Cricket Australia, the national governing body for the men’s and women’s teams, has launched a direct-to-consumer streaming service.
The aim is to make Australian cricket more accessible to fans worldwide, especially beyond existing broadcast markets.
Cricket TV gives fans live and on-demand match coverage, match highlights, original documentaries, and archival content.
Users enjoy low-latency HD and 4K streaming, multi-view (the ability to watch multiple programmes or feeds side-by-side) and DVR features.
The service is already available in 40 countries for early access consumers. Full commercial launch is expected this year.
Cricket TV is using Eluvio’s Content Fabric and AI Video Intelligence to help create and deliver the service.
Michelle Munson, CEO and co-founder at Eluvio, believes Cricket TV serves as a model for other sports organisations looking for the most efficient and cost-effective way to deliver premium sports content.
“Sports rights holders can unlock dark markets and monetise live and VOD, and leverage frame-accurate in-line AI, without file copies – all at a fraction of legacy costs
“They also retain full control of the customer experience and viewer analytics,” she declares.
The Cricket TV connected TV and mobile apps both make use of the Eluvio Media Wallet platform, as does the browser version of the service.
The Eluvio Content Fabric receives live matches or archival source feeds. This technology ingests, transcodes, and publishes the content, generating just-in-time streaming output directly to viewers.
The Eluvio Video Intelligence Editor (EVIE) and AI-assisted tools provide frame-accurate, in-line analysis, indexing, and search. It also covers video composition and transformation, including live vertical video.
Avoiding file copies
The Eluvio approach avoids file copies or re-transcoding, which is one of the key benefits of the company’s technology. For example, it supports ‘zero-copy’ live-to-VOD processing.
The Eluvio platform supports multiple monetisation business models (subscriptions, pay-per-view and ad-supported).
It also provides end-to-end content security and anti-piracy protection. This spans encryption, DRM, forensic watermarking, and dynamic authorisation per offering, including geo-blocking and rights control.
Eluvio Content Analytics provides complete transparency of source-to-viewer audience, QoS, and sales analytics.
Dan Allan, senior content manager, broadcast at Cricket Australia, declares: “Cricket TV brings live matches and some of the best moments from our archive together in one place for fans around the world.
“Eluvio has helped us deliver a high-quality viewing experience while giving us the flexibility to keep evolving the platform.”
