As time-shifting viewing habits of cable TV by consumers increases, there is a big challenge to the cable operators and programmers how to insert relevant advertising in to the programming. BlackArrow, a San Mateo-based company, apparently has a solution. The company has been heavily funded by some key strategic investors including Cisco, Comcast, Intel and top VC's Mayfield and Polaris. Larry Kramer, funder of MarketWatch and now affiliated with Polaris, is the company chairman.Earlier this month in NY at Advertising 2.0, I caught up with Chris Hock, a former senior Adobe executive, who joined Black Arrow last year. He gives an overview of the opportunity of the sector.--- Andy Plesser
