Fox Executive: Fix Local TV Buying – Mediapost.com- Topic: E-Business

Although it was probably unintentional, the executive who oversees Fox gave an endorsement Wednesday for the Television Bureau of Advertising’s efforts to revolutionize the local broadcast business via an electronic buying and selling system. Tony Vinciquerra, president-CEO of the Fox Networks Group, said advertisers continue to prefer networks vis-à-vis local stations because they are so much easier to buy. But its full functionality is in place, and TVB president Chris Rohrs recently said that “2009 is going to be a pivotal year” to determine whether stations are committed to using the system–and e-business at-large–to address the type of frustrations that Vinciquerra said agencies have expressed to him. Vinciquerra emphasized how much red tape is involved in local broadcast buying as he laid out a scenario in which it could be less expensive to buy a national ad on “Idol” than a local spot in the top-20 markets. read more

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