Cannes Lions

REVOLUTIONISING LIVE STREAMING

SEVEN WEST MEDIA, Sydney / undefined / 2015

Case Film

Overview

Entries

Credits

Overview

Execution

Our ultimate objective was to stream every point of the Australian Open to every device so we set about advancing and developing the technology required.

To succeed in delivering this seamless ‘TV Everywhere’ experience we offered:

1.Unrivalled choice for the viewers. All 600 matches, streamed live across all devices. This involved simulcasting two broadcast streams and at peak up to 16 host broadcast feeds, across HbbTV, 7Sport website, mobile and tablet apps (IOS and Android) – each at adaptive bitrates – a global first.

2.Real-time interaction. Live game stats, results, social media walls and player profiles on all devices – Australian first for HbbTV.

3.The ability to monetise this live streaming through mid-roll ad-insertion, across all devices – a global first.

To succeed, we harnessed existing platforms with progressive technologies and created new innovations. These included:

* A combination of equipment and cloud services delivering multi-platform live streaming and video on demand.

* A video content management and EPG platform to co-ordinate a range of systems and user interface, which allowed VOD asset creation and match schedule availability via apps.

* Routing of various video inputs and outputs by on-site staff at the on-site broadcast centre via broadcast workflows, and web technologies that offered a click-through to live games.

* Insertion of ads during breaks in live play. When viewers caught up on matches via VOD they would be served on-demand ads.

We own the technology stack and we’ve funded this entire innovation.

The next phase is to expand the server side ad-insertion across all platforms and deliver a more personalised experience for viewers including camera angle choice, player tracking and targeted advertising. We’re on the path to implementing these developments in another world best for the Olympic Games in Rio 2016.

Outcome

Our long term goal is to improve the speed at which the streaming infrastructure can be deployed and provide more devices for apps such as Chromecast and Airplay support. Interactive services and social media integration are also in the plan.

We've forged the way for the industry as a whole by reducing video format fragmentation for live streaming and introducing an incremental revenue stream. Our industry body - Freeview Australia - supports this.

The success of our first ‘TV Everywhere’ experience resulted in outstanding outcomes:

‘TV Everywhere’ coverage - Almost 40% of the Australian Open audience accessed content from either online or relevant apps, in addition to the TV broadcast.

Free-to-Air - A 3% boost in linear tune-in vs previous year, reaching close to 50% of the Australian population.

Tablet, mobile, desktop and HbbTV – 1.294 million unique viewers, watching 4.12 million video streams, 85% of them live! 164,000 downloads of the 7Sport app and 50% reach across Facebook and Twitter.

HbbTV – Gross loads for Plus7 app doubled in January 2015 from the previous month.

Seven West Media revolutionised live streaming in Australia, delivering Australian Open Tennis fans unrivalled choice, interaction & world firsts.