CBC Case Study

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Canadian Broadcasting Corporation wanted an on-demand video and audio portal for broadcast TV, film clips, and webisodes from numerous Canadian and global content producers. They had 2000+ hours of audio and video to organize and manage for properties http://www.cbc.ca/video/ and http://www.cbc.ca/radio/.

Their goals included increasing their web audience and creating a unified look and feel.

Their content

CBC has short- and long-form news, radio, video, sports highlights, and streaming audio.

Challenges

  • CBC had to migrate from their current system and relaunch from scratch in about 6-8 weeks.
  • Producers wanted individual players on their own unit pages, so media had to be centralized.
  • The previous vendor’s technology wasn’t open. Player creation was difficult, and they had to send the video to the vendor for upload, delaying publishing.
  • Without an open system, integration with a social media service was difficult.
  • All players were hosted by and scattered across the vendor’s servers, which would often shut down.
  • For advertising, they needed pre-roll, mid-rolls, chapter breaks, and companion boxes.

Solution

CBC Player

Players

  • Using thePlatform’s Player Development Kit (PDK) 4.1.2, CBC created players with greater performance and a better user experience:
  • Editors use a “featured” category to create a list of highlighted content.
  • To continually update the “most recent” and “most watched” lists, they make calls to our Feeds Service.
  • A program guide feed supplies video and audio metadata.
  • Viewers can create personal playlists.
  • Keyword fields and a “related IDs” field populate the user-defined “related” category of content pulled every hour or so from a Feeds Service call to Google.

Account structure and ingest

  • For CBC, convenience is more important than control. Editors and producers can easily upload and manage content, individual permissions are used to further refine administrative tasks.
  • Each unit gets a FlipFactory account to upload content.
  • Producers use our Ingest Service Watch Folders for breaking live news.
  • They upload their content to their accounts via FTP.
  • Content libraries are populated from the Feeds Service with Java Scripts.

Integrations

  • They continued using DoubleClick for ad serving, and added partner Ominture for analytics.

Results

Within 60 days, Radio-Canada had set up an account in thePlatform’s system, added content, and developed and launched a beta video portal. Their audience has access to a constantly updated video library in a searchable, user-friendly portal.

 

More about CBC

CBC/Radio-Canada is the only Canadian broadcaster delivering a comprehensive range of radio, television, Internet, and satellite-based services, in both English and French plus eight Aboriginal languages, to Canadians. The Corporation’s broadcasting reach extends across Canada and around the world, offering high quality distinctive content by, for and about Canadians however and wherever they want.