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Press release from PR Newswire

BlackArrow Unveils Product and Partner Initiatives for Monetization of Linear IP TV

Thursday, May 30, 2013

BlackArrow Unveils Product and Partner Initiatives for Monetization of Linear IP TV

09:00 EDT Thursday, May 30, 2013

Enables Control of Advertising and Blackouts on Live/Linear Programming Delivered to Tablets and Other IP Devices

NEW YORK, May 30, 2013 /PRNewswire/ -- BlackArrow, a worldwide provider of advanced advertising solutions for New TV platforms, today announced the availability of BlackArrow Linear, a standards-based solution for extending live and linear TV programming to IP devices.  The company also announced collaborations with leading vendors to streamline integrations and technology deployments into IP-based TV infrastructures. Ecosystem partners include Elemental, Envivio, RGB Networks and SeaWell Networks.

BlackArrow Linear enables pay-TV providers to control insertion of advertising and content into live IP video streams.  It combines knowledge of the original linear broadcast schedule and blackout and alternate programming options to control the dynamic insertion of ad and content selections into a live feed at the appropriate time. These unique capabilities enable operators to take advantage of the following business cases:

  • Dynamic Ad Insertion (DAI) of local or national ads within linear streams;
  • Linear replication of original broadcast ads within linear streams;
  • Alternate content delivery to viewers in certain geographic areas or circumstances; and
  • Linear addressability for targeted ads based on subscriber data.

BlackArrow Linear, in conjunction with the other BlackArrow Advanced Advertising System software components and BlackArrow's partner systems, offers pay-TV providers a complete solution for monetizing both live and on-demand viewing across any screen.  The BlackArrow solution allows service providers to unify audiences, measurement, and monetization rights and policies for TV delivered over both traditional QAM and new IP platforms. It also provides ad routing and mediation services, enabling sales organizations and affiliate partners to use their existing ad servers for fulfillment of inventory.

BlackArrow has partnered with best-of-breed ecosystem vendors to overcome the technical complexities of handling split-second signal messaging and packaging unique ads into live streams.  Working together with Elemental Technologies, Envivio, RGB Networks, and SeaWell Networks, BlackArrow has taken the lead in solving interoperability challenges and providing proven solutions for the pay-TV industry.

"The migration of TV to new screens and the rise of IP as an effective video delivery platform are creating profound new opportunities for the pay-TV industry," said Chris Hock, senior vice president, product management and marketing for BlackArrow.  "BlackArrow Linear and the entire BlackArrow Advanced Advertising System enable the global pay-TV industry to extend TV programming to new IP platforms in a way which facilitates cross-platform marketing and ads sales and opens up new data-based business opportunities."

BlackArrow will exhibit BlackArrow Linear in Suite ES-17 and at CableNet at The Cable Show June 10-12 at the Walter Washington Convention Center in Washington, DC.

About The BlackArrow Advanced Advertising System The BlackArrow Advanced Advertising System is used by service providers such as Comcast, Time Warner Cable, and Rogers Communications to manage the technological complexities and business issues associated with advanced advertising across multiplatform pay-TV environments. For pay-TV service providers, BlackArrow Central offers a central, open, standards-based platform for managing placement opportunities, business rules and ad policies, and for controlling real-time ad routing and return path data aggregation. BlackArrow Campaign enables ad sales and marketing organizations to define, manage and monetize multiplatform advertising campaigns. BlackArrow Audience enables pay-TV providers to aggregate disparate sources of customer information into a single view for enabling the delivery of relevant advertising to the appropriate audience. BlackArrow Linear manages the insertion of advertising and alternate content into live/linear video streams. BlackArrow Analytics provides ad sales organizations with verified on-demand ad impressions and reporting against programs, markets/zones, dayparts, and audiences. For content providers, the BlackArrow Affiliate offers advanced tools for managing avails, or placement opportunities, as well as ad policies, ad sales rights, and asset metadata.

About BlackArrow, Inc. BlackArrow is a leading worldwide provider of advanced advertising technology for New TV platforms. Reaching nearly 30 million homes, BlackArrow's advanced advertising software platform enables customers to increase revenues by delivering more timely and efficient sales and marketing messages, to extend TV business models and affiliate partnerships to new platforms, and to gain real-time reporting and measurement insights across multiple screens. BlackArrow is privately held, and backed by Cisco Systems (NASDAQ: CSCO), Comcast Ventures, Intel Capital (NASDAQ: INTC), Mayfield Fund, Motorola Mobility Ventures, Polaris Venture Partners and Time Warner Cable. The company has offices in New York City and San Jose, Calif.

SOURCE BlackArrow, Inc.

For further information: Paul Schneider, PSPR, Inc., for BlackArrow, +1.215.817.4384,

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