OTTAWA – As it awaits its turn in front of the CRTC next month, Mediadenovo said that it has devised a way to provide an additional layer of funding for the beleagured Canadian TV broadcasting system.
Through an expansion of its commercial insertion system (CIS), the company said that it could offer new program rights protection measures to Canadian broadcasters by allowing them to work with BDUs to jointly develop non-simultaneous substitution (NSS) for Canadian program rights.
For broadcasters who own Canadian program rights, this would provide an opportunity to support NSS by offering a way to insert commercials in both US and Canadian signals to localize each airing of a specific program for which the broadcaster owns the rights in each Canadian market, the company explained in a press release.
“During the CRTC Hearings last November and December, program rights integrity was one of the key questions underpinning much of the debate,” said company chairman and CEO, Glenn O’Farrell, in the release. “Those discussions prompted us to consider expanding the technology solutions afforded by MÉDIAdeNOVO’s operating architecture in consultation with some of the best engineers in the business. The conclusion we reached is simple and definitive: the MÉDIAdeNOVO Commercial Insertion System – to store and insert content into digital streams – is readily adaptable to offer NSS to Canadian program rights holders”.
Mediadenovo has applied to become a new programming undertaking that would sell the two minutes per hour of local availability ad time to national advertisers, and in turn, direct the majority of the revenues to Canadian programming. Its application will be considered as part of a CRTC public hearing scheduled for February 22, 2010.