Time Warner Cable's Oceanic division is widening its interactive-TV portfolio
with deployment of Navic Networks' 'Settop Data Services' software to support
two new applications.
Oceanic, which serves 375,000 cable customers in the Hawaiian Islands, has
launched Newton, Mass.-based Navic's audience-polling application to its
interactive lineup.
The application presents banners strips on viewers' TV screens asking them
questions and taking polls during TV programs and advertisements. Viewers reply
using their remote controls, and the results are compiled and presented to
viewers.
The cable system has also launched an addressable advertising application,
allowing advertisers to target specific viewer demographics with tailored
promotions, interactive offers, links to TV-commerce applications and on-demand
content.
'By working with Navic to knit together the different threads of our ITV
capability, we've created a solid platform for interactive advertising,' said
MaryAnn Sacharski, director of advertising sales for Oceanic Time Warner Cable,
in a release.
'It gives advertisers access to a compelling portfolio of new-media
opportunities like targeting, interactivity and long-form advertising from the
launch point of an existing local cable spot,' she added.
