OpenTV Corp. shares gained ground in heavy early trading Tuesday after a Kaufman Bros. analyst said the company's technology will be key to a partnership between Google Inc. and EchoStar Communications Corp.
Google will sell and select some of the ads for Dish Network, EchoStar's satellite TV network using an automated formula to target them to a specific audience. Dish Network, the second-largest satellite TV network in the U.S., has 13.1 million subscribers.
Analyst Todd Mitchell called the deal "the beginning of the end of television advertising as we know it," and said OpenTV's Middleware will be necessary for future targeted advertising efforts. OpenTV's Middleware is the industry standard and its products will be necessary for targeted advertising, he said.
Mitchell said the San Francisco-based company already has ties to Google and EchoStar, which should enable the OpenTV to get involved in the ground-breaking deal.
Three of the five analysts reporting to Thomson Financial rate OpenTV shares at "Buy," with two rating the stock at "Neutral."
OpenTV shares gained 8 cents, or 3.2 percent, to $2.60 on the Nasdaq Stock Market.
No comments:
Post a Comment