iWorld
Amagi announces world’s first watermark-Based OTT Ad insertion mechanism ‘Thunderstorm’
MUMBAI: Amagi one of the leaders in cloud-based broadcast infrastructure and targeted TV advertising, today announced Thunderstorm, a new OTT ad-insertion platform that delivers personalised and targeted advertising for premium live sports and news feeds using a patented content watermarking technology. With Thunderstorm, TV networks can dynamically insert ads on the server side, as opposed to the traditional client-side insertion, monetising video on every screen without dependency on device apps. Amagi will showcase the new platform in booth SU13006 at the 2016 NAB Show, taking place April 18-21 in Las Vegas.
“The dynamic nature of live sports and news broadcast on OTT platforms calls for a responsive and accurate ad-insertion capability,” said Amagi co-founder Baskar Subramanian. He further adds, “For the first time in the OTT advertising landscape, we have used watermarking-based ad insertion to simplify the broadcast workflow, increase flexibility, and eliminate huge integration efforts into existing broadcast traffic systems. Amagi’s patented watermarking technology is already in use by TV networks worldwide to deliver millions of targeted ad seconds every month, and through Thunderstorm we have extended this successful platform to OTT feeds.”
Thunderstorm adds more power to the ad-insertion workflow by enabling server-side ad stitching and personalization. When multiscreen ads are delivered via client-based ad insertion systems, broadcasters and advertisers lose control over the advertising playout process. Often, viewers skip or block the ads, and the decision whether ads are played or not, can be left to the OTT service provider. Amagi’s Thunderstorm platform transforms this workflow, enabling TV networks to take control over the ads aired in their content, boost monetization, and enhance viewer satisfaction across the multiscreen environment.
Thunderstorm will also allow broadcasters to integrate multiple ad formats, including bugs, L-bands, and linear video, for ultimate flexibility. Since ads are stitched on the cloud into the linear stream. Thunderstorm eliminates the need to create device-driven OTT ads, making ads compatible across various screens. The platform packages content and targeted ads together into a linear stream, undetected by ad blockers, leading to a smoother overall user experience.
Amagi has a proven track record in watermark-based targeted advertising on traditional TV for well-known international broadcasters. Using Amagi’s content watermarking technology, broadcasters can identify replacement triggers and achieve frame-accurate ad splicing. In addition to Amagi watermarks, Thunderstorm also allows TV networks to use traditional triggers such as SCTE-35. By allowing TV networks to efficiently deliver personalized advertising on OTT streams as well, Amagi expands their media pack and strengthens revenue streams.
iWorld
MS Dhoni invests in Kuku, joins Kuku TV as brand ambassador
Cricket icon backs AI storytelling platform, fronts Kuku TV campaign
MUMBAI: MS Dhoni has invested in Kuku and joined its short-form drama app Kuku TV as brand ambassador, signalling a high-profile bet on India’s fast-growing AI-led content space.
Kuku, a mobile-first storytelling platform, operates across formats with apps such as Kuku TV for micro-dramas, Kuku FM for audio content and Guru for learning-led entertainment. Founded in 2018, the company has scaled rapidly, crossing 350 million installs and building a catalogue of over 20,000 titles across multiple Indian languages.
Dhoni said his decision to invest and partner with the platform was driven by its distinct approach to storytelling and its strong growth trajectory. MS Dhoni said, “I chose to invest in Kuku, and also come on board as the ambassador for Kuku TV, because the platform really stood out to me. It has built a differentiated entertainment experience for audiences across India, spanning multiple languages and formats. The growth has been impressive, and I connect strongly with the founders, who come from small towns like mine and have built something of this scale. I believe in their vision of building an AI-driven storytelling platform from Bharat, for Bharat, and for the world.”
Founded by Lal Chand Bisu, Vinod Kumar Meena and Vikas Goyal, the platform positions itself at the intersection of technology and storytelling, using AI to create and distribute bite-sized content tailored to mobile audiences.
Sharing his perspective, Kuku co-founder and CEO Lal Chand Bisu said, “MS Dhoni is known for backing bold decisions that others might hesitate to take. At Kuku, we are also taking bold bets. That spirit of unconventional thinking resonates deeply with us.”
Adding to this, Kuku co-founder and COO Vinod Kumar Meena said, “Our beloved Thala is one of the rare personalities with truly nationwide appeal. As we build Kuku for all of India, that connection makes him a natural fit for us.”
Further, Kuku co-founder and CTO Vikas Goyal said, “MSD has a unique understanding of people. As we build for both creators and consumers, that perspective will be incredibly valuable, especially as we continue strengthening our AI-driven storytelling stack.”
Backing the momentum, Panthera Peak Capital managing director Nikhil Bhandarkar said, “Kuku’s vision, execution, and clarity of thought are exceptional, qualities that closely mirror MS Dhoni’s approach. We are excited to partner with the team as they build Kuku into a global entertainment platform.”
To mark the association, Kuku TV has rolled out the campaign Dhoni Watches Kuku TV, anchored by a brand film that plays on Dhoni’s instinctive decision-making. Built around short, engaging stories delivered in minutes, the campaign highlights the platform’s promise of quick, compelling entertainment.
With Dhoni stepping in as both investor and face of the brand, Kuku appears to be doubling down on its ambition to take AI-driven storytelling from India to a global audience, one short story at a time.
