Roger in the team just posted about the work he has been doing behind the scenes for the March Madness On Demand project with CBSSports.
While there is a lots of great content that the viewers can see live, to ensure the correct level of quality for the audience, in the background you need an amazing telemetry system which can unsure that the viewers are receiving the best level of service possible.
This is what Roger has been helping to build, and walks through using SQLServer, how this was achieved.
For anyone looking to build a media platform, this might be something that you should consider looking into. You can see his post here.