iWorld
Dekkho: Integration ease aids Brightcove power OTT service
MUMBAI: Brightcove, a leading provider of cloud services for video, announced today that Dekkho, a streaming video service specializing in delivering premium content from India’s top content creators, has selected Brightcove to power its OTT service. The service, which debuted in February 2017, was built on Brightcove Video Cloud, enabling Dekkho to leverage an industry-leading online video platform to offer consumers VOD access to 12,000 hours of programming across desktop and mobile applications.
Dekkho provides its customers with a curated, high-quality video experience with video content ranging from three to 45 minutes. It partners with leading content producers such as Sony Music, Zee Music, Culture Machine, Times Group, and OML.
“Brightcove constantly remains ahead of the curve, rapidly innovating to incorporate and leverage the constant changes in the online video industry,” said Dekkho co-founder Vinay Pillai.
“Scalability was most critical for us. We need to deliver our content across a broad range of customers, from those with low-end phones and slow internet connections to people with high-end mobile devices and larger screens. Not only has Brightcove enabled us to do that technically, but their service has been outstanding. We were promised Tier-1 support and Brightcove has delivered.”
Improving the viewing experience is one of the top challenges facing media organizations in 2017, and Dekkho required a platform with robust APIs that was easy for their application development team to leverage; in particular, the publisher was eager to integrate the video platform with its CMS for simpler ingestion of its videos. The scalability of the Brightcove platform, along with integrations with the majority of the content management systems (CMS), ad networks, and CDNs differentiated Brightcove from other providers.
“Dekkho is yet another great example of the rise of OTT in India. They’ve managed to quickly launch an intuitive and unique experience, and we’re looking forward to being part of their success,” said Brightcove Asia VP Tomer Azenkot. “Brightcove is excited to be working with this innovative service and helping the company as online video consumption in India evolves.”
iWorld
WPP Opendoor and Snapchat launch AI Lens for Prime Video India
Generative AI Lens personalises content discovery with real-time user integration.
MUMBAI: In the age of main characters, Prime Video is handing users the script and the spotlight. WPP Opendoor, WPP’s dedicated Amazon unit, has teamed up with Snapchat to roll out an India-first generative AI-powered Lens for Prime Video’s latest campaign, ‘Stories for Your Every Era… it’s on Amazon Prime’. The activation taps into the rising “era-core” trend, where identities shift with moods, moments and mindsets and content is expected to keep up.
The Lens does exactly that. Using generative AI, it places users directly into the worlds of popular Prime Video titles such as Maxton Hall, Beast Games, The Boys and The Traitors, embedding their faces into key visuals in real time. The result is less browsing, more becoming.
The idea is rooted in a behavioural shift: audiences increasingly see themselves as the centre of their own narratives, especially on social platforms. By turning viewers into participants, the campaign blurs the line between content discovery and content experience.
It also introduces a layer of personalisation that goes beyond algorithms. Whether someone identifies with a “trust no-one era” or an “infinite aura era”, the Lens curates recommendations that align with that evolving identity making discovery feel intuitive rather than instructed.
This marks a shift in how streaming platforms approach engagement. Instead of pushing titles, the focus is on pulling users into the story itself transforming passive scrolling into interactive storytelling.
The collaboration also underscores how platforms like Snapchat are becoming key playgrounds for content marketing, particularly when paired with emerging technologies like generative AI. The format is native, immersive and built for participation three things traditional discovery often struggles to deliver.
In a crowded streaming landscape, where attention is the real currency, Prime Video’s bet is clear, if viewers feel like the story is about them, they are far more likely to press play.
