Crossmedia strengthens its position as a leading provider of advanced personalization solutions for OTT platforms

Crossmedia and 24i leverage data-driven, intelligent recommendation technology to enhance RTVE Play’s personalization

A tailored solution for RTVE Play

Crossmedia, a leading OTT platform integration company, has been awarded Lot 2: Recommendations and Personalization in a recent RTVE tender, reinforcing its position as a benchmark for advanced personalization solutions in OTT platforms. In collaboration with its technology partner 24i and deploying infrastructure on AWS, the solution will enable RTVE to optimize the user experience on RTVE Play, improving the relevance and personalization of offered content. This is a major milestone in the evolution of the RTVE Play platform, which has been covered by various industry media outlets such as Panorama Audiovisual and TVBEurope.

RTVE’s evaluation: Crossmedia and 24i as a winning partnership

Crossmedia and 24i worked together to implement a personalized recommendation system capable of integrating with multiple RTVE data sources, ensuring an optimized experience for RTVE Play users. The solution presented by Crossmedia and 24i fully met all RTVE requirements, standing out for its adaptability, innovative approach, and AWS-based scalable architecture.

Among the top-rated aspects of the selected proposal was seamless integration with the RTVE Play ecosystem, flexibility and scalability, and a clear structure of development, pre-production, and production environments—ensuring stability and quality in deployments. RTVE also noted the high level of security and redundancy in the AWS-hosted infrastructure, including a redundant point-to-point connection with RTVE’s DMZ, as well as the technical expertise of the team, composed of specialists in OTT platforms and content personalization.

RTVE’s evaluation emphasizes that the solution from Crossmedia and 24i stands out for its detailed approach, its ability to integrate with RTVE’s data sources, including SAP CDC for user management and Conviva’s powerful sensor. Leveraging Conviva’s ECO (Experience Centric Operations) technology, the sensor captures real‑time user activity across all RTVE Play environments and platforms. The report also highlights the solution’s modular design, which ensures a highly personalized and optimized user experience.

The capabilities of 24i AI-powered personalization

At the heart of the system is 24i’s data-driven, intelligent personalization engine, delivering advanced features that will set the RTVE Play platform apart. By implementing an advanced personalization solution, 24i provides RTVE with a variety of algorithms to improve user experiences and highlight the most relevant content.To further refine recommendations, 24i has developed popularity-based models enhanced by sophisticated filtering options. These allow RTVE to create specific genre- or content-type recommendations to meet editorial needs, affording complete flexibility for curating content in a semi-structured manner—complemented by fully algorithmic, dynamic content discovery.

Looking ahead, 24i is building the ability to construct bespoke user pages, ensuring each user can enjoy a fully personalized landing that aligns with complex viewing behavior—whether for TV series, movies, radio, podcasts, or articles. This approach gives RTVE a personalization solution truly designed for a broadcaster with diverse content types and a broad range of household viewing preferences.RTVE benefits from a centralized management dashboard that simplifies oversight, tuning, and performance analysis of recommendations.

A future of truly personalized content

Combining Crossmedia’s OTT integration expertise, 24i’s innovative personalization, and AWS’s robust infrastructure, RTVE Play will benefit from a cutting-edge recommendation system aligned with both market trends and the evolving expectations of its audience.

“We are very proud to be part of this innovative project with RTVE. Our partnership with 24i and the AWS implementation allows us to offer a highly flexible and powerful recommendation solution, which will undoubtedly enhance how viewers interact with RTVE Play”, comenta Jorge Frías, Head of Digital Media de Crossmedia.

On the other hand, Sebastian Braun, CEO of 24i, states:

“We are excited to empower RTVE with our advanced personalisation capabilities. By welcoming RTVE and Crossmedia to our platform, we further validate our strategy to modularise 24i’s capabilities and offer our modules standalone or end-to-end to the market”.

With this project, RTVE reaffirms its commitment to digital transformation, offering users a more personalized, intuitive, and engaging viewing experience.

For more information about Crossmedia’s OTT solutions portfolio and integration services, visit www.cross-media.es.