As broadcasters face intense competition for viewers' eyeballs from newer platforms like mobile video and on-demand services, they're looking to maximize their opportunities in an increasingly fragmented advertising market. Crucial to that is getting the most out of their traffic systems: the software that controls a station's commercial inventory and links the sales and engineering departments. More and more stations seek to bundle the traffic functions of multiple stations together and control them from a common database, reducing operational costs while increasing sales efficiency. And stations are looking for tighter integration between traffic and automation systems as a way to further streamline operations. Many also aim to sell time in a new venue, whether a digital television stream, the Internet or even a video display on a city bus.
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