The Dorna Sports Case Study
“We rely on Knox Media Hub to empower our business strengthening the connection with our clients and giving us a way to manage our high volume of content.”
— Jordi Sais, Director of IT, Dorna TV
The Client
Dorna Sports is the exclusive commercial and television rights holder of the FIM Road Racing World Championship Grand Prix (MotoGPTM), along with the MOTUL FIM Superbike World Championship (WorldSBK), the FIM CEV Repsol, the Idemitsu Asia Talent Cup and the British Talent Cup.
Dorna has also been co-organiser of the Red Bull Moto GPTM Rookies Cup since its inception in 2007, and in 2019 adds the FIM Enel Moto ETM World Cup to its racing portfolio. Dorna delivers live and recorded TV coverage in the 5 continents to hundreds of clients: Broadcasters, Distribution Platforms, News & Sports Agencies and Brands.
Needs
Dorna’s media production is expected to reach its clients all over the world a few seconds after events happen: whether the sprint to the finish line, an interview with a pilot or a crash in the most dangerous curve.
With more than 40 different finished programs and an impressive stock of curated raw footage produced for each event, every client subscribes to different products. Moreover, many of them require content to be automatically pushed to their servers depending on specific content contained in the videos (metadata).
In short, immediacy, extreme customisation, and automation are critical to Dorna QoS for their clients.
In terms of Operations, the service needs to be scalable without limits, with no hardware, software, storage or operational resources involved. Business-wise, the “Media Hub” must be a source of insight into client needs and a tool to better serve them.
Solution
Business Value
Ownership and control
Dorna uses its own AWS account, so content is under their ownership and full control at all times.
Efficient operations
Dorna’s deliveries are completely unattended. It is either their clients who fetch content on a customised Portal and download it, or transfers are pushed automatically to their servers according to rules pre-set by themselves.
Rules-based on the metadata carried by each file allow to route content to the proper Rightsholders.
Storage, optimised: 1 single file feeds all clients. Fast & easy Transcoding in the Cloud, integrated with workflows,
Unlimited scalability and elasticity. In 2020 Dorna has extended the service to selected raw footage “best images” which means 10 times more volume than in 2019, without having to allocate additional resources to the system.
Quality of service
Dorna’s clients now can work from their Studios, having access to all footage produced as if they were on-site. They no longer need to send large production teams to racing circuits all over the world.
Financial
Dorna can spare all its Capex potential for its core activities like producing the best and most engaging Sports Content. Timely delivery of content to clients does not take a single cent of CAPEX. As for Opex, automation and unattended Operations provide the lowest imaginable unit costs and boosts our client margins.
Flexibility to develop new business models
Knox Business Intelligence Service supplies Dorna with a wealth of knowledge and insight on their clients needs. This allows Dorna to improve its QoS as well as its business.
Content security and business continuity
The new raw and catalog footage service in Season 2020 is a good example. Broadcasters only recently started to request this type of service, and Dorna has been able to deploy it fast, without marginal investments nor significant additional operational efforts.
Another example would be the deployment of an e-Commerce Strategy: showcase non-licensed Content / power search features / secure preview / rights acquisition / secure payment / download. The Media Hub is ready to support this business model when our clients decide to go for it.