Malayalam language media house Mathrubhumi has plans for extended multi-platform publishing following the installation of a new system.

The company, which publishes more than 80 daily publications – producing over 370 pages daily – has gone live on the Atex editorial CMS.

Based in Kerala, India, Mathrubhumi has a total circulation of more than 1.3 million, with approximately 7.5 million readers. Its website, www.mathrubhumi.com provides online content covering diverse topics such as entertainment, sports, health, education, women, and astrology.

“With all users on a relational database-centric system, we look forward to obtaining efficiencies and increasing the collaborative effectiveness of our personnel,” says director of marketing and electronic media Shreyams Kumar, who is also a second term state MLA.

“We will utilise the power of the system to publish across any media type in the near future. With the Atex CMS solution we will be able to react quickly to a rapidly changing and challenging marketplace and bring innovative offerings to our valued customers.”

Project manager Babuprakash Kalathil says the wide-ranging platform is intended to help multi-channel newsrooms create, manage and deliver content to any print or digital channel while keeping firm deadlines and the highest quality editorial values.

Founded in 1923, Mathrubhumi has 15 editions published from different cities inside and outside India, including the United Arab Emirates. The nine editions of Mathrubhumi in Kerala are published from publication centres in Calicut, Thiruvananthapuram, Kottayam, Ernakulam, Thrissur, Kannur, Palakkad, Malappuram, and Kollam.  Another four editions of Mathrubhumi are published in Chennai, Bengaluru, Mumbai and Delhi.

Deputy general manager of IT Baiju Madhavan says pagination is “fast and flexible” yielding increased efficiency: “We will use the remote entry capability of the system for our bureaus, so reporters can be very productive.”

A further stage of the project will include implementation of the Polopoly web content management platform to support multi-channel publishing across digital and print channels.