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September 16, 2011

PRISA selects IBM to create digital media platform

Consolidate, manage and distribute content across all PRISA's media platforms

By CBR Staff Writer

PRISA, the Spanish language media has selected IBM to create a new digital media platform as part of its commitment to technology innovation and digital business development.

PRISA will use IBM analytics software and services over a three-year period to consolidate, manage and distribute content across all its media platforms, and enhance its ability to provide its consumers with personalised content in real-time.

The new software enables PRISA to quickly monitor and measure the flow of content and the preferences of media consumers.

IBM senior vice president Michael Rhodins said as the media industry continues to undergo major transformation, advances in business analytics are enabling organisations to gain invaluable insights into consumer content preferences.

"The ability to more quickly understand consumer sentiment, and even predict future preferences, will help PRISA adapt and customize their media products instantly and improve the overall experience for their audiences," Michael said.

IBM will deploy its Media Enterprise Framework for the project that relies on advanced analytics technologies, help PRISA in gaining deeper insights into its various business lines, and give the firm the ability to integrate more closely with business partners.

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