Cable Drives Expansion of EIDR Universal ID Solution


Time Warner Cable, Bright House Networks Latest to Join
CableLabs Provides Staff, Testing Support to EIDR
EIDR Demonstration at SCTE Cable-Tec Expo

Louisville, Colorado, October 17, 2012. Time Warner Cable and Bright House Networks are the latest cable service providers to join Entertainment ID Registry (EIDR), the coalition promoting the use of a unique, global identifier of entertainment assets including films and television episodes. The EIDR coalition is organized as an industry non-profit, and is comprised of key stakeholders from content owners, video post-production houses, content distributors, retailers, entertainment services and technology provider companies. Cable MSOs and CableLabs are engaged in integrating the registry and promoting EIDR through interop events and public demonstrations.

Time Warner Cable and Bright House Networks grow the penetration of EIDR membership among North American cable MSOs to more than 80% of the cable footprint by joining Charter, Comcast, Cox and Shaw. “EIDR is a timely component and key enabler of our new products and services, including TV Everywhere solutions, and generally enables streamlining our content workflows,” says Mike Hayashi, Executive Vice President of Advanced Engineering for Time Warner Cable. “Integrating EIDR into our digital supply chain will drive efficiency as we deliver our services to a growing array of consumer devices,” said Nomi Bergman, President, Bright House Networks.

In other recent activity underscoring cable commitment to the EIDR effort, CableLabs has loaned executive Don Dulchinos to serve as Executive Director of the EIDR organization. “Don’s participation began with the development of EIDR as a solution for program identification in the targeted advertising ecosystem,” said Phil McKinney, President and CEO of CableLabs. “EIDR also provides a key technical component for the TV Everywhere, multi-screen distribution environment that the cable industry is rapidly deploying,” he added.

CableLabs will provide further support for EIDR through an upcoming interoperability event in conjunction with Ad-ID LLC. The interop will involve technology partner companies with expertise in EIDR registration, indexed third party entertainment metadata, ad campaign data per the CableLabs’ stewardship and fulfillment interface specs, ad management systems, and ad placement systems. Noteworthy in this interop will be integration of EIDR with the Advertising Digital Identification LLC (Ad-ID™) advertising asset identifier, and metadata within the broader SCTE 130 architecture. “By tagging each advertising asset, the most appropriate ad can be selected from available inventory and our metadata ensures shared identification of the advertising asset across multiple cable operators,” stated Harold Geller, Managing Director, Ad-ID.

EIDR will also be profiled at SCTE’s Cable-Tec Expo in Orlando, Florida October 17-19. The Registry database will be demonstrated at the CableLabs exhibit (#451) on the show floor.


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For further EIDR media information, please contact Don Dulchinos:
Tel: +1-303-661-9100
Email: [email protected]

About EIDR
The Entertainment Identifier Registry Association (EIDR) is a nonprofit industry association that was founded by Movielabs, CableLabs, Comcast and Rovi to meet a crucial need across the
entertainment supply chain for universal identifiers for a broad array of audio visual objects. For more information please visit