Client Industry: Media 

Overview of Client: Ghana’s biggest media group; 20+ million audiences across all platforms; 600+ employees.

The Challenge: MGL had two key challenges: First, poor revenue generation from its existing monetization sources. The business was also losing revenue from the unauthorised redistribution of its content by third parties.

Our Solution: We provided an end-to-end solution for MGL. We onboarded MGL’s 6 radio stations into our reliable live-streaming technologies and provided radical customer support. We enabled MGL easily turn its live productions into on-demand podcasts, with automatic template-based publishing ensuring the podcasts are submitted correctly to aggregators. We allowed the insertion of dynamic, server-side, targeted advertising into the livestreams and podcasts of MGL stations thereby attracting new advertising revenue opportunities from audiences accessing content from around the world. Furthermore, we provided seamless dynamic advertising capabilities that are unified across both live streams and podcasts, so rather than  have the MGL team manage two separate systems, podcasts simply became a seamless extension of its live operations. We also delivered end-to-end encryption for both affiliate and consumer delivery that enabled MGL’s livestreams to be restricted to authorised distribution partners. Finally, we provided real-time, dynamic, and robust analytic tools that enabled MGL to make informed data-driven decisions about their media operations and strategy.

Results: Across six key MGL stations, monthly Total Listening Hours (TLH) increased by 152% and monthly Cumulative Audience by 96% in their first month of full operation with Atunwa. Both metrics more than tripled over the next 21 months.

“Multimedia Group partnered with Atunwa Digital, to extend its reach in Ghana and globally. This partnership has enabled Multimedia Group to:

• Connect with large, global advertisers.
• Join leading streaming platforms like Spotify to help Multimedia Group monetise its streams.
• Secure its streaming platforms to prevent audio content from being pirated.
• Secure higher revenues from third-party radio aggregators, upgrade the streaming infrastructure to improve the quality of streams, and gain control of its audio advertising in geo-targeted ways. 

Perhaps the best illustration of the partnership’s value is seen in the bottom line: “We went from earning tens of thousands of U.S. dollars to earning hundreds of thousands of dollars annually.”