Atria inks deal with NDS to push digitisation

MUMBAI: NDS, now part of Cisco, is providing a suite of video technologies to enable multi system operator (MSO) Atria Convergence Technologies (ACT) to digitise and expand its cable TV service in Southern and Western India.

ACT currently has over one million analogue cable TV, digital TV, IPTV and broadband subscribers. With the launch of improved digital cable packages, the company aims to expand its digital customer base across its operations.

To enable the launch, NDS is providing ACT with industry-leading solutions that will help secure revenues and provide enhanced functionality for subscribers, including VideoGuard conditional access (CA), MediaHighway set-top box software, and a bespoke branded electronic programme guide (EPG); the new digital service will also support interactive features such as games and TV apps.

¨ NDS‘ technologies will enable ACT to rapidly scale its offering to meet demand and deploy innovative new services including High Definition channels.

¨ In addition to attracting new customers with more compelling TV packages, supporting more channels with higher quality, ACT will also be able to take advantage of new monetisation opportunities within the new EPG. The NDS Dynamic Advanced Advertising solution will allow ACT to integrate localised advertising inventory into the EPG home page and incorporate banner advertising.

Atria Convergence Technologies MD Sunder Raju said, "This is a fantastic opportunity for us to broaden our subscriber base in our core market and extend into new territories. NDS was clearly the right technology partner for us, offering proven technology and an understanding of our market with a particularly strong delivery and support team."

NDS India country head, GM Jayant Changrani said, "Competition is increasing in India as cable TV operators work aggressively to acquire more and more subscribers before the switchover from analogue. Cost, innovation and time to market are all prime considerations and our work with ACT demonstrates once again how we can give customers the edge they need to stand out."

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