Kuala Lumpur – Accenture announced that it has helped Media Prima Berhad (Media Prima), the leading integrated media group in Malaysia, replace its legacy broadcast management system with a state-of-the-art broadcast management application using Accenture’s Integrated Broadcast System (IBS). As a result, Media Prima has streamlined and simplified its broadcast management processes to achieve better time to market, higher productivity as well as efficiencies in its core broadcast operations. Implementing IBS gives Media Prima’s airtime and program schedulers a common, virtually real-time view of programs, promotions and advertisement schedules. This means that grid closure can occur closer to transmission date, giving the schedulers the ability to sell advertising space closer to air date. IBS also increases scheduling flexibility by reducing overall inter-team dependencies, shorter reconciliation times, and improved reporting capabilities due to integrated data sources.