The Customer
Celestial Tiger Entertainment (CTE), a leader in Asian and Chinese language entertainment content, operates a powerful offering of distinct pay television and digital services in Asia. Leveraging its experience, CTE ventured into the streaming world with a new Chinese movie subscription app, CMGO, to address the untapped demand for a pure Chinese movie offering anytime, anywhere. CMGO offers an exciting selection of the best and greatest Chinese movies from Hong Kong, Taiwan, China and Southeast Asia, including new releases, latest blockbusters, exclusive, never-seen-before titles, original and director’s cut versions, as well as favourite timeless classics and CMGO Originals.
Customer requirements
CTE’s requirement was to develop a robust and scalable platform that would allow them to manage, curate, and distribute their content library across multiple Southeast Asian markets. The CMGO app needed to be supported across popular device platforms including web, mobile apps, SmartTVs, and set-top boxes, delivering consistent, engaging and personalised viewing experiences. As a premium OTT provider, it is imperative for CTE to deliver the highest quality of service to their users and be able to monitor, track and constantly refine the service on offer. Additionally, CTE would be combining insights from their service, operations and marketing activities to drive the future direction of CMGO.
Solution
DIAGNAL designed and delivered a comprehensive solution meeting the requirements of CTE by integrating our custom solutions with key technology partners.
The platform supports CTE’s business, content, and technology operations through key features, such as app and content management, encoding, content protection, personalised search and recommendations, data analytics, campaign monitoring and customer support.
For content management, DIAGNAL’s Enhance solution allows CTE to efficiently curate and manage their content library, including subtitles and metadata. With Recombee’s AI-powered recommendation engine working with DIAGNAL Enhance, CMGO serves up personalised experiences for each viewer, driving engagement for the service.
DIAGNAL’s Enlight App Manager module provides a premium app experience, with its highly flexible and configurable module. This enables CTE to configure CMGO apps across a range of device platforms including customised set top boxes, expanding their distribution footprint.
To support its growth across Southeast Asia, CMGO is fully localised for each market. This includes full customisation of the user interface along with support for multiple local languages such as traditional and simplified Chinese, content subtitling and audio language switching. Additionally, seamless integrations with multiple partners’ subscription and billing modules allow for a quicker go-to-market launch.
Finally, advanced analytics integrated throughout CMGO offer relevant, actionable insights into users’ overall experience, video and marketing performance, and customer service response efforts. These insights enable CTE to make better informed decisions and prioritise their roadmap.
“We are happy to be working with DIAGNAL as our technology partner for CMGO. The timeline to launch CMGO in our first market was very challenging but both teams managed to deliver this in record time, and I am very proud of what we have achieved. The modular setup from DIAGNAL helped us in terms of costs and speed to market, while also allowing us the flexibility to adapt to local nuances.” said Ofanny Choi, CEO of Celestial Tiger Entertainment. “Given our close partnership, I am confident we will continue adapting to both the markets’ and our partners’ requirements, as we continue to launch CMGO in more countries.”
Despite a tight project timeline, DIAGNAL and CTE teams worked together to overcome challenges, complete all development and testing, and launch the service on schedule.
CMGO was officially launched in Singapore on 15th August 2024 with the two major B2B partners, Singtel and Stahub. Since then it has launched in Malaysia, with further expansion planned.
Benefits
Comprehensive and proven solution
- End-to-end and scalable
- App deployment across multiple device platforms and set top boxes
- Pre-integrations with key technology partners
Streamlining operations across functions
- Content operations: Content curation and management, high quality video encoding and encryption, and AI-powered content recommendations
- Technology operations: sophisticated video and platform performance monitoring and alerts
- Business operations: Actionable insights from marketing campaigns, customer service and support, and business analytics
Accelerating regional launches
- Service customisation for each partner and country
- Onboarding support for launch partners
Partners
DIAGNAL’s key technology partners contributed to major features of the platform and were integrated with DIAGNAL solutions to work seamlessly together.
AXINOM – Content protection and security to combat piracy
With Axinom Multi-DRM, video content is encrypted during the encoding and packaging process, securely managed, and delivered to devices. By protecting its video content rights and intellectual property (IP), CTE can minimise any potential revenue loss due to piracy.
Bitmovin – Modern, efficient encoding for high quality viewing experiences
Bitmovin’s modern encoding solution ensures that video content is optimised and delivered in the best quality. Their API-first platform brings flexibility to the video solution development process, making it easier for DIAGNAL to build and support video workflows for CTE.
Fastly – Robust and scalable content delivery and video performance
Fastly’s content delivery network enhances video performance while reducing costs through its advanced content caching capabilities. Its real-time control features and comprehensive APIs enable DIAGNAL and CTE to monitor network performance and manage video backends, ensuring seamless delivery at scale.
Mux – Monitoring video performance
With Mux Data providing deep insights into video engagement and Quality of Experience (QoE) metrics all in a single dashboard, DIAGNAL and CTE can monitor video performances across all their platform apps. This allows CTE to identify and address any video quality issues swiftly, boosting user satisfaction and retention.
Recombee – AI-powered real-time recommendations and personalised search
DIAGNAL Enlight and Recombee’s video recommendation engine are pre-integrated, offering fully personalised homepages for the CMGO app with Netflix-like rails and personalised content and search suggestions.
Mixpanel – Insights into user behaviour
By providing insights into marketing campaign performance and user behaviour, Mixpanel helps CTE understand and monitor a user’s journey through the acquisition process and make informed content and business decisions.
OneSignal – Improving customer engagement
With OneSignal’s in-app and personalised push notification solution, CTE can reach their subscribers regularly to boost engagement rates and improve conversion.
Zoho Desk – Better customer service and support
The CRM solution from Zoho Desk improves customer service experiences by automating basic support processes and providing multi language responses. CTE can track and monitor support metrics and escalate any potential issues early for resolution.
