Orange, BPL tie up with KIPL for MMS ads

MUMBAI: Mumbai based KIPL, content provider to cellular companies, has tied up with Orange and BPL Mobile to launch video advertising campaigns for the first time in the country. In India, it would charge around Rs 800 per clip from the cellular service providers in one format. The video clip would be available four different formats that include .mpg4, .rm for real media player, .3gp and progressive gif. The first roll out of such campaign is expected by mid May this year.

Mehul Patel, Consulting Director, KIPL said, "Though India is a very niche market for such type of products but since Orange and BPL are very much aggressive in launching such campaigns on their GPRS network, we are expecting a roll out such advertisements on cell phones soon."

KIPL.Net‘s in-house compression and conversion tool "The Kompressor" has made an impact over MMS, Mobile Advertising and Video Content over mobile marketplace wherein content is served through GPRS networks to GSM and CDMA phones. "Our compression tools have made it possible to compress content in .mov, .mpeg, .avi, .rm formats to almost 88 percent without any major compromise on audio or video quality. The beauty of the process is not just compression but also the persistence of frame rate of 24 frames per second. The quality of the output is at par with Digital Video and can be served to Nokia 3650, 9210i, Sony Ericsson P800 and 7650 (if real player is installed)," Patel added.

The current scope for the usage of the compression process is two fold. Firstly, to serve content below 100 KB file sizes to MMS phone owners. The content could range from breaking news clips, promos, and TV Serial snap shots luring current MMS geared audience back to prime business like TV, Radio and Internet and secondly, the company is currently converting and transferring content on MMC Cards with capacities ranging from five MB to 128 MB of data. This division provides a high-end clientele for elite targeting and positioning of premium content like exclusive Celebes interviews, best of CEOs speak, blockbuster movie schedule for the year and so on.