(31 March 2008 7:30 pm)

MUMBAI: The Star Group, a wholly-owned subsidiary of News Corp, has selected SintecMedia's OnAir to manage its broadcast operations.

Currently, Star broadcasts over 60 channels in ten languages to 53 countries across Asia and beyond.

OnAir will serve hundreds of users in 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 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.

Star CIO Edward Hanapole said, "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 architecture of OnAir supports vast and complex broadcasting networks and allows Star to meet its evolving business needs."

"OnAir's technology will allow Star to streamline operations, add more flexibility to scheduling and maximise revenue," added SintecMedia CEO Amotz Yarden.

"With the addition of Star to SintecMedia's customer base, OnAir now manages broadcasting operations reaching over 60 per cent of India's TV market," said SintecMedia VP (sales APAC) Amir Lavi.

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 with regional needs.