AWS Channel Assembly helps Seven West Media to increase the value of its content library
Seven West Media, in collaboration with Amazon Web Services (AWS), has developed a new way to spin up entire virtual content channels, whether making previous episodes available to tease an upcoming series or developing a sports replay channel targeted at a specific audience profile.
“Personalization, watch lists and favorites can go a long way in making content more discoverable, but streaming channels are unique in that they’re always front and center in the streaming menu,” said Will Everitt, director product solutions, Seven West Media. “Normally, getting a channel up and running requires extensive time, money, and engineering expertise, but with Channel Assembly, our content operators can assemble channels on the fly.”
The history of Seven West Media on streaming began with a small experiment prior to the launch of “Big Brother” season two, for which it used Channel Assembly to create a sit-back channel offering to viewers of season one content. Everitt noted, “Our hypothesis going in was that creating this channel as a segue to launch an upcoming season would help drive new viewership for season two, and we were blown away by the results.”
Available for 11 days leading up to the second season debut, the “Big Brother” channel accounted for 41 percent of streaming minutes on Seven West Media’s digital-only channels, and the company also saw a 95 percent increase in VOD viewing for the content. Seven West Media has since started to build more channels that showcase exclusive sports, reality series and other programming.
For example, Everitt and his team took advantage of Olympic Games and created a replay channel focused on action sports highlights. AWS Channel Assembly is allowing us to derive value from our content library in ways that we can’t with traditional playout, and at a fraction of the price; it’s proven a paradigm shift for our programming team,” Everitt noted. “We now have this nimbleness that makes experimentation low cost and less risky, which are essential considerations when you’re a newer player in the streaming market competing against seasoned streaming behemoths.”
the cloud and our AWS tech stack have given us a competitive edge, because we can experiment quickly and if it turns out our experiment falls flat, we haven’t wasted a ton of resources, whereas if it improves audience engagement, we can use that insight to make more informed decisions further down the road,” Everitt concludes.