Traffic Coordinator ( 1 years diploma course)

Traffic Coordinator click here

Traffic Coordinator (Media Organization) in the Media & Entertainment
Industry manages advertising inventory

Brief Job Description: Individuals at this job are responsible for managing and
scheduling advertisement inventory

Personal Attributes: This job requires the individual to manage inventory and
schedule advertisements for a broadcasting company. The individual needs to be
well versed with the daily programme schedules and must be able to coordinate
with the programming teams, as well as the agencies, to receive information on
the duration of programmes/advertisements to prepare playout schedules and
make adjustments in the event of any changes.

Qualifications Pack For Traffic Coordinator (Media Organization)

Description
Ad views Total number of times the advertisement has been seen by the audience
Barter An offer in which advertisement space/time is exchanged for goods/ nonmonetary consideration
Billing The total invoiced value payable by the client for the advertisement
time/space purchased

Budget Budget is an estimate of the total cost of production that may include a
break-up of cost components
Campaign Advertisement effort across media platforms, planned during a specific
time period

Day parts Specific time-slots during the day
Effective rate The final advertisement rate offered to the client after discounts
Frequency The number of times the audience is exposed to an advertisement in a
particular medium

Make-good A repeat run of an advertisement to compensate for an error or omission
by the broadcaster

Market share The share of the company in the total market of a product/service
Media buyer An individual handling purchases of advertising space/time across
advertising mediums

Media planner An individual skilled in selecting and determining the correct use of
advertising space/media on behalf of an advertiser

Rate The fee for a unit of advertisement space or time
Reach The total size of the audience that the medium is able to communicate
with

Sales Forecast Predictions and estimates based on historical sales performance using
trends and assumptions for the current period

Schedule A list of advertisements planned to be a part of the campaign

Sponsorship Paid advertising in the form of specifically generated
programming/content advertising for the product/service of the client

Target Audience Set of individuals with similar characteristics that are prospective
customers of the advertisers’ product/service

Target Market The geographic area over which the advertising campaign is focused

Sector Sector is a conglomeration of different business operations having similar
businesses and interests. It may also be defined as a distinct subset of the
economy whose components share similar characteristics and interests.

Sub-sector Sub-sector is derived from a further breakdown based on the
characteristics and interests of its components.

Vertical Vertical may exist within a sub-sector representing different domain areas
or the client industries served by the industry

.
Occupation Occupation is a set of job roles, which perform similar/related set of
functions in an industry

Function Function is an activity necessary for achieving the key purpose of the
sector, occupation, or area of work, which can be carried out by a person
or a group of persons. Functions are identified through functional analysis
and form the basis of OS.

Qualifications Pack For Traffic Coordinator (Media Organization)

Keywords /Terms Description
NOS National Occupational Standard(s)
QP Qualifications Pack
NSQF National Skill Qualifications Framework
NVEQF National Vocational Education Qualifications Framework
NVQF National Vocational Qualifications Framework

Sub-functions Sub-functions are sub-activities essential to fulfill the achieving the
objectives of the function.
Job role Job role defines a unique set of functions that together form a unique
employment opportunity in an organization.

Occupational Standards
(OS)
OS specify the standards of performance an individual must achieve when
carrying out a function in the workplace, together with the knowledge and
understanding they need to meet that standard consistently. Occupational
Standards are applicable both in the Indian and global contexts.

Performance Criteria Performance Criteria are statements that together specify the standard of
performance required when carrying out a task
National Occupational
Standards (NOS)

NOS are Occupational Standards which apply uniquely in the Indian
context.
Qualifications Pack
Code
Qualifications Pack Code is a unique reference code that identifies a
qualifications pack.
Qualifications Pack(QP) Qualifications Pack comprises the set of OS, together with the educational,
training and other criteria required to perform a job role. A Qualifications
Pack is assigned a unique qualification pack code.

Unit Code Unit Code is a unique identifier for an Occupational Standard, which is
denoted by an
Unit Title Unit Title gives a clear overall statement about what the incumbent should
be able to do.

Description Description gives a short summary of the unit content. This would be
helpful to anyone searching on a database to verify that this is the
appropriate OS they are looking for.

Scope Scope is the set of statements specifying the range of variables that an
individual may have to deal with in carrying out the function which have a
critical impact on the quality of performance required.

