Nexstar, Sinclair, Tribune and TEGNA
Consortium Launches Standards-Based Project to Bring Streamlined
Business Interfaces to Local TV and Invites Industry
Participation
Download “Interface Automation Guidelines
for Local TV Transactions” TIP Initiative’s First Technical
Whitepaper at www.tvb.org/TIP
A consortium of local television broadcasters including Nexstar
Media, Sinclair Broadcast, TEGNA and Tribune Media, today announced
the launch of the TV Interface Practices or “TIP
Initiative,” an industry work group dedicated to developing
standard-based interfaces to accelerate electronic advertising
transactions for local TV broadcasters and their media agency
partners.
The local TV industry has struggled with the manual nature of
the advertising buying and selling process for many years. While
various solutions providers have sought to streamline the process
to support the industry’s long-term competitiveness, progress has
been slow due to a lack of universal modern standards-based
interfaces. In early 2017, broadcast executives from Nexstar,
Sinclair and Tribune came together to accelerate, coordinate,
standardize and make open the technical framework necessary to
streamline the local TV transaction process. TEGNA joined the
consortium earlier this month. With TEGNA’s participation, the
consortium now represents the four largest station affiliate groups
in the US.
This consortium of broadcasters believes in these guiding
principles:
- Local television is the most powerful
brand-building medium, connecting marketers with consumers and
advertisers, brands and broadcasters will benefit from the best
automation;
- While demand is high for local
television ad inventory, transactional friction has created
challenges for buyers;
- System-to-system electronic processes
can streamline the buying of local spot media; however, creating
interoperability takes coordination across multiple broadcast
companies;
- Standards-based interfaces are the best
way of encouraging the needed system-to-system interchange of
transactional information; and,
- Standard API interfaces set the stage
for advanced local TV and ATSC 3.0 and will greatly enhance the
efficiency of buying local media by U.S. advertising agencies.
The consortium contacted over a dozen systems providers involved
in various aspects of local TV transactions to review existing
electronic methods and specifications that support local spot
buying. From this research, a set of API’s are proposed to support
the electronic transfer of “buy” transactional data. TVB, the trade
association representing local broadcast television will provide a
repository for the TIP Initiative’s work and open access for
industry partners. The consortium’s technical whitepaper,
“Interface Automation Guidelines for Local TV Transactions,”
is a consolidated description of potential best practices
describing the local TV transaction workflow and recommended API
framework. The whitepaper and details of the TIP Initiative is
available at www.tvb.org/TIP.
“The goal of the TIP initiative is to accelerate local TV
interoperability by creating a coalition of system providers to
work with buyers and sellers to develop and implement streamlined
transaction workflows using standards-based open APIs,” stated
Perry Sook, Chairman, President and CEO of Nexstar Media Group,
Inc., who also serves as the Chairman of TVB. “Local broadcast
television remains unrivalled among all media as its reach,
engagement and influence consistently delivers proven
revenue-generating marketing solutions to advertisers and brands.
To sustain local television’s advantages across all screens and
devices, we must work together as an industry to create a more
efficient marketplace for advertisers to access local TV inventory
in a manner that is cost effective for the buyer, while maintaining
the integrity of our product. By encouraging broadcasters,
advertisers and others to join the TIP Initiative and participate
in this important, ongoing collaborative effort we will improve our
competitiveness with other media and deliver more brand safe
solutions to advertisers and brands.”
“Many of our advertising agency partners have told us they are
unable to leverage our valuable television ad inventory because
outdated processes leave them with little or no margin to support a
local spot buy,” said Chris Ripley, President and CEO of Sinclair
Broadcast Group. “The TIP Initiative demonstrates the industry’s
shared commitment to working together with technology providers and
advertising partners to develop open standards-based solutions for
efficient automated buying and selling of broadcast TV spot
inventory. In addition, advertising and programming content
monetization options will expand with Next-Gen TV, giving
broadcasters the ability to deliver targeted campaigns to
advertisers that reach local audiences at scale. For our industry
to quickly and effectively optimize this opportunity, while
ensuring transparency, it is important for us to collaborate on
this effort ahead of the adoption of ATSC 3.0.”
“We believe the TIP Initiative is an important first step toward
automating the buying and selling of broadcast television inventory
in a manner that facilitates fairness and integrity of the
marketplace,” said Larry Wert, President and CEO of Tribune Media.
