Macquarium Programs Tractor Auction Macquarium Programs Tractor Auction In an innovative approach to a traditional business, Macquarium Intelligent Communications announced the successful production of a live auction for John Deere. Marc F. Adler, President of Macquarium, Inc., explains that the integration of a mainstream satellite delivery system, with the interactive infrastructure of the Internet, was the key solution for the real time auction environment. The auction was broadcast from Atlanta Georgia Public Television (GPTV) Studios using a customized on-line bidding system. The broadcast was only available to dealers throughout North America via an Echostar DBS.

Macquarium developed an exclusive Java based private bidding network with customized user interface elements for the event. The system allowed dealers to bid from designated remote locations. The bids were sent electronically to a server located at the studio which processed the bids. Ken Boyle, Executive Producer and Vice-President of Broadcast Program Development at Macquarium, explained that the bids are processed at an average speed of two minutes per unit. The goal of the project was to maximize the speed of the bids while insuring a level playing field. John Deere sold a lot of equipment and the system proved to be robust. Macquarium is scheduled to work on more of these dealer only auctions throughout 1998 and Boyle plans to deliver this integrated system to other industries.