LUS Fiber recently announced that it was partnering with Viamedia to offer businesses the ability to insert commercials into the cable video stream. Viamedia aggregates ads nationally and provides sales services both locally and nationally. So LUS Fiber will be looking at adding an additional revenue stream from the direct sale of advertising. Since LUS Fiber currently has about 1/3 of Lafayette households both local and national advertisers will gain a way to access the whole Lafayette cable market by purchasing ads on both LUS Fiber and Cox.
Viamedia fills a hole in the advertising market in places where there is no single cable provider in a DMA— a "Designated Market Area." Most cities these days have only one cable company and that company is large enough that it has its own advertising marketing machine. Viamedia exploits the hole that's left in DMA's where there is no overwhelmingly dominant provider and offers ways to, for instance, market to all of Chicago or all of the Atlanta region. Advertisers who once could get the Lafayette market with a single buy through Cox now need to get onto LUS Fiber.
This isn't particularly exciting stuff, granted. But it's a sign of the growing maturity of the local network and it adds real revenue.
—Viamedia issued its own press release.