Where they were.
Cluch TV launched as an online streaming platform into a market owned by broadcast incumbents — no content infrastructure, no organic presence, and a rugby audience with high expectations for production quality and real-time coverage. The platform needed a full editorial operation built from scratch: a weekly content rhythm capable of covering an entire competition across 12 clubs, communicating with subscribers, engaging club communities, and making Cluch TV feel like essential viewing rather than an afterthought.
What we did.
DCC designed and operated Cluch TV's complete content ecosystem across four seasons. We built a structured weekly framework across three phases — Promote, Gameday, Evaluate — spanning player profiles, team announcements, live stream scheduling, real-time match graphics, halftime and full-time scores, press conference coverage, post-match highlight packages, and Monday morning analysis content. Channels covered editorial articles, eDMs, organic social, YouTube highlights, and always-on digital advertising targeting rugby affinity audiences. We sourced and briefed on-air talent, and developed longform documentary-style content profiling club icons from all 12 Shute Shield clubs — repurposed as both 15-second broadcast inserts and longform social content.
What it delivered.
DCC managed Cluch TV's organic content and communications for four consecutive seasons — building a consistent, professional editorial operation that scaled with the platform's audience. The weekly content system transformed a startup streaming service into a credible sports media destination with its own voice and loyal rugby following. Cluch TV was acquired in 2024, with the platform's content quality and engaged audience forming a core part of its acquisition value.
