Gray, Hubbard, Scripps Sign With ITN Platform

ITN Holdings said today it has licensed its state-of-the-art, end-to-end ProVantageX (PVX) platform to the stations owned by Gray Television, Hubbard Broadcasting and the E. W. Scripps Co. This follows the recent news that Fox Television Stations has licensed PVX for both traditional and programmatic business solutions.

According to ITN, “PVX is the first platform that fully addresses all the intricacies of linear local and national television, as it expands to provide complete solutions for the video-everywhere evolution across the industry.”

More than 800 stations nationwide are active on the PVX system to conduct transactions with ITN Holdings’ broadcast television business, ITN Networks. These station groups are now licensing PVX to use this advanced technology for conducting their business directly with agencies. PVX makes buyers and sellers more efficient in communicating, collecting information, building, transacting and managing media buys. 

“Gray, Hubbard and Scripps stations are among the most valued by advertisers in their markets, delivering top quality program content and information across all screens,” said Stephen Poulin, executive vice president of platform development at ITN Holdings. “PVX enables marketers to harness the full power of these stations with the speed and operational efficiency of digital buying, but with all the tools and transparency needed for linear television buys.”

PVX streamlines the workflows for buyers, using automated intelligence to link each step in an end-to-end platform, centrally managed to architect and execute larger, multi-level deals. Buyers and sellers are able to receive and respond quickly to offers and requests, and manage schedules.

“We’re thrilled to partner with ITN Holdings to provide our clients with the advanced capabilities of PVX,” said Becky Meyer, VP of national sales, Gray Television. “Ultimately, we see this platform as a valuable means for our clients and station teams to develop and advance strategies across all our program offerings.”

“At Scripps, we’re constantly looking at ways technology can accelerate and streamline the business with our clients across our 24 markets to deliver the best results. The PVX platform really advances this work, from commitment to execution,” said Michael O’Brien, Scipps VP of sales.

“We’re excited to activate the Hubbard stations within PVX,” said Val Napolitano, EVP programmatic at Hubbard Broadcasting. “PVX streamlines the buy-sell process by using advanced technology to make television easier to buy.”