Imagine Communications unveils next-gen traffic and billing system

Broadcast Pro

16-04-2025

Sinclair Broadcast Group has become the first to adopt the new traffic platform, leveraging its browser-based interface, cloud-native architecture, advanced security features and comprehensive TIP compliance.
Imagine Communications has launched OSI-X, the next-generation evolution of its widely adopted OSI Traffic and Billing platform. Designed for modern broadcasting demands, OSI-X features a browser-based user interface, cloud-native architecture and streamlined user experience, catering to the growing need for Total TV convergence in the North American broadcast market.
The newly introduced platform has already secured a major client in Sinclair Broadcast Group, which will migrate all its over-the-air (OTA) television stations to OSI-X. The broadcaster cited enhanced security features, including single sign-on and compliance with the TV Interface Practices (TIP) standards, as key factors behind its decision.
Rob Weisbord, COO and president of Local Media at Sinclair, said: 'We are excited to announce Sinclair's decision to migrate all OTA television stations onto the OSI-X Traffic and Billing system. This transition is driven by enhancements to security with single sign-on, browser-based access to OSI Traffic and Imagine Communications' full support of the TV Interface Practices standards set forth by the broadcaster consortium. These advancements will streamline our operations and further secure our broadcasting infrastructure.'
As one of Imagine's core solutions, OSI Traffic and Billing has long been a critical tool for broadcasters navigating a rapidly changing media landscape. The OSI-X upgrade offers new capabilities that enable broadcasters to manage complex ad operations more efficiently while maximising revenue across linear, digital and connected TV (CTV) inventory. The system supports deployment both in private data centres and in the cloud, offering broadcasters flexibility in how they modernise.
JW Linkenauger, SVP of AdTech at Sinclair Broadcast Group, commented: 'Imagine Communications is a proven partner that continually invests in the enhancement of their OSI-X television platform. Their strong support of TIP and ongoing technological advancements show their deep understanding of the complex ad delivery ecosystem.'
The new OSI-X release builds on its proven predecessor with a redesigned user interface, SAML-compliant single sign-on, and support for cloud or on-prem deployment, giving broadcasters the flexibility to modernize in their own way and at their own pace. With OSI-X, users get the robust functionality they have come to rely on in a secure, scalable, and more accessible environment.
Integrating readily with third-party tools and standards-based platforms, OSI-X provides the core inventory management, traffic, reconciliation and posting functions required to operate with TVB- and TIP-compliant order management systems, as well as numerous third-party CRM, ERP and general ledger applications.
Imagine Communications CEO Steve Reynolds commented: 'OSI-X reflects Imagine's commitment to simplifying broadcasters' ad sales and management operations across linear and digital workflows. As the industry continues to evolve, we're giving broadcasters the tools to operate more efficiently, reduce cost and complexity, and prepare for whatever comes next.'