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OpenTV, Sigma Systems Zero In On TV Spots

6/04/2009 10:09 AM Eastern

OpenTV and Sigma Systems are pitching an integrated solution to allow TV service providers to use subscriber data for addressable-advertising placement in video-on-demand environments.

The joint solution, which the companies said can also be applied to linear TV, will combine OpenTV's campaign management product with Sigma's Subscriber Information Service, which enables audience qualification. The OpenTV ad manager would tap into subscriber information databases in order to make more-relevant ad placement decisions to individual subscribers.

"As cable MSOs look to derive more revenues from advertisers, being able to address ads and drive new revenue streams through on-demand or linear TV ad insertion has become crucial," Paul Woidke, OpenTV's senior vice president and general manager of advanced advertising. said in a statement.

Time Warner Cable last month announced that it has deployed OpenTV's advertising campaign management system to manage ad-sales operations across all of its regional operating centers in the continental U.S., which represent more than 12.3 million subscribers.

OpenTV on Tuesday night said an independent committee appointed by its board had rejected Kudelski Group's bid of $1.35 per share for the remaining shares - an offer worth about $127 million - as "inadequate." On Thursday, Kudelski, which currently holds a 26.7% economic stake and 74.7% of the voting rights to OpenTV, withdrew its offer.

September