MTV: CRX As A Solution For Complex Content Sharing and Distribution Needs


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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, MTV

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MTV: CRX As A Solution For Complex Content Sharing and Distribution Needs

  1. 1. CRX As A Solution For Complex Content Sharing and Distribution Needs Warren Habib, MTV Networks October 14, 2010 Monday, October 18, 2010
  2. 2. TODAY’S AGENDA • MTVN overview • Our strategy • Challenges and the role of CRX 2 Monday, October 18, 2010
  3. 3. MTVN OVERVIEW 3 Monday, October 18, 2010
  4. 4. OUR MULTIPLATFORM STRUCTURE – ORGANIZED AROUND BRANDS AND CONSUMERS MTVN Ad Sales MTVN Global Digital Media Group Music & Logo MTV MTV2 mtvU MTV Tr3s Harmonix VH1 VH1 Classic CMT Logo Kids & Family Nickelodeon Nick Jr. TeenNick Nick at Nite Neopets Quizilla AddictingGames Shockwave ParentsConnect NickCityKids Entertainment COMEDY CENTRAL Spike TV TV Land Atom Films GameTrailers International MTV VH1 Nickelodeon COMEDY CENTRAL Game One MTV Boombox MTV Revolution Paramount Comedy QOOB TMF (The Music Factory) VIVA 4 Monday, October 18, 2010
  5. 5. PREMIER BRANDS WITH UNPARALLELED REACH 162 countries/territories 154 TV channels 550 million+ households 5 Monday, October 18, 2010
  6. 6. POWERFULLY MULTIPLATFORM TV 22% share of all ad-supported cable viewing Online Averaged 84M UVs/month across our sites Mobile One 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 6 Monday, October 18, 2010
  7. 7. 7 Monday, October 18, 2010
  8. 8. OUR MULTIPLATFORM STRATEGY 1. Build branded, targeted scale 2. Connect content, people, platforms 3. Leverage distributed content model 4. Utilize common infrastructure 8 Monday, October 18, 2010
  9. 9. BUILD BRANDED, TARGETED SCALE Increasing fragmentation of entertainment online provides infinite niche opportunities Develop all of our brands and properties into targeted entertainment experiences 9 Monday, October 18, 2010
  10. 10. CONNECT CONTENT, PEOPLE, PLATFORMS 10 Monday, October 18, 2010
  11. 11. LEVERAGE DISTRIBUTED CONTENT MODEL • Reach our consumers wherever they spend time • Let consumers take our content with them 11 Monday, October 18, 2010
  12. 12. UTILIZE COMMON INFRASTRUCTURE 12 Monday, October 18, 2010
  13. 13. Challenges and the role of CRX 13 Monday, October 18, 2010
  14. 14. 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 15 Monday, October 18, 2010
  15. 15. 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 15 Monday, October 18, 2010
  16. 16. 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 15 Monday, October 18, 2010
  17. 17. Where are we now? 15 Monday, October 18, 2010