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SeaChange to help combat ad skipping with new systems
MUMBAI: SeaChange International has introduced new advertising capabilities for the US on-demand television market. Basically through the product the company is looking to help the US cable industry fight the problem of ad skipping. Advertising will become customised on a household by household basis to maximise relevance and impact.
The company issued a release stating that its new ad placement system enables broadband operators to gain greater control over their current on-demand television advertising. They can automatically change spots and promos to conform to changing dayparts and viewer demographics.
Video-on-demand (VOD) is changing television in dramatic ways, enabling viewers to access a rich array of programming at their convenience. More than just movies, cable and broadcast networks are offering sitcoms, dramas, news, documentaries and sports for viewers to access on demand. It all ushers in an unprecedented way to deliver programming — and advertising — that is more relevant to viewers.
The release adds that advertising has traditionally funded the production of television content, serving to minimise the cost burden on viewers. SeaChange is introducing new products that offer cable customers the opportunity to take advantage of new advertising benefits. Through software automation, advanced digital encoding techniques and sophisticated splicing technology the company claims to have married the benefits of personal television with the messages being delivered by networks and sponsors.
SeaChange’s ad placement system, with its three major components, integrates the VOD System with the cable operators’ existing ad sales operation to enable control over advertising. The first component, the ad management system, provides centralised control over ad placement, setting up rules and targetting instructions for disparate spots, which are stored in digital video libraries. Task controllers then automatically transcode the appropriate spots to the digital specifications of the VOD System and execute insertion against ad order instructions. The spots are then spliced with the programming as it streams, creating a seamless viewing experience.
Spots, promos, and bumpers can be regularly updated to coincide with the timing in which on-demand programming is accessed. As a result, advertising can be updated to fit the date and time of when the on-demand content is viewed, rather than being tied to the time and date it was produced. Likewise, the ad placement system enables different commercials to be swapped out to reach different lifestyle demographics and viewer interests, based on the cable ops ability to target with zip code plus four precision. For instance downtown demographics might see the ad for the compact car while the uptown neighbourhoods see ads for luxury cars the release adds.
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.
