SCTE ADVANCED ADVERTISING STANDARDS APPROVED AS INTERNATIONAL RECOMMENDATIONS BY ITU

FOR IMMEDIATE RELEASE
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Joe Madagan, SCTE Editor, Marketing & Communications, jmadagan@scte.org
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SCTE ADVANCED ADVERTISING STANDARDS APPROVED AS INTERNATIONAL RECOMMENDATIONS BY ITU

JAN. 31, 2012 (Exton, PA)—The Society of Cable Telecommunications Engineers (SCTE) today announced that the Standardization Sector of the International Telecommunication Union (ITU-T) has approved eight advanced advertising technology standards originally developed and published by SCTE.

Named ITU-T Recommendation J.380, the standards describe the communications, control and data structures that allow broadband telecommunications providers to insert digital advertising content into digital program streams for delivery to subscribers in an addressable manner.  The extensible technology allows advertisers and programmers to dynamically send advertising content in linear broadcast, Video-on-Demand and other content from digital video servers to destinations as defined by the business rules of individual service providers.

The J.380 Recommendations were originally developed by SCTE’s Digital Video Subcommittee (DVS) Working Group 5 and published as SCTE 130 Parts One through Eight. These standards were approved by ITU-T Study Group 9 (Television and sound transmission and integrated broadband cable networks) and subsequently submitted to the national and industry sector members for final comment and approval. 

“ITU recognition of SCTE standards benefits the industry worldwide by helping to ensure the interoperability of all elements of cable networks,” said Tom Russell, Senior Director of Standards for SCTE.  “We’re grateful to our Digital Video Subcommittee for the work that they dedicated to this important project, and we are planning additional activity by SCTE in the international community.”
 
SCTE’s Standards Program is accredited by the American National Standards Institute (ANSI). SCTE joined ITU as an Associate Sector Member in 2011. The International Telecommunication Union is a chartered agency of the United Nations, based in Geneva, Switzerland. Complete information about the SCTE Standards Program—including how to become involved as an SCTE Standards Program member—is available in the Standards section of the SCTE website at www.scte.org.

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The Society of Cable Telecommunications Engineers (SCTE) is a non-profit professional association that provides technical leadership for the telecommunications industry and serves its members through professional development, standards, certification and information. SCTE currently has nearly 14,000 members from the U.S. and 70 countries worldwide and offers a variety of programs and services for the industry’s educational benefit. A prime example is SCTE’s Smart Energy Management Initiative (SEMI), an unprecedented effort to help cable operators leverage financial and environmental advantages of implementing Green strategies. SCTE has 68 chapters and meeting groups and more than 3,000 employees of the cable telecommunications industry hold SCTE technical certifications. SCTE is an ANSI-accredited standards development organization. Visit SCTE online at www.scte.org. Follow SCTE at http://www.facebook.com/TheSCTE and http://twitter.com/SCTE.