iWorld
Tata Elxsi provides CoE for Airtel Internet TV
MUMBAI: Connected Home Center of Excellence (CoE) of Tata Elxsi, a global design and technology services company which works with leading MSOs, content providers and studios to develop innovative services and applications that create subscriber stickiness, has leveraged deep domain expertise for video, IoT and smart home services. It has also leveraged the experience of open source middleware such as RDK and Android TV, and solution accelerators to support rapid development and deployment of next-generation Connected Home services.
The Connected Home CoE has successfully worked with leading service providers across the world, enabling the launch of new value-added services in the home context, including OTT, IoT-based security, surveillance and healthcare.
With increasing demand from consumers for a seamless and connected viewing experience across traditional TV and OTT, operators are considering Android TV as the middleware platform for next-generation set-top boxes and home gateways.
The latest project executed by the team is Airtel’s Internet TV. Tata Elxsi is proud to be associated with Airtel, as a technology partner for system integration for the Internet TV.
Tata Elxsi, backed by 25 years of engineering experience and specialisation in video and OTT service delivery, developed and integrated key software components to ensure that the Android TV application suite provides a seamless user experience whether the viewer accesses online or offline content. This includes the OTA (Over the Air) upgrade module, a smart UI, customized Android TV launcher and software optimizations to future-proof the service.
Airtel Digital TV CEO Sunil Taldar said, “Tata Elxsi has been a valuable partner in our latest innovation – Internet TV. Their engineering and integration expertise in the OTT segment has helped us in building a world-class product.”
Tata Elxsi VP and head – broadcast business unit K P Sreekumar said, “We congratulate Airtel on the successful launch of the Internet TV. We are proud to be associated with Airtel for India’s first hybrid DTH-TV deployment using Android TV middleware. We believe that the solution has set a new benchmark for next-generation TV service delivery.”
iWorld
Netflix launches Playground app to bring games and interactive play for kids
Interactive games, fresh series and returning favourites aim to blend play and learning
MUMBAI: Netflix is doubling down on kids entertainment with a major expansion of its family-friendly slate, anchored by the launch of Netflix Playground, a new interactive app designed to blend play with storytelling.
Aimed at children aged eight and under, the app allows young viewers to engage with familiar characters from shows like Peppa Pig and Sesame Street through games and activities, all within a safe, ad-free environment. The app is already live in select markets and is set for a wider global rollout later this month.
The move signals Netflix’s push to turn passive viewing into a more immersive experience. Alongside the app, the platform has unveiled a mix of new titles and returning favourites, including fresh episodes of Trash Truck and The Creature Cases, as well as a new preschool series, Young MacDonald. Popular titles such as CoComelon Lane and Ms. Rachel are also set to expand with new seasons and episodes.
Speaking about the strategy, Netflix vice president of animation series and kids and family tv John Derderian said, “We’re building a world where kids can not only watch their favourite stories, they can step inside them and interact with their favourite characters. We’re creating a seamless destination for discovery, learning, and play.”
The expanded offering also leans heavily on convenience for parents, with offline access, curated content, and robust parental controls designed to ensure a safe and tailored viewing experience. Features such as profile locks, content filters, and activity tracking aim to give families greater control while allowing children to explore independently.
The timing is strategic. Kids and preschool content has emerged as one of Netflix’s most-watched categories in recent years, making it a key battleground in the streaming wars. By combining games, education, and entertainment, the platform is looking to deepen engagement and build long-term loyalty among younger audiences.
With interactive play now joining its content arsenal, Netflix is not just streaming stories but inviting kids to step inside them, turning screen time into something a little more hands-on.
