WideOrbit Inc. is a business management software provider for media companies, recently announced significant feature enhancements to its core WO Traffic software including bi-directional integration with dominant agency systems provider Donovan Data Systems and support for cable network operations.

WideOrbit's traffic, revenue management and billing software, WO Traffic, allows companies to manage multiple stations, channels and networks, multiple mediums, including TV, radio, cable, digital display and mobile, all on a single system and database.

With the new 5.2 release, WO Traffic delivers bi-directional integration with Donovan's agency system through WO Central. This integration streamlines buy and sell transactions between agencies and stations, eliminating redundant tasks and reducing costly variances.

Additional enhancements to WO Traffic 5.2 are focused on functionality to improve client station's day-to-day workflow, such as delivering access to full revision history of orders and providing the ability to transfer booked orders easily among account executives using effective dates.

Michael Ambrose, product manager for WO Traffic at WideOrbit said that they are very happy to offer the first-ever integration between a station traffic system and Donovan's agency system. Michael added that they are already witnessing greater efficiencies for their clients making use of the improved workflow.

WideOrbit officials also said the company is releasing WO Traffic 6.0 in tandem with the release of 5.2. WO Traffic 6.0 is targeted at Cable Network operations, initially. WO Traffic 6.0 includes a new workflow for approval or rejection of commercial content, user-defined exclusion codes to display potential conflicts between commercial content and programming, and over 300 additional feature enhancements throughout the application.

Eric R. Mathewson, Founder and CEO of WideOrbit said that with WO Traffic version 6.0, they are introducing a whole new suite of tools focused on the unique needs for Cable Network operations.