Digital
TO THE NEW and Irdeto partner to boost Pay-TV experience & monetisation
Mumbai: TO THE NEW, a global digital technology services company, and Irdeto, the world leader in secure digital platform experiences, are expanding their partnership to address the needs of Pay-TV and streaming operators which aim to support content super aggregation for end users. The collaboration also enables operators to unlock monetization opportunities beyond the primary content viewing use cases. Irdeto has selected TO THE NEW as a key technology partner for delivering a consistent user experience (UX) across the full suite of devices in its ecosystem.
With TO THE NEW’s UX, apps, and experience management seamlessly integrated, operators can better utilize Irdeto’s award-winning streaming aggregation platform, Irdeto Experience, by optimizing content delivery and driving viewer engagement across all types of connected devices, including mobile, web, Smart TVs and set-top boxes. The collaboration between TO THE NEW and Irdeto provides flexibility for operators to customize the look and feel of apps, while also enabling studio-grade security and complete control over metadata and rights management using proven content management solutions. Irdeto Experience also allows easy integration with industry-leading tools for subscription management, data and analytics, digital marketing, and advertising engines.
“Our partnership with Irdeto focuses on revolutionizing the OTT experience with a rich, flexible, and extendable solution, which enables content providers to delight their audiences across platforms, while also opening up new avenues for monetization”, TO THE NEW co-founder & CEO Narinder Kumar.
“Irdeto is committed to providing secure and flexible solutions for streaming and pay-TV operators, and this partnership with TO THE NEW supports our mission to offer a comprehensive ecosystem that not only enhances user experience but also drives viewer engagement and revenue growth,” commented Irdeto COO of Video Entertainment Andrew Bunten. “This collaboration is particularly prominent in light of the growing demand for personalized content across devices including hybrid set-top boxes, so we are excited to see how our partnership translates into tangible impacts for our clients and their audiences,” he added.
Digital
Ethical AI must benefit society, not dominate it, says WFEB chief Sanjay Pradhan at IAA event
At Mumbai event, ethics expert urges businesses and governments to shape AI responsibly
MUMBAI: Artificial intelligence may be racing ahead at lightning speed, but its direction must still be guided by human conscience. That was the central message delivered by Sanjay Pradhan, president of the World Forum for Ethics in Business (WFEB), during the latest edition of IAA Conversations held in Mumbai.
The session was organised by the International Advertising Association (IAA) and the Artificial Intelligence Association of India (AIAI) in association with The Free Press Journal at the Free Press House on 7 March. Addressing a packed audience, Pradhan called for stronger ethical leadership to ensure AI remains a tool that benefits humanity rather than one that governs it.
“Artificial intelligence has rapidly become one of the most powerful technologies humanity has created,” Pradhan said. “It is unlocking breakthroughs in medicine, science and creativity at a pace unimaginable just a few years ago.”
But he warned that the same technology carries serious risks. AI, he noted, can amplify disinformation faster than facts can travel, compromise privacy, deepen discrimination and disrupt millions of livelihoods. Referencing concerns raised by AI pioneers such as Geoffrey Hinton, often called the godfather of AI, Pradhan stressed that the real challenge is not whether AI will shape the world, but whether humans will shape it with ethics and wisdom.
Structuring his talk around four guiding questions, why, what, how and who, Pradhan introduced the audience to WFEB’s emerging AI Ethics Partnership, a global platform aimed at advancing responsible artificial intelligence. He outlined four priority concerns that demand urgent attention: disinformation, bias and discrimination, data privacy and job security.
To make the idea of ethical AI easier to grasp, Pradhan offered a simple metaphor. Ethical AI, he said, is like a three layered cake. The outer layer represents the visible value ethical AI creates for businesses and society. The middle layer is organisational culture that moves ethics from written codes to everyday practice. The innermost layer, however, is the most crucial, the conscience of individual leaders.
Drawing from Indian philosophical thought through WFEB co-founder Ravi Shankar, Pradhan noted that while artificial intelligence can reproduce stored knowledge, true intelligence is boundless and rooted in conscience, creativity and compassion. Practices such as breathwork and meditation, he suggested, can help leaders develop the calm clarity needed for ethical decision making.
The event also featured a discussion with Maninder Adityaraj Singh, chief of staff and head of innovation at Rediffusion Brand Solutions Pvt Ltd, and Yash Johri, lawyer, Supreme Court of India.
Opening the session, IAA India chapter president Abhishek Karnani, highlighted the need for industries to understand and engage with AI responsibly.
“AI has to be befriended and understood,” added Rediffusion managing director and AIAI national convenor Sandeep Goyal. “Its ethical use will determine whether it becomes a friend or a foe.”
As AI continues to reshape industries and societies, Pradhan ended with a simple but powerful call to action. Businesses, governments and individuals must work together to ensure that the algorithms shaping the future reflect human values rather than just cold logic.
