iWorld
Irish TV selects Tata Communications as global technology partner & OTT service provider
NEW DELHI: Ireland’s first ever International TV channel Irish TV has tied up with Tata Communications to bring the network’s content directly to North American viewers for the first time.
Using Tata Communications’ Media Ecosystem platform, Irish TV will provide a rich content experience and on-the-go access to 40 million Irish residents in the U.S. with international expansion plans to other regions in the near future, according to an announcement made today in Las Vegas.
This comes immediately after Tata Communications signed an agreement with Asian Television Network Canada to provide OTT services.
Irish TV founder and CEO Pierce O’Reilly said: “We needed a global network that was flexible, reliable and would deliver a seamless, high-quality experience to our audiences. We’re excited to partner with Tata Communications to launch this new distribution capability and open up greater possibilities to the services we can provide in the future.”
He added: “It was important for us to have a connectivity partner that would not only help us launch our television offering in North America but also around the world.”
Irish TV will leverage Tata Communications’ end-to-end managed over the-top (OTT), playout services and connectivity to deliver content in an intuitive app format. This will make the network’s unique mix of local and Irish productions available to North American viewers across multiple formats such as iOS devices, Android, Roku, Amazon Fire TV, Google Chromecast, Apple TV and smart TV’s. Viewers will be able to access exclusive local content from every county in Ireland and Irish communities across the UK and the United States.
The Tata Communications Media Ecosystem combines traditional video contribution services with IP-based connectivity to create a flexible and innovative global media platform. The ecosystem enables seamless global transport and management of content as a cloud-based managed service and supports global media distribution requirements, OTT and mobility applications.
“By harnessing the power of our Media Ecosystem, Irish TV will be ideally positioned to reach the vibrant market of Irish nationals and Irish Americans living in the US,” said Tata Communications CEO for Growth Ventures and Service Provider Group Rangu Salgame. “Our unparalleled OTT platform and video distribution capabilities, underpinned by our global fibre network, enable Irish TV to bring its new audiences the best viewing experiences, anytime, anywhere, on the device of their choice.”
Irish TV has a plethora of content revolving around Irish culture, creating national and local content in all 32 counties in Ireland, and in Irish communities abroad in London and Manchester with rapid expansion across the United States in New York, New Jersey, Boston, Philadelphia, Chicago, Washington DC, Austin and Los Angeles, among others.
iWorld
Spotify spotlights Premium with AI DJ and Lossless Audio push
Five week campaign highlights personalisation and high fidelity listening.
MUMBAI: Your playlist just got a promotion and it now comes with a DJ who never sleeps. Spotify is turning up the volume on its Premium proposition, rolling out a new campaign that places product features not just music centre stage.
At the heart of the push are two upgrades: AI DJ and Lossless Audio. Rather than pitching them as add-ons, Spotify positions these as the engines quietly reshaping how people listen, moving the experience from passive playback to something far more intuitive and immersive.
The campaign unfolds through two feature-led films rooted in everyday listening moments. One spot leans into AI DJ as a hyper-personalised curator, adapting in real time to mood, taste and listening patterns essentially turning algorithms into something that feels almost human. The other film zooms in on Lossless Audio, emphasising richer, high-fidelity sound that captures nuances often lost in compressed streaming.
It’s a strategic shift in storytelling. Instead of selling access to content, Spotify is selling how that content feels smarter, sharper, and more tailored to the individual listener.
The rollout is equally expansive. The five-week campaign spans digital video, connected TV, audio, out-of-home, social media and in-app integrations, ensuring visibility across both digital and physical touchpoints. The idea is clear: meet users wherever they are, and remind them that Premium is designed to follow.
There’s also a strong regional layer baked in. With integrations across Tamil and Telugu music, Spotify is leaning into India’s linguistic diversity, acknowledging that personalisation in this market is as much cultural as it is technological.
The broader play is hard to miss. In an increasingly crowded streaming landscape, differentiation is no longer just about catalogue size or pricing. It’s about experience. By foregrounding AI-led curation and high-quality audio, Spotify is betting that the next phase of competition will be won not by what users listen to, but how they listen to it.
And if this campaign is anything to go by, the platform is keen to ensure that every tap of the play button feels a little more like a performance.
