Lintas Media Group has announced the launch of a new integrated system – ‘iMix’ – in India. iMix is a web-based media management system developed by Interpublic GIS Guongzhou, which is used by Universal offices in Asia and other parts of the world.
Speaking on the concept and function of iMix, Scott Beltran, Chief Information Officer, Lowe Worldwide, said, “It is a world class developed system and is used all around the world in other IPG markets. We definitely feel it is a market differentiator for us within the space as we are the leading agency from the technology perspective that has been using this system. We are here to support our clients’ specific media requirements from any location within India. It is a fully integrated system that offers planning, estimation, release, invoicing, payment and MIS functionalities. And one of the most important aspects is that it allows clients to access their media information online.”
He further said, “Within the media space in India, a lot of functionalities are a combination of either manual or human resource intensive, and do not comprise one fully integrated application that provides all the functionalities. This system streamlines the schedule plan preparation and data gathering for a comparative analysis of the data in one place.”
iMix possesses superior firewalls and inbuilt client interface the facilitate easy access to media information. The present module is the latest version of iMix, and is currently available for TV and radio.
Beltran said, “This is the version that has been modified to specific Indian requirements. TV and radio have been our initial focus as they play the largest share of media in India at this point. Once we have identified these mediums as our top priority to be attacked, other media would be rolled out by the end of the year.”
According to Beltran, media within India was a key strategy that IPG as a global company was looking to invest in here. He was hopeful of this initiative being implemented and be the differentiator from other media companies.