Digital ad service moves into Asia

A New Zealand company is helping businesses in India to get their adverts on to televisions screens much faster through the use of its digital technology.

Ebus, which was set up in 2005 by Italian immigrant Carmine Masiello, has just signed a deal to deliver advertising direct to Indian TV companies StarTV and Viacom. The service means that instead of having to deliver physical tapes of commercials, they can do it online, making it easier to meet deadlines and make last-minute changes.

Masiello came up with the concept after deciding to settle in New Zealand. He ran a special effects business in Italy which he sold in 2000. He then decided to sail around the world with his wife and son but stopped in Auckland. "We liked it so much we decided to stay."

Masiello got in touch with the IceAngel investment group and was encouraged to start his own business. His idea was so popular he had a TV company signed up before he had even had a chance to design the software.

The technology is now used by all of New Zealand's major production and advertising agencies to get their commercials to TVNZ, TV3, and Sky Television stations.

But Masiello was not happy with just New Zealand and decided to expand the business internationally about 18 months ago.

"We decided to go into Asia because nobody produced a similar service in Asia. There were already two companies in Australia competing so going there would have been expensive. We saw the green fields of Asia and India as better opportunities."

He signed up two Singapore TV companies this year and plans to expand into Thailand and Malaysia.