Networks, Agencies Up Electronic Transaction Delivery Via eBusiness

More than 3,000 transactions for national cable TV inventory have been sent electronically between cable networks and agencies since the inception of an eBusiness initiative in June.

Led by the Cabletelevision Advertising Bureau and Donovan Data Systems, the DDS Electronic Cable Changes delivered 240 transactions in June when the system went live, a total that jumped to 1,460 as of Sept. 17.The electronic initiative, which began in a beta mode in 2007, eliminates the need for faxes and emails between agencies and networks.

"This seamless integration is having a significant impact on agency efficiency," said DDS chairman Michael Donovan in a statement, "especially in discrepancy resolution and by eliminating input and transcription errors."

Among the cable programmers involved with the DDS hub are AETN, Turner, Discovery Communications and MTV Networks. Additionally, BET, GSN, Lifetime and NFL Network have used Management Science Associates Inc. to access the hub.

"The automated sending of electronic cable deals and changes has provided efficiencies for both A&E Television Network and the agencies, as it ensures both systems are always in sync," said Sally Ann Mancuso, director, sales operations at AETN, in a statement.

Noted Kris Magel, executive vice president, director of national broadcast at Initiative: "As the first agency network to process electronic cable changes through DDS, we are happy to be part of the continued improvements to optimize transactions with our media partners.