Javelin 'Hula's into regional advertising distribution

Michelle Clancy | 22-08-2012

Javelin, an advertising distribution JV partly owned by Warner Bros., is doing an expansion dance with an agreement to acquire the assets of regional content distributor HulaMX.

Javelin, which offers a digital delivery platform for distributors, advertisers, agencies and movie studios, delivers HD and SD advertising content to more than 7,000 TV stations, networks and cable outlets via satellite, IP and the cloud.

The aquisition will support commercial delivery to smaller regional markets and expanded markets using the HulaMX software/Internet solution. By implementing HulaMX technology. custom file formats developed and maintained for TV stations allow for better integration with TV destination systems, and Javelin's hybrid server and software solution better supports the industry's need for improved flexibility without the investment of additional hardware.

"With Javelin's strategic acquisition of HulaMX and [Javelin co-owner] Deluxe's end-to-end solutions in post production and distribution, Javelin is delivering improved quality of HD and SD advertising at a fraction of the cost," said Cyril Drabinsky, president and CEO of Deluxe