Singapore TV Media To Set Up broadband Ad Management Service
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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."
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 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.