RealTime IT News

Singapore TV Media To Set Up broadband Ad Management Service

Television Corp. of Singapore (TCS) together with IBM Singapore and IBM's Lotus Professional Services has developed a prototype, e-Link, for the management of advertisement bookings and inquiries on TCS.

This e-Link service for advertising agencies and media independents is expected to be ready in September this year.

The system is built on IBM's Netfinity servers and Lotus Domino R5 and will run on the SingaporeONE broadband infrastructure.

"e-Link is a business application system that help us manage a very complex medium--the TV," said Lee Cheok Yew, president and CEO of TCS. "We are ideally suited to launch something like this because of the [availability of] a broadband infrastructure in Singapore."

e-Link allows advertising agencies to view real-time information such as program schedules, synopses, program ratings, and audience profile round the clock on the Internet. The e-Link system is also capable of taking advertisement bookings and provide secure transactions online.

Ten advertising agencies in Singapore have already committed to e-Link. They are Ammirati Puris Lintas; Dentsu, Young, and Rubicam; Euro RSCG Partnership; Leo Burnett Advertising; McCann Erickson Singapore; Mindshare Singapore; Optimedia Singapore; Optimum Media Singapore; Sing Nan Advertising; and Zenith Media.

TCS is also working with Netrust Pte Ltd.(the first certification authority in Singapore), 1-Net Singapore Pte Ltd. and SingTel Magix to provide a secure broadband application.

"TCS hopes to build a direct, [24 hours a day] communication channel for our agencies," said Annie Chong, e-commerce project leader of TCS.

This would speed up operations and make obsolete the current system of submitting bookings for commercial spots via faxing.