Avail-TVN: Promoting a $100M Investment and International Acquisition
In May 2012, Media Strategies had been working with Avail-TVN for more than four years - and had successfully helped to position the company as the market leader in the digital video space, garnering more coverage and a th0ught-leadership position against large players like Comcast Media Center and smaller upstarts trying to stake a claim in the TV Everywhere space.
At the 2012 Cable Show, Avail-TVN was poised to announce a $100M investment from the Carlyle Group’s growth funds in both the US and the UK, and the acquisition of London-based On Demand Group (ODG) , expanding the company’s global footprint. Because ODG was being acquired from a public company (SeaChange International), outreach had to be carefully coordinated with their Investor Relations team to ensure that news did not leak early.
With a constantly-changing announcement date, and most of our key press covering a major trade show, the Media Strategies team was tasked with reaching the right press at the right time, and maximizing the company’s exposure through news-driven outreach, while working through the requirements for a public company’s financial disclosures.
The PR team worked closely with the client to determine when the announcement would go out – after market close – and began tiering press outreach based both on relationship and influence. The goal was to have coverage begin to hit at 4:01 pm ET, after market close and in concert with the press release announcing the deals. Top-tier trades and select business press were briefed shortly before the announcement under embargo – and the remainder of the target press were approached immediately upon the release crossing the wire.
News of the deal helped to reinforce Avail-TVN’s leadership position, with more than 30 substantive articles written about the deal, and countless additional briefs, mentions and references to the news on the day of the announcement and moving forward. Coverage appeared in a range of publications, including: AllThingsD; CNN; Fortune; Forbes; City A.M.; Washington Post; TechCrunch; Venture Beat; Multichannel News; Light Reading Cable; Fierce Cable; Broadcasting & Cable; CED; Cynopsis; The Daily Bridge; CableFAX; and many others.