NCC Media and Dish have signed a landmark deal that "will combine ad impressions in over 3 million additional DISH subscriber homes with those of NCC owners Comcast, Cox and Time Warner Cable in 25 of the largest U.S. markets," the two companies have announced.

The announcement continues: "The arrangement crowns a decade-long effort by NCC and its owners to consolidate the advertising reach of all U.S. Multichannel Video Program Distributors (MVPDs), brings DISH to the local advertising market for the first time, and creates a golden opportunity for MVPDs to grow ad revenues together."

The deal is part of NCC’s I+ advertising initiative.

The annnouncement adds, "DISH’s newly developed targeted ad system will be intergrated with existing local market cable advertisig platforms, called ‘interconnects,’ greatly increasing an ad campaign’s coverage."

Warren Schlichting, Senior VP, ad sales for DISH, said, in part, in a statement: "By gaining access to the country’s third-largest pay-TV provider’s customers, local and national spot advertisers can now speak with millions of consumers who were simply not accessible before."

Greg Schaefer, NCC’s president and CEO, said, in part, in a statement: "This collaboration with DISH was done because it’s what the advertising market demanded; to deliver more quality consumer GRPs in cable programming in local markets."