iWorld
Airtel launches CPaaS solution ‘Airtel IQ Video’ to democratise video streaming
Mumbai: Communication solutions provider Bharti Airtel (Airtel) on Tuesday announced the launch of its video platform as a service (CPaaS) ‘Airtel IQ Video’ that will allow businesses to build world-class video streaming products for large and small screens with minimal investment in infrastructure and technology. The solution has been developed by Airtel’s in-house engineering teams.
Airtel IQ Video is an end-to-end managed solution that brings convenience along with cost benefits. It encompasses a variety of features ranging from app development, content hosting, curation, and lifecycle management to search and discovery, analytics, and monetisation models (advertising, subscriptions, transactions).
“Airtel IQ Video brings an easy-to-use platform that can enable anyone to quickly build and scale their business in video streaming. This will encourage enterprises to focus on content while Airtel IQ Video anchors the end-to-end technology ensuring a great viewing experience for customers,” stated Bharti Airtel – chief product officer Adarsh Nair. “With Airtel IQ Video, we expect to see more content startups and traditional content companies coming online and directly engaging with consumers digitally.”
Airtel IQ Video is a cloud-based omni-channel communications platform that enables brands to deepen engagement with customers through timely and secure communication. It eliminates the need for multiple communication platforms for different channels while allowing businesses to embed communication services such as voice, SMS, IVR, and video in their applications and digital properties across desktop and mobile, all through a unified platform, said the statement.
According to RBSA Advisors, India’s video OTT market is expected to touch $12.5 billion by 2030 from the current $1.5 billion. The report also highlighted that the next wave of growth in the OTT landscape will come from tier 2, 3 and 4 cities and regional languages at the centre of this growth story. Keeping these changing trends in sight, existing regional OTTs are looking to scale their technology platforms to accommodate the rising number of users. Traditional content providers such as regional TV broadcasters are looking to digitise their content libraries through OTT applications.
During the beta phase, Airtel IQ Video has also been deployed by Eros Now and CG Telecom of Nepal. Airtel is expecting to onboard 50+ brands on the platform in the coming year as interest from the market has been high.
“We have cherished our partnership with Airtel over the years and are now excited about our technology collaboration. Their robust infrastructure and extensive network coverage have been helping us deliver blockbuster content seamlessly to the end consumers,” shared Eros Now- CEO Ali Hussein. “Airtel’s latest ‘Airtel IQ Video’ platform is an innovative offering that is built to scale and can assist Eros Now in reinforcing its value proposition to the rapidly expanding video subscriber base.”
iWorld
Prime Video and Hrithik Roshan reunite for quirky heist comedy Mess
HRX Films expands pact with quirky heist comedy set for production
MUMBAI: Prime Video is doubling down on its partnership with Hrithik Roshan, announcing a new comedy film Mess that promises chaos, chuckles and a clever twist on the classic heist.
Produced by Hrithik Roshan and Eshaan Roshan under HRX Films, a division of FilmKraft Productions, the film is being made in association with Soda Films Lab. Directed by Rajesh A Krishnan, Mess marks the second collaboration between the streaming platform and HRX Films after the upcoming thriller Storm.
At the heart of Mess lies an unusual premise. A group of robbers break into the home of a man with OCD, only to find themselves outmatched in a night-long standoff that flips the script on who is really in control. It is a set-up that blends tension with humour, turning a break-in into a breakdown of expectations.
Prime Video India director and head of originals Nikhil Madhok said, “A good story should surprise and entertain, and Mess does both with ease. It brings together a unique premise, memorable characters and a tone that keeps you laughing throughout.”
He added that the collaboration with HRX Films continues to grow stronger, with the new film reflecting a shared appetite for bold and original storytelling.
Hrithik Roshan said, “After Storm, Mess feels like a natural next step in our journey with Prime Video. The film captures the kind of unconventional storytelling we want to champion, with Rajesh bringing a distinctive voice to the narrative.”
Director Rajesh A Krishnan said, “The world of Mess is a mix of comedy and chaos, unusual enough to keep audiences on edge while still delivering humour. It has been a deeply collaborative and creatively fulfilling experience.”
The original screenplay comes from Paul Soter, with adaptation and dialogues by Kapil Sawant, adding another layer of craft to the film’s offbeat narrative.
As production gears up, Mess looks ready to live up to its name, serving up a delightful tangle of mayhem, mischief and movie magic for audiences in India and beyond.
