Internal Web TV: Engaging 119,000 Employees Around Innovation
WMH Project designed and produced an internal web TV format for a large international construction group, aimed at promoting its innovation platform among employees across 100 countries. The setup combines three annual 50-minute episodes, over 20 derivative content pieces per episode and a media strategy built to turn an underused platform into an anticipated appointment.
Why turn an internal platform into a media brand?
An international construction group operated an internal platform dedicated to sharing innovation. After a promising launch — nearly 10,000 connections — monthly usage had dropped to 1,000-2,000 connections. The diagnosis by WMH Project identified four barriers: declining traffic, a fragmented global audience (119,000 employees, 100 countries), weak buy-in and complex internal processes. The answer: treat the platform as a genuine editorial media capable of attracting, retaining and engaging.
How to structure an engaging web TV format?
The format relies on three 50-minute episodes per year, broken into short 4-to-5-minute segments. Fixed segments (success story, innovation in action, site of the future, three questions to an expert) alternate with occasional sequences (data insight, tough question) and always end with a concrete call to action toward the platform: ask a question, join an ideas contest. A sound identity, on-screen graphics and a positive, fast-paced, field-close tone anchor the appointment.
How to reach a global, mobile audience?
One shooting day generates one annual episode and more than 20 usable content pieces. The principle: decline the show into snack content (mini-clips, teasers, behind-the-scenes), interactive content (quizzes, polls, ideas challenges, live Q&A), podcasts for employees on the move and visual formats (summary article, infographic, posts, newsletter). This approach fits the constraints of a field-based audience that rarely has 50 uninterrupted minutes for a video.
What studio setup lends credibility to an internal format?
Filming was designed in a professional Paris TV studio equipped with talk sets, green screens, an immersive LED-screen stage and dedicated control rooms. The goal: reach mainstream media standards to lend legitimacy to the setup, showcase contributors and avoid the flaws of improvised shoots (lighting, sound, backgrounds). Pooling shoots optimises costs and guarantees regularity.
How to extend engagement around the setup?
Without communication, a web TV fails to find its audience. WMH Project built a two-phase plan: teasing before broadcast (video teasers, on-site displays, emails, countdown) and extension after broadcast (replay, mini-clips, infographics, quizzes, reminders, ideas contests). Beyond the show, the recommendation embeds the four principles of online media: diversified and exclusive content, personalised user experience, internal audience acquisition (gamification, HR onboarding) and continuous measurement through clear KPIs.
Designed and produced by WMH Project — We Make It Happen.
FAQ
How many episodes does this internal web TV format include?
The setup relies on three 50-minute episodes per year, each declined into over 20 derivative content pieces (mini-clips, podcasts, infographics, quizzes) to multiply touchpoints.
How do you reach employees across 100 countries?
By varying formats and broadcast timings, showcasing local teams and offering short and audio versions tailored to field-based employees who are often on the move.
Why film in a professional TV studio?
An equipped studio (talk sets, green screens, LED screen, control rooms) ensures audiovisual quality close to mainstream media, lending credibility to the setup and showcasing contributors.