Astucemedia a Montreal-based provider of live broadcast graphics services with an office in Dubai, UAE managed critical elements of a massive rebranding campaign for Helsinki, Finland-based media group MTV Network (which is not related to any music television network). The goal of the rebranding campaign was to unify its 12-channelsincluding MTV3, AVA, SUB, Sport1, Sport2, and MAX into a distinctive, cohesive network group.
In addition to providing a workflow for delivering live broadcast graphics and templates to air, Astucemedias rebranding efforts also give MTV Network an easy, automated way to cross promote programming on its related channels to keep viewers tuned to MTV Network media properties. Rather than managing each channel as an independent silo, MTV Network now takes a more efficient network approach to media sales, advertising, and promotions across all of its channels.
Audience management is one of the most exciting and critical objectives of our massive channel rebranding and relaunch campaign, said Tuomo Kulomaa, head of promotion for MTV Network. The beauty of the Astucemedia installation is that it automates the delivery of channel branding elements to air and the cross promotion of our programming network-wide, while giving us the flexibility to capitalize on last-minute commercial or promotional opportunities as they arise.
After one year of preparationincluding graphics, rebranding and template designMTV Network successfully relaunched all of its channels on November 3, 2013. The changeover, which took place in just one day, transformed everything in the company including live news graphics, studio sets, printed logos, websites, promos, nationwide advertising, and on-air broadcast looks, said Thomas Desmeules, director of research and development for Astucemedia as well as on-site project manager for the MTV Network rebranding campaign.
The Network Space is a visual presentation that each MTV Network channel uses for end-credit squeezes and other pullback scenarios. This common theme across the channels serves as a platform to manage the audience based on real-time scheduling data and promotions requirements. Audience management is via 4 demographic groups (women, men, teens and general), and viewers are prompted to change the channel to a complimentary program within the MTV network. The Network Space also serves as a platform to insert customized advertising across all channels.
On the creative side, we needed to implement the proposed branding designs in a way to maximize play-out efficiency and adaptability, and on the technical side, we needed to develop run-time logic to integrate custom data, like audience demographics and traffic scheduling data, into live channel branding presentations, Desmeules said. This enables cross channel promotions to drive viewers in a particular demographic to other MTV Network shows of interest to them.
We chose Astucemedia for this highly complex live channel branding mission because they already possess the exceptional, specialized skills necessary to carry out this project in an efficient, cost-effective way, said MTV Networks Kulomaa. Their unique technical expertise also encompasses the ability to integrate advanced graphics workflows with third-party traffic and automation systems to produce a seamless, operator-friendly, end to end workflow that we can build on for years to come.
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Astucemedia a Montreal-based provider of live broadcast graphics services with an office in Dubai, UAE managed critical elements of a massive rebranding campaign for Helsinki, Finland-based media group MTV Network (which is not related to any music television network). The goal of the rebranding campaign was to unify its 12-channelsincluding MTV3, AVA, SUB, Sport1, Sport2, and MAX into a distinctive, cohesive network group.
