/ Corporate TV for Agriculture /

How Digitalization Proceeded

The holding covers multiple industries: pig farming, poultry, crop production, processing, and logistics. Employees range from office staff with corporate email to production workers, mechanics, and field operators who have never touched a keyboard. The vast majority (80%+) of employees have zero access to corporate digital tools — no email, no intranet, no Slack.

Corporate TV became the ONLY way to communicate with these employees. But simply putting screens in break rooms wasn't enough — the system needed to evolve over several iterations to find the right content formula.

Equipment & Infrastructure

One person, one PC with Elementi editor, managing content for 80 locations. No servers, no cloud dependencies, no IT infrastructure requirements.

Content Strategy: Why They Had to Redo Everything

The first attempt at content was the obvious approach: corporate news, management announcements, production targets, safety reminders. It failed. Employees walked past the screens without looking.

The team learned a critical lesson:

The holding redesigned their content approach. Instead of treating screens as digital notice boards, they created a mix of:

• ① Entertainment content — interesting facts, trivia, seasonal themes. Not corporate propaganda, but genuinely engaging short-form content.
• ② Industry education — famous agronomists, facts about grain crops, profiles of agricultural universities. Content that respects the employees' profession and doesn't talk down to them.
• ③ Corporate recognition — employee of the month, team achievements, production milestones. Making people feel seen.
• ④ Operational updates — quality standards, safety procedures, event announcements. The "must-have" stuff mixed INTO the engaging content, not replacing it.

Content Proportions: The Right Mix

After several iterations, the holding settled on a content ratio that works:

The key: content must be 100% automated. Don't waste employees' time manufacturing content — it can work on its own. SpinetiX's data-driven widgets and pre-built content templates from the free library allowed the holding to set schedules that run autonomously, only requiring updates for major events or announcements.

Design Evolution

The content design went through three generations:

• ▸ Gen 1: PowerPoint-style slides. Block text, corporate colors, stock images. Employees ignored it. Low dwell time. Screens were treated as background noise.
• ▸ Gen 2: Visual-first approach. Less text, bigger images, animated transitions. Better engagement, but still felt "corporate." People stopped to look but didn't stay.
• ▸ Gen 3: Multi-zone layouts with data widgets. Weather, clock, news tickers, rotating photo galleries — all in a single screen layout. This is what finally worked. The screen became a "living wall" in the break room that people naturally gravitated toward.

Results & Conclusions

• Corporate Culture at Scale 80 SpinetiX players across the entire holding — managed by a single Elementi workstation and one content manager. Zero ongoing IT costs.
• Lesson: Content Quality > Hardware The project taught that digital signage without quality content is just gadgets. The hardware works — it's the content strategy that makes or breaks the deployment.
• Automate Everything Content must be 100% automated. Don't spend employee time making content — use data-driven widgets, pre-built templates, and scheduled playlists that run themselves.