The content on the ITM LED screens was powered by Scala. 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 on several of ITM's outdoor screens that are normally used for advertising. In a short time frame, Scala India was able to get the live feed running on the screens in high quality.
In a joint effort, ITM and Scala India drove content to the screens using the services of a data center that was located hundreds of kilometers away from the screens. The content consisted of a continuous live broadcast of the Games combined with various advertisement spots that were shown in a 10-minute sequence alongside the broadcast.
"The broadcast of the Commonwealth Games on our outdoor screens in this short time frame could not have been possible without the guidance and astonishing support of Scala India," said Lt. Colonel (retired) Kunwar Ajay Singh, senior executive vice-president, ITM.
"We are very happy with the implementation and the response it has received," said Jahan Kadhar, managing director, 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 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.
(Claire Beeson)
