Television programmers are not only in a race for consumer attention amid a glut of content. They\u2019re also trying to automate their systems to keep pace with the demands of buyers seeking digital and linear convergence.<\/p>\n
\u201cWe\u2019re actually going through a huge change right now on the technology side,\u201d says Robyn Goldman, Relationship Manager, AMC Networks. \u201cWe are looking for ways to consolidate our delivery process for our assets to make things more efficient, more streamlined.\u201d<\/p>\n
In addition to implementing Wide Orbit Program, AMC is working on a work order management system and a new automation system \u201cthat 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,\u201d Goldman explains in this interview with Beet.TV at the recent WideOrbit Connect Conference.<\/p>\n
To achieve more fluidity on the sales side, AMC is using multiple WideOrbit<\/a> products so as to combine linear and non-linear deals into one, according to Goldman.<\/p>\n \u201cThere 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\u2019re moving toward that area where we can do things across the linear and non-linear platforms in a singular way.\u201d<\/p>\n 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 \u201cbeing 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.\u201d<\/p>\n Asked about inventory offerings, on the linear side \u201cthings are pretty much status quo\u201d with 15-, 30- and 60-second ads. \u201cBut 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,\u201d Goldman<\/a> says.<\/p>\n With media companies increasingly adding to the number of over-the-top platforms, and thereby consumer options, \u201cTo me it\u2019s how are you providing content to the viewer that\u2019s going to keep them tuning in to your content as opposed to somebody else\u2019s.\u201d<\/p>\n