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 newsletter!

Error: Please check your email address.
Show Comments

Blog Posts

To DMP or not to DMP?

There are plenty of brands that can benefit from plugging into a data management platform. But should you engage an agency to run one or bring it in-house?

Ben Willee and Richard Taylor

Spinach Advertising

Innovations in retail will bring creative and technology closer than ever

While approaching a customer in a shop and asking what you can help them with is Retail 101, how many of us actually enjoy being approached? Generally, you have to give the forced, fake smile and say, “Just browsing, thanks,” while screaming on the inside, “just leave me alone!” Maybe it’s just me?

Jason Dooris

CEO and founder, Atomic 212

There’s a brand in my digital soup

Not a day passes by in the life of business executives where digital innovation or the prospect of disruption is not front of mind. This in turn, drives an unrelenting flow of questioning, discussion and strategy papers.

Jean-Luc Ambrosi

Author, marketer

Marin Software’s digital marketing solution as a short way of streamlining and finding a scalable solution...

Al Drazhev

How BizCover is boosting search advertising success

Read more

It is really inspiring to see that medial psychology & machines are going hand in hand to innovate new things and even are improving ...

CBT Professionals

How psychology is shaping better machine learning

Read more

Anything is achievable when you talk the talk .. good luck

Mo Al Hooti

Data Creative crowns Matt Bates as new CMO

Read more

Great hire and good luck Andrew. I am sure you'll do a fabulous jobRob

Rob

Amaysim marketing and commercial chief joins property tech investment startup

Read more

I need to be reborn before i can grow up & become a contestent.

Kaye Peterkin

Channel Nine's content now streamed digitally on 9Now

Read more

Latest Podcast

More podcasts

Sign in