Cricket Australia uses Azure-based Dalet Flex to increase fan engagement

Cricket Australia uses Azure-based Dalet Flex to increase fan engagement


Media workflow solution will also improve access to historical archives and boost efficiency for the national cricket centre

Alice Chambers |

Cricket Australia has implemented media workflow platform Dalet Flex to increase fan engagement, deliver more content for its member clubs and use artificial intelligence to monetise its historical archive.

Deployed on Microsoft Azure, Dalet Flex has replaced the organisation’s previous media asset management toolset. The platform enables Cricket Australia to optimise its distribution workflows all in one place and incorporates AI analysis from Dalet Media Cortex, which will index both live and archived content for speech-to-text transcription, close caption generation, player face cataloguing and brand recognition for content monetisation. 

“A key element of Cricket Australia’s 2022-2027 strategic plan is to deliver brilliant experiences to our member clubs and their participants, with data and analytics as key enablers – something that can only be achieved by working with the right technology partners,” said Dan Allan, senior content manager for broadcast at Cricket Australia. “The Dalet solution has enabled us to further upgrade our operations and reduce on-premises infrastructure. We have eliminated significant content duplication, which saves unnecessary storage and regained control of our historical content. This is allowing our creative teams to focus on what they do best – deliver engaging content that unites and inspires everyone to love and play cricket.”

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