Comcast Media Center’s AdDelivery Looks to Remove Tape Delays

Comcast Media Center unveiled a new service this week that looks to eliminate the shuttling around the country among ad agencies, production companies and distribution outlets of physical tapes that hold TV commercials. The company’s new AdDelivery service is from its Radiance business unit and uses the public Internet to transport the spots.

Traditionally, after a commercial has been made, the master tape goes to duplicators to make copies, which are then overnighted around the country to the outlets that carry the commercial. Using the AdDelivery web application, ad firms can now upload their HD and standard def spots to Comcast in Denver, which then routes the delivery to the proper destinations. This extra time will supposedly extend the deadline creative types have to finish their work before handing it off for airing.

As of right now, those distributor destinations are only traditional broadcast and cable channel outlets both in and outside of Comcast’s network. Currently there are not any online distributors (like Comcast’s Fancast) plugged into the service. Comcast Media Center COO Gary Traver told us by phone that adding online outlets was part of the product road map, but he didn’t provide a timeline for that implementation.

Radiance Technologies, which specializes in the digital delivery and management of large advertising-related assets to broadcast and cable destinations, was acquired by Comcast Media Center in October of 2008 for $5 million. AdDelivery is looking to take on DG FastChannel, which uses satellites for mass delivery of advertisements.

loading

Comments have been disabled for this post