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On-demand Digital Advertisement Platform KRATOS Launched

A solution by ZAPPME Media and Tata Communications to automate, control and optimize manual media workflows.

BestMediaInfo Bureau | Delhi | February 2, 2011

ZAPPME Media & Entertainment has launched an on-demand digital advertisement platform, “KRATOS”, powered by Mosaic, a Tata Communications Global Media and Entertainment solution. KRATOS optimizes the commercial delivery chain between advertiser and broadcaster, enabling faster production and preparation of content for transmission and multi-platform delivery.

Pradeep Prabhu, CEO, KRATOS / ZAPPME Media and Entertainment, says, “Today’s advertisers are not only demanding immediate delivery of commercials during high viewer traffic events, but solutions that allow last minute changes in advertising campaigns and just-in-time decision making. We are delighted to launch KRATOS in conjunction with Tata Communications.”

Its Mosaic platform powers our media delivery and management on a secure workflow platform which addresses this business need most effectively. KRATOS enables a ?le-based work?ow from lens to screen and also integrates activity across production and operational silos, automating work?ow and media distribution. The team at Tata Communications has spent a considerable amount of time understanding our business to provide the best-in-breed technology for support and customer service,” adds Pradeep.

Currently, most television advertisers follow a circuitous and often inefficient route, to deliver their commercial content to the broadcaster. Physical distribution of tapes can result in errors in delivery, higher cost of duplication, multiple quality control points and a longer turnaround times in the media planning processes. KRATOS eliminates these bottlenecks and provides a solution that can integrate with any broadcaster through digital distribution. KRATOS enables media and entertainment companies to operate effectively in the cloud, allowing users to migrate to a more collaborative end-to-end process, at their individual pace.

Julian Wheeler, Vice President, Global Media & Entertainment, Tata Communications, says, “Distributing content across the world to different broadcasters requires various languages, ?le formats, legal compliance and transmission standards to be adhered to. A reduction in distribution costs allows advertisers and broadcasters to focus on where the real value lies and build accountability within the system, at the same time. KRATOS, which is powered by Tata Communications’ Mosaic, has been designed to automate, control and optimize manual media workflows. Liberated from bandwidth and location constraints, media companies are able to monetize digital content more efficiently, via our Mosaic platform.”

KRATOS has been built with the future in mind. With this new technology, advertising companies will be able to distribute HD and SD advertising sports in any broadcast-ready format. It allows advertising companies to manage campaigns from start to finish by incorporating notification, tracking and reporting. Metadata can be classified in one file, formatted and be ready-to-air in a few simple steps. The interface is simple and user friendly and comes with a 24/7/365 customer support from ZAPPME and Tata Communications.

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