Interactive OTT solution for increasing subscription, revenue, and engagement for USA’s media & entertainment company

Project Summary

Client recognizes the value of its Healthy Living Entertainment linear business to Consumers and the potential opportunities that a Marketplace can provide as an over-the-top (OTT) platform. Goal is to build the best Healthy Living Entertainment platform that has brand recognition with a strong position within this category.

Executive Summary

One significant reason need a new platform is that current site does not compete among competitors like,, Food Network and others. In order to take market share away from, need an OTT platform that delivers a consistent and unique user experience to serve content that is informative and enjoyable to assimilate.

Goals & Challenges

The goal of the Marketplace initiative is to deliver informative and entertaining content that consumers need and want, whenever and wherever. Deliver timely content that connects to the Consumers at an emotional level. Invoke a strong emotional connection that compels the Consumer to return to Marketplace as the primary destination for Healthy Living Entertainment. Serve content that Consumers did not realize they need or seek.

The major intent objectives are below:
  • Increasing linear subscription
  • Increase traffic
  • Increasing time spent
  • Generate ad revenue
  • Retaining and attracting new Viewers (Linear) and Users (Web & Social)
In a discernment state, wanted to update the look and feel of their website. Their previous site was outdated in appearance and usability and it was also extremely difficult for the content managers to keep updated and current. One element of the content which they needed to be able to manage was the old content. Client needed to import their vast content into theirsite and also be able to edit the content to keep it up to date.


Chooses Ray Business Technologies (RBT) to address their specific needs to achieve their goals and complete among competitors. RBT created a fully modernized, responsive and editable new website. The user experience is now excellent across all sections of the website. RBT brought the site back in line with Zee branding and ensured that it had a contemporary look and feel that is a significant improvement from previous site.

The home page is designed and engineered so that all elements can be seen as User scrolls with lazy loading. This significantly improves the user experience as navigation is simple and all elements are easily accessible. This encourages users to visit all sections of the site which then leads to an increase in page views.

content team is now able to edit any of the website’s content to keep it up to date.Being able to manage all of the content on their site has given the power and confidence to keep their site current, and it is also much more cost effective for them as they do not need technical support to make updates.

Team requires no development resource for Publishing and expiring of content. Implemented “Age-down” - degrade older content based on date and time of original post to the bottom of the page. RBT scaled up the performance using Redis Cache implementation.

Another element that was important to client for their data capture was the newsletter sign-up form. RBT integrated the newsletter sign up form on the website with email marketing software. This form allowed for seamless capture and transfer of data, giving the tools to segment, and make the most of their leads

Benefits / Business Case

They has been benefitted by deploying RBT as below:
  • Faster development: We could build the site faster with fewer resources
  • Contentstaging option while working with different versions of the hosted site
  • Easily maintainable document managementsystem with workflows
  • Actively supported by Kentico CMS 9.0 and strong developer community
  • Ease of management

About Ray Business Technologies

Ray Business Technologies is a Global Information Technology (IT) Services and Solutions company. We are a CMMI Level 3 company, providing cutting-edge IT Solutions to Enterprises worldwide, enabling them to utilize available resources effectively and manage the operations. Our excellent team of Technology Professionals work with enterprise clients in North America, Latin America, Australia, Europe, Middle East and Asia.
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