mtv: crx as a solution for complex content sharing and distribution needs
DESCRIPTION
Modern media companies must adapt to new consumption patterns by their audiences and can no longer count on only making content available through a single channel. This presentation will address how MTV Networks leveraged Day Software's CRX as a solution for unifying its disparate content management platforms and addressing the needs for being able to distribute the same content through multiple channels. Warren L. Habib, SVP, Digital Platform Development, MTVTRANSCRIPT
CRX As A Solution For Complex Content Sharing and Distribution NeedsWarren Habib, MTV NetworksOctober 14, 2010
Monday, October 18, 2010
TODAY’S AGENDA
• MTVN overview
• Our strategy
• Challenges and the role of CRX
2Monday, October 18, 2010
MTVN OVERVIEW
3Monday, October 18, 2010
OUR MULTIPLATFORM STRUCTURE – ORGANIZED AROUND BRANDS AND CONSUMERS
MTVN Ad SalesMTVN Global DigitalMedia Group
Music & Logo
MTVMTV2mtvUMTV Tr3sHarmonixVH1VH1 ClassicCMTLogo
Kids & Family
NickelodeonNick Jr.TeenNickNick at NiteNeopetsQuizillaAddictingGamesShockwaveParentsConnectNickCityKids
Entertainment
COMEDY CENTRALSpike TVTV LandAtom FilmsGameTrailers
International
MTVVH1NickelodeonCOMEDY CENTRALGame OneLazona.comMTV BoomboxMTV RevolutionParamount ComedyQOOBTMF (The Music Factory)VIVA
4Monday, October 18, 2010
PREMIER BRANDS WITH UNPARALLELED REACH
162 countries/territories154 TV channels550 million+ households
5Monday, October 18, 2010
POWERFULLY MULTIPLATFORM
TV 22% share of all ad-supported cable viewingOnline Averaged 84M UVs/month across our sitesMobileOne of the largest providers of mobile video worldwide
(Sources: TV – Nielsen Media Research, 1Q 2008, MTVN P2+ delivery as a share of Ad Supported Cable P2+ delivery (000); Online – comScore
6Monday, October 18, 2010
7Monday, October 18, 2010
OUR MULTIPLATFORM STRATEGY
1. Build branded, targeted scale
2. Connect content, people, platforms
3. Leverage distributed content model
4. Utilize common infrastructure
8Monday, October 18, 2010
BUILD BRANDED, TARGETED SCALE
Increasing fragmentation of entertainment online provides infinite niche opportunities
Develop all of our brands and properties into targeted entertainment experiences
9Monday, October 18, 2010
CONNECT CONTENT, PEOPLE, PLATFORMS
10Monday, October 18, 2010
LEVERAGE DISTRIBUTED CONTENT MODEL
• Reach our consumers wherever theyspend time
• Let consumers take our content with them
11Monday, October 18, 2010
UTILIZE COMMON INFRASTRUCTURE
12Monday, October 18, 2010
Challenges and the role of CRX
13Monday, October 18, 2010
Challenges
• To scale multi-platform distribution business, we need a uniform view of our content
• Due to evolution of online business, we ended up with a multiplicity of online content management systems
•3 different in-house systems plus several more from acquisitions
• Evolution of different systems resulted in different definitions for the same types
•For example, the metadata of a video for the Entertainment group was different than that for the Kids and Family group
15Monday, October 18, 2010
New Repository Project
• Create a single repository that would be used by all brand groups regardless of their presentation tier technology
• Define a single, standard view on the data model, but allow for extensions to the model
• Use a repository that is based on open standards to avoid lock-in of proprietary solutions
• Repository must be able to scale and grow with the organization
15Monday, October 18, 2010
CRX Selected As Solution
• JCR compliant• Active development and support community• Wanted a vendor who could back us up and
also understands how we like to develop systems
• Needed repository that would be agnostic as to the web publishing tier
• Allow for complex workflows and stage publishing
• Capability to organize our data in a flexible manner
15Monday, October 18, 2010
Where are we now?
15Monday, October 18, 2010