Summary:

Podbridge founder and CEO Murgesh Navar has been granted a patent for cable network-based technology that delivers locally stored multimedia…

Podbridge founder and CEO Murgesh Navar has been granted a patent for cable network-based technology that delivers locally stored multimedia on the fly to provide fresh ads. For instance, usually a program saved to DVR shows ads from the time of the recording; this technology allows fresh ads to be inserted, ostensibly removing one of the complaints some advertisers have about paying for DVR viewing. Navar told ClickZ the patent is meant more to protect the Podbridge technology than to derive licensing fees. It’s also limited to cable networks, which meant similar technology can be used in other environments without infringement.

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