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Case Study

TCS helps a leading American broadcaster develop a new ad sales trafficking system


TCS helped a leading American broadcaster replace its legacy system with a custom object oriented system to support the complex process of ad selling, planning, scheduling, order management, distribution, and address compliance requirements.

The Customer: TCS’ client is a global mass media company, the second largest commercial network in the USA, with operations across media and entertainment, including the following:

  • Broadcast, cable and local television
  • Television production and syndication
  • Radio
  • Out-of-home media
  • Publishing
  • Interactive media
  • Music
  • Licensing and merchandising
  • Video / DVD
  • Motion pictures
  • Sustainable media

Business Scenario
Tracking and managing revenues are at the core of a media company’s business operations. Consequently, how efficiently this process is managed will determine its operational efficiency. TCS’ client realized that its legacy mainframe-based ad sales trafficking system was a bottleneck in its drive to create a tightly run operation.

Why TCS?
The network selected TCS to assist in the upgrade of its ad sales trafficking system owing to our experience and reputation in implementing large projects of a similar nature under aggressive deadlines.

TCS’ Solution
We jointly implemented a custom-built large scale ad sales trafficking system for the client, the first-of–its-kind by a large broadcaster in recent times. We engaged users closely and used the iterative Agile method to accommodate evolving requirements and changing priorities.

Key Benefits

  • A 33% reduction in engagement costs due to the use of the onsite / offshore model
  • Reduction in total cost of ownership owing to lower maintenance costs