MTV3 upgrades news production infrastructure with Avid | Infrastructure | News | Rapid TV News
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Aiming to establish more efficient content creation and multiplatform distribution across television, web, and digital platforms, Finland's leading commercial TV network, MTV3, has invested in a new story-centric news workflow at the heart of which is Avid MediaCentral.

Part of the Bonnier Group, one of the largest media companies in the Nordics, MTV3 and its production house, Mediahub, has the largest audience share among Finland's commercial TV channels. It broadcasts news programmes twice a day, seven days a week as well as a diverse range of content including sports, entertainment, and films reaching millions of viewers.

Yet the company's existing onsite multi-platform solution was proving to be difficult and time consuming. "We were taking multiple steps and involving numerous personnel to deliver a story on time. Now...we're running a single news production platform from one vendor, increasing efficiency across the entire enterprise and reducing long-term support and maintenance costs," explained MTV3 CTO Risto Koivula. "Now our journalists can easily access content to build a story, add graphics, and publish to both traditional television and digital platforms, including an on-demand streaming platform and our very own news app -all from a single interface."

Avid worked with Ericsson and Mediahub to deploy the new workflow to MTV3, describing it as innovative. "In today's fast-paced news broadcasting environment, media organisations need seamless, efficient workflows that enable journalists to deliver stories to multiple outlets quickly," added Tom Cordiner, Senior Vice President of Global Sales, Avid. "With a story-centric workflow powered by MediaCentral, thanks to Avid MediaCentral,  MTV3's journalists can access and contribute to stories from a single web-based interface on any device, and use a streamlined workflow to deliver stories to multiple platforms, enabling them to work much more efficiently."