#Advertising products and data services
The Figue of the month – May 2026
1 min
#Advertising products and data services
The segmented TV adventure
4 min
In 2021, Bouygues Telecom became the 2nd operator to offer segmented TV to its box customers, and in 2022, Bouygues Telecom, strong from connecting the top 5 media groups in France in the first half of the year, launched its own integrated 100% French solution, TV Motik, for the activation and commercialization of a segmented TV offering for thematic channels.
But what is segmented TV? Who is it for? Our employees explain, in the form of a mini-series, the implementation of this new technology which mobilized several departments at Bouygues Telecom for almost 4 years.
Segmented TV, a new way of advertising
Authorized in France since 2020, segmented TV allows for targeted advertising during live broadcasts. Considered a new communication channel, segmented TV enables advertisers to offer targeted advertising based on the geographical location or interests of viewers.
Initially, it involved an evolution of the regulatory framework related to advertising. Channels can now segment their advertising breaks to generate additional revenue. Operators, as custodians of data and distributors of the stream, were asked to propose solutions allowing channel sales houses to intervene on the live broadcast stream without interrupting programs.
This is how operators within AF2M and channels within SNPTV implemented a technical solution and a new type of tagging to enable segmented TV. Once an agreement was reached on a common tagging standard, each operator asked their teams to build a solution to allow channels to modify the content of advertisements broadcast live.
Departments involved at Bouygues Telecom
- Value Factory
- Project and Service Platform
- Department Infrastructure Division
- Legal Department
- Purchasing
- Business unit Fixe (internet)
The implementation of this cross-functional project mobilized six different departments at Bouygues Telecom and took almost four years to come to fruition, thanks to the expertise of our employees.
As of May 2022, segmented TV is implemented on 12 live channels on our Bboxes, with more to come. This represents several million replacements every day and already over a hundred campaigns launched.
The Value Factory by Bouygues Telecom
The Value Factory is Bouygues Telecom’s diversification entity that builds solutions for partners in various markets such as finance, marketing, and advertising.
Using communication channels like SMS or RCS, operator data, mobile and box customization capabilities, we build innovative offers such as Segmented TV, fraud prevention tools, we facilitate customer relations, and we offer secure billing systems on invoices for access to innovative services (SVOD subscriptions, transport tickets, etc.).
For our subscribers, these initiatives contribute to securing and simplifying their online journeys. They also contribute to the implementation of more qualitative advertising offers.
