Maa TV partners with Amagi to launch customised channel feeds to Singapore

BENGALURU: India’s Telugu language Maa Television Network is using Amagi’s localisation platform for creating customised local feeds to Singapore for its “Maa TV” and “Maa Movies” channels claims Bangalore headquartered Amagi Media Labs.

Maa TV has gone live with custom feeds on SingTel mio TV since April, 2013. Maa TV network uses its existing satellite feed playout for India as the base feed for Singapore as well, but masks few hours of programming and all advertising everyday on its feed to Singapore using Amagi’s localisation platform.

Amagi says that broadcasters with common multi-country broadcast feeds can now adapt Amagi’s patent-pending localisation platform to easily fine-tune programming played out in individual countries. Broadcasters can ‘opt out’ of specific programs or even specific spot advertising in a country and replace it with some other locally appropriate content for the country by utilising Amagi’s cloud-based localisation platform.

“We are able to ‘reliably’ and ‘cost effectively’ comply with all regulatory aspects related to programming and advertising for Singapore on both channels. Amagi gave us an end-to-end solution which has seamlessly merged with our existing systems and workflows”, said Maa TV COO J Sekhar

Maa TV’s Sr. general manager, P Masthanaiah added, “We were looking for solution which would efficiently enable us to generate a local feed for Singapore from our India feed and Amagi offered just that. The technology is simple yet powerful and augments the existing systems effortlessly.”

“Regionalisation of content is a pressing need for broadcasters. Amagi’s platform can easily integrate with existing workflows and systems of a broadcaster and reliably address regionalisation needs like local advertising, local programming to meet audience preferences, content masking for regulatory or copyright restrictions, etc. We are extremely pleased by the positive response to our exclusive platform from global broadcasters and are delighted to add Maa TV network as the latest customer”, said Amagi , Co-founder and CTO S Srividhya.

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