MUMBAI: Presenting IBM's Digital Media Center solution its very first contract in China, the state-owned broadcaster China Central Television (CCTV) is going digital. As per the deal, CCTV will deploy IBM's Digital Media Center solution to manage news production and audio and video archiving for its Economics Channel.

Jetsen Media Technologies, that supports the creation, management and distribution of digital content, will assist IBM in providing this new solution designed to help CCTV transform its broadcast production environment from analog and videotape-based formats to a centralized, digital operation capable of providing access to broadcast content on demand.

"IBM's innovative technology, coupled with our business insight and the capabilities of our business partners, are easing China transition towards digital broadcast content production and distribution," media reports quote IBM's Digital Media director Peter Han as saying.

CNN, the Australian Broadcast Corporation, Seoul Broadcasting Service and Swedish Television have already implemented IBM's Digital Media Center solution to manage their digital assets and production process.