Oregan Networks - new from old

 

The task

The television sector is experiencing a period of rapid change. As such it is a complex and noisy environment that can make it tough for companies to get their voice heard, regardless of the strength of their particular solution. Oregan Networks, a developer of Internet TV technologies faced exactly this challenge as it struggled to demonstrate its expertise to the market as well as having a voice in articles on connected TV in the mainstream media.

 

The solution

Oregan NetworksOregan's media browser software has the potential to revolutionise the broadcast TV industry. It allows any connected device manufacturer or service provider to create a single hardware solution and combine the best of broadcast television with Internet delivered content (i.e. Web TV, Websites & applications and local digital libraries of pictures, audio and video). The company had some high profile customers and our challenge was to make the way they appear reflect the internal expertise.

By regularly making news announcements the company had achieved some exposure with the trade press but its core expertise was getting lost in the communication. Babel revised the messaging and used the opportunity presented by a new hybrid offering to reiterate and reposition the company in the market. In addition, Babel used industry news to attach Oregan's opinion to hot topics and created a position of thought leadership and knowledge of the sector.

Key media and analysts were carefully targeted and made aware of Oregan's activity and views on the wider industry.

 

The result

Babel's existing relationships with trade media helped the team establish Oregan as a go-to authority for comment on relevant features. The result was that much more opinion-led coverage began to appear giving Oregan more influence in the sector. Furthermore, Babel was able to offer Oregan opinion to a wider pool of media which included byline articles and quotes, but the proof of Oregan's position as an expert in connected TV came when a reporter from the Wall Street Journal requested an interview to inform his CES-related articles.