Case Study
Kickstart Media (MXTV Series 6, 2006)
Kickstart Media Pty Ltd is a television production company that produces 'MXTV' - Australia's most popular dirt bike television program. The program has an enormous following amongst dirt bike enthusiasts around the country and currently averages around 100,000 viewers nationally. The 2006 series of the show was the 6th produced in as many years and ran on Foxtel Digital, and on free-to-air television on NBN 9 across the east coast of Australia.
Requirements
Kickstart Media used Hyperchromatics to deliver a wide-ranging and complex suite of services in order to satisfy the high expectations of both the shows sponsors and the many thousands of viewers watching the program. Although already engaged in 2005 to design and administer the shows website, provide design for the show's studio set, print advertising and merchandise and even PowerPoint and email templates for sponsor presentation - the 2006 series presented a number of new challenges.
With the show debuting on network television, the producers needed to lift the standard of all facets of the show. First came a complete redesign and change to the composition of the website to accommodate a huge amount of new video content. Kickstart Media had major plans for the MXTV website, and to restructure content to enable the site to be not only a secondary outlet for video clips for the show, but also to become a portal for news and video content for all dirtbike fans; was a major part of the strategic plan for the program in 2006. Additionally, the website required a database management system to facilitate the on-line competition that was to be run on the show, and a new electronic newsletter needed to be designed, and technology organized to manage the weekly distribution of the newsletter to over 7000 recipients.
Additionally, the design changes necessary were rolled out to ensure the studio set, all press advertisements, merchandise (DVD's covers etc.) and all presentation materials were consistent and congruent with the shows new branding and high professional standards. All this with a very tight deadline of the show's first episode in less than a month!
Results
All deadlines were met (in fact delivered before schedule) and the 2006 series of MXTV has been a resounding success. The program averaged over 100,000 viewers nationally, and the website's popularity grew exponentially, with a massive jump from around 300,000 hits a month to over one million. Additionally, around 11,000 people per week entered the online competition providing a huge database of loyal fans for the show's producers and the new video content became hugely popular. The new newsletter also was a hit, with a dropout rate of only 0.3% and database growth of over 45%. The programs major sponsors: Honda, Ford and Fox Racing were also thrilled with the shows new look and were unanimous in their praise for the new website's design and functionality.
Testimonial
“Matt and his team at Hyperchromatics are as close to a one-stop-shop for all your design, and website needs as you can get. No matter the request or deadline (and believe me - we've had some tight ones!) they always manage to deliver the impossible. It's not often you can say that a supplier delivers what you need, when you need it, and with your expectations exceeded every single time - no matter the circumstances - but that's exactly what Hyperchromatics has done for us without fail. I'm yet to be disappointed by them and could not recommend them highly enough. They really are an integral part of our business.
Keith Pereira (Kickstart Media)
Executive Producer – MXTV