalized IPTV commercials: addressable advertisements that can be tailored to match the demographics of individual households and which can be altered - in real time - to reflect viewers' reactions.

The company's network-based approach combines all the functions of IP router, video server, splicer and management API in a single 19" rack- mountable box. No changes at all are needed to viewers' equipment.

Incorporating Packet Vision's Video Switching Engine (VSE) technology, the system gives network operators a low-cost, high performance entry point into addressable advertising. More products can easily be added as subscriber numbers grow or when increased granularity of advertising is required.

About HeadendWare(R)

ICTV HeadendWare enables network operators to deliver compelling interactive programming, including animation, high-fidelity audio and full- motion video, to any digital set-top box. Using headend-based processing power and the existing digital plant, HeadendWare removes set-top box and middleware constraints on the delivery of compelling interactive multimedia content and allows TV-friendly activity that cannot be matched by satellite competitors.

With HeadendWare application servers located anywhere on the operator's network or outsourced, an operator's entire digital subscriber base can interact with robust multimedia applications developed with standard PC, Web and Java tools using existing set-top boxes and remote controls. HeadendWare supports the latest versions of HTML, JavaScript, Java, Windows Media Player(R), Flash(R), RealPlayer(R) and QuickTime(R), enabling network operators to provide subscribers with a limitless array of content and applications.

About ICTV(TM)

ICTV(TM) provides enabling infrastructure for the delivery of new television services to video subscribers. The company offers a solutions- oriented approach that combines the standards-based technology of the ICTV HeadendWare platform with a portfolio of branded iTV applications that can be deployed today. The solution-based approach offers operators one of the highest returns on bandwidth and incremental capital of the iTV services available today. Strategic investors include Liberty Media, Motorola, OpenTV, Shaw Communications, TV Guide, Cox Communications and Lauder Partners.

Based in the heart of California's Silicon Valley, with offices in Baltimore and the United Kingdom, the company has been issued 23 patents and has numerous patents pending, ensuring protection of its unique and innovative television services solution. ICTV is a member of the Motorola Horizon and Scientific-Atlanta CreativEdge Developer Programs. For more information, visit http://www.ictv.com/.

HeadendWare is a registered trademark and ICTV is a trademark of ICTV, Inc.

Source: ICTV(TM)

CONTACT: Jaci Hale of ICTV International, +44 1483 813482, jaci_hale@ictv.com

Web site: http://www.packetvision.com/

Web site: http://www.ictv.com/

------- Profile: Ent