How Cox Media Group exponentially grew its digital offerings

The Problem

Create and launch a total of 31 live, linear and radio channels
Cox Media Group aimed to launch 31 new channels within a tight timeframe of three months. These included 10 Breaking News Channels, 10 24x7 Now Channels, 10 Weather Channels, and one radio channel.

Improve ad monetization and create better ad experiences for end viewers
They also wanted to make the most of their content and maximize revenue. They aimed to provide an enriching experience for the end viewers, resulting in increased viewing durations and a happier, loyal viewer base.

The Solution

Ad-slate masking for breaking news channels with Amagi THUNDERSTORM

Amagi powers ad-slate masking for their O&O apps, Plex and Redbox, using Amagi THUNDERSTORM. SCTE markers depict commercials and promos in the live stream. These markers are masked using an ad-slate to make the feeds platform-agnostic and ready to be played as they are. For instance, when CMG takes their streams to FAST platforms, they wouldn’t want to play the same commercials and promos as played on their O&O apps. So, they replay the same live stream with masked commercials.

Launching broadcast-grade 24x7 Now Channels with Amagi CLOUDPORT

Amagi’s ingest team has set up an accurate process for ingesting the right assets belonging to a particular station. We have also allowed CMG to upload VOD assets such as episodes and TV specials manually. 

24x7 Now Channels use separate Excel sheets for weekdays and weekends. They upload these to an S3 bucket monthly, and we schedule the content. In addition to live telecasts and National News clips, they run episodes planned. Our automated system ensures episodes increment daily without manual intervention.

Like the Breaking News Channels, we deliver 24x7 News Channels to CMG’s O&O apps and websites.

Ad-insertion for the radio channel using Amagi THUNDERSTORM

Instead of SCTE markers, radio streams use audio watermarks to mark ads and promos. Cox Media Group sends us an audio watermark in the live stream. On detecting it, Amagi THUNDERSTORM starts replacing the ads and stops after two minutes. CMG’s radio channel delivers video content only three hours a day between 9 PM to 12 PM. The rest of the radio stream comprises a black video stream with audio.

Powering weather channels with Amagi CLOUDPORT

Amagi takes the entire weather wheel* and converts it into an Amagi CLOUDPORT playlist and repeats the exact process every 30 minutes. 

Ad insertion with Amagi THUNDERSTORM

Based on the ad slate asset, Amagi inserts ads using Amagi THUNDERSTORM.  The output is then distributed to their O&O apps and websites according to the requirements.

*A weather wheel is a mix of full-screen HTML graphics, ad slate, HTML URL, and live from one of their traffic cam or radar.

Cost-effective yet exponential 3X growth
In return for minimal investment, CMG could expand its live and linear streaming repertoire nearly threefold within a tight three-month deadline. They also unlocked cost savings by leveraging their existing on-prem hardware instead of building everything from scratch and cloud-optimizing their existing video transport infrastructure.

Maximum content monetization with Amagi ADS PLUS
CMG minimized unsold ad inventory and blank slates and improved fill rates with Amagi’s virtual ad sales service.

In three months, Amagi helped CMG launch:

• 10 breaking news channels
• 10 24X7 Now channels
• 10 weather channels
• 1 radio channel

while delivering a 3x growth in their streaming business.