J-ET Trading System Welcomed As Ground-Breaking

The RAB and IPA have welcomed the launch of the J-ET electronic trading system for commercial radio campaigns as “ground-breaking”.

The system, which is overseen by JICRIT, has been developed by MediaTel to enable buyers and sellers to communicate screen-to-screen throughout the trading process from initial briefing through booking to post-campaign accountability.

The ability to electronically exchange information from the full range of radio planning software systems will radically reduce the administrative burden traditionally associated with planning and buying radio campaigns.

Commenting on the launch, Justin Sampson, managing director of the RAB, said: “Developing the J-ET system has been one of RAB’s biggest marketing investments on behalf of commercial radio. It is an important development in that J-ET has removed concerns about the accountability of the medium – this latest launch will now give the medium an added USP in its dealings with the advertising industry.”

Morag Blazey, managing director PHD Media and the IPA Media Policy Group’s spokesperson for radio, added: “This launch is a great moment as it marks the completion of the planned JICRIT specifications. Agencies have invested significant time and money alongside commercial radio, in developing J-ET and there is great potential for further enhancements/customisations which can further increase the utility of the system to buyers and sellers of radio airtime.”

It is estimated that J-ET’s subscriber base of eight radio sales companies and 15 media buying agencies account for £250 million of radio advertising expenditure.

IPA: 020 7235 7020 www.ipa.co.uk RAB: 020 7306 2500 www.rab.co.uk

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