During eight days in March 2005, ITN transmitted 7,307 orders using the TVB XML format. These orders were “input” electronically into DDS MediaOcean’s Reppak sales system. At the volume peak in the beta test, DDS MediaOcean processed an unprecedented 1,700 orders into Reppak in less than one hour, and 5,772 orders in two days. Stations and rep firms receiving orders included Blair Television, Continental Television Sales, Eagle Television Sales, Fox Station Sales, Gannett Television Media Sales, Millennium Sales and Marketing, NBC Station Sales, Petry Television, and Viacom Station Sales.

“This is an important milestone in the implementation of the TVB XML order spec,” says Larry Shiels, account director at DDS MediaOcean. “The successful processing of thousands of XML electronic orders in such a short period of time was a real breakthrough for our industry. DDS has committed significant resources to the implementation of open-standard XML orders and this investment has paid off handsomely. We are saving our rep clients days of work, and they can better satisfy their clients with more accurate, error-free order placement at the station,” states Shiels.

We are gratified that DDS MediaOcean is committed to working with us to make these innovations a reality.

Tim Daly, executive vice president and chief information officer, ITN Networks

The sellers who are receiving the paperless orders are already reaping the benefits. “I can sleep better at night knowing that we received thousands of orders electronically and relayed them directly to the station and their traffic systems, free of input errors. It also gives my salespeople more time to focus on the selling and negotiation process,” says Craig Broitman, president of Millennium Sales and Marketing, a subsidiary of Katz Media Group.

Leo MacCourtney, Jr., president and CEO of Blair Television, a PMC-operated rep firm, is thrilled with the results of the beta test. “Our people were ecstatic about the way ITN placed the orders. PMC is a very big fan of Order XML. We think this is a great step in streamlining the order process and great for ITN and their clients,” he affirms.

ITN could not agree more. “Taking advantage of new technology has always been a priority for ITN. We produce a huge volume of orders each quarter. Buyers are happy with the new XML orders method because it is fast and dependable. We are gratified that DDS MediaOcean is committed to working with us to make these innovations a reality,” says Tim Daly, executive vice president and chief information officer at ITN Networks. “This is a great start, and we look forward to continue working with DDS MediaOcean to make it even better.”

XML orders use an open standard that allows buyers to send spot TV electronic orders to sellers. The XML orders sent to the Reppak application are written to Television Bureau of Advertising (TVB) guidelines. "The eBusiness advances made with Order Xport (XML orders between non-DARE agencies and reps) could not have happened without DDS' support and leadership,” says Abby Auerbach, executive vice president of the TVB. “DDS embraced the TVB EDI Committee's request for an XML order option for non-DARE agencies. DDS demonstrated its commitment by dedicating significant resources to enhance its existing systems, assisting other vendors in the adoption of the XML spec, and collaborating with ITN. The collaboration between DDS and ITN is a vital step in the effort to replace paper with electronic orders. TVB thanks and congratulates both DDS and ITN," she states.

Three other vendors, eMediaTrade, Strata Marketing, and Mediaplex, are in various stages of XML order certification. DDS MediaOcean is working with these vendors to deliver XML orders into the DDS MediaOcean Reppak system.