Discovery Plans Advertising Service for VOD Offering

Discovery Communications Inc. recently created Discovery Sponsor Cinema, a random-access advertising service that the cable network will roll out to distributors who carry Discovery's VOD services.

DSC is designed to bring sponsors into VOD and subscription VOD services so they can take advantage of revenue-generating opportunities provided by random-access, two-way interactive digital platforms scheduled for deployment soon.

DSC will be packaged as menu item 9 on Choice 10 Discovery, an entry-level digital offering now being introduced by cable operators who are installing file-servers in their cable head-ends. According to the company, DSC will contain standard-length commercial and custom-designed, long-form product spots for consumers interested in more information about a particular product or service.

A company official said, "The advanced digital platform in which cable operators are investing will allow two-way interactivity which will enable consumers to not only 'drill down' into our sponsors' stored video messages, but also to communicate back upstream to indicate a request for more information."