Launched last year, Donovan Data Systems (DDS) set out to make broadcast buying easier for agencies by digitalizing inventory within a desktop application.

The software eases the arduous task of proposal management by allowing buyers to evaluate the percentage of prime ratings and audience for each demographic at a glance. The buyer can then import the information onto a desktop worksheet and confirm the booking electronically and make it live.

Covering only conventional television in its first year, the service has now been expanded to include specialty as well, the company announced this week.

Both Shaw Media and CTV are able to now send specialty proposals electronically, DDS Canada president Wally Oaks, confirmed with MiC yesterday, and Corus has been provided with the XML specifications to be able to do so.

Agencies currently using the conventional television software in Canada include OMD, PHD, Mindshare, MEC, SMG and MPG.

‘This is a game changer for Canadian specialty TV buying, which up to now has involved several non-integrated applications and a lot of manual labour for buyers,’ said Oakes in a release. ‘We’re talking about turning a process which used to take hours and hours into a matter of minutes.’

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