Selevision chooses Irdeto to bring interactive TV to the Middle East
Thursday, 18 March 2010 00:00
A new collaboration between Selevision and Irdeto will grow customer bases and increase RoI for television content providers and advertisers in the Middle East.
Irdeto, a specialist in content and business model protection solutions, has announced that middleware and interactive TV technology provider Selevision has selected its middleware solution and Conditional Access System (CAS) for its new High Definition Personal Video Recorders (HD PVRs). The HD PVRs, currently in field testing in Saudi Arabia, will enable content providers to run highly tailored advertisements – beleived to be a market first in the Middle East.
In addition, Selevision's HD PVRs will be protected by Irdeto's CAS and secure chip set to allow the company to comprehensively secure premium content, while delivering a personalised experience for consumers through uniquely selected programs and commercials.
Advertisers can now measure the effectiveness of commercials through Irdeto’s comprehensive reports which outline the exact number of views received. Additionally, Selevision is able to customise its end-user interface, easily add third-party applications and support optional PVR extensions as well as other feature-rich add-ons. Irdeto’s unique solution helps advertisers and content providers alike increase the power of each commercial and maximize return on investment.
David Canellos, Senior Vice-President, Sales and Marketing for Irdeto, notes, “The Middle Eastern market is ripe for innovation, and the ability to reach viewers with targeted advertising is increasingly important, as audiences are progressively looking for content that is personalized and relevant.
Dr Raed Khusheim, CEO and founder of Selevision, states "Irdeto’s technology meets our needs for a flexible solution that enables us to deliver targeted content to consumers, while protecting it against piracy, which continues to be rife in this region...Irdeto's solution allows us to constantly enhance our targeted advertising capabilities...”
According to Informa, at the end of 2014 the MENA region will have approximately 50 million multichannel TV homes. This means that more than 70% of households will have either cable or satellite television. In response to this growth, as well as the need to differentiate themselves to both advertisers and viewers, Selevision selected Irdeto’s industry-leading middleware technology to empower advertisers to effectively reach a wide range of viewers with ads that are directly relevant to consumers.
* Founded in 1969, Irdeto employs over 900 people in 25 offices across the globe, including the dual corporate headquarters in Amsterdam and Beijing. The company is a subsidiary of multinational media group Naspers, which includes a wide range of pay TV, Internet, instant-messaging, technology and publishing businesses.
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