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SeaChange Rolls Out Dynamic On-Demand Advertising for Rogers Communications
March 13, 2012
ACTON, Mass.  (March  13, 2012) – Advanced advertising leader SeaChange International (NASDAQ: SEAC) today announced that Rogers Communications is dynamically inserting advertisements into Rogers On Demand program streams during mid-roll breaks, achieving a first among television operators in North America. As one of the systems integrators supporting Rogers, SeaChange added its Advertising Decision Manager to Rogers’ multi-vendor environment, which is based on SeaChange’s open video back office and video servers. 
Dynamic mid-roll insertion of ads and pre-roll insertion of content promotions, triggered by SCTE 130 cues, began last month. Dynamic insertion will be implemented across Rogers’ cable markets later this year. SeaChange’s open Advertising Decision Manager brokers ad placement requests from the back office to the Advertising Decision System (ADS), instructs the video servers on which playlist to use, and then reports all of the playout data to the ADS for traffic and billing. 
“Rogers demonstrates the advantages of running an open video environment to enable multi-vendor collaboration and new opportunities like dynamic ad delivery,” said Aseem Bakshi, General Manager, Advertising, SeaChange. “Over 50 million cable subscribers have access to on-demand services, representing vast untapped potential for targeted promotions and advertising in North America. The ability to do advertising and promotions is vital for increasing customer satisfaction and driving more content into on-demand services, and also helping content owners to capitalize on their commitment to non-linear delivery.”
Rogers launched its VOD operations with SeaChange software and systems in 2000. Today SeaChange’s back office and disk and flash memory based video servers deliver approximately a half-billion streams annually to Rogers subscribers who have access to thousands of hours of on-demand television programs, movies and other content. Rogers’ in-home subscriber experience is based on SeaChange’s VODlink set-top box client software. The operator also uses the SeaChange AssetFlow Management System, which automates the workflow and lifecycle of content going into the on-demand service.
About SeaChange International
Ranked among the top 250 software companies in the world, SeaChange International (NASDAQ: SEAC) enables transformative multi-screen video services through an open, cloud-based, intelligent software platform trusted by cable, IPTV and mobile operators globally. Personalized and fully monetized video experiences anytime on any device, in the home and everywhere, are the product of the Company’s superior back office, advertising, content and in-home device offerings.
SeaChange’s hundreds of customers are many of the world’s most powerful media brands including all major cable operators in the Americas and Europe, and the largest telecom companies in the world. Headquartered in Acton, Massachusetts, SeaChange is TL 9000 certified and has product development, support and sales offices around the world.  Visit