ATLANTA, April 2, 2012 /PRNewswire/ -- Concurrent (NASDAQ: CCUR), a worldwide leader in video and media data solutions, is making it easier for service providers to generate revenue from advanced advertising within VOD sessions. Concurrent's latest software release for its flagship VOD product, MediaHawk™ VX, allows operators to insert unique advertisements in individual VOD sessions at any point during playback. Insertion of mid-roll, pre-roll and post-roll ads within VOD sessions can be directed from an external ad decision engine using SCTE interfaces and seamlessly introduced into interactive video streams by the server. This capability enables operators to insert new or replace existing advertisements in premium VOD content, free VOD content, or time shifted TV. Ad replacement features can be used to insert specific ads in time shifted TV content for targeted zones being served, eliminating the need to capture and store individual broadcast feeds for each "ad zone." As an open solution, MediaHawk is fully compatible with all standards based ad decision engines and ad management solutions. When MediaHawk is combined with Concurrent's media data and advertising solutions, service providers can enable a complete end-to-end advanced advertising platform with census level targeting and usage monitoring. "VOD advertising represents a great opportunity for our customers to generate more revenue from the streams they are already serving," said James Brickmeier, Concurrent's vice president and general manager of video solutions. "According to SNL Kagan, cable and telco operators served more than 7.8 billion interactive video streams in 2011 and VOD usage is expected to increase in the years ahead. Each video stream, whether it contains premium VOD content, time shifted TV content, or free content, represents a vehicle for inserting revenue generating advertisements that are tailored to the individual consumer. As the leader in on demand video delivery software, Concurrent is excited to be working with service providers to usher in a new era of ad supported VOD." Concurrent's MediaHawk VX solution is a software-based unified multiscreen video delivery system featuring support for traditional set-top box based services as well as IP based services designed to address a growing array of connected devices. More than 2.2 million video streams have been deployed worldwide using Concurrent's MediaHawk video solution.