NEW DELHI: Orion Media is deploying DaVinci Social, IMImobile's market leading TV and Radio broadcasting platform, across all their radio stations.

The announcement in London came by global technology company IMImobile which provides software and services which help businesses capitalise on the growth in mobile communications. IMImobile is a leading global technology company providing software and services which help businesses capitalise on the growth in mobile communication. Its services, delivered in over 60 countries in Europe, the Americas, MEA and India.

Orion Media operates five FM radio stations and three AM services in the East and West Midlands. Together they are the most listened to commercial radio brands in the Midlands, broadcasting to 1.2 million listeners a week. IMImobile's DaVinci Social platform will allow

Orion Media to manage all audience engagement from multiple mobile and social media sources through one single platform, giving each radio station a coherent and unrestricted view of how their listeners are interacting with their radio stations, leading to better engagement insight and audience management. In addition, Orion Media will use DaVinci Social's Campaign Management Console to deploy and manage all SMS voting and competition campaigns, which are entered via a short code.

Using DaVinci Social, Orion Media will be able to manage, curate, distribute and analyse user generated content, allowing their radio stations to easily integrate user generated content into the live environment to enrich their programs in order to create a more meaningful conversation with their listeners, adding a new layer of interactivity to the radio experience.

Phil Riley, Chief Executive at Orion Media commented, "We chose IMImobile due to their strong heritage and deep understanding of the radio broadcasting sector. The DaVinci Social platform allows us to interact with our audience without the need of multiple tools, streamlining the process of sorting, integrating and responding to our listeners to create a more interactive radio experience."

Steve Godman, Commercial Director Brands, Media and Agency Group at IMImobile said, "We are pleased to enter a partnership with Orion Media, the leading radio broadcaster in the East and West Midlands. Radio broadcasters across the UK need to adapt to changing listener behavior, who are demanding that their radio station listen, interact and use their content. We believe DaVinci Social will allow Orion Media to drive audience engagement and easily tap into the potential of user generated content to increase their footprint across the Midlands."