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Irdeto partners with Amlogic, Skyworth to launch production-ready Hybrid STB Reference Design Programme
MUMBAI – Android TV, with the extensive Google app store is already playing an influential role in pay TV, as operators are under pressure to increase consumer choice, reduce cost and speed up time to market. To address these challenges, Irdeto has partnered with Amlogic, a leading fabless semiconductor company, and Skyworth Digital, the world’s largest set-top box (STB) manufacturer, to launch a production-ready hybrid STB reference design under Google’s Android TV program.
This provides operators with a pre-certified, cost-efficient hybrid Android TV platform that reduces launch time by up to six months. It is easier to maintain and provides a future-proof platform for operators to launch new business models.
“Under the Google program, we are delivering an Android TV production-ready hybrid STB reference design which will allow operators to simplify integration, speed up time to market and ensure a great user experience,” said Amlogic Corporate Business Strategy Senior Vice President
James Xie . “Through our partnership with Irdeto and Skyworth, we are also ensuring the highest levels of security to meet the most demanding premium content requirements, whilst ensuring operators have full control. In addition, the total product lifecycle is managed, including the update process, which provides significant savings to the operator.”
The lynchpin of this production-ready hybrid STB reference design is security. With Irdeto Armor, operators can provide a great Android TV experience – giving consumers both broadcast TV and the OTT apps they crave – while ensuring the highest levels of security for premium content delivery. Part of Irdeto Armor, App Watch also prevents the use of malicious and pirate apps or add-ons on the STB, a challenge that must be addressed when giving consumers access to open app stores.
“We’ve seen hybrid Android TV STBs as strategic additions to operators’ portfolio, enabling operators to launch premium services at the speed and cost-efficiency they couldn’t achieve on proprietary platforms,” said Irdeto Strategic Partnerships, Business Development and Marketing Vice President Steeve Huin . “With more at stake, operators must ensure the best security for both the content and the platform, including protection from malicious and pirate apps and add-ons on the set-top box. This partnership provides a secure, production-ready hybrid STB reference design that is pre-certified, meaning that operators will see an even quicker deployment for Android TV.”
“Fast deployment at scale is essential for operators looking to launch premium services and content,” said Skyworth Digital Strategic Partnerships, Sales and Marketing Vice President Charlie Zheng. “This partnership enables quick and easy deployment of new and innovative Android TV STBs, based on a single design, with trusted security implemented at the core. This provides operators with the assurance that their services can be easily maintained and are protected from pirates looking to implement malicious apps and supply illegal content.”
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Navi releases new ‘Hurrypur’ film focused on speed and simplicity
Auto breakdown turns F1-style pit stop in campaign film set to Baalti’s track
MUMBAI: When life’s in the fast lane, Navi wants even your breakdowns to be over in a blink. Navi has rolled out a new film under its ongoing ‘Hurrypur’ campaign, doubling down on its core pitch speed and simplicity in everyday transactions.
The film opens on a familiar hiccup, an autorickshaw breaking down mid-ride. But what follows is anything but ordinary. The repair unfolds like a Formula 1 pit stop swift, precise, almost cinematic. Within seconds, the tyre is replaced, the vehicle is back on the road, and even the fare negotiation wraps up in record time.
Set to US-based musical act Baalti’s track “123”, the film uses rhythm and pacing to mirror its central idea, in a world that moves fast, everything around it must keep up.
The narrative builds on Hurrypur, a fictional world where time is treated as currency and delay is almost obsolete. Through exaggerated yet relatable scenarios, the campaign reflects a broader behavioural shift consumers increasingly expect instant responses, whether from people, platforms or payments.
Navi Limited MD and CEO Rajiv Naresh said the Hurrypur universe is designed to highlight the company’s focus on delivering seamless, time-efficient experiences. Meanwhile, creative agency Sideways and director Ayappa KM leaned into humour and visual energy to push the story beyond a typical product-led narrative.
Instead of listing features, the campaign sticks to storytelling turning a routine inconvenience into a high-speed spectacle.
Because in Navi’s world, even a pit stop refuses to slow things down.
