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TVB Television Bureau of Advertising Announces OpenStandard Achievement



March 5, 2005 -- The Television Bureau of Advertising (TVB) announced today that for the first time open-standards electronic orders were sent from an advertising agency to Viacom Television stations. The significance of this announcement is that now both buyers and sellers can use a non-proprietary architecture for local TV advertising sales. The first-ever "live" electronic transactions, between Horizon Media and several Viacom Television stations, represent an important achievement for the TVB's EDI (electronic data interchange) committee, which has been overseeing this technology for years. The TVB says this combined effort "demonstrates the way for all advertisers, agencies, broadcasters and related vendors to join in a new wave of electronic workflow and process for local broadcast television".Strata Marketing is proud to be recognized by the TVB for its technological know-how and commitment to EDI. Microsoft, Spot Buy Spot and Aviva Consulting Group also contributed considerable resources to this effort.



The historic announcement was made on the opening day of the American Association of Advertising Agencies' (AAAA) trade show in New Orleans. Jim Shanney, EVP and CIO, Horizon Media, said "Our buyers are thrilled at the prospect of eliminating tedious tasks like sending orders and re-keying data as well as reducing errors and discrepancies. I am extremely happy that agencies, stations and rep firms have finally agreed to, and implemented, a single set of standards that can be shared by all." John Shelton, President and COO, Strata Marketing, Inc., said, "The TVB XML standards do not require commitment or dependency on any one system to be a successful electronic trading partner. Any system on the agency side or the selling side can be enabled to accept these standard XML files. Strata is thrilled to be a part of this pilot, and we hope to be one of many systems sending and receiving electronic orders in the future."



"Today's announcement represents the first phase in the TVB effort to foster open standards based connectivity for the full life cycle of a local broadcast television buy and is a giant step forward to achieving a paperless process," said Chris Rohrs, TVB president. "The pilot group started with Order. Sending orders electronically eliminates the need to re-key orders which dramatically increases accuracy and efficiency."The entire life cycle of a TV buy includes orders, revisions, make goods, broadcast instructions, and invoices. Strata is confident continual advancements with this technology will allow the entire life cycle of a local television buy to be handled through "live" open-standards communication by the end of 2005.



Since offering media buyers the ability to import electronic invoices more than five years ago, Strata has been the leader in EDI solutions for media buyers and sellers, including the first TVB XML export linking agencies with TV rep firms. Buyers have had the ability to import proposals and export schedules to other Strata clients and to link electronically with 30 media billing programs. Cable and Broadcast TV account executives have enjoyed the import/export functionality and electronic links to their traffic systems. Strata's EDI technology delivers faster, more accurate solutions at no additional cost.Electronically connecting research through traffic and billing, Strata products are the first choice. The Chicago-based company has more than 1,000 clients in the radio, television, cable, and media buying industries.






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