SeaChange Helps Cox Enter Digital Ad Age

In the first step in a national rollout, technology from Maynard, Mass.-based SeaChange International will help Cox Communications insert local ads on its digital cable networks.

The deal is for SeaChange’s Transport Streams Insertion (TSI) equipment, a rack-mounted box that automatically allows frame-accurate insertion of locally-stored ads, infomercials or programs.

“TSI is valuable for sustaining and building ad revenues and is vital for promoting value-added services like video-on-demand, cable modems and new programming packages,” said Guy McCormick, vice president of technical operations for CableRep Advertising, Cox’s ad arm.

Financial terms of the contract between the two longtime business partners were not disclosed.

“Just as SeaChange analog insertion systems reflect years of field experience and our knowledge of the ad business, our Transport Streams Insertion gear was shaped by our collaboration with Cox,” said James Kelso, SeaChange’s vice president and general manager of broadband systems.

This year nine Cox master control centers will be upgraded including those serving Hampton Roads and Northern Virginia; New England; New Orleans; Oklahoma City; Omaha; San Diego; and Tulsa. On average, six digital cable networks will be added to Cox’s local ad sales inventory in these markets.

SeaChange’s systems are designed to help broadband, broadcast and satellite television companies streamline operations, expand services and increase revenues.