Mumbai: Media and entertainment major Essel Group has decided to adopt business software solution platform SAP to accelerate its media growth.

Announcing this at the SAP Summit 2008, Essel Group chairman Subhash Chandra said, "The media and entertainment industry needs a new benchmark in computing as it has undergone a radical transformation in recent years. And SAP is the natural choice for us."

Essel Group chief information officer Manoj Gupta said, "The need of the hour in today’s digital world is to have diversified strategies that can help in reaching out to the target audience."

"According to me, SAP’s media solution with its strong base of the media business process, helps media companies generate new business while improving organizational efficiencies," Gupta said.