eBus rules digital content delivery in India

MUMBAI, INDIA: Singapore-based eBus Media Network Pvt Ltd, which operates in India through a joint venture with Aidem Ventures Pvt Ltd, has penetrated substantially into the Indian market in the last one year.

According the company, India holds two third of the accounts of eBus TV commercials' (TVCs) global deliveries.

“Fifty out of 80 top clients and about 100 TV channels are using eBus digital content delivery solution in India. It is a robust kind of system for distribution and delivery of digitized content across locations in quick time and low-cost,” M. Suku, Aidem Ventures' director, told CyberMedia News.

These clients and TV channels include Vodafone, Airtel, Tata Motors, Asian Paints, Pepsi, Nerolac, Cadbury, Draft FCB, Ogilvy, BBDO, Mudra, JWT, McCann, Zee Network, Star, NDTV, Sony Network, Colors, ESPN, ETV and many others, he said.

Normally for any client or advertising agency, distributing any digibeta tapes (professional broadcast tape format) for running a campaign across 75 TV channels or more would take around three days or more to finish the task of transferring files. Along with the deliveries, the movement of logistics, maintaining and storing of digibeta and resources remain a major headache, Suku explained.

“However, with eBus service, the same TVC or campaign can be easily transferred across those 75 TV channels in around six hours time with less cost and resources,” he added.

Normally, the charge per file transfer, irrespective of file size, is around Rs. 800-1000, but it can vary depending on the file volumes.

eBus solution is cent per cent browser-based and platform independent enabling easy file uploading using FTP servers, along with key features of verification, viewing, tracking, storage, archiving, auditing and metadata. It doesn’t require any additional hardware or software installation as it works like an email system with a web interface.

eBus' long clientèle is largely dominated by advertisers, creative and media agencies, broadcasters and television channels.

“We are mainly focusing on file delivery of TV ads and spots in India. However, we are expanding our market in New Zealand, Thailand, Singapore and other countries in this region,” Suku added.

Though India has roughly around 600 TV channels, Suku stressed that the company wants to focus on nearly 90 out of 120 top TV channels here.

eBus was founded in 2005 in New Zealand with the aim to offer online tapeless delivery system and overcome the issue of physical delivery of video tapes. The company then moved to Singapore in order to expand business in the Asia region.