Dish, GroupM, Invidi Prep Ad System

Dish Network, working with WPP's GroupM and advanced TV technology firm Invidi, will launch an addressable advertising system over the satellite network later this year or in early 2010, according to sources familiar with the plans.

While the GroupM-Invidi service will start with Dish, it is expected that competing satellite carrier DirecTV would also join as a distributor after it deploys the equipment it needs to participate, sources said.