Broadcasters want traffic and billing systems that can handle ads for websites and mobile as adeptly as they do broadcast spots and that can integate seamlessly with master control automation. Vendors are doing their best to meet this demand. Says Larry Keene of the Traffic Directors Guild of America: “Every traffic software person we’ve spoken to in the last month and a half…is telling us the attention being given to mobile and Web is almost equaling the time and efforts taken for the TV.”
Over the past decade, the T&B sector has consolidated dramatically. Where once there were 15-20 players, there are now just a handful, fiercely competing to meet clients’ demands for trimming costs and managing ads on the proliferating platforms, including the Web, digital subchannels and various mobile offerings. WideOrbit and Harris OSi are the dominant companies in the U.S. commercial TV station sector, but a number of others, including Myers, BroadView, Pilat and Sintec, want a piece of the pie.