‘You belong here, your unique perspective will drive innovation’

Srividhya Srinivasan’s journey in broadcast technology started in the early 90s. An engineer at heart, her passion has always been programming and innovation. It has led her to conceptualise and introduce pioneering products for global markets. She began her career as a software engineer at Texas Instruments and has spent over 20 years of her career as a technology entrepreneur. 

In 1999, she co-founded ImpulseSoft, a wireless audio technology company. It was eventually acquired by NASDAQ-listed SiRF in 2006. In 2008, her entrepreneurial spirit led her to Amagi, where she is currently the Co-founder and Chief Customer Success & Innovation Officer.

In the early stages of her career, she faced several challenges, including gender biases, which she chose to view as opportunities to demonstrate her expertise and dedication. Over the years, she has spotted this resilience in countless women striving for financial independence, creating their identities through innovative business ideas. “As an entrepreneur, I've learned to overcome obstacles and focus on solving real problems, dismissing gender as a limiting factor. This mindset has shaped my journey and helped me navigate the challenges of building a successful company,” she says.

She feels young, aspiring women should never underestimate the power of curiosity and persistence. “While technical skills are important, a passion for learning and adapting is just as crucial. I’d encourage women to embrace technology, explore AI, and understand how it can be applied to real-world problems, especially in the media and entertainment industry. It’s all about solving problems and challenges, making processes more efficient, and creating value,” she shares. 

Having a growth mindset is essential, she adds. “Don’t be afraid of failure or of taking risks, as every setback is a step toward growth. Surround yourself with mentors and seek out diverse perspectives. The ability to keep learning and pivoting is key in a field like AI. Remember, representation matters. You belong here, and your unique perspective will drive innovation. So, be bold, stay passionate, and trust that your contributions will shape the future.”

According to Srinivasan, working with co-founders and a team that shares the same vision and trusts each other is essential when navigating the complexities of scaling a tech business. Sharing insights into her experience in building and scaling technology businesses that drive long-term success, she says, “At ImpulseSoft, our approach was market-first as it’s crucial to ensure that what you’re building addresses a real need, which significantly improves its chances of success. Understanding the market deeply before building technology was key to ensuring its long-term success.”

“With Amagi, the journey was a little different. We (the founding team) navigated a traditional industry by transitioning from hardware to cloud-based solutions, requiring resilience and adaptability to stay ahead of industry trends,” she adds. 

Srinivasan emphasises that Cloud and AI are no longer just enablers. They are shaping the future of media and entertainment. Cloud technology is revolutionising the industry by offering flexibility, scalability, and cost savings, making traditional hardware-heavy setups obsolete. It streamlines content management, live streaming, and on-demand entertainment, allowing broadcasters to operate seamlessly from a central location.

“For instance, in sports entertainment, cloud tech enables high-quality and low-latency streaming, ensuring fans never miss a moment. AI further enhances this experience by automating tasks like creating promos, scheduling broadcasts, and improving video quality. AI-powered stats also transform how sports data is presented, providing fans with deeper real-time insights,” she shares. 

Demand for region-specific and culturally relevant content will only grow as the industry evolves. She adds, “AI, backed by the cloud, will make it easier to localise content, ensuring it's accessible to a broader audience. AI will also continue to evolve in areas like personalisation, video enrichment, and even the generation of synthetic videos for montages. In sports broadcasting, AI-driven analytics will eventually run the show, enabling real-time insights with minimal human intervention.”

Amagi has 13 offices globally, serving over 150 counties with its platform today. This expansion has been driven by three core areas: Technology leadership, strategic partnerships, and geographical diversification. 

For entrepreneurs aiming to scale globally, Srinivasan advises a client-first approach with tailored solutions for different markets while maintaining a global quality to ensure long-term success. Investing in local talent and partnerships helps foster innovation and provide a competitive edge in international markets. 

She further suggests embracing cultural nuances and adapting to regional preferences to build strong brand loyalty. “Maintaining global consistency while adapting to local needs is crucial for sustainable growth and long-term success,” she concludes.