XV International Tchaikovsky Competition Breaks Records with Its medici.tv Webcast: 9 Million-Plus Worldwide Views Since June 15 Free replay of the complete XV International Tchaikovsky Competition
The winners of the XV International Tchaikovsky Competition were revealed to the world during the Award Ceremony in Moscow on July 1, 2015, and then celebrated during two grand Winners Galas conducted by Maestro Valery Gergiev on July 2 in Moscow and July 3 in Saint Petersburg, where the Grand Prix was awarded to Mongolian baritone Ariunbaatar Ganbaatar.
For those who missed any of the exciting, historic events – or those who want to experience them all over again – the entire XV International Tchaikovsky Competition is available for free replay, from the first rounds to the finals.
Music lovers across the globe can enjoy performances by some of the world’s most extraordinary young classical musicians via these free webcasts, which will remain available on tch15.medici.tv until the next competition in June 2019.
Huge viewership numbers…
The medici.tv webcast of the XV Tchaikovsky Competition presented under the dedicated #TCH15 brand has been hugely successful, with the cumulative viewership figures establishing new records for the classical music industry:
Video views: 9,071,279
Unique visitors: 1,893,579
Average time per visit (PC only): 1 hour, 28 minutes
Percentage of mobile devices: 39%
Live versus replay: 43% live, 57% on-demand
A devoted worldwide community…
Nearly 2 million unique visitors have already enjoyed the #TCH15 broadcast. With remaining exposure and a new editorial playlist developed in the coming weeks, the goal is to increase dramatically the number of people and video views by the end of the project.
As of now, the audience for the medici.tv streaming of the XV Tchaikovsky Competition comes from 186 countries, bringing together an international community of music lovers from 12,159 cities, balanced on all continents. Russia represents 29% of the total audience, the Americas 27%, Asia 23% and Europe 21%.
The Top 10 viewership territories are:
Russia: 29%
China & Taiwan: 14%
USA: 13%
Germany: 5%
France: 4%
Ukraine: 3%
Japan: 3%
South Korea: 3%
Canada: 3%
Spain: 2%
Rest of the world: 21%
A massive social-media impact…
In addition to these official figures, the XV Tchaikovsky Competition has generated unprecedented success on social networks, with amazing results over the past three weeks via Facebook, Twitter, YouTube, Instagram and VK.
These official TCH15.medici.tv social media channels have an accumulated reach so far of 10,389,902, with an engagement of 1,663,435 interactions. The number of additional video views only on the medici.tv official YouTube channel is already 556,880.
A special focus has been placed on China in order to optimize access to the webcast via the official Chinese version of the TCH15 platform, but also via partnerships with Youku, Weibo and WeChat. This combined effort has enabled a reach so far of almost 850,000.
An enriched content experience…
In addition to the webcast of all rounds since the beginning – over 200 hours of live streaming – TCH15 presented a daily diet of richly illustrative editorial content, creating various avenues for music lovers to discover the Competition in an alternative, in-depth way:
– the Gazette, a daily live webcast magazine featuring bilingual hosts in the slots before, during and after each webcast;
– Extended Interviews (40 available on replay), with each evening offering insights from the key people of the TCH15 project;
– Daily Journal (50 available on replay), a series of on-location mini-documentary films that feature interviews with jurors, competitors and other TCH15 personalities, as well as behind-the-scenes footage, exclusive backstage views, fascinating Russian locations and more;
– the Tchaikovsky Festival, 120 highlights from the medici.tv catalog, featuring previous winners, jurors and more great musicians connected to the unique history of the Tchaikovsky Competition.
Altogether, this enriched content has been watched again on replay some 463,088 times on the TCH15 platform. Many of these programs are also exposed via social networks, generating a universe of additional visibility for the XV Tchaikovsky Competition.
A word from medici.tv…
Hervé Boissière, Founder and Managing Director of medici.tv, comments:
“We are thrilled by these phenomenal viewership results for the XV International Tchaikovsky Competition. The numbers are a record for medici.tv – but also for the entire classical music industry online. The worldwide success of this webcasting project underscores, once again, that when classical-music programming is conceived, presented and promoted in a forward-minded way, it can intrigue and excite a devoted global audience. We can use webcasting to tell a compelling story about this great music that reverberates among millions of people.
“It has been a huge technological challenge with hundreds of people on board, often working 24/7, but the response of the public has been so positive and generous that it justifies all our efforts, encouraging us further. What has excited this audience has been the rare combination of elements that the Tchaikovsky Competition offers: compelling, charismatic contestants with a fantastic level of performance quality; the array of prestigious jurors (often former Tchaikovsky Competition winners themselves); the Competition’s fascinating history since 1958 with Van Cliburn’s win; and a vast time frame for viewing, with more than 200 hours of live streaming in less than three weeks.
“We at medici.tv – with our mission of passion for music – are so proud to do our part in giving the amazing young talents of the XV International Tchaikovsky Competition unprecedented long-term visibility worldwide. All involved in producing the Tchaikovsky Competition – including the ever-devoted, energetic Valery Gergiev – have been a joy to collaborate with. We offer our gratitude and congratulations to them, taking note of this special year in which we all celebrate the 175th birthday of the event’s namesake composer.”
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XV International Tchaikovsky Competition
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© 21C Media Group, July 2015