iWorld
Etisalat goes live with cloud OTT service using Synamedia’s Infinite Platform
KOLKATA: Synamedia today announced that UAE’s largest operator, Etisalat, has launched SwitchTV, a new direct-to-consumer (D2C) service based on Synamedia’s Infinite cloud TV platform and its end-to-end video network portfolio.
Etisalat, the leading telecommunication operator in emerging markets, chose to work with Synamedia because its technologies provide the flexibility, security and agility needed to support, monetise and scale a multi-screen service with both free and premium live TV channels, catch-up and on-demand. Of particular importance is Synamedia’s private CDN, allowing Etisalat to leverage its infrastructure and private cloud solutions to deliver content to large audiences.
With Infinite, Etisalat can process, secure, distribute and monetise video to all consumer devices. Benefits include the flexibility to offer a choice of SwitchTV subscription packages and different movie rental models. Users can also enjoy a personalised viewing experience, making it easy to find their favorite content and deepening their engagement. With Synamedia’s cloud DVR solution, viewers can record programs in the cloud and watch them on any of their devices. Synamedia also supports Etisalat’s multi-language requirements with channels offering Arabic, Western and Asian content.
In addition, Etisalat is deploying Synamedia’s end-to-end video network to reduce latency at every stage of the video workflow – from encoding through to the CDN and player – while also minimising bandwidth requirements. This ensures that SwitchTV gives viewers a highly reliable, consistently high-quality viewing experience with no interruptions or buffering.
Infinite is pre-integrated with Evergent’s market-leading global revenue and customer lifecycle management platform, giving Etisalat the advantage of a comprehensive carrier-grade subscriber management solution. The integration with Evergent’s multi-tenant platform made it easy to launch SwitchTV and grow the business with targeted promotions, advanced product and offer management and bundling with other Etisalat services.
"The SwitchTV OTT service represents a step change for the residents of UAE," said Yves Padrines, Synamedia CEO. “Thanks to our comprehensive solution, Etisalat has a flexible offering that appeals to a broad range of audiences – from those looking for free programs, to those wanting premium live experiences or to rent movies. Users have started downloading the apps and feedback on the quality of experience and features is extremely positive.”
"SwitchTV is a game-changer for viewers across the region. Evergent complements the Synamedia service with pre-integrated, advanced and innovative monetisation options that contribute to a seamless customer journey. Evergent is thrilled to be part of Etisalat’s digital transformation strategy with SwitchTV," said Vijay Sajja, Evergent founder and CEO.
iWorld
WPP Opendoor and Snapchat launch AI Lens for Prime Video India
Generative AI Lens personalises content discovery with real-time user integration.
MUMBAI: In the age of main characters, Prime Video is handing users the script and the spotlight. WPP Opendoor, WPP’s dedicated Amazon unit, has teamed up with Snapchat to roll out an India-first generative AI-powered Lens for Prime Video’s latest campaign, ‘Stories for Your Every Era… it’s on Amazon Prime’. The activation taps into the rising “era-core” trend, where identities shift with moods, moments and mindsets and content is expected to keep up.
The Lens does exactly that. Using generative AI, it places users directly into the worlds of popular Prime Video titles such as Maxton Hall, Beast Games, The Boys and The Traitors, embedding their faces into key visuals in real time. The result is less browsing, more becoming.
The idea is rooted in a behavioural shift: audiences increasingly see themselves as the centre of their own narratives, especially on social platforms. By turning viewers into participants, the campaign blurs the line between content discovery and content experience.
It also introduces a layer of personalisation that goes beyond algorithms. Whether someone identifies with a “trust no-one era” or an “infinite aura era”, the Lens curates recommendations that align with that evolving identity making discovery feel intuitive rather than instructed.
This marks a shift in how streaming platforms approach engagement. Instead of pushing titles, the focus is on pulling users into the story itself transforming passive scrolling into interactive storytelling.
The collaboration also underscores how platforms like Snapchat are becoming key playgrounds for content marketing, particularly when paired with emerging technologies like generative AI. The format is native, immersive and built for participation three things traditional discovery often struggles to deliver.
In a crowded streaming landscape, where attention is the real currency, Prime Video’s bet is clear, if viewers feel like the story is about them, they are far more likely to press play.
