Saxobank: Exposure in the media means
Until recently it was only big TV broadcasting companies
that had the knowledge and technical means to produce quality video
content. Today, those days are definitely over. One of the world's
leading online investment banks - Saxobank of Denmark - has
invested in a professional TV studio and a super fast networking
solution from GigaContent. The result is an effective global
communications centre, which has been instrumental in securing
Saxobank's exposure in Danish and international media.
Saxobank on CNN
The scene is set: Saxobank's chief economist David Karsbøl
stands in front of the cameras ready to comment on the latest
developments in the financial markets. From CNN's studios in London
we now switch over to Saxobank's own studio in Tuborg Harbour north
of Copenhagen. Saxobank's premier financial expert is on air on the
world's biggest news channel.
CNN's charismatic anchor Richard Quest poses the sharp
questions. In a few seconds David Karlsbøl's expert knowledge and
not least the company Saxobank is exposed to more than 200 million
viewers across the globe via CNN's popular business program
Quest Means Business.
Technology opens up for new opportunities
This scene is not a PR managers pipe dream but reality, and it
took place just a few months ago. Exposure in the big national and
international media is invaluable PR and branding, and such
exposure is of enormous importance for the successful Danish
But the management of Saxobank has also been visionary it its
approach: Saxobank has made itself noticed on the international
business scene by selecting a technology, which is able to make
experts available for the biggest global TV media on short
And the bank has already benefited from the new opportunities
that the GigaContent solution has given them. The result is a broad
exposure of the SaxoBank brand in both national and international
- We are a bank that has invested in technology. It gives us
access to virtually every local and global medium of importance.
Our global communications center including GigaContents solution
today has inestimable value for our business communications, both
internallu and externally, says Jesper Petersen, who is the founder
of Saxo Bank's own studio, and is in charge of the studio's daily
- Our collaboration with the big TV channels is a classic
win-win situation. They get quality content, and we get the
exposure that is so incredibly important for a company like ours,
says Jesper Petersen.
Live and post-produced content
At the studio Jesper Petersen produces content in two main
formats: Firstly, Saxo Bank delivers live footage in the form of
expert opinion and interviews to domestic TV channels, including
TV2 and DR, as well as the major international business and
financial channels, such as CNBC, Bloomberg, Reuters, and CNN.
Secondly, he produces video content for the Internet, and here the
bulk of the material is for internal use.
The live broadcasts would not have been possible without
GigaContent's solution: A super-fast network connection with a 1G
bit per second bandwidth to and from SaxoBank's studio in Tuborg
Havn. The solution connects SaxoBank to GigaContent's nationwide
network, including direct, high quality connections to for example
TV2 and Danmarks Radio (DR).
Content in HD or SD quality from SaxoBank's studio uses TV2 or
DR as service providers to transmit signals to the foreign media,
such as for example CNN in London or Bloomberg in New
Service and support is important
Jesper Petersen is very satisfied with GigaContent's services
and their support.
- GigaContent has delivered good services and support. In this
industry the support is particularly important because there is no
time to spare when you are producing live TV. And GigaContent
understands this very well, says Jesper Petersen.
Also Saxo Bank's future cooperation with the media looks bright
with GigaContent as a partner, says Jesper Petersen. He is hopeful
that GigaContent will expand its presence and network to include
direct feeds to foreign content networks, for example within
- An own SaxoBank public TV channel could in the cards for some
time in the future, now that the new technology does a lot of the
work for us, says Jesper Petersen.