At the conference, DDS MediaOcean showcased the accomplishments attained by NBC using the MediaOcean application, which provides a seamless, end-to-end eBusiness solution linking spot buyers and television sales executives.

In 2004, NBC used the MediaOcean application to process 8,000 electronic orders in the DARE format. Original orders, revisions, and changes were all transmitted electronically between NBC and its agency customers, eliminating errors and discrepancies, and achieving a completely paperless workflow. NBC received the electronic orders from 28 different agencies nationwide.

NBC’s implementation of the MediaOcean application is one example of the growing industry trend toward highly efficient, customer-friendly electronic transactions.

Abby Auerbach, executive vice president, TVB

MediaOcean also integrates NBC’s traffic system with its sales organization. The overall goal is to provide automation and up-to-the-minute information throughout the NBC organization so sales can service their agency customers more effectively. NBC has received kudos for pioneering this system from the entire agency community. Phrases like “the only true confirmations” in the business and “revisions that process correctly” are commonplace when agency executives are asked about the results.

TVB executive vice president Abby Auerbach, who leads the organization’s EDI/eBusiness efforts, stresses the importance of electronic processes. “Today’s marketplace demands increased process efficiencies,” explains Auerbach. “NBC’s implementation of the MediaOcean application is one example of the growing industry trend toward highly efficient, customer-friendly electronic transactions. TVB applauds NBC's commitment to eBusiness and encourages all local broadcast trading partners to explore, test, and adopt end-to-end eBusiness solutions for spot television.”