Kirk Evans talks with Stephen Fleece and Ramesh Shanmugam from Cognizant . We discuss the work that Cognizant did with TMForum and the Content Encounter Catalyst project, showing how to deliver contextual ads through a video on-demand ordering experience. Through the use of standards and interoperability, Cognizant was able to provide a Windows Media Center and Windows Mobile experience that allows you to order videos on one experience and, through the capabilities of DRM, watch the video on another