Use of electronic cable TV initiative soars as agencies, networks enjoy seamless order integration

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 led by the Cabletelevision Advertising Bureau (CAB) and Donovan Data Systems (DDS).

Monthly transactions sent via the DDS Electronic Cable Changes hub increased from 240 in June 2009, when the system went live, to 1,460 as of September 17.

The electronic initiative eliminated the need for faxes and emails between agencies and networks.

Cable networks sending electronic cable changes via DDS' hub include AETN, Turner, Discovery Networks and MTV Networks. Additionally, networks using Management Science Associates Inc. (MSA) to access the hub include BET, GSN, Lifetime and NFL. (DDS clients can see the full list of cable networks sending electronic cable changes.)

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

"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," says Kris Magel, EVP, Director National Broadcast at Initiative.

"The automated sending of electronic cable deals and changes has provided efficiencies for both A&E Television Network (AETN) and the agencies, as it ensures both systems are always in sync," says Sally Ann Mancuso, Director, Sales Operations at AETN.

"Electronic cable changes have cut the time I spend on changes by more than 50% and have made monthly invoices much more manageable due to fewer discrepancies," says Kristy Waltemeyer, Account Manager-National Media at Barkley.