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Time Warner Cable Selects BlackArrow To Launch Dynamic On-Demand Ad Insertion

Stocks in this article: CSCOINTCMMITWC

NEW YORK, May 18, 2012 /PRNewswire/ -- BlackArrow, a worldwide provider of advanced advertising solutions for New Television platforms, today announced that Time Warner Cable (NYSE: TWC) has selected BlackArrow to power a system-wide deployment of real-time, dynamic ad insertion within on-demand content.

Leveraging the BlackArrow system with third party solutions, Time Warner Cable intends to bring timely, relevant on-demand advertisements to an audience that will include some of the nation's largest media markets, providing the critical cornerstones that are essential to creating a nationwide footprint of dynamic on-demand ads.  In addition, Time Warner Cable will be able to use the BlackArrow technology to increase the availability of commercial inventory for local and regional sales efforts.

"The time is right to bring the benefits of cable on-demand advertising to the national marketplace," said Joan Gillman, president of Time Warner Cable Media.  "Our partnership with BlackArrow will lay the foundation for new on-demand business and advertising models, and ultimately we expect that this will extend across a broad spectrum of television distribution platforms and devices."

"Time Warner Cable has long been recognized as a leader in launching advanced advertising solutions across the pay-TV landscape," said Dean Denhart, CEO of BlackArrow.  "We're proud to be their partner as they continue to drive the industry forward by optimizing the potential of this dynamic new ad environment."

Time Warner Cable is the first cable system operator to leverage the recently-announced BlackArrow Ad Router to redirect ad requests to third-party Ad Decision Services for real-time decisioning and fulfillment. In addition, Time Warner Cable is using SCTE 130-compliant elements of the BlackArrow system to enable the collection of critical return-path data that is needed to measure delivery and effectiveness.

About The BlackArrow Advanced Advertising SystemThe BlackArrow Advanced Advertising System is used by service providers such as Comcast, Rogers Communications and Time Warner Cable to manage the technological complexities and business issues associated with advanced advertising across multi-platform pay-TV environments. The BlackArrow Campaign Suite enables ad sales organizations to define, manage and monetize multiplatform, multioperator advertising campaigns to reach viewers that increasingly consume time-shifted programming on their televisions, computers, tablets and smartphone devices. For service providers, the BlackArrow Decision Suite offers open, standards-based ad routing, ad decisioning, and proven system interoperability to streamline deployment in complex operator distribution environments. For content providers, the BlackArrow Business Suite offers advanced tools for managing avails, or placement opportunities, as well as ad policies, ad sales rights, and asset metadata.

About Time Warner CableTime Warner Cable Inc. (NYSE: TWC) is among the largest providers of video, high‐speed data and voice services in the United States, connecting more than 15 million customers to entertainment, information and each other. Time Warner Cable Business Class offers data, video and voice services to businesses of all sizes, cell tower backhaul services to wireless carriers and, through its NaviSite subsidiary, managed and outsourced information technology solutions and cloud services. Time Warner Cable Media, the advertising arm of Time Warner Cable, offers national, regional and local companies innovative advertising solutions. More information about the services of Time Warner Cable is available at www.timewarnercable.comwww.twcbc.comwww.navisite.com, and www.twcmedia.com.

About BlackArrow, Inc. BlackArrow is a leading worldwide provider of advanced advertising technology for New TV platforms. The company's multiplatform advertising system is designed specifically for video content distributed over any on-demand platform, enabling networks and content distributors to maximize advertising revenues. BlackArrow is privately held, and backed by Cisco Systems (NASDAQ: CSCO), Comcast Ventures, Intel Capital (NASDAQ: INTC), Mayfield Fund, Motorola Ventures (NYSE: MMI) , NDS Group, LTD., Polaris Venture Partners and Time Warner Cable. The company has offices in New York City and San Jose, Calif. http://www.blackarrow.tv

BlackArrowis a trademark of BlackArrow, Inc. CableLabs®,is a mark of Cable Television Laboratories, Inc.All other trademarks are property of their respective owners.

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