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Accenture Video Solution｜アクセンチュア Accenture helps Mediaset launch Premium Play— a groundbreaking, multi-device, Over-the-Top TV service—and maintain high performance with ongoing innovative offerings Accenture Video Solution attracts more than 1 million users for Italy’s leading broadcaster’s Premium Play OTT-TV service About the Mediaset Group Mediaset Group is the first commercial broadcaster in Italy and a major media company in Europe. The group operates a wide range of broadcast and related media, including free-to-air generalist (Canale 5, Italia 1, Retequattro) and mini-generalist television (other Digital Terrestrial TV channels), pay TV (Mediaset Premium), TV drama and film production, broadcast infrastructure management and home shopping (Mediashopping). The company has also expanded its business beyond Italy by becoming the major shareholder of the Spanish broadcasters Telecinco and Cuatro, and by acquiring Endemol— a leading global TV format producer. In 2011, Mediaset Group reported consolidated net revenues of over $4.250 billion. Accenture helps Mediaset launch Premium Play 1 Business challenge Mediaset is a major Italian commercial broadcaster and the market leader in terms of advertising revenues. Since 2004, when the company’s principal offering was three free-to-air channels, the broadcaster has grown at an enormous pace as it embraced digital terrestrial TV technology. To diversify its revenue stream, the company launched Considered the first OTT-TV service in Italy, Premium in January 2005 a new business unit, Mediaset Play is helping Mediaset improve customer loyalty Premium, a subscription-based pay-TV offering by providing richer and higher-quality “anywhere and on digital terrestrial television that achieved rapid anytime” services, helping both to increase average success. This success led the company to develop revenue per user and attract new customers. a new offering in non-linear video distribution Customer growth has been on a steady rise since the over broadband networks—what is now known as debut of Premium Play, reinforced by high use of the “Over-the-Top-TV” or OTT-TV. The new Mediaset OTT- service with virtually no churn rate for such devices TV service, called “Premium Play,” is an innovative as STB. Premium Play continues to hold potential product that complements the company’s traditional to help increase the company’s advertising revenues linear TV premium channel offering, evolving the by enabling better customer profiling and targeting. broadcaster’s capabilities toward convergent, personalized, multi-device models. To deploy this strategic program, Premium Play has since become an important Mediaset selected Accenture as its source of growth for Mediaset, becoming one of the robust solution provider and systems leading on-demand subscription services in Italy and integrator, making this choice from a Europe, boasting more than 1 million users across all available service-enabled devices (STB, PCTV, range of other large, global integrators iPad, Connected TV and Xbox 360). It is also and technology players. According to differentiating the Mediaset Premium brand from Franco Ricci, Managing Director at its competitors. Mediaset’s RTI, “Accenture is our natural innovation ally because of their deep industry vision, experience, strong con- vergent broadcast and broadband skills, and their knowledge of communications network technologies, IT applications and video content delivery and content management solutions.” Accenture helps Mediaset launch Premium Play 1 How Accenture helped Accenture, in collaboration with Mediaset engineers, developed the Premium Play solution based on an open architecture that gives Mediaset both technological and business flexibility, facilitating greater interoperability between components and easier collaboration among allies across the communications and broadcast ecosystem. Achieving product launch During the preliminary strategy phase of the Mediaset Premium Play project, the Accenture team worked with Mediaset’s engineers to design a set of new, leading- edge OTT-TV capabilities, including Video- on-Demand, Catch-up TV, and linear and virtual linear channels, helping Mediaset achieve first-mover advantage in the Italian video broadband market. Mediaset asked Accenture to help confirm that the new service would be available at launch through industry- standard, DGTVi Gold-labeled, hybrid set- top boxes, available in the retail market. PC User Interface – Home page In addition, the company wanted to provide a seamless consumer experience The solution’s open architecture approach by making Premium Play content gave Mediaset both technological and available on a wide array of digital business flexibility, enabling greater devices including tablets, PCs, connected interoperability between components TVs, gaming consoles, smartphones and easier collaboration among allies and Blu-ray players. across the communications and broadcast ecosystem. The horizontal scalability The program was delivered on a very of the new platform can also enable challenging timetable—the service had the future growth of Mediaset’s IP to be ready for technical trial testing broadband business. in just seven months. One important advantage the project team had in This interoperability is supported by The pre-integrated assets meeting this challenge was the ability the Accenture Video Solution. Using a to leverage the Accenture Video Solution, and the industrialized service-oriented architecture approach, a suite of pre-integrated assets capable the solution’s platform exposes and development processes of orchestrating Mediaset’s legacy digital orchestrates business services, and video ingestion and assets management used by Accenture integrates with critical business support system. This powerful mix of integrated systems and operating support system enabled the development technologies enables the delivery of capabilities. As a result, the Mediaset digital video over broadband as a seam- team to deliver the Premium Play solution powered by less user experience, and allows for the Accenture is characterized by extensive integration of broadband and broadcast Premium Play service in flexibility and interoperability between digital video on multiple devices. The components. The solution’s unique record time—only seven solution is based on a smart IT architec- platform is also helping Mediaset ture that enables service providers to months from project start to expand into the broader European launch new, high-quality services quickly device ecosystem. to the initial piloting and economically while at the same time reducing risk and the initial costs of IT phase. and infrastructure set-up. 2 Accenture helps Mediaset launch Premium Play Accenture helps Mediaset launch Premium Play 3 2 Accenture helps Mediaset launch Premium Play Accenture helps Mediaset launch Premium Play 3 4 Accenture helps Mediaset launch Premium Play Ongoing innovations Samsung Connected TV • A recommendation engine that Mediaset complemented its Premium Play promotes relevant content to individuals Following the design, build, implementa- offering by enabling Samsung Smart TV based on their user profile, which holds tion and launch of the Premium Play to the service. The new Premium Play information on their viewing preferences product, Accenture continued to Samsung Connected TV application was and stated interests, and provides them collaborate with Mediaset on a number immediately well received by customers with a “personal content channel.” of initiatives as part of a multiyear due to the proliferation of connected TV • Adaptive streaming on all the devices to contract, including: devices that continues to steadily grow. provide a guaranteed quality of service, both in standard and high-definition, in Xbox 360 and iPad application iPad Download & Play an open Internet environment, even if Premium Play was further enhanced Accenture continued to innovate within the broadband line is congested or with the launch of an innovative iPad the iPad application, and collaborated unstable. The ability to provide a application that lets customers watch with Mediaset to develop and launch a consistent, high-quality service has a their favorite content wherever and “Download & Play” feature. With this fea- positive impact on customer acquisition whenever they want, becoming the first ture, users can download and store their and retention. service of this type on a mobile device. favorite video on-demand contents on • Interoperability across content delivery The application is an addition to the same their own devices based on their Mediaset networks to scale the number of one already available on Xbox 360, PC, Premium Subscription. customers that concurrently ask for STB application, and was completed in a video streaming, enabling more short span of three months. Customers can Supporting new effective management of content download the app for free from the Italian business models distribution costs to network providers. Apple Store and use it to access live TV, as Support for new business models was also well as the Mediaset On-Demand video a critical goal for Mediaset. Premium Play According to Francesco Venturini, library of around 2,000 items. The library includes different customer plans such as Accenture’s Global Broadcast Industry also offers a Catch-up TV and a Virtual subscription and transaction-based mod- Lead, “This ability to serve a ‘market of Linear Channel section. In the week after els (credit cards, prepaid vouchers, and so one’ is a strong
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