Imagine Communications has launched OSI-X, the latest evolution of its OSI Traffic and Billing platform. Purpose-built for North American broadcasters navigating Total TV convergence, OSI-X is based on a cloud-native architecture and offers a streamlined user experience for managing complex advertising workflows across linear, streaming, and CTV.

Sinclair Broadcast Group has selected OSI-X as the centralized traffic and billing platform across its entire over-the-air station portfolio. “This transition is driven by enhancements to security with single sign-on, browser-based access, and Imagine Communications’ full support of TIP standards,” said Rob Weisbord, COO and president of Local Media at Sinclair. “These advancements will streamline our operations and further secure our broadcasting infrastructure.”

Built to support the TV Interface Practices (TIP) standards, OSI-X integrates with TVB-compliant order management systems, third-party CRM and ERP tools, and general ledger applications. Key upgrades include a modernized UI, SAML-compliant single sign-on, and cloud or on-prem deployment options. This gives media companies the flexibility to modernize on their own timeline, while preserving the functionality they’ve come to rely on.

“Imagine is a proven partner that continually invests in the enhancement of their OSI-X platform,” added JW Linkenauger, SVP of AdTech at Sinclair. “Their ongoing support for TIP and rapid technological innovation underscore their deep understanding of the ad delivery ecosystem.”