(2 July 2009 6:00 pm)

MUMBAI: The National Cable Communications (NCC) has partnered with Donovan Data Systems (DDS) in a bid to introduce fully electronic order processing to the spot cable advertising marketplace.

While the NCC specialises in cable television ad sales and marketing in the US, DDS is a systems and services provider to the US ad industry.

The new partnership will enable DDS' Spot Desktop application and the NCC eBusiness sales system to inter-operate.

The new process will allow an increase in the quality of ad campaign execution on cable as submitting, processing and confirming ad campaigns between NCC, its affiliates and DDS agencies will become entirely electronic and paperless.

NCC senior VP, eBusiness operations and research Nick Garramone says, "Integration with DDS' Spot Desktop application, which completely eliminates paper from the buy/sell process, represents one more way that NCC has made spot cable the most effective media for ad agencies to execute in all 210 markets across the United States."

DDS chief media strategist Harvey Kent says, "The impact of this initiative is enormous. DDS agencies send orders containing more than 10 million spots to NCC every year. We anticipate that all local cable orders sent by DDS buyers will use the new service, representing hundreds of millions of dollars annually."