Broadcast automation software developer RCS and broadcast business system developer Marketron have teamed up to offer what they are calling “a unified set of tools for broadcasters” in order to create “a link between automation playback and advertising revenue and data.”
The companies explained that approximately 50% of Marketron’s customers use an RCS automation product. They plan to more tightly integrate RCS software into Marketron’s Mediascape platform, enabling “real time reconciliation and substitution of any advertising content on a broadcast station,” according to the release.
“We have long been a proponent of open architecture allowing broadcasters to choose only the best products,” said RCS CEO Philippe Generali. He added that RCS has supported the XML standard since the 1990s.