Dentsu Inc. Launches Regional Information Distribution Service Compatible with Next-Generation Cable TV Set-Top Boxes in Partnership with Regional Information Site "Maipure"

Dentsu Inc. and Dentsu Tech have formed a business alliance with Future Link Network, operator of the regional information site "Maipure." Together, they will develop and launch a regional information distribution app compatible with the next-generation set-top box (STB) for cable TV, the "Hybrid Box" (*1), whose further adoption is anticipated.

Basic functions will include distributing flyers and coupon information for local shops to cable TV stations, as well as delivering local news, weather, and announcements from municipalities and neighborhood associations. Future goals include becoming a hub providing services to local residents, governments, and sponsor companies. This will involve managing regional currency (points) via dedicated IC cards with local governments and stations, rolling out various campaigns by region, and recruiting monitors and participants for sampling.

According to the Ministry of Internal Affairs and Communications, cable TV subscriptions stood at 28.14 million households with a penetration rate of 50.6% (as of end-June 2013). Nationwide, over 33 cable TV operators (100 stations) have already adopted or decided to adopt the "Hybrid Box" standard.

This service enables the delivery of customized information tailored to each cable TV station's service area. Compared to nationwide uniform information distribution, this facilitates marketing activities closely integrated with daily life. Distribution areas can be set at the municipal level, and information exchange occurs through the familiar TV screen. Consequently, it holds promise for addressing social issues such as shopping-disadvantaged individuals, seniors living alone, and the weakening of community bonds.

The roles of each company are as follows: Dentsu Inc. and Dentsu Tech are responsible for content planning, regional service development, and providing services to municipalities and businesses. Future Link Network handles the collection, editing, and distribution of regional information. The app development is targeted for early 2014, with collaborative development underway with local TV stations. Presentations to potential business partners, including cable TV stations, municipalities, and NPOs, have also begun.

※1 Hybrid Box: A generic term for next-generation cable TV set-top boxes equipped with integrated broadcasting and communication functions, standardized by the Japan Cable Lab Association. These boxes can connect with information terminals like smartphones and tablets within the home to build a home network. Furthermore, their use in healthcare, welfare, and safety/security fields is being explored, including providing medical services and safe home ICT services. They are attracting attention as a core service for smart community initiatives.

※2 Quoted from KDDI Corporation's release dated October 28, 2013.

MyPure: http://mypl.net/

Dentsu Inc. News Release: http://www.dentsu.co.jp/news/release/2013/pdf/2013125-1206.pdf