BT will place unskippable adverts in movies downloaded from the BT Vision Download Store online, in a three-month trial allowing viewers to watch films for free in exchange. BT could introduce the model to it living room BT Vision set-top box IPTV service in a year to 18 months if successful but would not ditch paid downloads, which start at £1.89.The technology is supplied by Israeli video ad tech company Hiro, which has recently provided similar service to NBC’s Dotcomedy.com and Israel’s own Reshet. I spoke with Hiro co-founder and CEO Ariel Napchi recently and he is convinced what he calls “positive DRM” can be a game-changer. His technology essentially bundles a codec and player client in with a movie file of any format (so it can play on multiple platforms), meaning the ad remains included even if the file proliferates - indeed, BT says viewers are free to email them to friends. A second layer adds a “geolock” and “temporal control” so media can only be played in certain regions and will expire after a set time. In the BT trial, viewers must give up demographic data so ads can be tailored.http://www.paidcontent.co.uk/entry/419-bt-trials-targeted-ad-supported-free-movie-downloads/
http://www.guardian.co.uk/media/2007/dec/05/digitalmedia.television
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