NEW DELHI – Delhi has enjoyed a visual treat at the opening of the commonwealth games 2010. ITM, in partnership with Doordarshan and with technological support of Scala India, made it possible that the Commonwealth Games are broadcasted live on ITM’s large format outdoor video screens, installed in key commercial spots in the capital. This is the first time that live telecasting of the Games is done outside of the sports stadiums, enabling “the common man” to view this spectacular event. ITM’s outdoor Delhi network is the largest one-city-network in the Asia-Pacific region.
The content on the ITM LED screens runs on the Scala platform. In an effort to enhance the viewing experience, Scala India was asked to set up a flawless live broadcast of the opening ceremony of the event in record time on several outdoor screens of ITM, that are normally used for advertising.
Despite the very short time frame, Scala India was able to get the live feed running on the screens in perfect quality. In a joint effort the companies managed to get the content driven to the screens via an extraordinary method, using the services of a data center which was located hundreds of kilometers away from the screens. The content consists of the continuous live broadcast of the Games combined with various advertisement spots that are shown in a 10 minute sequence alongside the broadcast of the Games.
“The broadcast of the Common Wealth Games on our outdoor screens in this short time frame could not have been possible without the guidance and astonishing support of Scala India,” states Lt. Col (retd) Kunwar Ajay Singh, senior executive VP, ITM.
“We are very happy with the implementation and the response it has received,” said Jahan Kadhar, Managing Director of Scala India. “The results are a reflection of the power of the Scala platform and the immense flexibility it provides for innovation. At the same time, it also shows the commitment and expertise of our team in the field of Digital Signage.”
While the Games live feed might not hold any significant commercial value for ITM, a long term strategic partnership is likely to be worked out with partners subsequent to the Games for a long-term tie-up.
The national channel is also considering plans of beaming different programs on the ITM LED screens well after the Games. Scala India is working closely with ITM to elevate the screens from being “just” large displays for commercials to a platform that offers advertisers and consumers an overall interactive and responsive viewing experience.
Information about ITM: www.itmedia.co.in
Interesting movie clip: http://www.youtube.com/watch?v=86gVJ_GpYDw
Harry Horn, Marketing Manager EMEA, Scala