Introducing OSI-X by Imagine Communications at the 2025 NAB Exhibition
LAS VEGAS-2025, marks a significant leap in the broadcasting industry with Imagine Communications' unveiling of OSI-X, the latest evolution of their beloved OSI Traffic and Billing system. Born from a cutting-edge tech stack, boasting a sleek, browser-based UI, and cloud-native architecture, OSI-X caters to the intricate needs of North American broadcasters tackling Total TV convergence.
Sinclair Broadcast Group, a pioneer in the world of over-the-air TV, seizes the opportunity to implement OSI-X as their consolidated platform for traffic and billing operations across their extensive network.
Rob Weisbord, COO and President of Local Media at Sinclair, says, "We're thrilled to announce Sinclair's decision to migrate all OTA television stations onto the OSI-X Traffic and Billing system. This shift is driven by enhancements in security with single sign-on, browser-based access, and Imagine Communications' supportive stance towards the TV Interface Practices (TIP) set forth by the broadcaster consortium. These advancements will streamline our operations and further safeguard our broadcasting structure."
A cornerstone of Imagine's portfolio, the OSI Traffic and Billing system has consistently received continuous investments geared towards addressing emerging business models. Precisely, it empowers numerous media organizations to adapt to the ever-evolving way people consume TV and maximize revenue across all inventory types. As ad operations become increasingly intricate and broadcasters face relentless pressure to do more with less, OSI-X stands as a beacon of hope. It can be deployed in either a private data center or the cloud, offering a highly secure environment that supports a myriad of linear, streaming, and CTV workflows.
JW Linkenauger, SVP of AdTech at Sinclair Broadcast Group, adds, "Imagine Communications proves to be a trustworthy partner that consistently invests in the enhancement of their OSI-X television platform. Their unwavering support of TIP and ongoing technological advancements exhibit their deep understanding of the complex ad delivery ecosystem."
The new iteration of OSI-X is brimming with enhancements, among which are a redesigned user interface, SAML-compliant single sign-on, and support for cloud or on-prem deployment. This flexibility allows broadcasters to modernize at their own pace and according to their preferences. With OSI-X, users are granted the robust functionality they're accustomed to in a secure, scalable, and more accessible environment.
OSI-X readily integrates with third-party tools and standards-based platforms, offering the core inventory management, traffic, reconciliation, and posting functions required to operate in harmony with TVB- and TIP-compliant order management systems, while also pairing seamlessly with numerous third-party CRM, ERP, and general ledger applications.
Imagine Communications CEO Steve Reynolds concludes, "With OSI-X, we strive to simplify broadcasters' ad sales and management operations across linear and digital workflows. As the industry continues to evolve, we're equipping broadcasters with the tools to operate more efficiently, reduce costs, and prepare for whatever lies ahead."
Get a glimpse of OSI-X at the 2025 NAB Show, demonstrated in Imagine Communications' suite at the Encore hotel (April 6-8, Schubert Room). For more details, visit Imagine's West Hall location, Booth W2067.
- Imagine Communications, at LAS VEGAS-2025, showcases OSI-X, the latest version of their OSI Traffic and Billing system, designed for Total TV convergence needs of North American broadcasters.
- Sinclair Broadcast Group, a leader in over-the-air TV, migrates all OTA television stations onto the OSI-X Traffic and Billing system for consolidated operations, citing enhancements in security and adherence to TV Interface Practices (TIP).
- OSI-X can be deployed in either a private data center or the cloud, providing a secure environment for linear, streaming, and CTV workflows.
- OSI-X integrates seamlessly with third-party tools and standards-based platforms, including TVB- and TIP-compliant order management systems and various third-party CRM, ERP, and general ledger applications.
- Rob Weisbord, COO and President of Local Media at Sinclair, praises Imagine Communications for their investments in enhancing the OSI-X television platform, which supports the complex ad delivery ecosystem.
- JW Linkenauger, SVP of AdTech at Sinclair Broadcast Group, insists on Imagine Communications' commitment to technology advancements, particularly their adoption of SAML-compliant single sign-on for a more secure and accessible user experience.
- Steve Reynolds, Imagine Communications CEO, highlights OSI-X's role in simplifying ad sales and management operations across linear and digital workflows, aiming to equip broadcasters with tools for efficiency, cost reduction, and future preparedness.
- Visit Imagine Communications' booth W2067, West Hall, during the 2025 NAB Show (April 6-8, Schubert Room) to learn more about the OSI-X system's features and capabilities.
