Amagi reaches for the cloud at IBC 2012

Amagi reaches for the cloud at IBC 2012

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MUMBAI: Amagi, India?s leading TV ad network launched its Cloud-?? based broadcast infrastructure service at IBC this month with the launch of its next generation solutions for broadcasters and content owners.

Amagi is set to revolutionize the international broadcasting landscape by using the cloud to change the way TV networks distribute their content. Its transmission infrastructure intelligently leverages a secure cloud storage to push and store content ahead of time to broadcast headends across the globe.

Amagi?s scalable network securely and reliably enables content owners to uniquely address multiple geographies across the globe. This reduces their operational costs, navigates both regulatory and licensing restrictions, while also allowing advertisers with specific regional needs to deliver ads that are directly targeted at a specific geographical zone. The network has built-??in redundancies, is secure and delivers broadcast-??grade content delivery using the latest cloud technologies.

"Building this platform as a cloud solution has enabled us to overcome many of the issues normally associated with traditional means of broadcasting," said aid Baskar Subramanian, co-??Founder and CEO of Amagi. "The challenge was to persuade the networks of the intrinsic 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. We are very excited about the response at IBC, and are starting trials with a clutch of large TV networks across Latin America, Europe and in Singapore".

At IBC, Amagi launched two new solutions:


Amagi has built the world?s first barcode system for audio-??video content that can enable identification of specific content assets with 100% accuracy. Like those used in retail, inaudible and invisible barcodes are watermarked on the content to uniquely identify any of the assets on the network feed.

Amagi?s localization solution uses this unique barcoding system to enable broadcasters and content owners to quickly and easily localize programming and ads in different regions covered by a common satellite feed, without the need for additional, expensive satellite transponder costs.

Content to be replaced locally is barcoded and local replacement content is sent via the cloud to the relevant broadcast headend ahead of transmission. The network feed is then played out with the barcoded content and content splicers at each of the broadcast headends detects the barcode and splices in the replacement content as appropriate.


Cloudporting enables 24/7 playout of a TV channel across multiple headends using Amagi?s cloud-??based transmission infrastructure. A highly cost effective alternative to satellite based delivery.

The transmission schedule and all relevant content is pushed to each broadcast headend via Amagi?s private cloud using a powerful, yet simple web-??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.

With a unique "pay as you reach" payment model, this solution provides a scalable and cost effective way for new and expanding TV channels to reach and develop their footprint in new regions.

Founded in 2008 by ex Impulsesoft founders Baskar Subramanian, Srinivasan K A and Srividhya Srinivasan, the Indian-??based company has a strong broadcast heritage with an impressive list of investors and advisers including Vikram Kaushik (ex-??Tata Sky Ltd Managing Director & CEO), Pradeep Guha (ex-??CEO ZEE TV) and Mr N.S. Raghavan (co-??founder and former joint MD of Infosys). Until recently Amagi has enjoyed huge success in the Indian broadcast market and is now set to make waves internationally by bringing the benefits of its cloud solutions to the rest of the world.

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