AMSTERDAM -- Microsoft Corp. has launched a new program to ease the transition for Internet Protocol Television (IPTV) service providers using other platforms to migrate to its solution. Called Microsoft Mediaroom Migration Program and unveiled at the IBC2008 conference, the program provides guidelines and solutions for service providers considering upgrading their IPTV platform. The Microsoft Mediaroom Migration Program delivers a structured assessment process and analytical tools for migration, including business and technical workshops to review set-top-box portability, network compatibility and audio-visual head-end interoperability. The program also includes risk-benefit tools to compare lifetime customer value and build the business case for executive management.

Ben Huang, director of product management for Microsoft Mediaroom, said, “As the IPTV market matures, we’re seeing interest from operators on first-generation platforms and homegrown solutions to migrate to Microsoft Mediaroom. These service providers need to add high-definition and advanced digital video recording (DVR) and video-on-demand features that are now fundamental to any competitive TV offering, and they want to remain competitive by being able to easily deploy advanced interactive applications. We are currently engaged in assessing migration opportunities with a number of customers and have been approached by many more. Platform migrations are complex, so this program has been developed to assist with business and technical planning, and reduce the cost and pain of migration.”

In a separate release:

AMSTERDAM -- Microsoft Corp. today unveiled the Microsoft Mediaroom Advertising Platform at the IBC2008 conference. The new adjunct offering lets broadband service providers deploying the Microsoft Mediaroom Internet Protocol television (IPTV) software platform offer targeted, measurable and interactive advertising spots all from one comprehensive platform. Service providers will benefit from operational flexibility and simplification with an end-to-end solution that enables integrated, cross-platform advertisement deployments.

Marking the first instance of Microsoft advertisement investments focused on TV services, the Mediaroom Advertising Platform brings together in one cohesive offering the addressability offered by IPTV technology with state-of-the-art tools for campaign and decision management powered by Microsoft Advertising. Now the interactivity, audience addressability and true measurement found in online advertising models can be applied to the world of IP-powered television, opening new revenue opportunities for broadband service providers and more effective campaigns for advertisers. The Mediaroom Advertising Platform will support advertisement insertion into all TV content formats, including traditional linear television, video on demand (VOD), third-party interactive TV applications, as well as service-provider-owned assets including the electronic program guide.

In addition to offering advertisers the capabilities to finitely target advertisements to specific groups and measure return on investment, the platform lets advertisers and their agencies adjust advertising campaigns in a timely manner on the basis of measured impressions and engagement. This helps brands reach the right audiences with relevant campaigns, which simultaneously helps increase viewer satisfaction.

“The new advertising platform opens up new promise and opportunity for broadband service providers deploying Microsoft Mediaroom, and positions them well for the quickly evolving world of digital advertising,” said Enrique Rodriguez, corporate vice president of the Connected Television Division at Microsoft. “With this offering, our customers will have a solution that delivers greater value to both advertisers and viewers through relevance and measurability, further capitalizing on the benefits of a connected TV environment.”

Microsoft Corp. (Nasdaq: MSFT)