../Morning Post
Posted April 14, 2011

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Broadcasting

Blackburn Radio Unifies its 14 Radio Stations, Increases Efficiency with SDS Broadcast Management System

Toronto – Blackburn Radio Inc. announced that it has installed SDS Symphony, a flagship broadcast management system by leading North American provider Specialty Data Systems, at each of its 14 radio stations across Ontario.

The London, Ont.-based broadcaster – which has radio stations in Chatham, Leamington, London, Sarnia, Windsor and Wingham – explained that it chose SDS’s broadcast management solution because it met the company’s need to unify its operations, increase efficiency and avoid duplication.

“Our goal was to not only improve efficiency at a market level, but to also provide consolidated real-time data for head office,” said Walter Ploegman, Director of Operations and Marketing for Blackburn Radio. Prior to installing the SDS system, Ploegman explains that Blackburn had separate installations of traffic and billing software, and all data required manual entry and extensive manual consolidation.

“Now, since all processes are done automatically without the need to manually import and export data, our group is realizing valuable time savings while increasing data accuracy and streamlining our operations,” Ploegman said, adding that he appreciates the dedication displayed by the SDS support team throughout the transition to the new system. “Although change is difficult with any software conversion, the SDS team has worked hard to minimize any uneasiness felt by our group – from training all the way through to our first log assembly.”

SDS Symphony provides broadcasters with the ability to instantaneously share information between stations and across departments – from sales, traffic and programming to operations and accounting – eliminating the need for data re-entry and cross-verification. Users access information online in real time and data is filtered and formatted to meet specific needs. The system eases programming of airtime, booking orders, scheduling promos, enforcing credit rules, and producing sales and commission reports.

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