Broadcasters and industry experts laud HIRO

HIRO Media, the ad-supported video download specialist, has announced the successful deployment of its technology with Australia's leading broadcaster, nine.

Powered by HIRO's Positive DRM technology, nine's online partner, ninemsn, is able to provide free, legal video downloads of premium TV shows, supported by personalised, unstrippable, unskippable, advertising.

The roll-out of ninemsn's service follows an intense period of activity for HIRO, which has seen the company recognised in Variety's '10 Innovators to Watch', the leading trade publication's study of key companies who are building the entertainment industry of the future.

Supported by its presence in AlwaysOn's 'OnHollywood 100' list of leading digital entrepreneurs, HIRO is swiftly establishing its Positive DRM as the global choice for delivering free, ad-supported downloads.

Ariel Napchi, co-founder and co-CEO, HIRO Media, said: "The adoption of online video has been slowed by technologies and solutions designed for individual stakeholders within the online video ecosystem.

"We developed the Positive DRM to meet the approval of all of the key stakeholders - consumers, content owners and advertisers.

"HIRO leverages the power of free and P2P, the convenience and flexibility of downloads and the versatility of being the only technology of its kind available on both Mac and PC," added Napchi.

HIRO's platform delivers nine's drama series Canal Road and Sea Patrol online via the Catch Up TV service on Australia's leading portal, ninemsn, a joint venture between PBL Media and Microsoft.

This is the first service to provide ad-supported video downloads to the Australian market.

HIRO's unique solution operates in conjunction with Windows Media Player and Apple Quicktime.

It is the only such provider with a single video file capable of playing in either format, and is the only ad-supported solution for Mac users.

The protected advertisements play in-show, as with a standard television broadcast, and the shows themselves can be viewed whether online or offline.

Ninemsn joins HIRO's growing international stable of content partners in the US, Europe and Middle East.

Further European partnerships will be announced imminently.

HIRO's technology lets broadcasters dynamically change the advertisements each time viewers watch the show, allowing for the delivery of time-sensitive or serialised campaigns.

Viewers have the option to register anonymous demographic information enabling advertisers to provide personalised adverts targeted to the viewers tastes, interests and demands.

Reaching audience segments with targeted adverts and guaranteeing their viewing ensures significantly increased CPM revenues for stakeholders.

"The market for free, high-quality video content online is maturing rapidly; broadcasters and content owners have heard the call of consumers and are embracing the ad-supported download arena - as a result, market leaders like ninemsn are taking industry-leading steps to free their downloads", said Ronny Golan, HIRO Media's co-founder and co-CEO.

"These new partnerships and recognition from key industry commentators truly demonstrate the growing demand for our demographically targeted, ad-supported download model".

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