AT&T selects BigBand for ad insertion service

AT&T Services is starting to deploy cable network equipment provider BigBand Networks' Media Services Platform (MSP) as part of AT&T U-verse TV's local ad insertion service. BigBand expects AT&T to become a material customer for the first time in the second half of this year. The Media Services Platform (MSP) service includes the preparation and transcoding of ad assets, ad splicing into linear TV streams, event reporting to traffic and billing systems, and management using BigBand's Video Management System software. The service operates within the digital domain and splices ads into streams encrypted for a range of network environments.