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.

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