• by David Goetzl  @dgoetzl, March 4, 2009

TVB chief Chris Rohrs says reinventing business practices really just "comes down to customer service" and that is more crucial now than ever. It has “become a survival requirement for all us,” he says, echoing previous comment by GroupM’s Irwin Gotlieb.

Rohrs says that all the recommendations such as changing the currency for spot buying to CPMs from a cost-per-point metric and looking for stations to halt preemptions if they can sell inventory for higher rates are "worthwhile and important advances, but they cannot succeed without a robust e-business solution."

In other words, changes to how deal-making is done is crucial, but so is finding the right trading systems to facilitate the negotiations and stewardship of a buy.