Tennis Australia will be increasing its digital content production and distribution at this year’s Australian Open by using video platforms to feed content to top players.

The tennis body will use a cloud-based platform to create, edit and distribute video clips in real time across a number of social and digital mediums for both domestic and international events.

Xavier Muhlebach, supervising producer at Tennis Australia, told SVG Europe: “In 2019 we want to connect to fans all over the world faster and in a more personal way than ever before. Our global audience is incredibly engaged and hungry for great content, so by working with Grabyo we have created a content strategy that uniquely targets every possible market.

“Using this platform has given us the freedom to be creative and make great content without the concerns of distribution slowing us down.”

Every key moment of the Melbourne tournament will be captured and shared using Grabyo studio editing capabilities, with its platform making the process of creating video clips more efficient, by reducing the time and resources needed to create instant/reactive real-time clips.

Grabyo CEO Gareth Capon told SVG Europe: “The key objective for Tennis Australia is to grow and engage their global audience. Social platforms are a great way to do that, especially given the time zone of the tournament.

“From a set up point of view we’ll be working across the entire tournament, so every court will be available to the team. They will grab content and highlights from every court: it’s a pretty big operation.”

“Tennis Australia have always been a pretty progressive rightsholder. They’ve taken advantage of digital opportunities early. It’s great to see what you might see as a traditional rightsholder being so open to engaging in new forms of content and distribution,” Capon added.

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