Quick Facts about Dressage Today Online
- Memberships: $36/monthly or $345.60/yearly
- Initially launched as Dressage Training Online in 2006
- Re-launched with Intelivideo in the beginning of 2018
- Captured 100% of subscribers
- Needed easy implementation of apps, improved search & navigation, and optimized backlot.
The Beginnings of Dressage Today Online
Dressage Training Online was the original brand name of this premier online training VOD service. This streaming service was acquired by an iconic dressage magazine, called Dressage Today. Both the streaming service and the magazine are part of Active Interest Media (AIM).
AIM is home to leading consumer and trade events, websites, magazines, films and TV shows that reach 40 million readers, fans and attendees in 85 countries. Dressage Training Online was born when the unique opportunity came to marry AIM’s print media of Dressage Today with relevant branded video content from dressage trainers and judges.
Dressage Training Online ran as the original VOD service for about 11 years. Over time, it became more apparent that there were desired elements missing from this channel. That’s when Angelea Kelly, consultant and dressage enthusiast, was brought on the team to rebrand Dressage Training Online to Dressage Today Online. Ultimately Dressage Today Online wanted to re-create a platform that is simple to use for their subscribers, has optimized search and navigation, and back-end freedom to craft their desired display.
Evolving Business to Video On Demand
The relationship between Dressage Today and Dressage Today Online is a prime example of how print media is taking action to move towards a digital era. As sister-brands, they have the power to work together and create valuable content for both their readers and viewers.
Dressage Today and Dressage Today Online co-host symposiums to gather trainers and writers to craft effective content ideas for both brands. In turn, these sister-brands are becoming the one-stop-shop for the best dressage content available in world.
Users requested components that their previous service couldn’t offer. That’s when Kelly began looking for a partner who could create a customized solution for a rebranded SVOD channel.
Kelly explained, we were looking for a partner who could create a platform that was easy to use, offers search and navigation on an advanced level, can achieve app implementation, and simple back-end features for us to upload fresh content.
Dressage Training Online was on a completely different payment processor and owned the largest video library for dressage with over 1,700 videos. There was a great amount of content to migrate to the new platform, but when Kelly discovered Intelivideo it seemed like the plug & play, easy way to go for the much needed rebrand.
Within the early stages of switching platforms, the Intelivideo and DTO partnership started off with constant back and forth communication. Kelly said, “Intelivideo and I emailed and talked a lot, and I felt like we were working in the same office. We communicated so much for a while and they were awesome on ramping it up.”
Once the migration was complete, Kelly worked closely with Intelivideo’s Marketing and Technical Support teams to ensure all communication and platform efforts ran smoothly.
“Getting to work with Intelivideo’s Marketing and Technical Support has always been with timely responses, professional, but also casual in a comfortable way”, Kelly explained.
Kelly followed up emphasizing that Dressage Today Online and Intelivideo have the same goal and that’s for DTO to be a success. Each individual on this project brought something different and valuable to the table. And conclusively contributed to the overall success of the rebranded SVOD service, Dressage Today Online.
DTO Now and Looking Ahead
Dressage Today Online has come a long way since the migration from Dressage Training Online. Users have shown favorable results with the rebranded channel, with increased viewership and subscribers.
“Some of our members actually watch it like Netflix. They’ll start dinner, turn it on and watch video after video while they’re making dinner. We have a lot of content all over the board and with these beautiful riders on these magnificent horses, so for a dressage writer it’s like going to an international competition in their living room, on their tablet or on their phone.”
DTO has proven to be a leading destination for all things dressage. They routinely release fresh video content each week and are working on ramping that up even more! Intelivideo is helping Dressage Today Online expand their reach and overall demographic use from that little girl who dreams of a horse from Santa to athletes who aspire to be an Olympic champion.
Kelly said, “With over 1,700 videos across 70 international world-class trainers and judges. It’s available for anyone, anywhere in the world, whether they’re limited by time, distance or money, can train with these top trainers with DTO.”
DTO provides access for dressage enthusiasts to study with the world’s most respected authorities in dressage. Whether you’re wanting to better your basics or striving for Olympic gold, Dressage Today training videos will help you reach those goals.
Visit Dressage Today Online here and subscribe for a Free 10-Day Trial!
SCHEDULE A DEMO
Give us 20 minutes and we’ll take you on an unforgettable joy ride through all the ins and outs of our amazing video platform.