India Media Exchange unveils new tool

By afaqs! news bureau , afaqs!, Mumbai | In Media | November 13, 2008
The tool, called i-Deal, aims to reduce the time spent by planners and buyers by becoming the point of contact between the client and the agency


Media Exchange (IMX) has implemented a new tool called i-Deal, which looks after deal management and inventory administration for clients.

i-Deal is a system which works as a pricing trend analyser and records prices at which media spots are purchased. Clients can log in and view their current and past deals. i-Deal is a web based system and hence more accessible to clients as they can log in from anywhere in the world. The current version supports TV and radio, while a future release will include print, too.

i-Deal will reduce the time spent by planners and buyers on negotiations and help them avoid sticky situations. It will look after pricing, inventory levels and consumption status, and alert users according to predefined routines.

The tool was conceptualised inhouse by the employees and developed by a Mumbai based software firm called Logo Systems. It is currently only for the Indian office of IMX, ZenithOptimedia and Starcom, but it may become a global tool later.

Sejal Shah, vice-president, West and South, India, IMX, tells afaqs!, "The tool will be an archive for all our work and all our legal and financial transactions will be done by i-Deal."

Shah stresses on the privacy aspect of the tool, saying, "Clients will not have to bother about privacy as they can access only the deals in which they have been involved."

IMX works with brands such as Hewlett-Packard, Samsung, Nestle, Hyundai, Jet Airways, the Kotak Group, Heinz, Aircel, Cadila Healthcare and INX Media.

© 2008 afaqs!