NBC Universal needed to extend the reach of their cable brands.
NBC Universal had a huge video catalog that they wanted to share with more viewers. They adopted a TV Everywhere strategy by putting this content online, while upgrading the viewing experience for their cable subscribers as they watched full episodes of their favorite programming from properties including USA Network, Oxygen, Bravo, SyFY, and NBC local affiliates. Our approach let NBC Universal support their existing business model of serving ads, improved analytics, and the ability to use the same player framework across multiple brands.
NBC? Yeah, we're gonna need a bigger CMS.
Because of their huge video libraries, we integrated thePlatform as their central hub for managing and syndicating video content across a distributed network of branded web properties. We also integrated Omniture to handle their analytics needs, and FreeWheel for ad integration. Requiring cable subscribers to validate their subscription via multichannel video programming distributor (MVPD) authentication was central to this implementation. All of the NBC Universal brands use MVPD authentication with Adobe Pass, so users can watch full episodes of content via Comcast or other paid providers.
NBC Universal launched Web-based video players across their portfolio of brands that leverage Flash, gracefully deprecating to HTML5 when needed. Now viewers have a better brand experience and deeper engagement, and NBC Universal can better target users based on their viewing habits and preferences.