The WB Television Network’s WeB Division Selects IBM Solution To Increase Network Distribution

LAS VEGAS (April 06, 1998) – The WB Television Network has chosen IBM to provide an integrated, distribution and spot insertion solution for its WeB Division. The solution will capitalize on emerging digital broadcast technologies and will help The WB Television Network expand its network coverage to smaller television markets across the country.

The IBM content distribution and spot insertion solution, which is being installed nationally beginning this month, will allow the WeB to manage, distribute and insert local advertisements and announcements digitally to its cable affiliates in more than 100 markets. The cohesive solution integrates The WB’s entire broadcast process, including: sales, traffic, digital encoding, content storage, data transmission, local insertion, account reconciliation and billing.

“The WB Television Network has taken an industry leadership position in embracing digital technology to help it expand to new markets in a cost-effective manner,” said Steve Canepa, director, Media and Entertainment Solutions, IBM Global Telecommunications and Media Industries. “The IBM content distribution and insertion solution will allow The WB’s WeB Division to centrally manage, customize and distribute local advertisements and spots quickly and easily to its affiliates. This solution enables the WeB and its cable affiliates to shape a new cooperative business model that is responsive to the needs of their customers.”

“In our quest to expand The WB Television Network’s reach into the 100-plus television DMAs, we looked for an intrinsically local solution,” said Russ Myerson, senior vice president, general manager of the WeB. “The IBM platform allows us to manage our new cable affiliates very efficiently on a global basis while providing the viewers – our customers – with the look, feel and attitude that belies a traditional local broadcast television station. Our broadcast and cable partners are taking this new technological paradigm and creating vibrant new local businesses in the smaller markets across America.”
To develop the distribution and insertion solution at the WeB, IBM incorporated open architecture and industry standards to create a flexible system that exploits robust computer hardware, new software applications and a global communication network within the overall broadcast infrastructure.

Source: IBM

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