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Real Image seeks to give advertisers the ‘Q’ advantage

28-July-2005
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Real Image seeks to give advertisers the ‘Q’ advantage

Real Image, the company that focuses on digital entertainment technology in the film, video, audio and animation industries, has found success with Q-Jam, which provides comprehensive digital jukebox music system to cafes and restaurants.

Q-Jam on the one hand offers customers music of their choice, while on the other hand it offers marketers an option to advertise in an interactive and personal manner with the consumers. Q-Jams have been co-branded with MTV, an apt brand interaction phase for young music lovers.

Today, Q-Jam is present in 118 outlets across the country, and encouraged by this success, Real Image, the parent company, has launched two more Q-advertising streams – Q-Cine and Q-Sign.

Q-Cine and Q-Sign are digital formats of advertisements meant for theatres and malls. While Q-Cine is currently available in Tamil Nadu, Q-Sign has been made available to malls in Delhi.

“Q-Cine rids advertisers of the hassles and costs of reverse telecine, dispatch of prints and the deterioration in print quality, by directly telecasting from a digibeta on to the big screen,” explained M S Rajagopalan, Vice-President, Q-Media, Real Image Technologies.

Offering repeated hi-quality screening, no logistical headaches, savings on reverse telecine/prints, and complete control on monitoring/proof of play, Q-Cine also enabled one to pull out a film from a theatre and replace it with another film practically overnight, added Rajagopalan. Q-Cine is expected to be launched in Andhra Pradesh as well.

“Q-Sign is a hoarding size POP (Point of Purchase) with TV rolled in it,” Rajagopalan said, while describing the system. Q-Sign messages are delivered on large plasma screens placed at malls, where the content is served from Real Image’s central servers via satellite.

According to Rajagopalan, the best aspect of Q-Sign was that content was served centrally and distributed locally. This implies that specific zoning is possible up to the extent of only one of ten screens in a mall being used to carry a specific message. “With Q-Sign, you have not just a dangler or poster with a static message, but actually a dynamic moving image POP! It is like a TV posterised,” maintained Rajagopalan.

Being the only player in the market offering such technology for advertising, he was optimistic that Q-Media represented a huge leap in the avenues open to advertising in terms of technology and innovative abilities.

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