Chunghwa Telecom to monetize VoD using BigBand platform

BigBand has won a supplier contract with Chunghwa Telecom for an IPTV advertising platform. BigBand was up against companies like Packetvision. Alcatel-Lucent (IPTV supplier to Chunghwa) also has its own ad platform. Factors leading to BigBand selection include the ability to facilitate a smooth migration path to future personalized SD and HD video services, scalability in media processing in MPEG2, and H.264 format, better interworking with Multimedi-On-Demand (MOD) SD and HD content, close collaboration with the MOD STBs (such as Hwacom STB models), encoders, etc.

It is not clear if the BigBand product will provide features like pay-per-click or whether there is any ad insertion available for local businesses. However according to the vendor, “the initial deployment will support Chunghwa’s advertising requirements.”

BigBand has implemented over 700 million advertising transactions a year, in more than 60 programming networks. In the IPTV market, besides Chunghwa, BigBand’s IPTV advertising solution is also deployed at LG Powercom, the operator in Korea, and is in trials with North American operators.

It has proven to be very difficult to make advertising money on VoD. Especially IPTV VOD since the subscriber numbers are still small. However operators are looking toward a more personalized approach to add greater value and bring in new entrants who thus far did not see the ROI. Targeted and addressable advertising, in addition to other personalized services, support this business imperative.

BigBand’s network-based platforms support linear, zoned advertising for geographic targeting, enable addressable advertising based on demographic and/ or behavioral information, and provide reporting and monitoring capabilities for feedback and statistics. Integration with the STB provides viewership information.