Launching programmatic sales for state TV: NTRC Uzbekistan opens the market

The National TV and Radio Company of Uzbekistan is the country's largest broadcaster. The task was systemic: open a transparent advertising market for agencies while meeting the regulator's reporting requirements.

The challenge

State TV airtime was only 53% occupied: agencies had no convenient entry point, pricing was opaque, tender procedures were manual, and regulatory reports took weeks to assemble.

The solution

• All NTRC inventory published in OML: agencies see slots, prices, and availability online
• Programmatic placement: requests land in the grid automatically, with conflict checking
• Tenders run inside the system — every bid and decision is logged
• Regulatory reporting generated automatically from actual broadcasts

Results

• +47% airtime occupancy — from 53% to a fully loaded prime time
• 120+ new advertisers in the first year
• 100% tender transparency — a full audit trail for every deal

The NTRC case became a model for state broadcasters across the region: transparency turned out to be a source of revenue growth, not a constraint.

Read next: the Uzbekistan market, how this works for a broadcaster, media sales automation, traffic and billing, and the glossary on programmatic TV and occupancy.