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CASE STUDY Australian National Rugby League turns to Blackbird to drive brand reach, engagement and monetization Australia’s National Rugby League (NRL) is the most viewed and attended rugby league club competition in the world. 16 professional men’s rugby teams, including the enormously popular Sydney Roosters, Melbourne Storm and Brisbane Broncos, compete annually for the prestigious Telstra Premiership title. With the phasing out of SnappyTV, the NRL sought an alternative cloud video editing platform that could continue to significantly build the sport’s brand and reach by delivering engaging content to multiple platforms faster than any other solution on the market. After extensive research into available systems, the NRL chose Blackbird. Every weekend, live streams of the 8 games are run through the Microsoft Azure cloud from the NRL’s content partners’ production locations. Based in Sydney, the NRL’s digital team use Blackbird to rapidly clip, edit and publish highlights during and post-match to Twitter, Facebook and YouTube. Clips can be delivered to social platforms within 30 seconds – with emojis added and players and sponsors tagged for further engagement and reach. Idents, overlaid stills and animations and sponsor logos are easily added with geo and playback restrictions implemented to support international rights control. www.blackbird.video CONTINUED 800,000 fans globally with an NRL Watch account can enjoy premium video on-demand (VOD) content consisting of longer form match highlights, player interviews and behind the scenes content – all edited in Blackbird. With a cumulative TV audience of 116 million and over 2.9 million <30 Seconds fans regularly engaging with the sport on social media, the NRL clip from live game to social exceeded Australian Rules Football in popularity last year for the first time since 2010, boasting revenues of over $500m. 2.9 million social fans 800,000 CONTACT US premium VOD fans Email: [email protected] Tel: UK +44 (0) 330 380 1130 Tel: USA +1 888 457 2611 www.blackbird.video www.blackbird.video.

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Round 8 2021 Row Volume 2 · Issue 8
The FRONT ROW ROUND 82021 VOLUME 2 · ISSUE 8 Stand by your Mann Newcastle's five-eighth on his side's STATS season defining run of games ahead Two into one? Why the mooted two-conference NOT system for the NRL is a bad call. GOOD WE ANALYSE EXACTLY HOW THE COVID-19 PANDEMIC HAS INFLUENCED THE GAME INSIDE: NRL Round 8 program with squad lists, previews & head to head stats, Round 7 reviewed LEAGUEUNLIMITED.COM AUSTRALIA’S LEADING INDEPENDENT RUGBY LEAGUE WEBSITE THERE IS NO OFF-SEASON 2 | LEAGUEUNLIMITED.COM | THE FRONT ROW | VOL 2 ISSUE 8 What’s inside From the editor THE FRONT ROW - VOL 2 ISSUE 8 Tim Costello From the editor 3 Last week, long-serving former player and referee Henry Feature What's (with) the point(s)? 4-5 Perenara was forced into medical retirement from on-field Feature Kurt Mann 6-7 duties. While former player-turned-official will remain as part of the NRL Bunker operations, a heart condition means he'll be Opinion Why the conference idea is bad 8-9 doing so without a whistle or flag. All of us at LeagueUnlimited. NRL Ladder, Stats Leaders. Player Birthdays 10 com wish Henry all the best - see Pg 33 for more from the PRLMO. GAME DAY · NRL Round 8 11-27 Meanwhile - the game rolls on. We no longer have a winless team LU Team Tips 11 with Canterbury getting up over Cronulla on Saturday, while THU Canberra v South Sydney 12-13 Penrith remain the high-flyers, unbeaten through seven rounds.
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