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NCC forges alliances to test addressable TV advertising
NEW YORK : National Cable Communications (NCC), a leading US-based spot cable rep firm, has joined with Visible World, a new media service provider focused on “addressable advertising” in television, and SeaChange International, a leader in digital video systems for television, to test dynamic-customised advertising to interconnected cable television markets in the US.
A press release states that this revolutionary form of advertising will utilise the “IntelliSpot” system from Visible World and SeaChange. The “IntelliSpot” system has the capability to automatically assemble multiple variations of a commercial and simultaneously deliver them to diverse geographic zones across television markets. This technology allows commercial content to be customised in real time to leverage such marketing variables as geographic selectivity, programming content, demographic clusters, date/time sensitivity, and changing product offerings.
NCC will begin initial testing later this month via its CableLink Interconnects division, which manages seven top 100 market interconnects. In January 2003, deployment of this capability will then begin in the other six CableLink markets (Buffalo, Cleveland, Grand Rapids, Hartford, Providence and Wilkes-Barre). It is estimated that by the beginning of the week starting 27 January 2003, advertisers will have access to all four million CableLink homes.
Addressable television advertising has been a concept that marketers have anxiously awaited in order to more effectively reach specific consumer groups with targeted messages. While spot cable advertising currently provides targeting, unlike any other electronic medium, the new approach takes the targeting process a step further in creating a platform to deliver specific messages to specific viewers.
NCC claims that this important part of the product offerings and is line with its goal of reshaping television advertisingWith the “IntelliSpot” capability and NCC’s CableLink infrastructure, diverse product offerings targeted to select geographic areas beneath the DMA level can be delivered. The combination of the precision of the direct mail capabilities with the power of television is also possible. This facet will enable marketers to be more effective and efficient in delivering their target audiences.
NEW DELHI: Hamdard Laboratories gathered a cross-section of India’s achievers in New Delhi on Friday, handing out the Hakeem Abdul Hameed Excellence Awards to figures who have left their mark across healthcare, education, sport, public service and the arts.
The ceremony, attended by minister of state for defence Sanjay Seth and senior officials from the ministry of Ayush, celebrated individuals whose work blends professional success with a sense of public purpose. It was as much a roll call of achievement as it was a reminder that influence is not measured only in profits or podiums, but in people reached and lives improved.
Among the headline awardees was Alakh Pandey, founder and chief executive of PhysicsWallah, recognised for turning affordable digital learning into a mass movement. On the sporting front, Arjuna Awardee and kabaddi player Sakshi Puniya was honoured for her contribution to the game and for pushing women’s participation onto bigger stages.
The cultural spotlight fell on veteran lyricist and poet Santosh Anand, whose songs have echoed across generations of Hindi cinema. At 97, Anand accepted the honour with characteristic humility, reflecting on a life shaped by perseverance and hope.
Healthcare honours spanned both modern and traditional systems. Manoj N. Nesari was recognised for strengthening Ayurveda’s place in national and global health frameworks. Padma shri Mohammed Abdul Waheed was honoured for his research-backed work in Unani medicine, while padma shri Mohsin Wali received recognition for his long-standing contribution to patient-centred care.
Education and social development also featured prominently. Padma shri Zahir Ishaq Kazi was honoured for decades of work in education, while former Meghalaya superintendent of Police T. C. Chacko was recognised for public service. Goonj founder Anshu Gupta received an award for his dignity-centred rural development initiatives, and the Hunar Shakti Foundation was honoured for empowering women and young girls through skill development.
The Lifetime Achievement Award went to former IAS officer Shailaja Chandra for her long career in public healthcare and governance, particularly in the traditional systems under Ayush.
Speaking at the event, Hamdard chairman Abdul Majeed said the awards were a tribute to those who combine excellence with empathy. “These awardees reflect Hakeem Sahib’s belief that healthcare, education and public service must ultimately serve humanity,” he said.
Minister Seth struck a forward-looking note, saying India’s young population gives the country a unique opportunity to become a global destination for learning, health and wellness by 2047.
The ceremony also featured the trailer launch of Unani Ki Kahaani, an upcoming documentary starring actor Jim Sarbh, set to premiere on Discovery on 11 February.
Instituted in memory of Unani scholar and educationist Hakeem Abdul Hameed, the awards have grown into a national platform that celebrates those building a more inclusive and resilient India. For one evening at least, the spotlight was not just on success, but on service with substance.
