Broadcasting to a global market
From the decline of traditional linear TV to the rise of new OTT-based options, the past decade has seen seismic shifts across the broadcast industry. TV2U, a global provider of OTT media services, had already capitalised on the speed of change in the sector with its innovative solutions to today’s TV viewing challenges. This includes a cloud-based managed content platform for TV service providers, governments and operators, that encompasses security, CMS, analytics, recommendations and personalised advertising, and its flagship consumer product, TARA TV. Despite the innovative work that TV2U was doing, the company was little known in UK and international media and analysts. Babel was tasked with promoting its B2B and B2C offerings on a global scale.
Babel crafted and implemented a proactive multi-market brand awareness and media relations campaign. The team developed media pitches from a limited messaging framework on a range of topics such as content piracy, OTT-as-a-Service and personalisation, with the aim of showcasing TV2U’s USPs. Focus was also placed on profiling the expertise of company CEO Nick Fitzgerald through a range of tactics including media and analyst interviews.
As a result, the company secured a number of feature-length insight opportunities with the likes of Streaming Media, Rapid TV News and TVBEurope. A steady flow of coverage stemmed from proactive pitching around the corporate news programme, profiling the initiatives that TV2U was working on to further demonstrate its credibility and expertise in the market. Moreover, Babel also focused on ramping up activity around key trade shows, securing a packed schedule of analyst and media briefings at events such as IBC and Broadcast Asia, further cementing the company’s position as a leader of innovation in the broadcast space.