Case Study: The Technological Bridge
How Tivio Studio Unlocked the Market-First Bundle Between Prima+ and Vodafone
Executive Summary
For major broadcasters, the transition from traditional linear TV to digital dominance is often stalled by a "distribution gap." While broadcasters have premium apps, mass audiences remain locked within Operator environments (Set-Top Boxes) where integration is notoriously difficult.
Prima Group utilized Tivio Studio to bridge this gap. By using Tivio’s architecture to execute a flawless, high-complexity interactive pilot, Prima successfully validated the technical feasibility of deep integration. This proof-of-concept provided the essential technical trust required to secure a groundbreaking, nationwide distribution deal with Vodafone.
The Challenge: The "Operator Wall"
Prima+ aimed to migrate its business model from pure advertising to a hybrid subscription model. However, they faced a structural deadlock common in the industry:
The Reach vs. Revenue Conflict: To achieve mass scale, Prima needed access to Vodafone’s massive subscriber base. However, moving users from a set-top box to an external OTT app creates friction and churn.
Technical Incompatibility: Integrating dynamic, app-like functionality directly into an Operator’s rigid legacy ecosystem usually requires years of development and prohibitive costs.
Lack of Commercial Validation: Before committing to a full-scale bundling deal, the Operator (Vodafone) needed proof that a third-party tech stack could handle high-traffic, interactive integration without destabilizing their service.
The Solution: A Two-Phased "Proof to Partnership" Strategy
Tivio Studio did not just provide a player; we provided the strategic architecture that allowed Prima to prove the model to Vodafone.
Phase 1: The Technical Proof (The "StarHouse" Pilot)
To unlock the larger partnership, Prima first needed to demonstrate capability. They utilized Tivio Studio to launch "StarHouse"—not just as a show, but as a technical Trojan Horse.
Deep Integration: Tivio enabled a dedicated, interactive channel placed at EPG Position 0-the most valuable real estate on the Vodafone box.
Flawless Execution: The platform handled complex functionalities (multi-camera switching, voting, micro-transactions) within the operator's environment.
The Pivot Point: The stability and high engagement metrics of this pilot were the deciding factor. It proved to the Operator that deep integration was safe, viable, and profitable.
Phase 2: The Commercial Breakthrough (The Prima+ Bundle)
Leveraging the trust established by the Tivio-powered pilot, Prima secured the main objective: a market-first distribution agreement.
Seamless Entitlement: Tivio’s backend facilitated the complex entitlement logic, allowing the entire prima+ Premium SVOD library to be bundled directly into Vodafone’s basic TV tariff.
Zero-Friction Access: Because the technical "pipes" were already proven by Tivio, the service launched natively. Viewers gained instant access to premium content without needing to register separately or leave the Vodafone interface.
The Results: A New Distribution Paradigm
The partnership demonstrated that when the technical barrier is removed, commercial innovation follows. By relying on Tivio Studio as the integration layer, Prima Group achieved:
De-Risked Negotiation: The successful Phase 1 pilot effectively removed the technical risk from the negotiation table, accelerating the timeline for the wider deal.
Instant Mass Scale: Prima+ bypassed the "subscriber acquisition curve" by instantly activating within hundred of thousand of existing Vodafone households.
A First-in-Market Model: The deal established a new precedent in the CEE region-combining Pay TV and SVOD services in a single basic package-a model previously thought too technically complex to execute at scale.
The Bottom Line: Tivio Studio transformed a standard vendor relationship into a strategic leverage point. By solving the technical fragmentation between Broadcaster and Operator, Tivio turned a content strategy into a mass-market reality.
Adrian Janon
