Wipro Tech pacts with UK-based ITV

New Delhi, Dec 17: Wipro Technologies, the global services business of Wipro Ltd, has tied up with UK-based ITV plc to develop a platform for automating the slotting of advertisements through a optimisation engine.

''This engagement will leverage Wipro's domain expertise in media and entertainment as well as our considerable strength in data analytics,'' Wipro Technologies Senior Vice President Manoj Punja said.

ITV, one of Europe's biggest programme producers, owns eleven major ITV regional licences -- Granada TV, LWT, Carlton TV, Central, WestCountry, HTV, Yorkshire TV, Tyne Tees TV, Meridian Broadcasting, Anglia TV and Border Television.

''We chose Wipro to work with us in this endeavour as we required a strategic partner who had significant knowledge of the media and entertainment domain,'' ITV Plc Broadcast Technology Director Ian Whitfield said.

Mr Whitfield added that Wipro has a successful track record of developing core solutions for media organisations, and has the right partnerships.

Some of the business benefits to be provided by this solution are: system capability to perform real time analysis, flexibility to analyse 'what-if' scenarios, automation of some manual processes to increase the productivity of sales operations in the slotting process, maximisation of revenue opportunities through appropriate matching of demand and supply.

ITV has production operations in five countries worldwide and a new media business, which includes interests in pay television channels and encompasses a range of internet and broadband ventures.

UNI