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: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Is your content marketing missing the mark?

Does it ever seem like the content you create falls flat on its face or that the leads you’re generating aren’t worth following up?

Dan Ratner

managing director, uberbrand

​ Creating a purpose-driven brand

So you want to be a brand with purpose. But what does it actually mean to build a brand with real meaning?

Paul Chappell

Partner and managing director, Brand + Story

Customer experience crisis: Proactively mitigating the risk of broken promises

Last Friday, three weeks after United Airline’s spectacular customer experience disaster, customers received a letter from the company’s CEO, Oscar Munoz.

Very rarely have I come across views so true. There are so many gems in this article, reflective of reality, onec can read it again and a...

Shyam Mishra

ANZ digital chief: Tackle the ‘frozen middle’ of your organisation or face irrelevancy

Read more

STOP STEALING BUISNESS CLASS TOILETS from A380, new 787's and A330's!!!!Thats what you call customer experience ONE toilet for all Busine...

Joe

Qantas CMO: What it's taking to evolve our customer experience

Read more

Dare i suggest that a "CEO" role in a peak industry body like Think Brink is not really much of a leap from CMO because it is also a mark...

Sventana

CMO to CEO: Think Brick chief reveals what it takes to make the jump

Read more

Grate post, thanks for the post.No matter what your business is, if you do no not rank among the top most search results of Google, Yahoo...

Rahul

Image intelligence:10 must-see infographics for marketers

Read more

Thank you Shane Blandford for carrying my Smarketing vision into KM !

Peter Strohkorb

​CMO Interview: Why aligning sales and marketing drives innovation at Konica Minolta

Read more

Latest Podcast

More podcasts

Sign in