(19 July 2010 8:35 pm)

MUMBAI: Invision, which provides advertising, planning and sales solutions to the US media industry, has announced that Current TV has chosen its DealMaker software to manage its ad sales operations across traditional and new media channels. Current will use Invision's DealMaker solution across both linear and digital media, and it joins a growing number of existing Invision clients who are testing or implementing the cross-platform solution.

Current Media is a media company that explores stories. With a fully integrated television and online platform, Current connects its audience with what's going on in their world through its blend of original and acquired productions. Current adds that it has also been at the forefront of user-generated advertising, engaging its creative community to create authentic and effective ads, called VCams.

Invision CEO Lynda Clarizio says, "Managing separate ad planning systems across multiple platforms is expensive, duplicative, and inefficient, so we are working closely with Current TV and our other clients to help them consolidate and streamline their ad management systems across every distribution channel. Our next-generation solution will help our clients improve efficiency and strengthen their bottom lines through an all-inclusive system that manages their ad sales operations across both new and traditional media."