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News Corp’s STAR selects OnAir

9 April 2008

The News Corp-owned STAR Group has selected SintecMedia’s OnAir broadcast management system to manage broadcasting to over 120 million viewers daily.

OnAir will serve hundreds of users in one of the largest network-wide deployments, supporting local languages, multi-currency, multi time-zone, programming, promotion, inventory, tape quality control, sales and billing – all in one system. SintecMedia is working with Siemens Information Systems to implement the system.

As part of a strategic initiative aimed at aligning technology to STAR’s evolving business needs, SintecMedia’s OnAir replaces multiple systems currently operated by STAR, bringing the broadcaster additional advanced management tools to streamline operations, enable full communications within the network and ensure redundancy. Alongside administration of content commissioning and acquisition, long term schedule planning and detailed scheduling, OnAir includes a sales module to manage STAR’s complex sale structure and a variety of sales models in which airtime and advertising playtimes vary in accordance to regional needs.

STAR CIO, Edward Hanapole, commented: “Because of our geographical breadth and with the constant introduction of new programming and technological innovations throughout our network, we require a powerful, flexible and easy to use system. The unique architecture of SintecMedia’s OnAir supports vast and complex broadcasting networks and allows STAR to meet its evolving business needs.”

“We are very happy to partner with STAR in the revamping and deployment of its broadcast management operations. OnAir’s robustness and leading edge technology will allow STAR to streamline operations, add more flexibility to scheduling and maximise revenue,” remarked Amotz Yarden, CEO of SintecMedia.

Amir Lavi, vice president of sales APAC at SintecMedia added: “With the addition of STAR to SintecMedia’s distinguished customer base, OnAir now manages broadcasting operations reaching over 60% of India’s TV market. We believe that APAC markets represent an important element in our growth and look forward to moving forward in this dynamic region.”

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