The Television Bureau of Advertising announced it would commit $5 million to build an online platform that would allow ad buyers to purchase local TV and ultimately online advertising. The goal is to have the first layer up and running early next year for TV ad buying, with future expansions into ad space on TV websites, mobile platforms and digital subchannels. One of the chief criticisms of buyers looking to place national ads across multiple stations is it’s too labor-intensive. “It’s crystal-clear that some of the shrinkage of national spot is because of the process,” said TVB President Chris Rohrs. Called ePort, the TVB’s platform would streamline the buying process with the aim to be completely paperless in 2009. “There is very strong broadcaster commitment to this project,” said Paul Karpowicz, president of Meredith Broadcasting and TVB board chairman. “We are putting our money where our mouth is.”
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