Imagine Communications has acquired the advertising business unit of OpenTV from the Kudelski Group as it aims to enhance its TV delivery tools.

According to Imagine, OpenTV’s EclipsePlus advertising campaign management systems will provide the foundation for its “next-generation” platform.

Currently in development, it will combine linear, online, OTT and programmatic business models for TV and radio.

“Having a valued set of intellectual people will help us to advance by six to 12 months,” said Imagine Communications vice-president of product marketing Glenn LeBrun.

Imagine will continue to support OpenTV’s products for the foreseeable future, alongside its existing advertising systems.

“We are moving to a world of modularised and software-based systems.

“Over time, it will be less reliant on proprietary hardware and baseband technology. The advantages of moving to those systems are compelling but that doesn’t mean we turn off the current products,” said LeBrun.