IBM has unveiled a shared journalistic, production database, made up of a consortium of Japanese newspaper publishing companies: Kyoto Shimbun, Kobe Shimbun, and Chugoku Shimbun. This solution is an on-demand managed service for newsroom content management based on the industry open standard NewsML. The solution integrates articles, photographs, and page layouts for the three newspaper publishing companies. The common database is designed to enable each of the three companies to share and use editorial content, including video for distribution through Web site and mobile phones, in addition to traditional print publications. IBM Japan Ltd. developed the integrated database and the solution can be integrated with most existing industry specific technologies. Benefits of the solutions include reducing database operating and management costs. The integrated database is built in two layers: basic components common to the three participating newspaper companies, and options specific to each individual company. IBM is currently working with the Japanese newspaper publishing industry on plans to call on other regional newspaper companies to participate in the database. The system combines the IBM WebSphere Application Server and the IBM Content Manager DB2 Universal Database, running on an IBM eServer pSeries UNIX server.