WideOrbit is the leading provider of traffic software to U.S. broadcasters, counting 1,100 stations and networks as clients. Now it's launched a new system, WO Central, it believes will create a
real-time, electronic exchange between buyers and sellers of TV spots. WO Central lets ad agencies and rep firms directly access the inventory of all stations running the company's WO Traffic
software, which presently manages more than 50% of spot TV inventory. The new WO Central system will provide direct online access to some $14 billion in inventory. Agencies and stations can negotiate
prices, generate orders and process them automatically on a real-time basis.
