The quest for real-time, Transactional Content Communication with the media.

THE CHALLENGE

Broadcasters have a strategic need to communicate effectively with specialist media to disseminate news about the content they provide in a proactive manner. DStv is no exception – the sneak previews featured in print, electronic and online media, along with the pre-emptive reviews by critics from the press, play a major part in generating interest in DStv’s new offerings.

Until recently, DStv used DVDs to distribute information about its channels, and the content they carry, to journalists. The challenges associated with this practice included:

• Lack of direct feedback from journalists – the only feedback received was from receptionists who would sign to confirm that the discs had arrived – and a resulting lack of clarity about what the media found most useful about the information provided.

• The risk of discs getting lost, delayed or damaged, resulting in lost coverage opportunities due to missed deadlines or out-of-date information.

• The need to manage an embargo process for media with different deadlines, and the risk that information might be prematurely leaked.

ADDRESSING THE CHALLENGE

DStv selected Siemens Media Solutions as its partner to address the strategic need for direct, real-time transactional communication with specialist media journalists. Siemens’ experience as the BBCs technology partner, along with its global, specialised expertise – including more than 400 telecom consultants and over 1000 media experts – gave DStv the peace of mind it needed to proceed.

DStv wanted to build direct relationships with media contacts, provide real-time, relevant content information to them, and build a feedback loop to ensure the information is well received. It was clear that an online channel would be the most effective solution. Siemens helped DStv to implement the Media Communications Tool, an online tool which allows for the secure, targeted delivery of press information with related images over the internet for review and preview in real time.

The tool provides personalised, categorised information and can be automated to provide different media channels like weekly, daily or electronic media with the information they need just in time for their differing deadlines. Content can also be targeted to appropriate media. Each journalist receives information on the relevant channel, program, date, time, a program synopsis, a press release and imagery from the program itself. DStv has also indicated it would like to include full audio-visual functionality in future. The images are first presented in low resolution to enable easy downloads, but are also available in high resolution once a journalist has decided to view a chosen image.

From a change management perspective, the tool is accessible to anyone who knows how to surf the Web. DStv was specific about the need for absolute ease of both internal and external use and maintenance of the tool. The solution is supported by the Siemens Managed Services Centre.

OVERCOMING THE CHALLENGE

DStv laid down an aggressive implementation timeline, and the cost of the new solution was not allowed to exceed the cost of the existing manual, DVD distribution-based approach. Siemens met the timeline by delivering the complete solution in 18 days. The financial constraint was also met by amortising the capital expenditure over a 24-month period, demonstrating Siemens’ ability to be flexible not only in its method of delivery, but also in its terms of delivery.

SIGNIFICANT BENEFITS

The system already has in excess of 250 users, including some 180 journalists around the country. Where, previously, DStv had no idea how the information it distributed was being received, now system administrators find journalists writing in to express their preferences and views at all hours of the day or night. In addition, the previous system did not have an archiving capability, whereas the new solution can archive content stretching back as long as DStv would like.

Today, DStv understands what content is being accessed by journalists, when they access it, what types of content they prefer and is able to customise communication in terms of their demographics. DStv has achieved a step change in the quality of its media interaction in a period of a few weeks, without any additional new capital expenditure.

C O N T A C T

Vimla Frank
Siemens Media Solution: Media Sales Manager
Tel: 011 652 7843
Email: This e-mail address is being protected from spambots. You need JavaScript enabled to view it
Website: www.siemens.co.za/mediasolutions