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BT Vision trials Hiro video ad technology BT Vision is testing technology from Israeli start-up Hiro that will allow it to insert personalised, unskippable ads in video downloads that consumers can then share with one another.  The UK IPTV service is the latest to trial Hiro's dynamic ad system, which NBC Universal piloted via its DotComedy website earlier this year, and has recently been commercially deployed by Israeli broadcaster Reshet.Hiro describes its technology as "positive digital rights management," since it allows consumers to share legitimate film and TV files while including unskippable ads that change according to the individual viewer. The BT Vision trial initially will be through the telecoms company's online video download store and involve three film titles from FremantleMedia: Mischief Night, Played and The Punk Rock Movie. The inclusion of ads means BT will be offering the movies for free, rather than on the subscription model the company currently favours for its online store, while its IPTV offering is pay-per-view. Downloads of the three trial titles can be stored and watched for one month, with different ads appearing each time the film is viewed, as long as the consumer is online. Hiro's technology requires the user to install a small piece of software and provide personal information about themselves. This allows them to then share their chosen videos with friends who can watch on the same basis, again getting their own ads. "The concept of targeted TV advertisements is now a reality through the combined technology behind BT Vision Download Store and Hiro's software solution," said BT Vision interactive and commercial media director Antony Carbonari. "We believe that sympathetically placed, targeted advertising, combined with a viral film-sharing capability, will be attractive to many customers in conjunction with free or reduced content prices." Jonathan Webdale 5 Dec 2007 © C21 Media 2007 
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