OpenTV Opens Measurement Platform
September 08 2009 - 3:00AM
Business Wire
OpenTV Corp. (NASDAQ:OPTV), a leading software and technology
provider of advanced digital television solutions, announced today
that it will open its TV measurement platform by publishing, later
this year, the format of key data points its software is able to
measure on the set-top box. This open access will allow the
developer community, data analysis partners and other service
providers to integrate with OpenTV’s measurement solution more
easily, and foster the creation of next generation set-top-box
services with enhanced personalization features, such as
addressable and interactive advertising, content addressability,
and other value-added services.
In addition, OpenTV announced the creation of an Analysis
Partner Program, which will offer operators a solution for
accurately measuring viewer behavior on the set-top box with
minimal change to existing infrastructure. Initial participants in
this program include some of the leaders in audience measurement:
AdsVantage, Nielsen, Rentrak Corporation, and TNS. In combining
OpenTV’s middleware expertise with the data analysis capabilities
of experts in the field, OpenTV is enabling operators to drive new
and higher advertising revenues, monitor quality of service issues,
better manage their channel line-up and subscription tiering, as
well as measure usage of service offerings such as PVR, VOD or
interactive applications, all while respecting viewer privacy.
“By opening up our platform and extending it to third party
solutions, we are taking a major step toward enriching the
television experience and creating a uniform approach to
measurement,” said Tracy Geist, SVP Business Development, OpenTV.
“We’re not only enabling service providers to capture relevant
information — especially on viewing behavior and PVR interactions —
and giving them access to crucial reporting and analysis
capabilities, but we’re enabling the developer community to create
exciting new applications for next generation television, to make
it more personalized and meaningful.”
OpenTV’s Measurement Solution is part of OpenTV’s Core2
middleware platform and can be integrated seamlessly with any of
the various supported user interfaces, which results in a
streamlined offering for operators that wish to capitalize on the
wealth of detailed data available through the set-top box while
fully protecting viewer privacy: the solution is flexible enough to
allow collected click stream data to be anonymized either by
storing only rollup data, or by applying privacy filtering at the
time of data send-back. It also allows network operators to secure
interfaces with third-parties while retaining their own access to
data, and to comply with geography-specific regulations. Benefits
of the solution include:
- New advertiser-based
revenues. Second-by-second audience measurement allows
advertisers to see how long viewers watch ads before zapping or
fast forwarding. Operators can generate new revenues from
advertisers by selling ad viewership reports.
- Higher advertising revenues
from low viewership channels. Channels with less than two
percent viewership are typically undervalued by advertisers because
of the lack of accurate reporting by traditional audience
measurement techniques. More accurate audience measurement of these
channels can increase their value to advertisers and therefore
increase the potential of the operator to derive revenues.
- Better management of channel
lineup. Detailed viewership data across channels gives network
operators the tools needed to negotiate with content providers more
effectively by validating the content viewing assumptions that
drive pricing decisions.
- Validation of existing
services and introduction of new ones. Usage data on services
such as PVR and VOD can validate — or challenge — assumptions about
an offering’s appeal, revealing decisions on features and
functionalities that can significantly increase an operator’s
return on investment. When incorporated into a new feature rollout
or pilot, detailed data can shape development and better ensure
success.
- Measurement of interactive
applications, including the user interface. Operators can
understand in detail how users interact with the “face” of their
service: the user interface and other interactive content, enabling
them to easily identify areas for improvement.
- Monitoring and improving of
quality of service. Detailed, second-by-second information
about what occurs on the set-top box enables network operators to
identify systemic problems and address them proactively, increasing
customer satisfaction and reducing costly service calls and
customer churn.
Features of OpenTV’s Measurement Solution will be on display at
IBC 2009, Hall 1 Stand C81. For more information on OpenTV’s
Measurement Solution or Analysis Partner Program, please contact
measurement@opentv.com.
About OpenTV
OpenTV is one of the world’s leading providers of advanced
digital television solutions dedicated to creating and delivering
compelling viewing experiences to consumers of digital content
worldwide. The company’s software has been integrated in more than
133 million devices around the world and enables advanced program
guides, video-on-demand, personal video recording, interactive and
addressable advertising and a variety of enhanced television
applications. OpenTV’s campaign management solutions currently
provide advertising services to more than 34 million cable
subscribers across the United States representing more than 55
percent of the subscriber base of the top ten MSOs. For more
information, please visit www.opentv.com.
Cautionary Language Regarding Forward-Looking
Information
The foregoing information contains certain "forward-looking
statements" within the meaning of the United States Private
Securities Litigation Reform Act of 1995. These statements are
based on management's current expectations and are subject to
uncertainty and changes in circumstances. Actual results may differ
materially from these expectations due to changes in political,
economic, business, competitive, market and regulatory factors. In
particular, factors that could cause our actual results to differ
include risks related to: market acceptance of interactive
television services and applications such as ours; delays in the
development or introduction of new applications and versions of our
service; technical difficulties with networks or operating systems;
changes in regulations in the areas of user privacy and consumer
protection; and the protection of our proprietary information.
These and other risks are more fully described in our periodic
reports and registration statements filed with the Securities and
Exchange Commission and can be obtained online at the Commission's
web site at http://www.sec.gov. Readers should consider the
information contained in this release together with other publicly
available information about our company for a more informed
overview of our company. We disclaim any intention or obligation to
update or revise any forward-looking statements, whether as a
result of new information, future events or otherwise.
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