Broadcasters Uniquely Need to “Tame the Octopus”

By Elliott Hurst Apr 13, 2023 | 11:03 AM

Broadcasters Uniquely Need to “Tame the Octopus”


In today’s fast-paced business world, companies often find themselves using a variety of software vendors to manage key tasks. From accounting and payroll to customer relationship management and marketing automation, these tools are essential for any modern business. However, with each software vendor comes a new login, a new interface, and a new set of data to manage. This leads many businesses to rely on spreadsheets and email as hacks to keep everything together.

With so many arms, it’s akin to using pieces of string to “tame the octopus” of multiple vendors.


The broadcasting industry is no exception to this trend. With the rise of digital media and streaming services, radio and television stations are under pressure to stay competitive in a rapidly changing landscape. But managing the many moving parts of a broadcasting business can be a challenge, especially when dealing with multiple software vendors. One of the biggest challenges facing businesses across all industries is the lack of integration between software vendors. Each tool operates in its own silo, making it difficult to move data between them or to gain a comprehensive view of the business. This leads to inefficiencies, duplication of effort, and a lack of clarity on key business metrics. For the broadcasting industry, there are additional challenges to contend with. For example, sales teams often struggle to sell digital advertising solutions to local advertisers, which can impact revenue. Additionally, there is a need to generate more advertising revenue from local sources to compensate for the decline in revenue from national advertisers. So, what can businesses in all industries do to address these challenges? The first step is to invest in software tools that integrate with one another, providing a unified view of the business. This can reduce the need for spreadsheets and email hacks, and ensure that everyone in the organization is working from the same set of data.  It also reduces painstakingly dull hours of manual labor, which also inevitably leads to errors in the data, as people are constantly shifting from each dashboard to multiple spreadsheets via email.


For the broadcasting industry, this might mean investing in a digital advertising solution that integrates with their existing customer relationship management and billing tools.


By doing so, sales teams can access data on local advertisers and use digital ads with better targeting more effectively, increasing revenue.  Managing campaign fulfillment and execution becomes automated, eliminating the mistakes of manual hacks between vendors.  Broadcasters hate to have to come back to angry clients with bad news about campaigns missing targets, or worse, forgot to be run at all.

Another solution for the broadcasting industry is to invest in a single, unified platform for managing all aspects of the business. This could include tools for content management, ad sales, customer relationship management, and more. By consolidating these tools into a single platform, businesses can reduce the need for multiple logins and interfaces, and gain a more comprehensive view of the business.  The reduction of manual labor, staff frustrations, and avoidable errors makes for a happier staff, and in turn, happier clients.

In conclusion, businesses across all industries face the challenge of managing multiple software vendors, leading to a reliance on spreadsheets and email hacks. However, by investing in integrated software tools and unified platforms, businesses can reduce inefficiencies and gain a more comprehensive view of their operations. For the broadcasting industry in particular, solutions that address the unique challenges of selling digital advertising to local advertisers and generating more revenue from local sources can be particularly impactful.

Just look at the digital share of revenue numbers for the broadcast industry, and how they’ve climbed from single digits to now comprise an average of 19+% of all total broadcaster revenue.

(Source: Statista)


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Author: Elliott Hurst
CEO – SoCast Digital


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