iWorld
Limelight content delivery to simplify MultiTV’s ad insertion
MUMBAI: Limelight Networks, a leader in digital content delivery, has announced that MultiTV is using Limelight’s Orchestrate Platform to bring high-quality online video to more than 40 million viewers across India.
MultiTV, a leading provider of video streaming solutions for live TV and video on demand (VOD) in India, selected Limelight’s Orchestrate Platform to deliver exceptional video experiences to any device, anywhere. Leveraging Limelight’s global Content Delivery Network (CDN), the Orchestrate Platform now ensures that MultiTV customers get the reliability, consistency, quality, security and performance they demand.
“Viewership in India is growing rapidly and there is complexity because of multiple devices, platforms and standards. At the same time, customers want world class reliability on a complex infrastructure at domestic price points,” said MultiTV founder Vikash Samota. “With Limelight, we have a global partner with excellent quality, capability and reach to help meet consumer expectations. This allows us to focus on our business – content acquisition and customer service.”
MultiTV is also using Limelight Cloud Storage Services, making it easy for them to upload, replicate and manage large video libraries and quickly get content to viewers.
“MultiTV is a pioneer in bringing next-generation OTT solutions to the fast-growing Indian market. To help develop this market, we’re determined to deploy our people, capabilities and capital at an accelerated pace,” said Limelight Networks CFO Sajid Malhotra. “After having doubled capacity in India last year, we expect to expand our capacity there this year by 5 to 10 times our 2016 capacity levels, and are prepared to assist and accelerate the adoption of CDN services in ways only we can.”
MultiTV launched a Live Streaming solution using Limelight’s CDN with its proprietary technology that can detect commercials on live streams or VoD on any device. In addition, MultiTV provides technology solutions to solve the problems of video ad blockers. MultiTV helps broadcasters and content owners reduce infrastructure costs and provides solutions to assist with content monetization.
Limelight empowers customers to better engage online audiences by enabling them to securely manage and globally deliver digital content, on any device.
iWorld
Anirudh Ravichander and Universal Music India join forces to take South India’s sound to the world
The composer behind 13 billion streams launches Albuquerque Records with UMI as its exclusive global partner
MUMBAI: Universal Music India has struck an exclusive partnership with Albuquerque Records, the freshly minted independent label of singer-composer Anirudh Ravichander, in a deal that bets big on South India’s booming pop and hip-hop scene going global.
The arrangement, announced on 17 March, will see Universal Music India handle future pop and hip-hop releases by Anirudh himself, as well as artists signed to the new label. A first release is already in the pipeline for April, featuring Anirudh.
The numbers behind the man are hard to ignore. Debuting in 2012 with the viral sensation “Why This Kolaveri Di”, Anirudh has since clocked over 13 billion audio streams across more than 770 tracks, cementing his position as the No.1 South Indian artist on Spotify by total streams. His fingerprints are all over some of the Tamil film industry’s biggest musical moments, from Hukum and Vaathi Coming to Arabic Kuthu and the A23 Theme.
But Albuquerque Records is a different beast. Built for the non-film space, it is designed to nurture independent talent and champion the next wave of Indian pop voices. “Universal Music India’s leadership in pop and hip-hop made them the natural partner,” said Anirudh. “I’m excited to take independent voices to audiences around the world.”
Universal Music India’s chairman and CEO Devraj Sanyal was equally effusive. “Anirudh represents the future of Indian music, bold, original, and with enormous potential,” he said. “Identifying transformative talent is our superpower, and this partnership reflects that belief.”
Sanujeet Bhujabal, managing director of Universal Music India, framed the deal as more than a distribution play. “Albuquerque Records represents Anirudh’s bold artistic vision in the world of pop and hip-hop,” he said. “True to his legacy of innovation, this partnership is set to establish yet another landmark creative space, this time for the emerging world of iPop and beyond.”
For Universal Music India, the deal deepens a long-running push into South India’s four key language markets: Tamil, Malayalam, Kannada and Telugu. The label already has regional imprints, film partnerships with Maddock Films and Excel Entertainment, and a growing non-film roster. Landing Anirudh, arguably the south’s most bankable music brand, is a statement of intent. South Indian music has the streams. Now it is coming for the world.
