Sony & Rovi Set To Take Advertising Away From TV Networks

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Free to air TV networks are set to come under attack from TV vendors like Sony who are set to sell and deliver advertising into homes using Blu ray players and TVs to deliver a new found revenue stream.Among the first to trial the concept is Sony who recently cut a deal with Rovi, an organisation that owns the IP of most TV Guides including the Foxtel and Freeview guides.

Overnight Rovi said that they secured an agreement with Sony Electronics to sell and deliver ads via connected Bravia TVs in the USA and if the concept works, they will roll it out in other countries like Australia.

Rovi said the partnership broadens the reach of the recently launched Rovi Smart TV Field Trial, which is an initiative that was created to explore new and emerging advertising opportunities on connected devices.

If successful Rovi will be able to launch a TV brand campaign globally to millions of consumers using various vendors TV panels as opposed to advertisers having to go through TV stations.  

Currently the Rovi Advertising Network reaches more than 30 million homes in the USA.

Rovi Smart TV said that their model provides the ability for advertisers to increase awareness of their products and services by creatively engaging consumers in an environment where they can interact with content and information. 

“Smart TV advertising takes consumers beyond sitting and viewing advertising on a TV screen to actively choosing to learn more about products and services that the consumer is interested in,” stated Jeff Siegel, Rovi advertising senior VP. “With the addition of Sony Bravia TV to our Advertising Network, we are working with Sony to offer advertisers more creative capabilities to connect with the consumer.”

Rovi Advertising Service enables consumer electronics manufacturers to use connected advertising to monetise their offerings and create recurring revenue streams.

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