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Amagi launches cloud-based live orchestration platform Amagi Live
Mumbai: Cloud-based Software-as-a-service (SaaS) company Amagi has announced the new and enhanced version of its premium live orchestration platform ‘Amagi Live’. The cloud-based platform enables content owners to spin up channels in minutes or orchestrate broadcast-grade live events on the go. It also offers cloud-based master control features for ‘breaking news’ and multi-event live sports orchestration workflows. It can be operated from any remote corner of the world using a simple web dashboard.
Through this service, Amagi is addressing the growing appetite for sports and news on linear OTT. News has seen explosive growth on OTT and free-ad-supported streaming TV (FAST) platforms with 56 per cent of the total content consumed. A study by Amagi indicated that 30 per cent of cable TV viewers have shown strong intent to cut the cord if they can stream their favourite news and sports content on OTT platforms. “The numbers indicate that live video streaming is poised for tremendous growth in the coming months/years,” said the statement.
Amagi Live allows users the ability to insert a wide range of advanced graphics, auto-recording of live events that are then delivered as delayed playback, automation of live streams to OTT with machine learning systems, reduced need for multiple live operator personnel, easy scheduling of ad breaks in the live playlist and multi-source, multi-protocol content ingestion.
For 24/7 live linear channel operators, particularly 24/7 news and sports channels, Amagi Live enables the orchestration of various live production-master-control tasks including the ability to switch between up to four feeds in single live event production and advanced 4K UHD delivery including tone mapping.
“Viewers of live content are uncompromising in their demand for the quality viewing experience,” said Amagi co-founder KA Srinivasan. “Amagi Live powers content brands to create a broadcast-grade experience, especially with premium sports live events and news in a scalable, reliable and cost-effective manner.”
“We’ve launched a tremendously successful sports channel on ad-supported platforms with Amagi as our partner,” said Tennis Channel International senior vice president Andy Reif. “The use of advanced automation has made the ad and live break insertions seamless for us, while the superior graphics capabilities have led to stellar content display. The user experience this platform delivers is not only delightful but unparalleled in the industry.”
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Airtel bets big on digital lending with Rs 20,000 Cr NBFC push
Telecom giant aims to transform India’s credit scene with a high-scale NBFC plan
NEW DELHI: Bharati Airtel is taking a bold step into the financial world. The telecom giant has announced plans to supercharge its Non-Banking Financial Company, Airtel Money Limited, with a whopping Rs 20,000 crore over the coming years.
Airtel will fund 70 per cent of the capital, with the remaining 30 per cent coming from the promoter group via Bharti Enterprises Limited. The move is designed to narrow India’s credit gap and bring simple, secure digital lending to more consumers.
The company is not starting from scratch. Its existing digital lending platform has already disbursed over Rs 9,000 crore, backed by smart underwriting, disciplined portfolio management, and real-time risk monitoring. With 500 plus data scientists and robust analytics, Airtel claims it has built one of the country’s most trusted lending service provider models.
Bharti Airtel executive vice chairman Gopal Vittal said, “Our success over the past two years shows how technology, data, and customer trust can create impact at a national scale. With this NBFC expansion, we aim to build a future-ready digital lending business that stands for trust, innovation, and inclusion.”
Airtel Money received its NBFC licence from the Reserve Bank of India on 13 February 2026. The expansion taps into India’s fast-growing financial sector, where formal credit accounts for just 53 per cent of GDP, highlighting huge room for growth.
The NBFC’s operations will integrate seamlessly with Airtel’s existing lending platform, keeping processes clear for customers while delivering a smooth experience. By leveraging its vast telecom customer base, Airtel aims to set a new benchmark in digital financial services and make lending accessible, simple, and reliable.
The Reserve Bank of India has noted that while Airtel Money has a valid registration certificate, it does not guarantee the company’s financial soundness or the repayment of liabilities.