Knowledge and
Understanding
Knowledge and Understanding are statements which together specify the
technical, generic, professional and organizational specific knowledge that
an individual needs in order to perform to the required standard.

Organizational Context Organizational Context includes the way the organization is structured and
how it operates, including the extent of operative knowledge managers
have of their relevant areas of responsibility.

Technical Knowledge Technical Knowledge is the specific knowledge needed to accomplish
specific designated responsibilities.

Core Skills/Generic
Skills
Core Skills or Generic Skills are a group of skills that are key to learning and
working in today’s world. These skills are typically needed in any work
environment. In the context of the OS, these include communication
related skills that are applicable to most job roles.

This OS unit is about scheduling and managing the advertisement inventory
Scope This unit/task covers the following:
 Advertisement scheduling/ re-scheduling
 Coordination with the agency

Performance Criteria (PC) w.r.t. the Scope
Element Performance Criteria
Advertisement
scheduling/ rescheduling
PC1. schedule advertisements using the inventory scheduling software and create
daily broadcast schedules/logs

PC2. check all necessary information with the clients
PC3. make changes to the logs, to accommodate requests/changes by the content
production teams/ agency
Coordination with the
agency

PC4. understand instructions and exceptions from the agency/ through sales
contracts
PC5. ensure that agency’s requirements are passed on promptly to those
responsible for fulfilling them
PC6. where orders cannot be processed, note the reasons and promptly report them
to relevant people in the organization

Knowledge and Understanding (K)
A. Organizational
Context
(Knowledge of the
company /
organization and
its processes)
The user/individual on the job needs to know and understand:
KA1. the total advertisement inventory available with the organization
KA2. the sales process being followed by the organization and the key activities
involved with respect to the individual’s role
KA3. the people to liaise with to approve and finalize advertisement schedules

B. Technical
Knowledge
The user/individual on the job needs to know and understand:
KB1. the principles of broadcast traffic operations
KB2. the fundamentals of broadcast technical operations
KB3. the features/workings of scheduling software and how to use it effectively
KB4. how to monitor available inventory at all times
KB5. how to calculate the exact time available for paid and promotional ads
KB6. how to schedule advertisements keeping in mind exceptions and special
requests made by the agency

KB7. how to re-schedule advertisements upon changes in content duration and
scheduling made by the content production teams
KB8. how to check the format and quality of advertisements and ensure they are fit
for airing
KB9. applicable legal and regulatory requirements – including broadcasting rules
and regulations

Writing Skills
the user/individual on the job needs to know and understand how to:
SA1. prepare daily traffic logs and generate mis reports as per the needs of the
relevant parties (such as sales team members and station head)

Reading Skills
The user/individual on the job needs to know and understand how to:
SA2. read programmer schedules and determine the time available for scheduling
paid and promotional advertisements
SA3. read release orders to determine the number and duration of inventory that
needs to be scheduled
SA4. read and verify daily playout logs to ensure accuracy in invoicing and
collections

Oral Communication (Listening and Speaking skills)
The user/individual on the job needs to know and understand how to:
SA5. coordinate with agencies/ customers to clarify requirements (such as timing
and duration) and communicate constraints, if any
SA6. coordinate with the programming team to receive information on the source
and duration of various programs

SA7. coordinate with centers for tos, ros, ad rate queries and booking rates
SA8. liaise with the sales operations team to ensure that information pertaining to
playout of advertisements is reflected in accurate billing and invoicing

B. Professional Skills Plan and Organize
The user/individual on the job needs to know and understand how to:
SB1. schedule inventory on the basis of time available between planned programs
SB2. re-schedule paid and promotional advertisements upon changes in the
program schedules

Problem Solving
The user/individual on the job needs to know and understand how to:
SB3. identify technical problems associated with the successful working of the
scheduling software, and ensure that it is resolved by the relevant teams

Decision Making
The user/individual on the job needs to know and understand how to:
SB4. understand and able to make decisions involved in selecting media and
scheduling advertisements.

Analytical Thinking

The user/individual on the job needs to know and understand how to:
SB5. analyse the strengths and weaknesses of all media options available

Critical Thinking
The user/individual on the job needs to know and understand:
SB6. whether scheduled ads reaches target audience or not.
Customer Centricity
The user/individual on the job needs to know and understand:
SB7. how to schedule the advertisements so that they meet all the artistic or
communication aims of the project/product