Mumbai: IndiaCast Media Distribution Pvt. Ltd., the multi-platform content asset monetisation entity jointly owned by TV18 and Viacom18, has partnered with Amagi to launch Desi Play TV, a free ad-supported streaming television (FAST) channel in HD on Sling in the US and Plex across the US, Canada, and Middle East regions.
Amagi is a cloud-based SaaS technology for broadcast and connected TV. The network's first FAST channel will feature some of the most well-liked, carefully chosen Hindi series with English subtitles from its catalog of Viacom18 material.
The channel features iconic shows like, Uttaran, Na Aana Is Des Laado, Dev, Tu Aashiqui, Kitchen Champion, Mahakaalalong with a local USA-based food show - Dine With Colors.
Desi Play TV connects with the shared tastes of South Asian viewers, their values & culture with a variety of shows across genres like drama, cookery, comedy, lifestyle, crime and mythology. Aptly named Desi Play TV, the channel aims to reach out to the desi audience worldwide, who can play premium quality content anytime, for free.
Amagi co-founder and CEO Baskar Subramanian said, "At Amagi, we cherish every opportunity we can get to bring great content closer to its intended audience. Our partnership with IndiaCast in launching their first free ad-supported streaming TV channel has been a gratifying experience for us. Gaining access to IndiaCast's rich content library on FAST will bring great cheer to the Indian diaspora in the USA."
Commenting on the launch, IndiaCast International Business executive VP & head Govind Shahi said, "It's a huge step for us to launch the network's first FAST channel at a time of significant growth in this space, with viewers willing to experiment and adopt newer and convenient options of content consumption. We are extremely delighted to partner with Amagi for this launch. With more platform launches scheduled in the coming months, combined with our rich library of content on the channel, we are sure that Desi Play TV will be widely accepted by our South Asian viewers."
IndiaCast International Business, senior VP & business head – Americas, UK, Europe & FAST Sachin Gokhale said, "With Desi Play TV, our South Asian viewers now get free access to their most-loved premium Hindi shows from the Viacom18 library on their favourite digital streaming platforms whenever, wherever, and on whatever device they want to watch them on and that too at no cost. We will continue to invest in and develop this novel product - programming the best of content, having more partnerships to make it more and more accessible to consumers and supporting the offering with relevant and targeted interest-based advertising campaigns."
Desi Play TV, a new channel brand launched by the network, is properly positioned as #PricelessEntertainment, referring to the best content that can be viewed on the channel without paying any money. Desi Play TV will benefit greatly from Amagi's best-in-class cloud technology services through its partnership with the company. These services include Amagi Cloudport, a broadcast-grade channel playout solution, and Amagi Thunderstorm, an innovative dynamic server-side ad insertion solution. Amagi will be able to significantly increase the awareness of Desi Play TV because it is the top technology provider in the global FAST ecosystem.
