WideOrbit delivers the first direct, two-way connection to TV station and networ

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WideOrbit delivers the first direct, two-way connection to TV station and network inventory



Thursday, 04 March 2010


WideOrbit Inc., the leading provider of business management software for Media companies has announced the beta launch of WO Central, the industry’s first, real-time, direct connection between Buyers and the Seller’s Ad inventory systemsâ€"delivering direct online access to more than $14 billion in spot television inventory.

WO Central is a new and improved way to buy spot television that allows agencies and advertisers direct, online access to inventory across more than 1100 WideOrbit television stations and networksâ€"which represents more than 50% of all spot television inventory in the US. Enabled with a direct two-way connection with Donovan Data Systems, WO Central represents the first time that Donovan systems has been directly connected on a two-way basis to station Traffic systems and regional cable networks.

”I have worked for several decades to help improve the buying process of Spot Television,” stated Kathy Crawford, former President of MindShare Local Broadcast and member of the Board of Directors of WideOrbit. “WO Central is the first meaningful improvement in the buying process in a long time. I look forward to WO Central making a big positive impact on the Media Buying industry.”

WO Central is designed to bring efficiency to the buying and selling process. WO Central allows agencies and stations to negotiate prices, generate and process orders automatically on a real-time basis. This will allow orders to be monitored and tracked easilyâ€"saving countless hours and reducing discrepancies and credits. Orders for non-WideOrbit stations will be transmitted through TVB’s ePort. WO Central’s new two-way standard delivers enormous efficiency improvements and will be rolled out with Donovan’s and WideOrbit’s initial beta customer, the NBCU O&O station group, later this month.

“WideOrbit’s original goal was to make it easier to buy and sell advertising,” said Eric R. Mathewson, Founder and CEO of WideOrbit. “We started by re-building the foundational Station side Traffic systems, and now we’ve created WO Central, a realization of our original vision. We believe that WO Central will make a large impact on how media is bought and sold in the future and will go a long way toward making Spot Television easier to purchase and more competitive given the choices that advertisers have available today. We look forward to working with Stations, Networks, Advertisers, Agencies and Reps on WO Central to help improve transactional systems in the media industry.”

WideOrbit’s initial beta focus for WO Central will be Paid Programming (Long Form Infomercials) with Direct (short form infomercial), Political, Brand and Radio rolling out later this year.

For a Frequently Asked Questions datasheet on WO Central, please contact Erica Swenson at 415.675.6768 or [email protected] This e-mail address is being protected from spambots. You need JavaScript enabled to view it .



WideOrbit is the leading provider of business management software for Media companies. WideOrbit provides innovative, proven solutions for managing the business of broadcast and cable operations â€" from proposal to order, scheduling to automation, billing and aging. WideOrbit has been helping clients since 1999, delivering high ROI, greater efficiencies and revenue optimization. WideOrbit is used by more than 4,000 television stations, radio stations and cable networks around the globe, managing more than $14 billion in advertising revenue. WideOrbit’s clients include: Astral Media, Corus Entertainment, Entercom Communications, Gannett Co., Hearst Television, Madison Square Garden, Meredith Corporation, Midwest Communications, NBC Universal, Qualcomm/MediaFLO, Scripps Television Group, and Tribune. WideOrbit is headquartered in San Francisco, with offices in Dallas, Denver, Seattle, Melbourne and New Delhi.