RFI

Due to the large volume of news being generated this week by the Cable Show, we are covering today's stories in abbreviated round-up/summary form:

MediaPost's David Goetzl and Joe Mandese have obtained a document from cable channel, AMC, that casts some light on how the channel is marketing to advertisers the RFI (request-for-information) interactive TV advertising capabilities that Canoe Ventures, the company tasked with implementing the US cable industry's plans for interactive and addressable advertising, recently began rolling out in EBIF-enabled Comcast and Time Warner Cable systems (see the article published on itvt.com, June 28th).

According to Goetzl and Mandese (whose write-up--well worth reading in its entirety--is available here), the document reveals that:

Because the [itvt] editorial team has been on the road the past few weeks, we are covering recent news stories in summary/round-up form. We apologize for any inconvenience to our readers. We will resume our regular format and publishing schedule tomorrow (Tuesday).

The [itvt] editorial team is currently on the road, so we are covering today's stories in round-up/summary form. We apologize in advance for any inconvenience to our readers.

Canoe Ventures, the company tasked with implementing the US cable industry's plans for interactive and addressable advertising (note: its backers are Comcast, Time Warner Cable, Cox, Charter, Cablevision and Bright House), plans to commercially launch an EBIF-based Request for Information (RFI) interactive TV advertising product in the spring, and began a trial of RFI interactive TV advertising with a network partner in the fourth quarter of 2009, the company's senior director of marketing communications, Dana Runnells, told Multichannel News's Todd Spangler last week.