Objective
Cricket Australia wanted to develop a content delivery platform in order to take advantage of their digital rights to show live and on demand Australian cricket internationals. Their objective was to build loyalty and involvement for cricket followers globally, build a subscriber base to improve marketing efficiency and ultimately drive revenues and usage.
How Perform responded
Perform Technology created a broadband TV console called CATV which offers Test match, One-Day International and Australian domestic cricket video-on-demand (VOD) highlights service, as well as streaming live video and audio commentary. Perform Production provide the production services which included the editing of international match highlights.
Cricket fans in mainland Europe and other territories we're able to access both the live streaming and the VOD service via subscription. While fans in England and Australia we're able to access only the VOD service because of Cricket Australia's existing broadcast deals. Perform protected these deals by using its DRM technology and geo-blocking the live streams in these regions.
In addition, Perform manage selected commercial services for Cricket Australia, including marketing of the services outside of Australia, and distribution of short-form highlights to selected affiliate partners worldwide.
www.cricketaustralia.tv
