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NEWS MOVE & DELIVER Advert personalisation is all the rage (as I may have written previously). At IBC there were countless companies offering cloud- based options for dropping personalised and/or regionalised adverts into a live stream, particularly for OTT. Below you can see Amagi is really pushing its Thunderstorm, a platform for server-side ad-stitching on live OTT feeds. Similarly, Yospace is touting its deal with a Japanese company, again with ad-stitching done on the server side. Both companies talk about the ‘seamless’ approach, with the viewer never noticing. The benefits for broadcasters and advertisers seem obvious: the more relevant the ads, the more likely it is to elicit a response. Even I can work that out. And for the humble viewer, if you’re going to have to sit through an ad it might as well be one that is tailored specifically to you (or to your demographic or location). Digital microwave systems Integrated Microwave Technologies (IMT) will display its Nucomm Central Integrated Radome System x6 (CIRAS-x6) and the Nucomm DR3 diversity receiver at NAB (Booth C1321). The Nucomm CIRAS-x6 is a ruggedised COFDM (DVB-T compliant) six-way diversity receiver integrated into a six-segment antenna pod. The Nucomm DR3 is a third- generation diversity receiver that includes six-way MaxRC diversity, IP diversity, MPEG-2/4 decoding, a WebPage interface and integration into IP networks. “IMT is committed to improving operation efficiency with signal acquisition and these two great products are a testament to the hard work of our engineers and designers,” said John Payne IV, president of the IMT division of xG Technology, the new owner of IMT. “Both the CIRAS-x6 and the DR3 require minimal set up and were designed to replace legacy steerable central receive antennas.” But does this actually work? Yospace certainly seems to think so. And it has produced some numbers to back it up. In announcing its deal with ITOCHU Cable Systems Corporation it revealed that: “In major sporting events, the most demanding arena for live streaming, Yospace customers have reported view-through rates over 98%. Such a high level of engagement with the viewer has driven a four-fold increase in digital ad revenues.” Of course, there is no way we can prove or disprove this claim yet as there isn’t enough independent data but it seems convincing enough. Importantly, whether the business model is successful for not, the technology itself appears to work – otherwise there wouldn’t be so many options in the market. That is a great start. TV experience Norway’s Sixty will exhibit at NAB for the first time this year, showcasing products designed to help broadcasters, operators and content owners “stand out in the rapidly changing, competitive world of multi-platform TV.” On show will be Ease Live which integrates with broadcast graphics systems to enable interactive, clickable on-air graphics for tablets and other smart devices. The set-up works by allowing broadcasters to send statistics, highlights and other information from their graphics systems directly to end-users. Ease Live works with iOS, Android and the web and also integrates with set-top boxes.. Henriette Saether, chief commercial officer at Sixty, said: “We are expanding Ease Live to support interactive on-air graphics for set-top boxes, bringing to the TV screen the interactivity consumers enjoy with their mobile devices.” 28 | KITPLUS - THE TV-BAY MAGAZINE: ISSUE 111 MARCH 2016 TV-BAY111MARCH_Book.indb 28 11/03/2016 17:17