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Thought leadership articles by IABM and our members
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Covid success story: latakoo

By Jade Kurian, President, latakoo

Thu 24, 09 2020

From our office in downtown Austin, Texas, there is a clear and often meditative view of the popular Lady Bird Lake and Trail, where on most days, you find hundreds of people enjoying the water or the trail. As Covid-19 began to permeate into Texas, it was like a valve suddenly shut off — the people disappeared. State and local governments issued lockdown orders. We sent our employees home. Our clients cleared out their newsrooms, production facilities and studios. Journalists began reporting from their living rooms instead of broadcast centers. Todd Bynum, KXAN-TV’s Chief Photographer told me, “We made sure laptops had the latakoo app installed, then handed them out to our crews and said, ‘you’re not coming back here for a few months, use latakoo to send us your stories, latakoo will be your friend.”

latakoo is a native cloud company celebrating our 10th anniversary this month. Our clients are some of the world’s largest broadcasters. Their staffers were already comfortable using latakoo to transfer files quickly and securely from around the world. As the pandemic set in, they began to count on us more than ever.

What we saw in the wake of the shutdowns was unprecedented usage by current clients – with uploads from users growing 172% year-over-year in just one month. In the case of one major broadcast client, users from one of its divisions, uploaded an explosive 1800% more minutes of video than in May 2019. latakoo’s cloud offers a platform for collaboration, downloading and viewing. One client streamed nearly 150,000 minutes of video in a single month, up an incredible 8,000% over the same month last year.

“We had been using latakoo as a one-way street prior to the coronavirus pandemic, taking files from the field, to the cloud, to the asset manager,” said Rick Erbach, News Director of WGNO, in New Orleans, Louisiana during a webinar in April. “Now we’ve turned it into a two-way street. MMJs will say, ‘I need this video or that video.’ And so what we are doing now is putting that video up to the latakoo cloud so they can bring it down to their desktop at their home.” Erbach says latakoo has been a “newscast saver” during the pandemic.

KXAN-TV correspondents Wes Rapaport and Maggie Glynn use the latakoo mobile app to send and track stories daily.

As we were scaling our service and adapting to the demands of increased traffic, clients started asking to use latakoo to enable novel remote workflows. We have always nurtured a very collaborative relationship with our clients. I was not surprised when they called us with questions like, “What if we used latakoo to record live feeds coming in from press conferences?”

We responded with rapid innovation. We set up workflows to create files from live streams, enabled cloud editing in beta and launched a unique disaster recovery workflow. And, our team pushed out a new service called Manifest to help teams discover, follow and request stories – ensuring delivery to multiple locations. Manifest integrates with AP’s ENPS and literally helps news teams manage stories from birth to broadcast.

The question always comes up – “did you already have a plan in place?” We did have an emergency response plan, but if we’re all being honest, we have to admit that we had never faced a pandemic. It’s like a breaking news story where the facts as you know it will change in an hour, in a day, in a month. You are forced to operate with only the here and now. Our marketing efforts, which included two major conferences, had to be shuffled as NAB and IBC cancelled shows. We’re sponsoring and producing more webinars and using public relations teams in Europe and the U.S. to supplement marketing.

My heart sinks and I feel pangs of guilt when I hear about companies that have shuttered. We are growing and adding staff. I remember the days when buyers were skeptical about “cloud” solutions. Now people are pandemic-proofing by using cloud companies. We don’t know for sure how it will all shake out, but we believe the way to continued growth is to listen carefully to our clients, intelligently and efficiently build what they will use, pivot as needed and continuously be ready for change.

Our view is back, hundreds of people once again in the lake and trail here, but as the pandemic rages on, it’s clear that nothing will ever be the same.

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