MAM
B4U partners Amagi for content delivery, playout operations
MUMBAI: B4U Television Network India has signed on Amagi, the cloud-based broadcast infrastructure and targeted TV advertising company, for a range of end-to-end cloud-based playout services.
Through its flagship channel playout platform, Cloudport 2.0, Amagi’s services will include playout, 24/7 monitoring, conditional access and measurement systems leveraging satellite distribution from satellite operator AsiaSat.
The development marks a step in the adoption of cloud-based managed playout services by TV networks in India and Amagi’s growing expertise in this area. It also demonstrates increasing adoption of the Amagi’s next-generation channel playout management services by TV networks worldwide to monetise their content delivery and distribution.
Amagi is known in the Indian market for geo-targeted advertising. It has served over 30 million ad seconds for more than 2,500 clients including names like HUL, Reckitt & Benckiser, Britannia, and Wipro.
“Amagi’s playout services offer us improved flexibility, transparency, and channel control at very cost-effective rates. We are also delighted with the excellent technical support delivered by Amagi in transitioning from our earlier playout infrastructure in just under two months,” said B4U Network chief financial officer Sandeep Gupta.
“With all our content assets on the cloud, we are in a position to efficiently expand to new geographies and target specific markets as the business demands. It also makes us future-ready, as Amagi’s platforms are extendable for content regionalization, ad monetization, and OTT platform integration,” he added.
The content and playlist is contributed by B4U in Mumbai, India, and the United Kingdom, while playout is uplinked in Hong Kong via AsiaSat. The entire workflow is stitched through Amagi’s cloud infrastructure and monitored by Amagi at its headquarters in Bengaluru.
“Cloudport is rapidly becoming the preferred platform of choice for channel playout and management as TV networks look to leverage new efficiencies available through virtualized playout models,” said Amagi co-founder Srividhya Srinivasan.
“By supporting multisite workflows and collaboration, our Cloudport platform dramatically enhances playout and distribution efficiencies for B4U Television Network India while enabling them to deliver a world-class entertainment experience to customers,” he added.
“We are pleased to continue to support our client, B4U, with high availability ground and space integrated monitoring/control and up-linking service from our Tai Po Earth Station in Hong Kong, along with Amagi who provides end-to-end playout services, enabling B4U to enjoy a total transmission solution for access to Asia-Pacific-wide audiences via AsiaSat,” said AsiaSat VP sales and business development Philip Balaam.
AD Agencies
Collective Creative Labs wins two Silver Effies, ranks top 15
Independent agency shines with strategy-led campaigns that move brands and culture
MUMBAI: Collective Creative Labs (CCL) has bagged two Silver Effies at the 25th Effie India Awards and claimed the 15th spot in the Agency of the Year rankings, marking a standout moment for the independent agency.
For a young agency built without legacy backing, these accolades go beyond trophies. They celebrate a fresh approach: starting with brand truth, sticking to strategy, and creating work that drives business, not just chatter.
Three years ago, Collective Artists Network spotted a gap in the market. Brands had access to creators and cultural moments but lacked cohesive strategy. CCL was born to fill that gap, blending cultural insight with disciplined brand planning to deliver campaigns that truly perform.
Collective Artists Network founder and group CEO Vijay Subramaniam said, “We were already sitting at a rare intersection of culture, creators, entertainment and influence. But brands don’t need access alone; they need alignment. CCL brings strategy to the heart of culture so that it drives real brand growth.”
CCL’s campaigns, including work for Zebronics, Rakesh Masala and Liberty, have travelled far beyond paid media, not chasing virality, but earning it through clarity of insight and purpose. Big names are used to amplify thinking, not replace it.
Collective Creative Labs CEO and partner at Collective Artists Network Sanjana Jain added, “Great work starts with clarity, what the brand stands for, the consumer’s reality, and the business goal. In a world that loves spectacle, we focus on outcomes. These awards validate that approach.”
Both Silver-winning campaigns were built on immersive consumer understanding and sharp strategic thinking, reinforcing CCL as a performance-driven creative partner. Operating where brands, culture, entertainment and emerging media intersect, CCL represents a new kind of agency model, uniting talent, content, influence and strategy under one roof.
For CCL, these wins and the Agency of the Year ranking are just markers of momentum, not the finish line.
