The Television Bureau of Advertising said that ePort, its electronic advertising buying system, exceeded the $100 million mark in order volume.

The system was funded by local broadcasters as a way to simplify and modernize the process of handling transactions with buyers and rep firms. It went live for business in December.

“This is an important milestone on the way to our goal of developing local broadcast television’s equivalent of the interstate highway system,” said TVB Executive VP Abby Auerbach, who is overseeing the ePort initiative. “We want every buyer in the country to connect electronically with every television station and/or rep firm and make our medium the easiest to buy.”

Ms. Auerbach said ePort volume growth is increasing each week at a 17% rate.