(27 June 2006 10:25 pm)

MUMBAI: UK based -- Packet Vision, the addressable IPTV advertising specialist, will commercially launch its new TV advertising delivery platform in September at the International Broadcasting Convention 2006 (IBC2006).

The exhibition will kick off from 8 September and culminate on 12 September at Amsterdam.

The platform has been designed to enable both ‘push’ and ‘pull’ advertising: enabling ads to be highly personalized to match viewer demographics, even down to individual household level, and allowing subsequent viewer interaction that is much more sophisticated than is currently possible, according to an official statement.

“Addressable IPTV advertising has huge potential but its development has been hampered by the lack of appropriate technology to deliver it,” says Packet Vision managing director Patrick Christian. “Our platform makes it possible for TV advertising to achieve the level of personalization that tends to be associated more with the internet: not only in how ads are carried and the ways in which consumers can interact with them, but also with regard to their measurability ­ which can be instant and precise.”

The release adds that the demonstrations of the network-based Packet Vision delivery platform, which combines all the functions of video server, splicer, IP router and management system in a small, scalable unit, will be available throughout IBC2006.

Christian envisages that the platform will appeal to a wide range of advertisers, network operators and broadcasters: “It makes TV advertising feasible even for smaller niche or locally-oriented businesses, as well giving large advertisers an easy platform on which sophisticated and highly interactive ad campaigns can be built."

He adds, "We have taken some lessons from the highly successful internet advertising model and our business model will make it possible even for smaller network operators and those without advertising sales operations to generate income from television advertising.”