SeaChange and Tellabs to Demonstrate Multi-Screen TV Ad Targeting Based on Web Browser Activity

Companies to Demonstrate Industry’s Leading Mobile Device Targeting at The Cable Show Next Week

ACTON, Mass. & NAPERVILLE, Ill.--(BUSINESS WIRE)-- SeaChange International (Nasdaq: SEAC) and Tellabs (Nasdaq: TLAB) will jointly demonstrate a new technology for addressable advertising in the multi-screen video market. With a focus on monetizing ads inserted into over-the-top (OTT) video streams, the companies will show ad insertion into live program streams on the Apple iPad during The Cable Show in Boston, May 21-23 (booth 1933). Their joint demonstration offers the first-ever capability to directly marry web behavior with on-the-fly television advertising delivery.

The new Tellabs technology enables ad placement decisions based on users’ interest categories while protecting users’ privacy. The demonstration at this year’s Cable Show will show integration of Tellabs ad-targeting technology to further extend the multi-screen targeting and addressability capabilities of the SeaChange Infusion^TM advanced advertising platform. Infographic: Addressable advertising in the multi-screen video market.

“SeaChange is aggressively pursuing new modes of multi-screen monetization, especially addressability, so that our video service provider customers can enhance the business of television on every device,” said Aseem Bakshi, general manager, advertising, SeaChange. “Our open Infusion platform is providing the flexibility to do this very rapidly and do it first, as our demonstration with a mobile segment leader like Tellabs shows.”

“With the Tellabs ad-targeting technology, mobile and pay TV operators can expand into the lucrative online premium video and mobile advertising opportunity," said Pankaj Shroff, director of new-media solutions and strategy at Tellabs. “Users prefer relevant ads, while advertisers are looking for ways to reach their target audiences in more precise and relevant ways.”

SeaChange’s Infusion enables video operators to manage centralized ad operations and scale to 150,000 insertable channels and millions of ad assets as they migrate to consolidated regional and national advertising systems that are managed from increasingly web-centric and virtualized data centers. Leveraging SCTE 130 and IAB VAST specifications, Infusion enables operators to determine which external ad servicing systems are sourced for dynamic placement decisions, while creating opportunities for cross-platform campaigns and leveraging Internet campaign management pricing for TV content.

Tellabs ad-targeting technology is part of a broader technology innovation initiative in Tellabs. This approach enables wholesale and retail video service providers to monetize content via an effortless workflow for ad insertion, ad routing and ad targeting, based on industry standard interfaces such as SCTE 130 and IAB VAST.

Visit SeaChange International at The Cable Show in Boston, May 21-23, for a range of multi-screen video software demonstrations including the Infusion integration with Tellabs.

About Tellabs – Tellabs innovations advance the smart mobile Internet and help our customers succeed. That's why 80% of the top global communications service providers choose our mobile backhaul, packet optical and services solutions. We help them get ahead by adding revenue, reducing expenses and optimizing networks.

Tellabs (Nasdaq: TLAB) is part of the NASDAQ Global Select Market, Ocean Tomo 300® Patent Index, the S&P MidCap 400 Index and several corporate responsibility indexes including the Maplecroft Climate Innovation Index, FTSE4Good and eight FTSE KLD indexes. www.tellabs.com

About SeaChange International

Ranked among the top 250 software companies in the world, SeaChange International (Nasdaq: SEAC) enables transformative multi-screen video services through an open, cloud-based, intelligent software platform trusted by cable, IPTV and mobile operators globally. Personalized and fully monetized video experiences anytime on any device, in the home and everywhere, are the product of the Company’s superior back office, advertising, content and in-home offerings.

SeaChange’s hundreds of customers are many of the world’s most powerful media brands including all major cable operators in the Americas and Europe, and the largest telecom companies in the world. Headquartered in Acton, Massachusetts, SeaChange is TL 9000 certified and has product development, support and sales offices around the world. Visit www.schange.com.

SeaChange PR
Jim Sheehan, 978-897-0100 x3064
jim.sheehan@schange.com
or
SeaChange IR
Martha Schaefer, 978-897-0100 x3030
martha.schaefer@schange.com
or
Tellabs PR
George Stenitzer, 630-798-3800
george.stenitzer@tellabs.com

Source: SeaChange International

Released May 16, 2012