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DD automates commercial operations

The BATS application will integrate all the departments of scheduling, sales and billing, which will greatly help clients and ad agencies

BestMediaInfo Bureau | Delhi | December 17, 2014

DD-NationalDoordarshan, in its pursuit to provide satisfactory services to its clients and advertising agencies, has automated its traffic and billing operations. Prasar Bharati Chairman, Dr A Surya Prakash, formally launched the recently acquired BATS traffic and billing software in the presence of top officials of Doordarshan on December 12, 2014.

The Broadcast Air Time Scheduling System (BATS) application will integrate all the departments of scheduling, sales and billing, which were earlier being handled manually causing delays and several disputes with agencies.

The application will provide an integrated solution for all processes including sales, scheduling, billing and receipts. It is a menu driven enterprise, an Ad Scheduling and Billing software which has been customized to the needs of Doordarshan. It has various modules associated with respective departments involved in Ad-Scheduling, Logging and Billing.

Doordarshan with its wide network of Kendras and regional channels across the country was facing difficulty in monitoring its outstanding revenue initially, as it was done manually. The DD Chairman, appreciating the initiative, said that Doordarshan should have taken this step ten years ago but nonetheless he hoped that this would bring much needed fairness and transparency into the system and will improve the overall efficiency and productivity of the organization. He stressed that Doordarshan is a media unit and has to function like a professional media unit as its activities are closely watched by all.

Once implemented, BATS will bring much needed efficiency into commercial operations. This centrally-monitored software has all the relevant commercial details available on a single webpage for the management to check at one go. It ensures that all the information is relayed in real time across locations and networks.

CK Jain, Deputy Director General, Doordarshan, gave a descriptive comparison of the present manual system and the new integrated system. He hoped that this is going to increase the satisfaction level of clients. Ms Deepa Chandra, Additional Director General, said this is a much needed application which is being introduced by Doordarshan.

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