WebWare Corp., which claims to be a leading enterprise media asset management software company, has announced that National Geographic Channels International (NGCI) has adopted it's ActiveMedia digital asset management software to aid its global sales, marketing and syndication efforts of its television assets.

ActiveMedia which claims to be the industry's first web services-based digital asset management system, will help NGCI deliver materials to its 29 international offices. NGCI reaches over 160 million households in 144 countries and in 25 languages. In India National Geographic has been trying to increase viewer cachet this year through its Mission Everest initiative.

NGCI VP Network development Nick Wilkinson said: "WebWare provides the hub for delivering our promotional content in a more timely and cost-effective manner. With ActiveMedia, our various worldwide offices can collaborate online on projects in an orchestrated, efficient manner. In effect, we have created a virtual creative services group."

An official release informs that ActiveMedia allows the broadcaster to upload promotional and programming content, such as stills, video, and scripts, into a secure, central repository. The system enables any office to be the creative hub and distribution point for marketing materials on behalf of the global group. Equally important is the fact that access and usage rights are fully controlled by NGCI headquarters in Washington DC.

Other third parties worldwide, such as post-production facilities and dubbing houses, are given access to the repository where they can download scripts for translation. Wilkinson also noted that ActiveMedia was installed, configured, and launched in less than three months..

WebWare president and CEO Nicholas D. Troiano said: "Content syndication is mission critical for large and small producers. We are pleased that National Geographic Channels International selected WebWare to help them market its content to its worldwide audience. We are very excited because the NGCI business model and workflow -- the virtual creative services team -- can be easily extended to other industries, such as advertising, financial services and pharmaceuticals."