• January 20, 2005

Strata Marketing, a media software provider, is now allowing its media buying clients to send electronic orders to the TV rep firms, thanks to what the company calls "a breakthrough in EDI" (electronic data interchange).

Using the Television Bureau of Advertising XML format, buyers on Strata software can now electronically submit their television buys to the national TV rep firms. The XML format was developed by a task force of industry professionals working with the TVB, which advocates on behalf of local broadcast.

Strata agency clients on the East Coast, representatives of the TV Rep firms, and the TVB will be meeting for lunch and a brief demonstration the week of January 24th to discuss how this technology works.