At the 2025 NAB Show in Las Vegas, Imagine Communications is introducing OSI-X, the next-generation evolution of its trusted OSI™ Traffic and Billing system. Designed to meet the demands of today’s converged media landscape, OSI-X is built on a modern, cloud-native architecture with a fully browser-based interface, making it more secure, scalable, and future-ready.

The unveiling of OSI-X marks a significant milestone in Imagine’s commitment to supporting North American broadcasters navigating the complexities of Total TV — from linear to streaming and connected TV (CTV). Notably, Sinclair Broadcast Group has chosen OSI-X as its unified traffic and billing platform across all its over-the-air (OTA) television stations.

Features of the OSI-X Platform

Imagine Communications has re-engineered its industry-standard OSI solution to support a more agile, digital-first broadcasting environment. OSI-X blends the power of proven technology with the flexibility required to address modern media operations.

Highlights of OSI-X:

• Browser-Based User Interface: Offers an intuitive, responsive interface that’s fully accessible across devices.

• Cloud-Native Architecture: Supports both on-premises and cloud deployments for scalable, secure operations.

• Single Sign-On (SSO): SAML-compliant security features streamline access while enhancing security.

• TVB- and TIP-Compliant Integration: Ensures seamless interoperability with order management systems and industry standards.

• Open Ecosystem: Connects easily to third-party CRM, ERP, and general ledger platforms.

• Inventory Management & Reconciliation: Core capabilities for unified operations across linear, digital, and CTV workflows.

This release demonstrates Imagine's focus on simplifying advertising operations, maximizing inventory efficiency, and enabling seamless convergence between traditional and digital workflows.

Sinclair Broadcast Group Adopts OSI-X Across Entire OTA Network

A major milestone in OSI-X’s debut is its adoption by Sinclair Broadcast Group, one of the largest TV station operators in the U.S.

“We are excited to announce Sinclair's decision to migrate all OTA television stations onto the OSI-X Traffic and Billing system,” said Rob Weisbord, COO and President of Local Media at Sinclair.

The move reflects Sinclair’s confidence in Imagine’s robust security, standards compliance, and operational flexibility. The key drivers behind Sinclair’s decision include:

• Enhanced cybersecurity with browser-based access and SAML-compliant SSO.

• Adherence to TV Interface Practices (TIP) for streamlined order management.

• Proven support and partnership with Imagine Communications.

By standardizing on OSI-X, Sinclair aims to simplify its traffic operations, reduce complexity, and future-proof its broadcasting infrastructure.

Building on a Proven Legacy

The OSI platform has long been a cornerstone of Imagine Communications’ ad tech portfolio. With OSI-X, Imagine continues its track record of investing in forward-looking capabilities for broadcasters. This new version preserves the deep functionality of its predecessor while offering significant enhancements:

• Redesigned Interface: Modern UX design to reduce training time and improve productivity.

• Cloud Flexibility: Deployable in any infrastructure, from private data centers to public clouds.

• Resilience for the Future: Optimized for hybrid workflows spanning OTA, streaming, and digital inventory.

“OSI-X reflects Imagine’s commitment to simplifying broadcasters’ ad sales and management operations across linear and digital workflows,” said Steve Reynolds, CEO of Imagine Communications.

Strengthening Industry Standards and Ecosystem Integration

Imagine’s support for open standards like TVB and TIP reflects its understanding of today’s increasingly interoperable ad tech landscape. OSI-X is designed to:

• Integrate seamlessly with third-party order management and billing systems.

• Provide real-time visibility into inventory, campaign delivery, and performance.

• Enhance reconciliation and posting processes to reduce revenue leakage.

This approach allows broadcasters to evolve their operations without being locked into proprietary systems, giving them the freedom to innovate on their own terms.

Partner Endorsements and Industry Response

Sinclair’s SVP of AdTech, JW Linkenauger, reaffirmed the importance of Imagine’s strategic direction:

“Imagine Communications is a proven partner that continually invests in 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.”

Such endorsements reflect how deeply Imagine understands broadcaster needs — not just for today, but for a rapidly approaching future where agility, security, and efficiency are table stakes.

The debut of OSI-X at the 2025 NAB Show signals a bold leap forward for broadcasters seeking to modernize their ad sales and traffic operations. With its browser-based, cloud-native foundation and industry-standard integrations, OSI-X gives broadcasters the tools they need to navigate Total TV convergence, reduce cost and complexity, and embrace scalable digital transformation.

As Sinclair Broadcast Group and others turn to OSI-X, Imagine Communications is proving once again that it is not only keeping pace with the industry—but shaping its future.