DR, Denmark’s national public service broadcaster, has selected Massive, the specialist UX vendor for the OTT industry, to overhaul its OTT streaming service. The OTT service, called DRTV, has been redesigned from the ground up to refresh its core offering for consumers across the country. It’s powered by Massive’s content delivery and user experience platform, Massive AXIS, and underpins DR’s move to becoming a digital-first broadcaster, with a new focus on deeper personalisation to continue to drive user engagement moving forward.
Massive AXIS and a market-leading content recommendation engine are being used to completely overhaul DRTV’s back-end and introduce a consistent UI across all devices. This will help DR’s editorial teams to customise the UX on the fly for different subsets of the total audience, putting the right content in front of the right viewer at the right time.
“The old DRTV platform had evolved organically and it was clear the service needed an overhaul to stay coherent, fresh, and relevant to our users. We saw this as an opportunity to completely redesign the user experience in a way that made it easier to keep viewers engaged,” said Kristian Waneck, Head of Development at DR. “We expect Massive to help us turn our vision into a reality and to make it more cost effective for us to run the service using AXIS, particularly when it comes to app and UX management.”
“DR is one of the oldest public service broadcasters in the world, but it’s vision and strategy is very much focused on what the television landscape will look like in the future. We’re incredibly excited to be part of its journey to evolve its digital entertainment proposition and deliver high-quality programming to its diverse audience,” said Ron Downey, CEO at Massive.
DRTV will relaunch with a full suite of video apps when the AXIS-powered platform goes live. This’ll include web, mobile devices, tvOS, games consoles, and other mainstream connected devices.