Breaking the communication silos
Industry Commercial TV and streaming
Media Center press.discoverynetworks.se
Warner Bros. Discovery is one of the largest commercial TV houses and streaming providers.
Background
Warner Bros. Discovery (WBD) is one of the largest broadcast and streaming networks in the Nordics. With one of the world's richest catalogs, WBD inspires, informs and entertains Discovery audiences in Sweden, Norway, Denmark and Finland with well-known brands such as Discovery Channel, discovery+, Eurosport, TLC, Travel Channel, Animal Planet, Kanal 5, Kanal 9, Kanal 11 and more.
Media relations and metadata distribution are key components in their Communications and PR activities on multiple platforms.
100
Years in business
+86
Brands
220
Present Countries
145,000
Hours of Content
95.8 million
Subscribers
The Challenge
The last few years have seen a booming supply of entertainment platforms and content. This means an accelerating demand from traditional media, influencers, social media and niche sites for more and faster information in order to provide their consumers with compelling coverage of WBD’s engaging programs.
On top of that, most media outlets today demand more qualified metadata and richer content, such as trailers, clips and images, since this increases the discoverability and attractiveness of the content. Overall this resulted in an increasingly complex work situation for the Communications and PR teams at WBD.
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Their information systems were not connected
Images, metadata, program descriptions etc had to be collected from separate systems, using copy and paste.
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Limited access to user data and statistics
Difficult to see the results of the PR efforts.
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Duplication
When the same programs were broadcast on multiple channels the press team had to do the same work for each channel.
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Cumbersome internal systems
Designed for other purposes and therefore not user-friendly, for the PR team or for the journalists.
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Updates had to be performed in each system
Which made it difficult to distribute coherent information in multiple channels.
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Difficulties to work across borders
Many of WBD's local productions are broadcast in all Nordic countries. Lacking tools to share information between countries, it took a long time for the local communications teams to create local information campaigns.
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Limited amount of screeners and clips in their press room
This had become a key priority for Discovery since the programs themselves sell the product best.
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PR and marketing activities limited to top tier programs
Due to cumbersome workflows. Discovery wanted to extend their PR efforts to get the most out of the total content potential.
The Solution
Clipsoure introduced its cloud-based communication and sharing platform to multiple teams within WBD, to help them pull, organize and share media and metadata seamlessly with internal and external stakeholders.
They needed:
Cloud-based and continuously upgraded
User-friendly and efficient workflows
More output at a lower cost
As and example: if previously a Communications Specialist wanted to distribute new photos of a tv-host in the pressroom, she had to ask someone with access to the separate image system to provide the photos. Today such assets are automatically ingested in the Media Center admin, and prepared to be published since the different systems are fully integrated.
This integrated approach also means that information updates in one system will be reflected automatically in all other places where that specific information is used. Example: If the cast list is changed in the planning system, that information will be updated also in the Program Catalog in the Media Center and in the Schedules distributed to operators, newspapers and listings websites.
The Result
The platform Clipsource provides has helped WBD to multiply the amount of content they provide to media and partners. It has also facilitated media sharing and collaboration across departments and local offices.
All this has been possible with a more streamlined organization than they used to have.
“ClipSource has been a trusted partner of Discovery Nordic for a long time, and we needed a partner who we could rely on and be part of our digital transformation globally.”
Anders Jemdahl
Director of Procurement
