MBC
MBC engages customers and drives revenues with Vignette
- Industry: Media
- Technology: Vignette Content Management, Vignette Portal
- Live URL: www.mbc.net
Based in Dubai, the Middle East Broadcasting Company (MBC) comprises the longest-running free-to-air multi-channel media group in the region. For over 17 years, MBC has built a diverse portfolio of TV and radio channels to enrich people's lives through information, interaction and entertainment across the Arabic-speaking world. The company's main Web site, MBC.net, is accessed by users across the world to check broadcast schedules and find information on popular programs.
The Challenge
MBC's aim was to create and deliver dynamic content and to enhance the services available on its Web site and develop a single online gateway for all its users' entertainment needs. MBC needed a Web content management solution that would streamline and simplify the process of creating and delivering content, in new formats like video and audio as well as text. Most important was enabling nontechnical employees to make updates directly to the site, reducing reliance on the web team. Furthermore, MBC wanted a solution that would enable the quick and easy creation of new micro-sites and communities. The ability to offer communities and feedback opportunities was considered as essential to making customers feel valued and thereby enhancing their loyalty to the MBC brand. The chosen solution would need to meet these technological requirements with sufficient scalability and stability to support further growth of the Web site and its new media features for the next five to ten years.
The Solution
In order to create a platform for innovation MBC chose to implement a web content management platform based on Vignette technology. Vignette Content Management is used by non-technical employees of MBC with responsibility for developing new content to support programming. Used in conjunction with Vignette Dynamic Portal Management, users can build new pages and add content in context by seeing how the final page will look to the customer on the Web site. End users view the site using Vignette Portal, which makes the handling of user-generated content simple and enables microsites to be built quickly.
The Results
Since deploying the Vignette platform, MBC has been able to transform its online presence. The group launches at least one new program every week and is now able to build dedicated sites for each in just ten days, which with the previous platform would have been impossible. For the first time they are also able to integrate user-generated content into the mix, which is a huge bonus for MBC and its customers. Furthermore audiences are now given the opportunity to add their own comments to any of the news stories posted on MBC.net, making them feel more valued as part of a community.
Full Story
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Customer Story: MBC |