AccuWeather Uses Harris Corporation OSi-Traffic to Manage Advertising Buys Across 40-Plus Station Affiliate Network
AccuWeather, Inc., the world’s premier weather information service, is using Harris Corporation’s OSi-Traffic™ broadcast system to manage traffic across its expanding network of affiliated TV stations. AccuWeather first began using the application earlier this year and leveraged its versatility and scalability as the network grew from 27 to more than 40 affiliate television stations nationwide.
OSi-Traffic™ is an industry-leading broadcast traffic platform that gives its users the ability to leverage a relational database that coordinates the demands of multiple stations, with multiple channels, operating in a consolidated environment. The scalability of the OSi-Traffic™ centralized database allowed AccuWeather to add multiple remote channels without any hardware installation.
“Harris OSi was the clear solution, due to our multichannel capabilities and the need to easily add new channels as our business grows,” said Steven Smith, CIO of AccuWeather.
“AccuWeather carefully evaluated every broadcast traffic solution on the market, and came to the conclusion that only OSi-Traffic™ could meet its need for a centralized database capable of handling a virtually unlimited number of stations from within a single system,” said Ed Adams, vice president and general manager of the North American Media business unit, Harris Broadcast Communications.
AccuWeather sells national advertising time across all of its affiliated weather channels. All traffic, reporting and invoicing across the AccuWeather network is managed from the OSi-Traffic™ centralized database at AccuWeather headquarters in State College, Pa. When a national advertiser buys time on AccuWeather’s affiliate stations, OSi-Traffic™ enables AccuWeather to generate one invoice that includes all 40 stations, rather than having to generate 40 different invoices. Streamlined invoicing capability was very important to both AccuWeather and its national advertisers.
“AccuWeather advertisers can buy time on a single station, a cluster of stations, or spots across all affiliates in a given region,” said Adams. “OSi-Traffic™ gives AccuWeather the flexibility to customize and regionalize national spot buys in a very efficient, streamlined manner. In this way, spots running in one region of the country can promote different products, copy, taglines or phone numbers than spots running in other regions. OSi-Traffic™ is uniquely suited to managing this high level of complexity.”
OSi-Traffic, an industry-leading broadcast advertising platform, is part of the Harris® H-Class™ family of media and operation control software products in the Harris Broadcast Communications ONE initiative to deliver interoperable workflow solutions that span the entire broadcast delivery chain. The unique Harris approach brings together highly integrated and cost-effective products that are ideal for emerging media business models and for customers upgrading media operations to digital and high-definition services.
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