NEW DELHI: Zee Telefilms Limited and IBM Global Services India Ltd. have entered into an agreement to develop end to end digital media asset management solution using cutting edge technologies that will optimize the asset acquisition, development and broadcast playout.

Announcing the initiative Punit Goenka, director, Zee Telefilms said, "Zee has always been in forefront of deploying emerging technologies for business solutions. With the implementation of Zee Asset Management Solution (ZAMS), we will be the first company in India to have end-to-end technology platform for digital acquisition, development and playout of entertainment content."

Adding further Goenka said, "While selecting the technology and partner for implementation, the Zee team focused for scalability, performance and partner's expertise in successful implementation was given prime consideration. As IBM met most of our requirements, we have selected them for this implementation. We are confident that we will have mutually beneficial partnership with IBM for this gigantic strategic initiative."

The implementation will enable Zee to streamline and optimize the process involved in enterprise content management, deliver content to emerging mediums like IPTV, HDTV, video on mobile and video on demand. This will also reap the benefits of leveraging intellectual properties to earn additional revenues.

The entire initiative will take approximately 12 months of implementation and integration at Zee headquarters in Mumbai and broadcast center at Noida (on the outskirts of Delhi).

The estimated cost of entire implementation and digitization of existing assets will be over $ 7 million.