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Kiwi Company Signs Deal For Welsh TV Software



Future's Bright As Magna Techtronics Signs Deal With Welsh company To Market And Distribute Leading TV Broadcasting Software

19 August 2004, Auckland - A Welsh company, Broadcast Traffic Systems, specialising in software for the television industry has signed a major deal with a New Zealand firm.

Broadcast Traffic Systems (BTS), which supplies software tools to help broadcasters with their scheduling and advertising sales, signed a new partnership deal with New Zealand company, Magna Techtronics at a recent broadcasting exhibition held in Singapore.

"We have been looking for a suitable New Zealand partner for some time," said Gareth Hughes, project director at BTS.

"It's important to have good local representation when trading overseas. Magna Techtronics has offices throughout Australasia so we avoid problems with time zones and language."

Magna Techtronics will now sell and support BTS's products in New Zealand, Australia and Asia. This deal follows success by BTS in securing similar contracts in the Middle East, Indonesia and Fiji.

BTS is able to supply software that functions effectively in a variety of languages including Arabic and Chinese, and operates an internet-based support facility, which allows the company to support clients throughout the world from its base in Wales.

"The system is designed to be simple to operate and easy to understand," said Mr Hughes.

"The multi-language versions enable non-English speaking users to quickly learn to use the software without an interpreter."

BTS has been working alongside Wales Trade International initiative ExportAssist to generate overseas business.

"A key factor in the sale of systems overseas is the support we have received from ExportAssist," said Mr Hughes.

"ExportAssist has helped us identify appropriate language translation services and to plan our overseas marketing efforts. This is in addition to financial support provided for attending overseas exhibitions which have also resulted in the creation of new business."

In addition to its offices in Wales, BTS also has premises in the US and works closely with system integrators such as Sony Broadcast.

"We recently won an order to supply a system to a television company in Kuwait where we are working with Accenture and Sony Broadcast as part of a team to build an entirely new television operation," he added.

"One of our Indonesian customers uses the BTS system to sell advertising on a 32-channel cable network."

Welsh export development counsellor, Huw Roberts, said BTS was managing to impress prospective foreign buyers.

"One of the company's strengths is its ability to demonstrate its product in the language of that particular country," he said.

"Potential purchasers are impressed by the efforts made to recognise their language and their culture."

Welsh Economic Development Minister Andrew Davies said he was glad that support had helped BTS.

"I am delighted that WTI, through its ExportAssist programme, has helped BTS secure this new partnership deal with New Zealand's Magna Techtronics," he said.


About Welsh Development Agency

The Welsh Development Agency is a Welsh Assembly Government Sponsored Public Body whose purpose is to promote the economic prosperity of Wales. The Agency's roles include promoting employment and the growth of business, encouraging greater competitiveness through enhanced technology and innovation and improving the environment by land reclamation and urban and rural regeneration. Since 1983, the WDA has been responsible for attracting inward investment into Wales and has achieved a track record of outstanding results. Full information about the Agency and its activities is available on its website at

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