MediaOne, the domestic broadband unit of MediaOne Group has announced that its first digital television rollout will be in the company's suburban Detroit market, offering thousands of customers dozens of additional video, pay-per -view and music channels, as well as an advanced interactive program guide.

The service was available from May 13 and will feature 23 new multiplex premium feeds and 40 digital Music Choice channels for $9.95 a month, including the cost of the digital converter. This "digital starter kit" includes the converter box, a remote control and the interactive program guide. For an additional two dollars each, customers can receive the four channel Discovery tier and the six channel Encore tier.

MediaOne will also trial addressable commercials &£45;- a new application by Next Century Media that sends targeted spots to specific digital set top boxes.

"Totally addressable video advertising is a logical evolution for spot cable, which is already pioneering geo-demographic target marketing for television advertisers," said Ed Dunbar, MediaOne's vice president, advertising sales. "In addition, the powerful efficiencies of addressability apply to marketing our own products - pay-per-view, near video on demand, high speed data and telephony.

"Addressable commercials are a win for all parties,: said Next Century CEO Bill Harvey. They lower the cost per target reached for the advertiser, make advertising a more important part of the marketing mix for the agency, make a greater proportion of advertising relevant for the viewer and raise the total price of each 30-second slot for the operator, while increasing demand."

http://www.mediaone.com/

(Source: UMG)