Instant ad delivery online draws networks | business | Hindustan Times
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Instant ad delivery online draws networks

business Updated: Oct 18, 2009 20:51 IST
Rachit Vats

Time is of the essence in a fast-paced business environment and time-saving solutions are always welcome. Small wonder then that broadcasters including Star, Zee, Sony, NDTV, Network 18, Sun, Doordarshan and INX have showed interest in an innovative product by eBus, a New Zealand based company that’s offering instant online video delivery of advertising commercials. Broadcasters, says eBus, have agreed to install its servers on trial.

eBus is an internet based company that facilitates instant digital delivery of television commercials, rendering all physical delivery formats — tapes, discs — redundant. Clients need to open an account with eBus and install its solution on their existing IT network. Broadcasters, however, need to additionally install the eBus servers to ease heavy downloads.

According to Carmine Masiello, CEO, eBus, “With tapeless deliveries catching up big time, in the next five years, there will be a global consolidation in providing such services from under one umbrella.” Other global players offering similar solutions include the DG FastChannel in the US, IMD in Europe and Adstream in Australia. eBus is totally dedicated to the Asian advertising and media market, operating in Singapore, Thailand, and New Zealand, besides India.

eBus’ immediate challenge here is to educate advertisers and broadcasters on the benefits of its offering. Masiello is confident of success, even at the slight premium its solution comes at.

Plans are also underway to deliver television soaps through the same solution by mid-2010 by enabling the delivery of longer formats.