New Standards Support Makes Navic's HyperCast Network the Industry's Most Comprehensive Back Office Solution for Multi-Platform Advanced Advertising

New Standards Support Makes Navic's HyperCast Network the Industry's Most Comprehensive Back Office Solution for Multi-Platform Advanced Advertising

Manage and deliver EBIF-based interactivity across multiple platforms and operators

WALTHAM, Mass., May 19 /PRNewswire/ -- Navic Networks today announced that its HyperCast Network is compatible with the latest industry standards, making it the most comprehensive back-office solution for delivering and managing interactive content across platforms and operators.

Navic Networks' advanced advertising solutions are the most widely deployed on North American cable platforms. HyperCast streamlines the processes for managing those end-to-end campaigns across platforms and operators. It now also supports EBIF user agents and delivery systems, and is compatible with other back-office systems using SCTE-130 standard interfaces. HyperCast is poised to be the solution for the delivery and management of advanced advertising campaigns across an ever-widening footprint as EBIF technologies continue to roll out.

"HyperCast was developed from the ground up as a cross-operator service platform for the delivery and operation of multi-format advertising content," said Matthew Emans, vice president product management, Navic Networks. "Our goal was to develop a distributed services architecture that addresses the need for nationally targeted interactivity without isolating the individual operators from the control and function of their systems and their data that they enjoy today."

HyperCast supports both EBIF-enabled and Navic's HyperGate deployments with common application functionality from a single set of tools and interfaces. It supports both EBIF user agents and Navic user agents that are available for SA, Motorola, MDN (flash), TVWorks and tru2way. HyperCast is able to coordinate the delivery of EBIF-based advertising and aggregate responses with those of Navic advertising applications for fulfillment, targeting and reporting purposes.

"The television industry desperately needs a coordinated cross-platform solution for targeted advertising that harmonizes the disparate technologies used by network operators. HyperCast is a real breakthrough on this front, and quite possibly ushers in a new era for TV advertising," said Tim Hanlon, executive vice president at Denuo, the media futures practice of agency services giant Publicis Groupe, S.A.

Using the centralized web-based tool, local and national advertisers, MSOs and programmers can now manage all aspects of their interactive campaigns -- planning, operation, distribution, fulfillment and reporting -- from one location. Both EBIF and Navic interactive applications may be managed using HyperCast. HyperCast integrates with 3rd party authoring tools and with other back-office systems using SCTE-130 standard interfaces.

"The market needs coordinated solutions that can target enhanced advertising across MSOs while obscuring the nuances of various platforms and site-specific back-office systems," said Andrew Frank, research vice president, Gartner, Inc. "These solutions let operators, advertisers and programmers focus on putting the right ad in front of the right audience to get meaningful results."

HyperCast manages content authorizations and approval tasks for each campaign as necessitated by the stakeholders and works within local operator infrastructures and processes. Once campaigns have been approved, HyperCast ensures delivery by coordinating schedules across time zones and distribution channels and then provides consistent reporting across platforms and MSOs for a national view of campaign exposure, results and fulfillment.

About Navic Networks

Navic Networks is the leading addressable advertising and interactive television technology provider to the cable and direct broadcast satellite television industry. Navic provides sophisticated tools that use real-time audience measurement data to optimize the delivery and placement of targeted interactive media. Navic's patented technology powers addressable advertising and interactive television applications on over 35 million digital set-top boxes in North America. Navic Networks is a privately held corporation headquartered in Waltham, Mass. For more information, visit http://www.navic.tv/ .

Contact:
Heidi Patel Karen Pantinas
Navic Networks Beaupre & Co. Public Relations
781.398.4643 603.559.5836
hpatel@navic.tvkpantinas@beaupre.com

First Call Analyst:
FCMN Contact:

Source: Navic Networks

CONTACT: Heidi Patel of Navic Networks, +1-781-398-4643,
hpatel@navic.tv; or Karen Pantinas of Beaupre & Co. Public Relations for Navic
Networks, +1-603-559-5836, kpantinas@beaupre.com

Web site:

http://www.navic.tv/

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