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[Via Satellite 08-27-13] Dish and NCC Media have entered a partnership that expands upon the cable industry’s collaborative I+ initiative, which links cable, satellite and telco companies’ ad inventory. The arrangement is part of a decade-long effort by NCC and its owners to consolidate the advertising reach of all U.S. multichannel video programming distributors (MVPD) and it brings Dish to the local advertising market.

The initiative combines ad impressions in more than 3 million additional Dish subscriber homes with those of NCC owners Comcast, Cox and Time Warner Cable in 25 of the largest U.S. markets, providing advertisers with a greater local reach and penetration against targeted consumers.

Dish’s newly developed targeted ad system will be integrated with existing local market cable advertising platforms, called “interconnects,” increasing an ad campaign’s coverage. The platform is available to advertisers via NCC’s sales force in 16 offices across the country, and to local marketers via the local interconnect sales teams of Comcast, Cox and Time Warner Cable.

“By gaining access to the country’s third largest pay-TV provider’s customers, local and national spot TV advertisers can now speak with millions of consumers who were simply not accessible before,” said Warren Schlichting, senior vice president, ad sales at DISH.