iWorld
ALTBalaji partners with Microsoft and Eko India Financial Services to pilot a cloud coordinated content distribution network that saves cellular data
MUMBAI: Leading homegrown OTT platform, ALTBalaji has announced a consumer benefitting alliance with Microsoft and Indian fintech company, Eko India Financial Services Pvt. Ltd. The association will allow the digital SVOD platform’s subscribers to use Microsoft’s BlendNet technology to download and access ALTBalaji content without consuming large amounts of cellular data.
BlendNet technology enables videos to be disseminated through a combination of cloud-enabled metadata systems. The file is then transferred onto the recipient’s mobile using peer-to-peer local Wi-Fi, after asking for the necessary permissions from the users. While the creation of this cloud plane might need a data network, the transfer of data will happen over local WiFi. Subscribers will be able to browse through all the content available within the app and get those files offline from nearby EKO retail stores, as well as from other users who have the same content that is being searched for. A subscriber on an average consumes 2-3 episodes per day using 1GB of their data, BlendNet will ensure that bulk data transfers happen locally increasing content consumption amongst its audience. Incase, the consumer is in a remote region, then BlendNet will postpone the downloading of content till you come to a place where someone else has the same file nearby. This feature serves as a value proposition for ALTBalaji subscribers as they can now access their favourite content even in areas with low internet connectivity without adding any data costs over and above to the subscription cost which is an economical Rs 100 for 3 months and Rs 300 for the annual pack.
Speaking on the technical association, Nachiket Pantvaidya, CEO ALTBalaji and Group COO Balaji Telefilms said, “These technologies enable a large portion of the Indian population to bridge the digital divide and are enabling audiences from India’s heartland to access and participate in the digital revolution. At ALTBalaji it has always been our endeavour to reach out to the masses and enhance our users’ experience through such services, while being affordable. And through this pilot feature, we aim to attract more viewers to our platform from areas with not so good internet connectivity.”
Dr. Sriram Rajamani, Managing Director, Microsoft Research India, said “It’s inspiring to see new solutions that enable end users across the socio-economic spectrum to access content and data in ways that are cost effective and impactful. Such technologies that combine the cloud with cheap, readily available and seamless connectivity for the end user have the potential to positively impact the lives of millions of people.”
Meetul Patel, COO, Microsoft India, said, “Technological innovation is a great enabler towards a more digitally connected nation. Microsoft’s BlendNet is a great example of advanced technologies being used to make information and content accessible to all. It leverages the power of the cloud and intelligent edge networks to address gaps in connectivity and reduces the costs of content distribution. We are excited about this partnership which will help many more in India access and experience the benefits of digital content.”
Commenting on the association, Abhinav Sinha, Co-founder and COO, Eko India Financial Services, said: "Eko is pleased to partner with Microsoft and ALTBalaji on this breakthrough project. It is always our endeavour to enhance brand, customer relationship via access to our platform and our vast network of merchants. This new technology by Microsoft, offered via ALTBalaji, enabled at our merchant outlets, would provide customers quick and direct access to content without consuming data. We believe this win-win partnership will be a welcome service to our business partners and customers. At Eko, we are committed to taking digital products to the masses and help everyone benefit from the digital economy.”
With 45 Originals as part of its vast and diverse, multi-genre content library, ALTBalaji continues to entertain audiences like never before. Shows like ‘Apharan,’ ‘Home’ ‘The Test Case’ ‘Kehne Ko Humsafar Hain,’ ‘PuncchBeat’ and the latest being ‘Coldd Lassi Aur Chicken Masala’ have received adulation and accolades aplenty from across the length and breadth of the country.
iWorld
Anirudh Ravichander and Universal Music India join forces to take South India’s sound to the world
The composer behind 13 billion streams launches Albuquerque Records with UMI as its exclusive global partner
MUMBAI: Universal Music India has struck an exclusive partnership with Albuquerque Records, the freshly minted independent label of singer-composer Anirudh Ravichander, in a deal that bets big on South India’s booming pop and hip-hop scene going global.
The arrangement, announced on 17 March, will see Universal Music India handle future pop and hip-hop releases by Anirudh himself, as well as artists signed to the new label. A first release is already in the pipeline for April, featuring Anirudh.
The numbers behind the man are hard to ignore. Debuting in 2012 with the viral sensation “Why This Kolaveri Di”, Anirudh has since clocked over 13 billion audio streams across more than 770 tracks, cementing his position as the No.1 South Indian artist on Spotify by total streams. His fingerprints are all over some of the Tamil film industry’s biggest musical moments, from Hukum and Vaathi Coming to Arabic Kuthu and the A23 Theme.
But Albuquerque Records is a different beast. Built for the non-film space, it is designed to nurture independent talent and champion the next wave of Indian pop voices. “Universal Music India’s leadership in pop and hip-hop made them the natural partner,” said Anirudh. “I’m excited to take independent voices to audiences around the world.”
Universal Music India’s chairman and CEO Devraj Sanyal was equally effusive. “Anirudh represents the future of Indian music, bold, original, and with enormous potential,” he said. “Identifying transformative talent is our superpower, and this partnership reflects that belief.”
Sanujeet Bhujabal, managing director of Universal Music India, framed the deal as more than a distribution play. “Albuquerque Records represents Anirudh’s bold artistic vision in the world of pop and hip-hop,” he said. “True to his legacy of innovation, this partnership is set to establish yet another landmark creative space, this time for the emerging world of iPop and beyond.”
For Universal Music India, the deal deepens a long-running push into South India’s four key language markets: Tamil, Malayalam, Kannada and Telugu. The label already has regional imprints, film partnerships with Maddock Films and Excel Entertainment, and a growing non-film roster. Landing Anirudh, arguably the south’s most bankable music brand, is a statement of intent. South Indian music has the streams. Now it is coming for the world.
