- Companies demonstrate interoperability capabilities leveraging SCTE 130 standard

- Integrated solution expected to accelerate on-demand addressable advertising deployments

SAN FRANCISCO and TORONTO, June 4 /PRNewswire/ -- OpenTV (Nasdaq: OPTV), a leading software and technology provider of advanced digital television solutions, and Sigma Systems, an industry leader in Advanced IP Service Fulfillment solutions, today announced they are seeking to accelerate the deployment of advanced advertising through the development of an integrated solution that is expected to allow TV service providers to use subscriber data for addressable ad placement in an on-demand environment. The technology can also be applied to linear television.

Integrated in accordance with the SCTE 130 guidelines, the joint solution will combine OpenTV's campaign management product with Sigma's Subscriber Information Service (SIS), which enables audience qualification. The combined solution is expected to allow TV operators' ad management systems to source subscriber information databases in order to make highly relevant ad placement decisions that yield best-fit ads for 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,' said Paul Woidke, OpenTV's senior vice president and general manager, Advanced Advertising. 'By partnering with Sigma Systems, we continue to build out relationships and develop joint solutions that ease - and accelerate - the delivery of advanced forms of advertising.'

OpenTV's campaign management solution enables large cable advertising operations to manage their multi-channel advertising campaigns more efficiently and with minimal resource requirements. OpenTV's advanced digital TV solutions have been deployed by leading MSOs around the world.

'Sigma Systems continues to lead in the creation of the most robust advanced advertising ecosystem to help TV operators deliver relevant, personalized ads, and better compete against alternative video providers,' said Rick Mallon, vice president of Product Management for Sigma Systems.