Modern media companies must adapt to new consumption patterns by their audiences and can no longer count on only making content available through a single channel. This presentation will address how MTV Networks leveraged Day Software's CRX as a solution for unifying its disparate content management platforms and addressing the needs for being able to distribute the same content through multiple channels. Warren L. Habib, SVP, Digital Platform Development, MTV

1. CRX As A Solution For Complex Content
Sharing and Distribution Needs
Warren Habib, MTV Networks
October 14, 2010
Monday, October 18, 2010

2. TODAY’S AGENDA
• MTVN overview
• Our strategy
• Challenges and the role of CRX
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3. MTVN OVERVIEW
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4. OUR MULTIPLATFORM STRUCTURE – ORGANIZED AROUND
BRANDS AND CONSUMERS
MTVN Ad Sales
MTVN Global Digital
Media Group
Music & Logo
MTV
MTV2
mtvU
MTV Tr3s
Harmonix
VH1
VH1 Classic
CMT
Logo
Kids & Family
Nickelodeon
Nick Jr.
TeenNick
Nick at Nite
Neopets
Quizilla
AddictingGames
Shockwave
ParentsConnect
NickCityKids
Entertainment
COMEDY CENTRAL
Spike TV
TV Land
Atom Films
GameTrailers
International
MTV
VH1
Nickelodeon
COMEDY CENTRAL
Game One
Lazona.com
MTV Boombox
MTV Revolution
Paramount Comedy
QOOB
TMF (The Music Factory)
VIVA
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5. PREMIER BRANDS WITH UNPARALLELED REACH
162 countries/territories
154 TV channels
550 million+ households
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6. POWERFULLY MULTIPLATFORM
TV
22% share of all ad-supported
cable viewing
Online
Averaged 84M UVs/month across
our sites
Mobile
One of the largest providers of
mobile video worldwide
(Sources: TV – Nielsen Media Research, 1Q 2008, MTVN P2+ delivery as a share of Ad Supported Cable P2+ delivery (000); Online – comScore
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8. OUR MULTIPLATFORM STRATEGY
1. Build branded, targeted scale
2. Connect content, people, platforms
3. Leverage distributed content model
4. Utilize common infrastructure
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9. BUILD BRANDED, TARGETED SCALE
Increasing fragmentation of entertainment
online provides infinite niche opportunities
Develop all of our brands and properties into
targeted entertainment experiences
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10. CONNECT CONTENT, PEOPLE, PLATFORMS
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11. LEVERAGE DISTRIBUTED CONTENT MODEL
• Reach our consumers wherever they
spend time
• Let consumers take our content with
them
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12. UTILIZE COMMON INFRASTRUCTURE
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13. Challenges and the role of CRX
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14. Challenges
• To scale multi-platform distribution business,
we need a uniform view of our content
• Due to evolution of online business, we ended
up with a multiplicity of online content
management systems
•3 different in-house systems plus several
more from acquisitions
• Evolution of different systems resulted in
different definitions for the same types
•For example, the metadata of a video for the
Entertainment group was different than that
for the Kids and Family group
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15. New Repository Project
• Create a single repository that would be used
by all brand groups regardless of their
presentation tier technology
• Define a single, standard view on the data
model, but allow for extensions to the model
• Use a repository that is based on open
standards to avoid lock-in of proprietary
solutions
• Repository must be able to scale and grow with
the organization
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16. CRX Selected As Solution
• JCR compliant
• Active development and support community
• Wanted a vendor who could back us up and
also understands how we like to develop
systems
• Needed repository that would be agnostic as to
the web publishing tier
• Allow for complex workflows and stage
publishing
• Capability to organize our data in a flexible
manner
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17. Where are we now?
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