Transforming How Stories Reach the Screen

Empowering Swisscom TV with a real-time CMS integration that delivers films, series, and editorial content instantly across TV, mobile, and web.

tv.blue.ch

Transforming How Stories Reach the Screen

Overview

Swisscom TV sits at the core of Swisscom’s entertainment universe powering the TV box, Swisscom TV mobile apps, and web player at tv.blue.ch. It’s where viewers discover the latest films, follow their favorite series, and explore on-demand television, all brought together in one intuitive platform. While blue+ serves as the marketing website that showcases Swisscom’s full entertainment offering, Swisscom TV is the product itself the destination where people watch, browse, and engage with content daily. Centralsoft partnered with Swisscom and Livingdocs to build the CMS foundation that drives this experience. Through our integration, editors can now manage and publish all cinematic and promotional content from genre-based collections like “Halloween Films” to in-app articles, live show sections, and featured campaigns directly through Livingdocs. Every change made in the CMS is instantly deployed across all Swisscom TV surfaces, the TV box, mobile apps, and web player. Updates appear live within seconds, ensuring that the platform remains fresh, dynamic, and visually consistent at all times. This collaboration turned Swisscom TV into a real-time, multimedia-rich entertainment environment, where editors can curate experiences that reach millions of viewers across TV, mobile, and web.

Problems

Fragmented publishing: Different tools were used to manage content for TV, web, and mobile, causing delays and inconsistencies.
Limited flexibility: Static layouts and manual updates made it difficult to refresh film and series sections quickly.
Scattered assets: Visuals, trailers, and metadata were spread across systems, slowing production and reuse.
Performance under load: Traffic spikes during premieres or new-season launches occasionally affected speed and stability.

Solutions

Unified CMS for Swisscom TV: Centralsoft integrated Livingdocs as the single editorial hub, connecting directly to Swisscom TV’s TV box, mobile, and web interfaces.
Cinematic, TV-ready modules: Custom components built for the 10-foot experience allow editors to showcase movies, series, articles, and promotional campaigns through dynamic carousels, rails, and banners.
Genre-based curation: Editors can now easily create and manage themed or seasonal collections like Halloween, Top Drama Series, or New from the Cinema, all through reusable, CMS-driven groups.
Centralized media library: A unified repository consolidates visuals, trailers, and metadata for easy search, tagging, and reuse across all Swisscom entertainment channels.
High-performance delivery layer: A CDN- and caching-based infrastructure ensures fast, reliable content delivery even during heavy streaming or major release periods.

Outcome & Impact

With Centralsoft’s CMS integration, Swisscom TV transformed from a static broadcast interface into a real-time, on-demand entertainment platform. Editors can now publish, group, and update entire sections from new film releases to curated genre collections or editorial articles directly from the CMS. A new movie, seasonal campaign, or in-app article can go live within seconds, instantly reflected across the TV interface, mobile apps, and web player. This workflow gives Swisscom’s editorial team full creative control without relying on developers, allowing them to respond quickly to premieres, campaigns, and audience trends. Behind the interface, Swisscom TV’s architecture delivers exceptional performance. Even during high-traffic moments, load times remain near-instant thanks to distributed caching and edge delivery. The modular setup also makes the system future-proof. It supports new streaming partners, layout updates, and continuous expansion of content categories ensuring Swisscom TV evolves effortlessly with viewer expectations. In short, Swisscom TV has become a CMS-powered entertainment engine, blending editorial creativity, visual storytelling, and technical precision to deliver cinematic experiences across every screen. Editors can create and manage both entertainment and promotional content from VOD collections and live show lineups to articles, campaigns, and curated themes, all within the CMS.

Real-time CMS integration powering all Swisscom TV apps Instant publishing of films, series, and curated collections 100% editorial autonomy, no developer bottlenecks Consistent performance during high-traffic release periods Scalable architecture supporting new content partners

Real-Time Editorial Workflow

This includes both entertainment and informational modules — film rails, genre hubs, live events, or articles all fully controlled through Livingdocs. Centralsoft developed a Livingdocs-powered workflow that lets editors publish cinematic content instantly across all Swisscom TV interfaces. From adding a new premiere or article to updating a TV-show banner, every change made in the CMS appears on users’ screens within seconds, creating a continuous sense of freshness and engagement

Cinematic Experience Components

Custom Livingdocs modules showcase films, series, and featured categories in immersive layouts. Hero carousels, recommendation rails, and promotional sections adapt seamlessly across devices, maintaining visual consistency on TV, web, and mobile. Editors can create and update these experiences without writing a single line of code.

Scalable Performance Architecture

Swisscom TV runs on a performance-optimized backend designed for speed and resilience. Static generation, CDN caching, and API optimization guarantee smooth playback and instant content updates, even during major releases or prime-time traffic. This ensures that the platform remains stable while continuing to evolve.