HAILEY, Idaho� 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.