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Sunflower Broadband, MTV Networks, and Mediaedge:cia Launch Dynamic VOD Advertising; Technology from SeaChange and Atlas enables groundbreaking dynamic ad insertion campaign for on-demand television.

LAWRENCE, Kan. -- Cable television operator Sunflower Broadband and MTV Networks today announced that they are launching a market-leading campaign to dynamically insert national advertisements into on-demand cable television. Sunflower will begin dynamically placing ads into MTV Networks on-demand programming this week. The first campaign, created and managed by the agency Mediaedge:cia, promotes the theatrical release of Paramount Pictures' and MTV Films' major motion picture "jackass number two", in theaters nationwide on September 22. Ads for the movie will be inserted into Comedy Central On Demand programs at the moment that viewers request the free on-demand shows.

Using integrated on-demand and advertising technologies from SeaChange International and Atlas On Demand, Sunflower's video-on-demand (VOD) system can splice fresh ads into on-demand content on the fly. An Atlas Media Console at Mediaedge:cia enables media planning, creative management and campaign tracking, as well as remote monitoring of ad performance. For the Paramount movie campaign, ad copy will be changed out at various times before and after the film's premiere, ensuring that it remains fresh and delivers maximum impact.

Today most VOD advertising is tied to a specific piece of content for its entire run, which requires advertisers to submit generic copy that can run for several weeks. The SeaChange AdPulse VOD advertising platform, however, handles ads independently of the shows in which they will run, enabling each to be trafficked separately, which significantly reduces lead times for VOD ad copy from weeks down to days or even potentially hours. It also enables ad rotation, targeting and message refresh during a campaign - without the need to reload program assets.

"We've been offering dynamic ad insertion into on-demand programs for our local advertising clients for a few months and the response has been overwhelming," said Patrick Knorr, General Manager, Sunflower Broadband. "By extending the capabilities to the national level with MTV Networks, Mediaedge:cia and Paramount Pictures, we're demonstrating the kind of win-win scenario that can unlock more value in on-demand advertising and advance the VOD business model for both programmers and operators."

"MTV Networks is focused on expanding its partnerships with cable operators and leveraging emerging technologies to superserve our audiences," said Denise Dahldorf, Senior Vice President, Cable Distribution, Affiliate Sales and Marketing, MTV Networks. "By partnering with Sunflower to prove the new ad insertion paradigm, we're advancing both priorities."

Sunflower Broadband has consistently sought to apply breakthrough technologies to digital television. The cable operator serves approximately 30,000 subscribers in and around Lawrence/Kansas City, Kansas. Its growing on-demand service - live since early 2005 - includes ad-supported network programs as well as local sports, news, lifestyle shows and college games produced by Sunflower.

"This is a real watershed moment for VOD advertising and what MTV Networks can offer its clients," said Carolyn Everson, Senior Vice President, Ad Sales Strategy and Business Development, MTV Networks. "Sunflower's test allows for almost real-time ad insertion, and allows us to give our clients something they've wanted since the beginning - timely, highly targeted VOD advertising opportunities."

"Paramount is a major player in the on-demand space, and dynamic ad insertion adds a tremendous amount of value to their VOD campaigns," said Michael Bologna, Senior Partner and Director of Emerging Communications at Mediaedge:cia. "This technology allows us to adjust our messaging strategy pre- and post- release, as well as monitor viewership on a daily basis - which greatly improves the utility of VOD as a media vehicle."

On-demand ads at work

The on-demand advertising platform at Sunflower includes the SeaChange VOD System and SeaChange's AdPulse On Demand Advertising System, and integrates with Atlas' On-Demand Media Console, enabling agencies and advertisers to plan, manage and track video-on-demand ad campaigns from their desktop. Sunflower can also track and measure ads and collect viewing data, providing in-depth analysis of the effectiveness of each ad based on the requirements of the American Association of Advertising Agencies.

About Atlas

Atlas is a provider of digital marketing technologies and an operating unit of aQuantive, Inc. (NASDAQ: AQNT) . Atlas offers agencies and marketers integrated solutions for Video On Demand, online campaign management, rich media, search marketing, landing page optimization, reporting and analysis to maximize their online ROI, and provides a highly scalable ad-serving platform to help online publishers increase revenue. Atlas on Demand, a division of Atlas, equips advertising agencies and large direct advertisers with the end-to-end workflow needed to deliver on-demand marketing campaigns.

About Mediaedge:cia

Mediaedge:cia (MEC) is the first global communications planning and implementation agency. We get consumers actively engaged with clients' brands leading to relevant awareness, deeper relationships and stronger sales. Our services include consumer insight and ROI, communications planning, media planning and buying, interaction (digital, direct, search), sponsorship consultancy and activation, branded content and entertainment marketing. Our 4,000 highly talented and motivated people work with local, regional and global clients from 199 offices in 79 countries. MEC is a founding partner of GroupM, WPP's media investment management group. For further information, visit

About MTV Networks

MTV Networks, a unit of Viacom (NYSE: VIA, VIA.B), is one of the world's leading creators of programming and content across all media platforms. MTV Networks owns and operates more than 120 channels worldwide and THE DIGITAL SUITE FROM MTV NETWORKS, a package of 13 digital services, with all of these networks trademarks of MTV Networks. MTV Networks connects with its audiences through its robust consumer products businesses and its more than 100 interactive properties worldwide, including Atom Entertainment,, IFILM, Neopets, Xfire, Y2M, and online, broadband, wireless and interactive television services. MTV Networks also has licensing agreements, joint ventures, and syndication deals whereby all of its programming services can be seen worldwide.

About SeaChange

SeaChange International, Inc. (Nasdaq: SEAC) is the world's leading provider of software and systems for on-demand television and advertising insertion. Its solutions deliver hundreds of millions of ads and on-demand streams each month, supporting critical revenue streams for hundreds of television operations globally. SeaChange is headquartered in Acton, Massachusetts and has product development, support and sales offices throughout the world.

About Sunflower Broadband

Sunflower Broadband is a recognized leader among independent cable operators in the telecommunications industry. Although cable television programming remains the core business, Sunflower's advanced broadband network has become the conduit through which they can provide both residential and business customers with highly advanced video, data, and voice services. Sunflower is owned by The World Company, a privately owned Lawrence, KS-based media company that in addition to Sunflower operates eight area newspapers, an ABC affiliate in Topeka, KS, and World Online, a website and software design company. For more information on Sunflower Broadband, visit their website at
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Publication:Business Wire
Geographic Code:1USA
Date:Sep 6, 2006
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