Media giant BSkyB is using the latest version of Vignette's content management platform to develop websites more quickly, and exploit the commercial potential of online micro-subscriptions.
With some 60 BSkyB sites requiring the dynamic distribution of news and other content, plans are in the pipeline to run on V7, the latest version of Vignette's application.
The media giant is currently using V6 of the content management platform, chosen for its robustness and stability.
Managing BSkyB's narrowband, broadband and mobile services before the initial Vignette deployment four years ago involved a lot of time-intensive, bespoke HTML flat-screen rendering work.
Mark Skilton, lead analyst for new media development at BskyB, explained that this had a knock-on effect on development cycles for refreshing the design and content of each site.
"We needed to get more control over the templates and maintain consistent branding across each site," he said.
"We also needed to have high caching capabilities, as 98 per cent of each site's content is cached because of the potential for very high page impressions [up to 15 million hits a day].
"Whatever solution we chose had to be good at scaling up to high contents and volumes, while also being capable of handling industrial strength page-impression loads."
BSkyB can now develop new websites and micro-sites linked to marketing campaigns faster and more cheaply. It also plans to exploit V7's new features.
"We are now looking at ways to exploit and consolidate content across multiple sites," explained Skilton.
"We are moving into the next generation of personalisation, including single sign-on and personalised content."
The application portal features of V7 will add another layer to BSkyB's technology stack, allowing the producers of each site to develop their own content.
Skilton indicated that some lessons learned will be carried over from the first Vignette deployment.
"It is important to set up configurations to be reusable, flexible and agile to save any recoding," he said.
When Sky Sports.com was recently redesigned, the Vignette platform allowed for content to be linked dynamically from the Sky Sports television channel with consistent branding.
BSkyB's commitment to content management and portal technology will let BSkyB offer more interactive, e-commerce led BSkyB subscription services in the future.
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