Television programmers are not only in a race for consumer attention amid a glut of content. They’re also trying to automate their systems to keep pace with the demands of buyers seeking digital and linear convergence.
“We’re actually going through a huge change right now on the technology side,” says Robyn Goldman, Relationship Manager, AMC Networks. “We are looking for ways to consolidate our delivery process for our assets to make things more efficient, more streamlined.”
In addition to implementing Wide Orbit Program, AMC is working on a work order management system and a new automation system “that play very well together and are going to be highly integrated, so that our processes are more standardized, more automated, less risk and then we can get to the consumer faster,” Goldman explains in this interview with Beet.TV at the recent WideOrbit Connect Conference.
To achieve more fluidity on the sales side, AMC is using multiple WideOrbit products so as to combine linear and non-linear deals into one, according to Goldman.
“There are still some challenges with that because of the ability to track delivery for those deals and invoice those deals in a singular manager. But I think we’re moving toward that area where we can do things across the linear and non-linear platforms in a singular way.”
She recognizes the desire of buyers to execute a single buy across multiple platforms, but there need to be changes as well on the sell-side. That involves “being able to go to one person for a linear and non-linear deal and getting that done in one place as opposed to fracturing it.”
Asked about inventory offerings, on the linear side “things are pretty much status quo” with 15-, 30- and 60-second ads. “But being able to add in the digital platforms and being able to offer additional impressions on that level I think broadens the scope of what the buyers can achieve with their plans with AMC Networks,” Goldman says.
With media companies increasingly adding to the number of over-the-top platforms, and thereby consumer options, “To me it’s how are you providing content to the viewer that’s going to keep them tuning in to your content as opposed to somebody else’s.”
This video is part of a Beet.TV series on advanced TV produced at the WideOrbit Connect conference. WideOrbit is the sponsor of this series. Please find more videos here.