ARRIS Drives Interoperability around New Addressable Advertising Standards

SUWANEE, Ga., May. 15 /PRNewswire/ --

SUWANEE, Ga., May 15 /PRNewswire-FirstCall/ -- ARRIS today announced that it has concluded a series of interoperability test activities with advertising technology companies to help accelerate progress surrounding the SCTE 130 (DVS 629) interfaces and to define the cable industry's addressable Advertising Insertion standard and solutions.

The companies with which ARRIS has thus far completed interoperability testing and agreements are: Atlas, INVIDI and RGB Networks. Demonstrations of their combined abilities will be on display during the NCTA Cable Show in New Orleans, May 18-20 at the ARRIS Booth #713.

The introduction of SCTE 130 reflects the maturation of advanced advertising as a new revenue source for the cable industry. Past technologies such as high-speed data and Voice over IP have benefited from the creation of industry standards. Standards based interfaces serve to accelerate time to market of complex disparate solution components and introduce new revenue streams. Standards like SCTE 130 allow uniform adoption of the technologies across operators' networks, thus simplifying their operations and support decisions.

"We are very excited to be able to bring these addressable advertising solutions to the industry," said Joe Matarese, Vice President and General Manager of the ARRIS On Demand Systems Division. "Leveraging open systems and emerging standards like SCTE 130 allow ARRIS to provide innovation and a superior level of addressable advertising across a wide array of broadcast and time shifted programming, enabling our cable clients to address the increasing demands of advertisers for accountability, performance and addressability."

"Atlas' campaign management and ad decision systems combined with ARRIS' on-demand TV solutions brings media buyers and sellers a giant step closer toward addressable and accountable advertising on TV," said Jay Schiller, VP Business Development, Atlas. "We're pleased to be showing the dynamic insertion VOD solution we pioneered with ARRIS last year, and which can be seen again, at this year's cable show in New Orleans."

"INVIDI is excited to be exhibiting with ARRIS this year at NCTA. The combination of INVIDI's ability to decide what ad to play based on the viewer demographic and ARRIS' extensive server platform makes for great technology that can provide valuable capabilities to our MSO customers," said Bruce Anderson, COO/CTO of INVIDI. "With our mutual commitment to open standards we are one step closer to true one-to-one addressable delivery of content to viewers."

"RGB Networks' splicing and digital overlay insertion technologies, combined with ARRIS ad servers, can enable operators to substantially increase current local advertising revenues by delivering zoned and targeted ads," said Ramin Farassat, Vice President of Product Marketing for RGB Networks. "Using overlays, a new standards-based technology that revolutionizes TV advertising, national ads and other content can be made highly relevant to local audiences, providing operators the potential for significant additional revenues."

The ARRIS Unified Video Platform and SkyVision Digital Program Insertion program manage and deliver both the entertainment/information as well as the advertising content on the same server, which then streams it to individual subscribers in a highly targeted manner. With it, advertisers now have the opportunity to segment ad messages by demographic, locality and time of day, both within linear programming and dynamic Video on Demand.

About ARRIS

ARRIS is a global communications technology company specializing in the design, engineering and supply of technology supporting triple- and quad-play broadband services for residential and business customers around the world. The company supplies broadband operators with the tools and platforms they need to deliver reliable telephony, demand driven video, next-generation advertising and high-speed data services. ARRIS products expand and help grow network capacity with access and outside plant construction equipment, reliably deliver voice, video and data services and assure optimal service delivery for end customers. Headquartered in Suwanee, GA, USA, ARRIS has R&D centers in Atlanta; Chicago; State College, PA; Beaverton, OR; Wallingford, CT; Cork, Ireland; and Shenzhen, China, and operates support and sales offices throughout the world. Information about ARRIS products and services can be found at http://www.arrisi.com.