Mediaware plans to tap outdoor media business

Mumbai-based Mediaware Infotech, the software solutions company for the advertising and media industry, is planning to tap the out-of-home media companies in Kolkata for its recently developed enterprise resource planning (ERP) system.

Although Mediaware currently services a few advertising agencies in Kolkata like Rediffusion DY&R, RK Swamy and Madison, along with a few local agencies, it is now targeting the media companies of Kolkata.

According to Biswajit Das, CEO of the company, "So far, Kolkata was a low focus area for us because of the earlier business climate. With the resurgence of Bengal, we are planning to increase our client base in Kolkata. We have also prepared a range of software offerings for broadcasters, publications, ad agencies, online media as well as corporate advertisers, in addition to out-of-home media companies. We plan to first pitch to the outdoor media companies in Kolkata and grow our business here."

According to Mudit Raniwala, Head-OOH Group, Mediaware's OMW software covers the complex process of site acquisition right up to client billing, which includes budgeting and monitoring, site erection and maintenance expenses, tendering for municipal or government sites, preparing outdoor plans and estimates, executing outdoor schedules and logging related expenses, culminating sales invoices along with debit notes, credit notes and an exhaustive set of management reports.

Raniwala said, "The entire system is designed keeping in mind the new formats and technology break-throughs that the out-of-home media companies are vying for."

The out-of-home (OOH) media is also taking the shape of broadcasting, which is clear from the increasing number of TV screens mounted at strategic locations. In fact, the resemblance to television is very close in case of content-led companies like Wall Street Journal who have launched OOH digital arms.

In some cases, the content delivery route also follows the satellite TV route with content being uplinked to a satellite transponder and downloaded via C-Band antenna, though many players prefer the cheaper IP route for delivery.

But in both cases, the process remains the same "� from monitoring TV screen installations and footfalls to scheduling ads for each individual screen to monitoring and client billing, Raniwala pointed out.

"Mediaware's OOH module addresses this aspect of the business and gives the OOH media companies a comprehensive solution to meet all their needs," added Raniwala.

The outdoor medium for advertising is becoming increasingly competitive with the advent of highly professionally managed groups like Laqshya Media, Future Group, OOH Media and Reliance along with the enrty of large international players like Clear Channel, Stroer & JCDevaux.

According to market data, the OOH media is reportedly growing at 15 per cent year on year and is expected to touch Rs 1,150 crore in 2007.