“A lack of progress on the buy- and sell-side has prevented
broadcasters from unlocking the full value of our local content
offerings. Embracing innovation is critical to elevating the
competitive position of the local broadcast television industry,
while driving the continued growth of our respective businesses. By
actively working together to implement standards-based open APIs
and technologies, we will be able to extract efficiencies and
create a platform for advertisers to more effectively access our
multi-screen inventory and transact business.”
“There is strong demand for premium local advertising
opportunities because live TV viewing remains the largest form of
media consumption. Our inventory is finite, our platforms give
marketers direct access to customers and our local content remains
consumers’ first choice,” added Dave Lougee, President and CEO of
TEGNA. “We must be innovative and develop new ways to allow
advertisers to connect with their targeted audiences more
effectively. Automation removes the costs and complexity from the
local broadcast TV ad buying and selling process, giving local
stations and advertisers the opportunity to more efficiently
allocate their respective resources. The TIP Initiative will serve
as a foundation for marketplace fairness and the implementation of
standards-based open APIs.”
More information about the TIP Initiative is available at
www.tvb.org/TIP.
About Nexstar Media Group
Nexstar Media Group is a leading diversified media company that
leverages localism to bring new services and value to consumers and
advertisers through its traditional media, digital and mobile media
platforms. Nexstar owns, operates, programs or provides sales and
other services to 170 television stations and related digital
multicast signals reaching 100 markets or approximately 39% of all
U.S. television households. Nexstar’s portfolio includes primary
affiliates of NBC, CBS, ABC, FOX, MyNetworkTV and The CW. Nexstar’s
community portal websites offer additional hyper-local content and
verticals for consumers and advertisers, allowing audiences to
choose where, when and how they access content while creating new
revenue opportunities. For more information please visit
www.nexstar.tv.
About Sinclair Broadcast Group
Sinclair Broadcast Group, Inc. is one of the largest and most
diversified television broadcasting companies in the country. Pro
forma for pending announced transactions, the Company will own,
operate and/or provide services to 233 television stations in 108
markets. The Company has multiple emerging networks as well as
stations affiliated with all the major networks. Sinclair is a
leading local news provider in the country and a producer of live
sports content. Sinclair’s content is delivered via multiple
platforms, including over-the-air, multi-channel video program
distributors, and digital platforms. The Company regularly uses its
website as a key source of Company information which can be
accessed at www.sbgi.net.
About Tribune Media
Tribune Media is home to a diverse portfolio of television and
digital properties driven by quality news, entertainment and sports
programming. Tribune Media is comprised of 42 owned or operated
broadcast stations, national entertainment network WGN America,
Tribune Studios, WGN-Radio and a significant number of real estate
properties and strategic investments. Tribune Media combines
distinctive content with nationwide broadcast distribution and
cutting-edge digital properties and data businesses. As it prepared
to separate its publishing business, Tribune Media acquired Local
TV Holdings to become the nation’s largest independent broadcaster,
began the conversion of its superstation WGN America into a widely
distributed general entertainment cable channel, and launched a
re-imagined Tribune Studios as an engine for producing original
content. In every aspect of the company, whether in producing
critical local news, riveting original programming, or premier
sporting events, Tribune Media engages and connects viewers with
must-have content across every distribution platform.
About TEGNA
TEGNA Inc. is a media company innovating in the digital age. Our
purpose is to serve the greater good of our communities – through
empowering stories, impactful investigations and innovative
marketing services. As one of the most geographically diverse
broadcasters in the U.S., TEGNA is a best-in-class operator with 46
television stations (including those serviced by TEGNA) in 38
markets from coast to coast. We are the largest owner of top 4
affiliates in the top 25 markets and reach approximately one-third
of all television households nationwide. TEGNA provides local and
national partners custom, targeted and integrated campaigns that
help their business grow and thrive by reaching the right audiences
at the right time.
About TVB
TVB is the not-for-profit trade association representing
America’s $21 billion local broadcast television industry. Its
members include over 800 individual television stations, television
broadcast groups, advertising sales reps, syndicators,
international broadcasters and associate members. TVB actively
promotes local media marketing solutions to the advertising
community and works to develop advertising dollars for the medium’s
multiple platforms, including on-air, online and mobile. TVB
provides a diverse variety of tools and resources, including its
www.tvb.org, to support its members and to help advertisers make
the best use of local ad dollars.
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Nexstar Media Group, Inc.Brett Jenkins, 972-373-8800Chief
Technology Officerbjenkins@nexstar.tvorJCIRJennifer Neuman, Joe
Jaffoni212-835-8500tvb@jcir.com
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