TVN Entertainment and BlackArrow Partner to Enable Dynamic VOD Advertising Workflow

Business Wire, June 03, 2009

Joint Offering to Resolve Challenges Inherent in Asset- and Campaign-Management to Accelerate Deployment of Dynamic VOD Advertising

LOS ANGELES & SAN MATEO, Calif. -- TVN, the world’s largest television on-demand company, and BlackArrow, the independent provider of advanced advertising solutions for new television platforms, today announced an integrated solution to address and overcome the obstacles inherent in today’s video-on-demand (VOD) advertising workflows. Specifically, this new partnership will leverage TVN’s efficient ad distribution process and BlackArrow’s dynamic VOD advertising platform to enable customized metadata for advertising assets and a seamless methodology for rapid transfer of metadata between the two systems.

Today, the ability to plan and execute VOD ad campaigns is hampered by numerous manual processes and cumbersome workflows. In response, the joint TVN and BlackArrow solution will leverage the CableLabs ADI 1.1 standard to allow for the management of programming and advertising assets independently, offering a standard communication interface to ensure the accuracy and timeliness of asset management throughout the ad lifecycle. This integration between TVN’s Content Information Services (CIS) and the BlackArrow’s advertising sales suite is automated, scalable and fully compliant with SCTE 130 specifications.

“Monetization of VOD via dynamic advertising continues to be a key business objective for our 200 content providers and 230 affiliates,” said Jan Young, director of network sales at TVN. “Together, TVN and BlackArrow are advancing that agenda by demonstrating, for the first time, an integrated system for enabling and distributing VOD assets — including advertising assets — along with their associated metadata to interact seamlessly with ad campaign management systems.”

“BlackArrow is focused on making advanced advertising a reality for media companies and operators. Our joint solution with TVN enables ad sales organizations to dynamically manage VOD campaigns, pinpoint audiences and make quick work of ad-creative updates by delivering advertising and program assets independently,” said David Stengle, vice president of distribution at BlackArrow. “By enabling dynamic ad insertion and management, VOD becomes more attractive to advertisers with time-sensitive messages, while at the same time generating new revenue for our customers with a system that deploys smoothly and scales.”

TVN and BlackArrow are working with a number of operators and content partners on dynamic advertising trials.

About TVN Entertainment Corporation

TVN Entertainment Corporation, the leading television on-demand company, works with every major studio, network, and telecommunications video provider in North America. TVN is the preferred provider of original on-demand programs and networks. TVN supports an open, advanced technology platform, and offers the most comprehensive, end-to-end solution for licensing, managing, distributing and marketing on-demand content to virtually any platform. For more information about TVN’s products and services, please visit www.tvn.com.

About BlackArrow, Inc.

BlackArrow is the independent provider of advanced advertising technology for new television platforms. The company’s multiplatform advertising system is designed specifically for video content distributed over any on-demand platform, enabling media companies and distributors to maximize advertising revenues, and enhancing advertisers’ ability to reach target audiences. BlackArrow is privately held, and backed by Cisco Systems (NASDAQ: CSCO), Comcast Interactive Capital, Intel Capital (NASDAQ: INTC), Mayfield Fund and Polaris Venture Partners. The company has offices in New York City and San Mateo, Calif. www.blackarrow.tv