CASE STUDY: MEDIA & METADATA BACKGROUND
Discovery Networks Sweden Sweden’s second biggest commercial channel Kanal 5, Kanal 9, Kanal 11, Eurosport 1, Euro- is Sweden’s second biggest sport 2, Discovery Channel, TLC and Animal commercial broadcaster - both Planet. Media relations is a key component on linear TV and online (1Q 2018). in their Communications and PR activities on multi platforms. Eurosport is Discovery’s sports brand across all platforms delivering exclusive premium sports broadcast rights for the Swedish audience, in- cluding the Olympics 2018-2024, the Swedish football Premier League Allsvenskan and the Swedish second tier Superettan 2020-2025, the UEFA Europa League, the FA Cup and all Grand Slam tennis tournaments. The Swedish Discovery portfolio contains popular brands such as the TV streaming platforms Dplay and Eurosport Player, CHALLENGE
Discovery Networks Sweden represents Sweden’s fastest growing commercial TV portfolio of linear and online channels and platforms.
This means an accelerating demand from tradi- qualified metadata and richer content, such as tional media, influencers, social media and niche trailers, clips and images. Internet users simply sites for more information faster in order to provide expect deeper information, and this is an oppor- their consumers with a compelling coverage of tunity for public relations! Overall this had resulted Discovery’s highly engaging Programs. On top of in an increasingly complex work situation for the that, most media outlets today demand more Communications and PR teams at Discovery.
Some of the challenges that Discovery had:
Their information systems were not connected Limited access to user data and statistics - difficult - images, metadata, program descriptions etc had to see the results of the PR efforts. to be collected from separate silos, using copy and paste. Heavy internal systems, designed for other purposes and therefore not user friendly, for the PR team or Duplication - When the same programs were broad- for the journalists. cast in multiple channels the press team had to do the same work for each channel. Vulnerable for absence - each program had its own contact person. If that person was out of office, Updates had to be performed in each system, other people with limited knowledge had to step in, Which made it difficult to distribute coherent infor- which led to lower output quality. mation in multiple channels. PR and marketing activities limited to top tier Limited amount of video in the press room. This programs, due to cumbersome workflows. Discovery had become a key priority for Discovery since the wanted to extend their PR efforts to get the most programs themselves sell the product best. Seeing out of the total content potential. It was clear that is believing. Discovery needed a new, comprehensive PR solution, streamlining workflows and increasing output. SOLUTION
WHEN CLIPSOURCE WAS CHOSEN AS SUPPLIER OF THE NEW PRESS ROOM AND THE SHARING/ DISTRIBUTION TOOLS, THE INSTRUCTIONS AND THE GOALS WERE CLEAR:
The general idea with the new sharing platform was Deliver a modern solution that can easily to connect content and information from various exis- be updated to meet future needs. ting systems into one, user-friendly and time-saving environment. If previously a PR Specialist wanted to The new platform must allow Discovery’s Communications & PR teams to serve distribute some new shots of a tv-host in the press more recipients with more content and room, she had to ask someone with access to the better information accuracy. separate image system to provide the pictures. Today All at a lower total cost than previous those images will automatically be ingested in the solution. press room admin, prepared to be published, since the different systems are fully integrated.
This approach also means that information updates in one system will be reflected automatically in all other places where that specific information is used. Example: If the cast list is changed in the plan- ning system, that information will be updated also in the press room, in the schedules distributed to newspapers and listings websites, and in the media intranet available to Sales and Management.
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