E-Business for Local Broadcast Television

The local broadcast television industry has been talking about E-

Business for a very, very long time….

When seller and buyer computers connect, trading partners can process business transactions electronically.

Electronic transactions reduce people and process inefficiencies, saving time and money.

The E-Business principle remains...

Local broadcast television is still an advertiser’s most effective and best media choice for geographic targeting.

Through process enabling technology, local TV can also become an advertiser’s easiest to execute and most customer- friendly media choice.

TVB Believes

System to system connectivity

Eliminates manual re-keying which leads to errors.

Provides a faster, more efficient process.

Creates an electronic, auditable “paper trail.”

What E-Business is…

On-line negotiation

Just electronic invoicing E-Biz connects trading partner systems so

they can send orders, makegoods, revisions and invoices electronically.

What E-Business is NOT…

Hurdles

Local Broadcast trading partners are overcoming earlier hurdles: Cost & Technology: State-of-the-art

technology, open standards and the internet

are providing more vendor choices and making participation affordable.

Culture: Experience with E-Biz in other industries is validating its benefits. Increased efficiency and audit demands is necessitating involvement.

E-Business is most effectively used as a back room enabler.With greater back room efficiencies, more time and talent can be dedicated to professional selling and buying.Neither buyer nor seller wants media to become a commodity.

Trading Partner Consensus

A common technical language (XML) used by all trading partner systems to connect interchangeably.

Benefits: Stimulates vendor competition.

Trading partners can pick “best of breed” technology.

Current “in-house” systems can stay.

Affordable for all trading partners.

Open Standards

Computer “language of choice” for open standards programming.

Extensible Markup Language.

Very flexible, easy to add to and update to accommodate industry changes.

What is XML ?

Avail Request/SubmissionOrderRevisionMakegoodInvoiceBroadcast Instructions

Open Standards Status

TVB open standards are complete, approved and posted for industry-wide implementation of electronic:

Established 2000. Members include: Network O&Os: ABC, CBS, NBC Broadcast Groups: Cox, Belo, Emmis,

Gannett, Hearst-Argyle, Media General, Meredith, Paramount, Post-Newsweek, Raycom, Tribune, Univision, Young

Rep firms: Adam Young, Blair, HRP, Katz, MMT, Petry, TeleRep

TVB E-Business Committee

The committee works closely with trading partner trade associations. AAAA ANA BCFM/BCCA (Credit Mgr.’s association) SMPTE

TVB E-Business Committee

E-Business is not just EI, but EI is a good place

to start. E-Business Committee goal:

Industry-wide EI acceptance and usage. Agency Client, Product, Estimate codes on all

EI. Station traffic systems have agreed to CPE

compliance. AAAA has launched letter-writing campaign asking

stations for EI (with CPEs). ANA has convened advertiser CFOs in support of

E-Business – especially EI.

Electronic Invoicing

E-Biz Toolbox, on TVB website, open to all trading partners.

Includes “tools” such as: What is E-Business / XML How to EI / Paperless agencies CPE status chart Open standards E-Business vendors Committee Activity

Education is essential

Keep pressure on E-Business providers to accept and adapt to industry standards.Mandate use of current E-Business systems within each selling/buying company.Increase electronic invoicing.Adopt electronic ordering.Publicize examples of improved process. Test!

Next Steps for E-Business committees and trading partners?

“We strongly support the E-Biz initiative.We applaud the progress and encourage the entire marketing industry to embrace the project, execute its core features, to realize the enormous productivity opportunities available.”

Bob LiodiceCEOANA

“Simplifying the media transaction process is a must for the industry. As the AAAA leads this effort we are highly gratified that the TVB is helping this critical project gain traction.”

O. Burtch DrakePresident and CEO

AAAA

“We’re doing electronic invoicing and are anxious to start ordering online.”

Lannie DawsonSVP/Director of Media Services

Martin/Williams

“I’m encouraging each and every one of you to get involved in the electronic process. If we don’t do this it will be a great impediment to the continued use of spot television. This is not a ‘gee wouldn’t this be nice’ … this is an urgent thing.”

Kathy CrawfordPresident of Local Broadcast

MindShare

Tune in to the TVB E-Biz toolbox. www.tvb.org

Stay Informed

Thank You!