EBusiness for Local Broadcast Television

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E-Business for Local Broadcast Television
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The local broadcast television industry has been
talking about E-Business for a very, very long
time.
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The E-Business principle remains...

• When seller and buyer computers connect, trading
  partners can process business transactions
  electronically.
• Electronic transactions reduce people and
  process inefficiencies, saving time and money.

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TVB Believes

• Local broadcast television is still an
  advertisers most effective and best media
  choice for geographic targeting.
• Through process enabling technology, local TV
  can also become an advertisers easiest to
  execute and most customer- friendly media
  choice.

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What E-Business is

• System to system connectivity
• Eliminates manual re-keying which leads to
  errors.
• Provides a faster, more efficient process.
• Creates an electronic, auditable paper trail.

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What E-Business is NOT

• On-line negotiation
• Just electronic invoicing
• E-Biz connects trading partner systems so they
  can send orders, makegoods, revisions and
  invoices electronically.

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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.

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Trading Partner Consensus

• 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.

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Open Standards

• 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.

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What is XML ?

• Computer language of choice for open standards
  programming.
• Extensible Markup Language.
• Very flexible, easy to add to and update to
  accommodate industry changes.

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

• Avail Request/Submission
• Order
• Revision
• Makegood
• Invoice
• Broadcast Instructions

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TVB E-Business Committee

• Established 2000.
• Members include
• Network OOs 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

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TVB E-Business Committee

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

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Electronic Invoicing

• 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.

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Education is essential

• 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

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Next Steps for E-Business committees and trading
partners?

• 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!

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• 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 LiodiceCEO ANA
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• 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
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• Were doing electronic invoicing and are
  anxious to start ordering online.

Lannie DawsonSVP/Director of Media
Services Martin/Williams
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• Im encouraging each and every one of you to get
  involved in the electronic process. If we dont
  do this it will be a great impediment to the
  continued use of spot television. This is not a
  gee wouldnt this be nice this is an urgent
  thing.

Kathy CrawfordPresident of Local
BroadcastMindShare
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Stay Informed

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

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Thank You!