Middle East viewers will soon watch the same television station but view different advertisements thanks to "ground breaking" technology introduced to the region by UMT Labs, which specialises in media technology and services.

The company chose to launch Selevision in the Middle East because it is known for being receptive to new technologies, said Dr. Raed Khusheim, regional general manager.

In development for more than two years, the system is being received well, he added.

"On a one-to-one basis people are very excited about it, but they are also shocked. We are in discussions (with satellite and cable providers) and soon new things will be announced."

The system is a sophisticated technology that aims to revolutionise the pattern of television viewing and delivery of commercials.

Through Selevision's delivery feature, network channels - both satellite and cable - will be able to deliver different commercials to different target groups based on their location, language and gender.

The benefits are that channels and networks will have more advertising spots to sell at more competitive rates.

In turn, advertisers will be able to reach specific target audiences - therefore saving money by not hitting the wrong market.

The system also offers a concept that will eliminate the traditional "prime time" spot. Selevision's dynamic time delivery system can deliver commercials when a viewer turns on the television - regardless of the time that a viewer watches the TV.

Khusheim believes the system will make advertising on television cheaper for companies. "Selevision has features that have never been heard of before. It will change the current method of presenting advertisements and commercials over television."