Cox does local ads in HD

[Gregg Lengling]

Cox Communications has pegged Rhode Island as the MSO's first market to begin inserting local advertisements into high-definition programming.

Cox added those capabilities in May via a partnership with SeaChange International and the vendor's DigitalX automated ad transcoder software and Spot System. SeaChange's platform enables the insertion of 720p and 1080i advertisements into 720/1080i HD streams.

Initially, Cox will insert local HD ads on ESPN HD, and plans to add the capability in additional markets "as HD content and subscribers continue to expand."

"HD consumers are a valuable target audience to our advertisers. Cox Media will continue to leverage technology to reach new viewer segments with the video products we offer," said Guy McCormick, Cox Media's vice president, technical operations, in a release.