Amagi ventures into the international market

Amagi India has launched its cloud-based broadcast infrastructure service internationally for broadcasters and content owners

e4m by Deepa Balasubramanian
Published: Sep 27, 2012 8:26 PM  | 2 min read
Amagi ventures into the international market

TV ad network Amagi India has launched its cloud-based broadcast infrastructure service internationally this month for broadcasters and content owners.

Amagi’s scalable network enables content owners to address multiple geographies across the globe. This also reduces the content owners’ operational costs, navigates both regulatory and licensing restrictions, and also allows advertisers with specific regional need to deliver ads that are directly targeted at specific geographical zone.

Speaking on the new initiative, Baskar Subramanian, Co-Founder & CEO of Amagi, said, “Building this platform as a cloud solution has enabled us to overcome many of the issues normally associated with traditional means of broadcasting. The challenge was to peursuade the networks of the benefits of using cloud architecture; we wanted to leverage the flexibility and scalability afforded by the cloud to allow TV networks to efficiently and reliably manage and transmit local content to different geographies.”

The network has built-in redundancies and delivers broadcast-grade content using the latest cloud technologies.

Speaking about the response that they have got, Subramanian added, “We are very excited about the response at IBC and are starting trails with a clutch of large TV networks across Latin America, Europe and in Singapore. We have got good response fro Latin America, Europe and Asia Pacific.”

The two solutions – localisation and cloudporting – started in India three years back. Amagi’s localisation solution uses the uniques barcoding system to enable broadcasters and content owners to quickly localise programming and ads in different regions covered by a common satellite feed.

Cloudporting enables 24x7 playout of a TV channel across multiple headends using Amagi’s cloud-based transmission infrastructure. The transmission schedule and all relevant content is pushed to each broadcast headend via Amagi’s private cloud using a powerful, yet simple we-based user interface. The content and playlist are stored in an Amagi content player at the broadcaster’s headend and played out exactly as listed.

Both the methods allow the advertisers to reach out to their target audience in a well structured way.

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