London, UK,  November 12th 2009. Packet Vision, the advanced addressable TV advertising specialists have concluded an umbrella airtime agreement with Mediacom. The agreement which starts 16th November 2009 with immediate effect will allow Mediacom clients a range of innovative TV advertising services on selected linear TV channels distributed over an IP network called Freewire.

Freewire offers university students in the UK a free package of linear TV channels delivered through the closed IP, university broadband service called JANET. This service gives students living on campus (across 108 universities nationwide) access to over 50 channels including BBC1, BBC2, Channel 4, E4 and Five.

Mediacom were the first media agency to buy TV airtime when Packet Vision launched their addressable advertising service on the network 12 months ago. The media agency involved a number of large brand clients in the project across sectors such as banking, fast food, computer games, airlines and graduate recruitment. In June this year, Mediacom won the 2009 Thinkbox award for most innovative use of TV for their NatWest campaign with Packet Vision.

Mediacom’s new agreement with Packet Vision will include a range of innovative addressable advertising projects. These include the ability to split a single 30 second advertising slot whereby female students exclusively receive one commercial for a product or service at exactly the same time as male students receive a different targeted commercial. The agreement also reserves a volume of airtime available for Mediacom airtime campaigns.

Barry Llewellyn, VP Sales and Marketing for Packet Vision said: Mediacom continues to push the boundaries of TV advertising innovation. This project allows them and their clients a competitively priced and extremely accountable TV advertising platform where all participants can gain first hand experience in the future of linear TV advertising.

Graeme Hutcheson, Futures and Broadcast Implementation Manager for Mediacom, Futures and Broadcast Implementation Manager added: Fully addressable advertising is imminent on linear TV and already a reality on some video platforms. Packet Vision was one of the first. They have the technology to accurately and efficiently match TV advertiser with consumer, ensuring TV remains the headline medium of the future.