TvB Unveils Online Media Buying Standards

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The Television Bu reau of Advertising last week unveiled technical standards for electronic media buying of local broadcast.

The effort, the latest step forward in a two-decade push to reform the cumbersome buying pro cess, aims to bring it entirely online, with all participants using the same procedure.

“This is truly an effort by everyone in the industry,” said Kathy Crawford, evp, director for local broad cast at Initiative Media North America. “It adds a level of accountability that will increase the efficiency of the whole operation.”

The goal of what TvB calls EDI, or electronic data interchange, is to eliminate mistakes and speed a pro cess that currently involves multiple written communications between broadcasters and media buyers—which leads to costly dis crepancies as much as 70 percent of the time, said Crawford.

“The standard agreed upon includes specific fields for required information for an order to be pro cessed: client, product, an estimate...







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