Westwood One says is shipping Media Access Xchange receivers to approximately 2,000 radio stations across the country. The receiver is the latest version of International Datacasting Corp.’s SuperFlex Pro Audio suite of products; the copy-splitting system gives Westwood One advertisers the ability to target specific markets in their national campaigns.
Westwood One says the ability to copy-split during live sports proved to be a success to advertisers, and it is looking to build on that success by upgrading its delivery system to make all Westwood One programs copy-splittable.
MAX will provide the copy-splitting functionality beyond sports and additional upgrades across Westwood One’s network; and consolidate services currently provided by parallel infrastructures or outsourced into a single network.
This network upgrade represents an expansion of the major-market sports broadcasting network installed in 2005 by IDC for Westwood One, according to the company. The 2005 network allowed, for the first time, ad insertion on a regional basis during live sporting events (i.e., copy splitting in live sports).
Deployment of the new system is scheduled to take place during the first quarter of 2008.