MTV Media Finland integrating social media with Orad, Astucemedia

MTV Media Finland is using the Orad/Astucemedia platform to integrate social media networks for the  new Finland-based social TV channel, AVA. The broadcaster employs Orad for graphics playout and Astucemedia Data Platform to moderate, manage data for channel bugs, headlines, uploaded pictures, tag lines, tweets, and likes with data from Twitter, Facebook, and other social media outlets, creating a viewer-driven channel branding.

“It was imperative for us that the end product have a dynamic, always updated, viewer-driven feeling, from the channel logo to pictures during commercial breaks, etc. The combination of Astucemedia Data Platform and Orad’s 3DPlay and 3Designer made it possible,” says Tuomo Kulomaa, head of promotion for MTV Media, a division of Bonnier AS.

AVA viewers participate in the channel’s Social TV broadcast experience by submitting personal photos, Twitter Tweets, Facebook Likes and posts in response to weekly themes. In addition to other “created together” contributions that enrich AVA’s live broadcasts and website, viewers can design and submit original logos, comment on TV shows, share stories and more

“In light of the paradigm shift from an analogue to a digital media world, we decided to relaunch AVA as a 21st Century channel that is shaped and influenced by content generated by the social media community,” adds Tuomo Kulomaa.

The AVA relaunch also features a fresh, contemporary graphics package—including channel bugs, live squeezes, promos, and branding and topic-of-the-week elements—and realtime, data-driven templates designed by Astucemedia’s creative services group. The extensive AVA channel rebranding required Astucemedia to integrate its data platform with the existing Orad broadcast graphics infrastructure; Orad 3Designer design software, 3Dplay graphics playout controller, and HDVG HD/SD rendering engine and Harris ADC-100 automation.