Capturing the attention of digital audiences.
Nine brings sports fans closer to the action using the Camera to Cloud workflow in Frame.io to deliver exclusive video faster.
88%
Faster video production with Camera to Cloud workflow
40%
Higher engagement on social channels during the 2025 Australian Open
38%
Increase in referrals during the 2025 Australian Open attributed to digital content
“With Camera to Cloud in Frame.io, we can do more with our digital content to establish Nine as a top name in news and sports for new digital audiences.”
Stefan Mitchell
Head of Video Content – News & Sport, Nine
The need for speed: rethinking digital content delivery.
For Stefan Mitchell, Head of Video Content – News & Sport at Nine, timing is everything. His team covers the biggest moments in news and sports, from elections to the Olympic Games. But as the digital audience grows, so does the need for instant, high-quality content that keeps fans engaged and drives traffic to Nine’s platforms.
The Australian Open is one Australia’s largest sporting events, drawing millions of viewers across broadcast and digital platforms. With social media driving record engagement, Nine saw a prime opportunity to amplify its reach if it could deliver exclusive, compelling content faster than ever.
Before adopting Camera to Cloud in Frame.io, Nine’s video production process was a race against time. Editors often had to wait up to four hours to access footage — long after the moment had passed. By then, social conversations had moved on and the opportunity to engage audiences in real time was lost.
“Immediacy is everything for news and sports,” says Mitchell. “If we get content out during an event rather than four hours later, it boosts both viewership and loyalty.”
With a need for real-time video, Nine partnered with Adobe and Panasonic to implement a new workflow. Camera to Cloud automatically uploads footage as it’s captured, making high-quality content instantly available to editors in {{adobe-premiere}}. The results were immediate and game changing.
“What used to take four hours now takes 30 minutes. We can push content to social media almost immediately and drive audiences to our coverage across Nine properties.”
Henry McGilchrist
Multimedia Journalist, Nine
From capture to audience in 30 minutes.
Multimedia journalist Henry McGilchrist tested the new workflow during the Sydney Hobart Yacht Race 2025. Instead of journalists pausing to upload content, everything streamed into Frame.io in real time, allowing editors to craft and distribute unique stories from different perspectives in record time.
“What used to take four hours now takes 30 minutes,” says McGilchrist. “We can push content to social media almost immediately and drive audiences to our coverage across Nine properties.”
Faster video delivery translated directly into business impact: higher engagement, more referral traffic to 9Now, and a stronger digital presence during live events.
Scaling success at the Australian Open.
Nine expanded its Camera to Cloud workflow to the 2025 Australian Open, deploying a team of six multimedia journalists, including two dedicated to vertical video for social media. With simplified media management, content creators could focus on storytelling instead of chasing files.
The impact was clear: fans responded to exclusive, behind-the-scenes footage of players warming up, real-time interviews and vibrant crowd reactions. This fresh content fueled 40% higher engagement across Nine’s digital channels, increasing viewership and referrals to its streaming platform, 9Now, by 38%.
“We now have the speed to deliver more high-quality content throughout an event,” says Mitchell. “As a result, we’ve seen referral numbers go up by 38%, with more people engaging with content on 9Now.”
Maximising content quality and efficiency.
Beyond speed, the new workflow elevated production quality. The team repurposed 4K footage for multiple formats — TV highlights, TikTok clips and social stories — without loss of fidelity. Frame.io also streamlined collaboration, allowing editors to review footage, exchange notes and produce polished content faster.
“Frame.io integrated into {{adobe-premiere}} streamlines our logistics massively,” says Mitchell. “It makes a huge difference when we can stay focused and do everything in one app.”
Additionally, McGilchrist created Adobe Creative Cloud Libraries, which includes branding, colors, fonts and news graphics created in Adobe Photoshop. It also includes motion graphics templates designed in Adobe After Effects for elements such as headlines and lower thirds. This centralised approach accelerated content creation and enabled new team members to produce on-brand videos quickly.
“With Camera to Cloud in Frame.io, we’re not just keeping up. We’re leading the way in digital sports storytelling.”
Stefan Mitchell
Head of Video Content – News & Sport, Nine
Expanding the playbook for future events.
Nine’s success at the Australian Open is just the beginning. Next up: the National Rugby League season. Mitchell’s team is capturing fan reactions, close-ups from the bench and creative slow-motion shots, all seamlessly integrated into social content that funnels larger audiences to broadcast and online coverage.
“With Camera to Cloud in Frame.io, we’re not just keeping up. We’re leading the way in digital sports storytelling,” says Mitchell. “This technology is a game-changer for how we connect with fans and drive business impact.”
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