Welcome to the age of media convergence. What was earlier only seen on TV or heard on radio can now be experienced through one’s PC. What makes all this possible is robust broadband infrastructure that is pushing ahead the idea of regular electronic gadgets doing much more than they originally were built for.
There are a number of shows that highly advanced websites are webcasting live. Sify is one of the leading players in this space with popular shows such as ‘Indian Idol’ and ‘Lakme Fashion Week’ (LFW) being streamed live on the website. SifyMax is the official Internet partner for LFW that is currently being held in Mumbai. SifyMax will host the LFW 2006 Website by webcasting the event live and source exclusive content from the event. Taking this initiative further, Sify has recently gone live with popular news channels such as CNN-IBN and CNBC.
Surya Mantha, Senior VP, Interactive Services, Sify, said, “This live streaming is possible because of advanced broadband connections and infrastructure. Office goers do not need to sit glued in front of their TV sets to watch programmes. They can now watch TV shows and interesting events on SifyMax.”
Sify will also be streaming these shows live on their websites, Sify.com and Bangalore Live.
Mantha said, “These also serve as promotional vehicles for TV channels. All this is made possible because of Internet’s growth. We have a healthy audience both domestically and internationally.”
He added, “News channels get to show a very limited part of news pieces due to time constraints. Live streaming will allow them to show a detailed aspect of each news piece through our website. This makes news coverage much more interesting.”
Mantha believed that this was a win-win situation for websites and TV channels as it enabled cross promotion for both the mediums.
Sify had also streamed live the Union Budget for 2006-07, India Today Conclave and the Mumbai Marathon. Mantha promised that there was much more action that to come and that the website also planned to start live streaming for lifestyle and religious channels soon.