Cricket Australia deploys Prime Focus Technologies solution to manage digital content assets

The complete, end-to-end solution is set to help Cricket Australia consolidate and safeguard its growing portfolio of audio-visual content

Cricket Australia has brought on a new asset management platform from Prime Focus Technologies to improve the way it manages its digital content.

The vendor’s CLEAR Media ERP's asset management module, Cloud MAM, is being deployed by the sports organisationsto run a digital video library. In a statement, the companies said Cloud MAM will help Cricket Australia consolidate and safeguard its growing portfolio of audiovisual content, effectively service existing and emerging distribution channels, manage metadata and lay a strong foundation to better monetise content.

Cricket Australia’s content archive dates back to 1977, but is currently spread across multiple locations at risk of being destroyed without the infrastructure to support effective usage, collaboration and monetisation. Through Prime Focus Technologies new CLEAR solution, the organisation anticipates it will reduce the volume of physical media, automation of distribution servicing requests, increased process efficiency and improved media asset management capabilities.

Cricket Australia executive general manager of media, communications and marketing, Ben Amarfio, said the move ties into efforts to grow interest, viewers, participation and attendance in the sport each year, in order to continue the rich tradition of cricket in Australia.

"Our vision is for cricket to be Australia's favourite sport," he said. "We want cricket to be the most played, most watched and most enjoyed sport in the country. Making our vast archive of cricket content more readily accessible will help us in achieving these goals.

"Prime Focus Technologies' expertise in this space makes them the ideal partner for CA to meet the increasing consumer demand for video content, maximise our ability to reach and retain cricket fans and to achieve commercial objectives."

In addition to providing access to assets for internal content production and delivery to external stakeholders, including broadcasters, production houses and sponsors, the new end-to-end solution will allow publication of content to Cricket Australia’s websites, its official mobile apps and directly to third-party platforms.

Prime Focus Technologies founder and CEO, Ramki Sankaranarayanan, said the company first deployed CLEAR in 2009 for the Board of Control for Cricket in India, before developing technology to manage live sport production for the Indian Premier League.

"As a full-blooded cricket fan, it's wonderful to once again see our world-class solutions put to work for a personal passion," he added.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook:, or check us out on Google+:

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

People in vegan houses shouldn't throw bacon

Picture this. You’re at a Gourmerican burger joint chomping a cheeseburger, when an outspoken vegan friend starts preaching that you’re killing the planet. Last week, that same vegan downed a pricey glass of pinot before their flight to a far-flung destination, armed with their strongest mossie repellant and first aid kit. Anything amiss?

Abbie Love

Strategist, Ikon Communications

The role of the CMO is evolving: Are you keeping up?

My (amazing) vacation in the Galapagos Islands earlier in the year got me thinking about Charles Darwin and his theory of evolution. What does this have to do with the role of today’s CMO, you ask? Plenty.

Sheryl Pattek

Vice-president, executive partner

Getting your business ready for the Entrepreneurial Consumer

We all know the digital revolution has completely transformed the way consumers are interacting with brands, and that a lot of businesses are finding it hard to catch up. One way to closing this brand gap is to understand consumer behaviour and build a brand experience that meets these new needs.

Pip Stocks

CEO and founder, BrandHook


Kerry Edwards

Open Colleges taps into social for better student interaction

Read more

Or just go to sites like www.shopsthatshiptoaustralia.c... and others and be sure that the stores will send to where you live :-)


Why online shopping is like dating – RedBalloon CEO

Read more

Personalisation is the key. Customers demand a very relatable and well defined CX where the sincerity and understanding of their disposit...

Hitesh Parekh

In pictures: Improving cutomer experiences through smart personalisation

Read more

Thanks for this. The key for me is the effective of governance where it dictates and sets the proactive policy when it comes to CX. Tech ...

Hitesh Parekh

6 lessons in modern marketing from a customer experience chief

Read more

Very well said “With today’s consumers more demanding of the brands and merchants they shop, it’s imperative for merchants to not just co...


CMO's top 10 martech stories for this week - 29 September

Read more

Latest Podcast

More podcasts

Sign in