January 28, 2010 08:00 ET

mDialog™ and OUTtv Partner to Deliver a Groundbreaking New iPhone App

Mobile Video as a Service (VaaS) solutions leader attracts Canadian broadcaster to the world of mobile video content

TORONTO, ONTARIO--(Marketwire - Jan. 28, 2010) -

Editors Note: 2 photos are available with this Press Release.

OUTtv, the gay and lesbian specialty broadcaster in Canada, has turned to mDialog to build and power their multi-show iPhone app. mDialog was selected by the Vancouver based OUTtv as their iPhone technology partner based on the power of their mobile video platform.

The OUTtv iPhone app utilizes mDialog's proprietary Dynamic Video Ad Insertion technology. This allows OUTtv to insert video ads into their iPhone app's video programming, all in real-time. Dynamic Video Ad Insertion allows OUTtv to traffic ads using geo-location, frequency capping and time of day targeting; OUTtv can now provide ads that are most relevant to the OUTtv audience on the move.

Additionally, the app enables mobile viewers to access video episodes of popular on-air programs, view OUTtv's primetime schedule, and connect more closely with their favourite shows through such features as trivia, commenting, and Twitter.

OUTtv is taking advantage of geo-targeted video ad delivery with the launch of an ad campaign, featuring a major auto industry brand that targets two geographical regions: audiences in the Vancouver area are delivered ad creative with a regional message, and another video ad is presented to the rest of Canada.

The mDialog offering takes full advantage of the latest mobile video capabilities-including HTTP Adaptive Video Streaming technology-that provides mobile audiences with an unsurpassed mobile video experience.

"Engaging our audience across multiple platforms is a driving factor behind our current media strategy," said Brad Danks, CEO, OUTtv. "Streaming our video programming to our audience on the iPhone is the next logical step and mDialog helped us make it happen. The opportunity to provide local, geo-targeted advertising is very compelling for us."

The new OUTtv app also represents a number of 'firsts' for the iTunes store: it's the first Canadian multi-show app, and the first app featuring gay and lesbian video programming.

"More and more broadcasters are interested in the mDialog platform," explains Greg Philpott, Founder and President. "They're seeking ways to bring their growing video libraries to mobile audiences and to integrate that process with their current broadcast workflow. Our ability to take full advantage of HTTP Adaptive Video Streaming and to offer dynamic video ad insertion gives broadcasters a more effective way of connecting with mobile viewers and appealing to advertisers. It just makes sense."

The OUTtv app is now available for download in the Canadian iPhone App Store; it currently features four shows from the broadcaster's primetime schedule with more shows set to be added in the future.

About mDialog(TM)

mDialog is a mobile video platform that provides media publishers and advertisers with a turnkey solution to manage and deliver video content and integrated video advertising that is relevant to the iPhone audience. A leader in mobile Video as a Service (VaaS), the mDialog platform reduces the complexity and cost associated with creating and maintaining native mobile video apps that increase audience loyalty through social interactivity.

About OUTtv

OUTtv is a digital specialty television network providing programming of particular interest to the gay and lesbian community across Canada. Originally launched in September 2001, it is the world's first gay-and-lesbian-focused network to broadcast 24 hours a day, seven days a week and is currently available on all major distribution carriers in Canada to its more than 550,000 subscribers.

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