Ryan O'Brien, Creative Director of CTV Digital Media Group at CTV Inc.

This week’s presentation was by Ryan O'Brien, Creative Director of CTV Digital Media Group at CTV Inc. The presentation was really interesting and taught us more about the world of digital broadcasting. I have always been very interested in CTV and thought their websites were very successful. As well, I have grown up watching CTV so I was so excited when I found out we were going to meet the Creative Director. 

CTV has 50 radio and various television channels, including MTV, Much Music, and Discovery (all channels in image below). Ryan is responsible for brand management, usability, and video platforms. CTV does 200% to 300% more video than their competitors. CTV also works with creative agencies, marketing sales teams, and are running over 110 websites with a staff of 70 people. The staff is very team oriented in order to get things done. There are also several different teams within the staff. Ryan works in the digital branch of CTV. There are three different structures at CTV, which include radio, television and digital.

 

The presentation opened up with an interesting video about CTV. Some of the interesting points include:

1. CTV is the #1 network for digital.
2. Some sites include TSN.com and CTV.ca.
3. CTV had the most online coverage for the 2010 Olympics.
4. Primetime is now online.
5. Much Music signed up with Vevo, which was a big contract.
6. 50 online destinations.

Ryan started within the industry 15 years ago. Ryan grew up in Niagara Falls and attended an art high school where he became interested in audio, video, and setting up stages. Ryan got an internship in a staging complex in high school. He then attended the technical theatrical program from Humber College. He ended up apprenticing at a piercing shop after 6 months into the program. Years later he had the opportunity to shoot Breakfast television. His next big opportunity was when he started a clothing company called FuMan Skeeto, Inc. with a friend where he became the VP of online marketing and development. The company went really well and relocated to Hollywood. His clothing line was sold in big companies, such as Macy’s and Eaton’s. Ryan was responsible for production, design and development of websites, brand development, strategic consultation, and apparel design consultation. When 9/11 happened the clothing company went out of business because of the economy. He relocated to Toronto and became the Senior Web Designer for Much Music. He now works as the Creative Director for CTV Digital Media Group with a very highly skilled staff. 

 

CTV was one of the first companies to have television available on the web. They knew how important it was to have the transition of television on the web because Ryan and the rest of the staff have to “Live in the Future” and be 2 to 4 years ahead of their time. One of Ryan’s jobs is to give the viewer’s content that they want, and in a way that’s legal, easy, and makes money through advertising.

 

The staff has to be aware of advances in technology and has a large research department. For example, they have to be ahead of the times and know how to design for all the different browsers and platforms, such as the Blackberry, Android, and Apple products. Also, they need to be aware of 4G networks, tablets, mobile, Google OS, and other advances that involve the web.  Examples include how Google OS will always have an updated browser, Android is a different experience since you can run multiple programs at once versus the iPhone, video on the web will be better quality, how 3D television plays a effect and incorporating it on the web, and there will be around 105 tablet releases in 2011. As well, accessibility is going to be a big issue in Canada in the future. For example, the use of tabs to fill out forms and other problems since more of the older population is using the web.

CTV has to be aware of the amount of content and what content goes on all their websites. Since there are so many websites, they have to make sure there isn’t much duplication among them. An interesting event the staff got to do was attend the 2010 Olympics in order to photograph and develop stories for their websites. Another neat thing CTV did was that they offered the most online Olympic coverage in real time for the 2010 Winter Games. Also they have to be aware of right management, such as having to license songs and blurring out t-shirts that are not licensed. Since there are so many rules and so much content the team has to always be on the ball or they will miss something important and go sideways. 

One important thing when they hire is that the person looking to work for the team really knows the fundamentals of the web, since the web is always changing and moving so fast. This includes:

1. Having knowledge of how websites work with browsers, what code means, and know the  fundamentals of coding. 
2. Usability core sets.
3. A good portfolio (website and coding). 
4. Organization (you will never be the only one who works on the website, so the site needs to be   organized so your teammates can understand it). For example, always organize your folders, write notes on PDF’s, and make the files easy to understand. 
5. Good communication skills.
6. Passion about the Internet. 
7. Being able to code a site in notepad.

To learn more about Ryan: 
LinkedIn
Twitter

Contact Information:
299 Queen Street West
Toronto, ON Canada M5V 2Z5
Phone: 416.384.2247
Fax: 416.384.3465
Cell: 416.371.4706
Email: ryan.obrien@ctv.ca