Regional
Amagi Media Labs enables ETV to generate custom feed for Singapore
MUMBAI: Geo-targetted advertising was started in India by Amagi Media Labs that enabled channels to have particular ads in particular regions. But it didn’t just stop there. It has also started creating local feeds for channels that want to air in other countries.
According to Amagi, at times, certain shows are not allowed to be aired in other countries due to broadcast regulations, so it is replaced with regional shows. Local content to cater to local audiences can also help in getting targeted advertising in the country.
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In the latest move, the channel has partnered with Eenadu Television to provide custom feed for ETV Telugu in Singapore through Amagi’s cloud enabled broadcast solution. Amagi’s localisation platform at SingTel’s Mio TV will be doing the job for the channel. Earlier, another Telugu network had done the same in Singapore. Maa Network’s Maa TV and Maa Movies also aired local shows to its viewers in Singapore earlier this year.
ETV Telugu wanted to bring their linear feed to Singapore and it was asked to opt out of two hours of its programming. Using Amagi’s cloud based platform, they have been able to create a local feed for Singapore audiences. “We had a requirement to replace couple of hours of programming on every day basis for our distributor in Singapore while justifying the RoIs,” said Eenadu TV vice president Bapineedu.
Amagi’s technology helps channels save a lot of resources of creating a new feed using satellite or fiber.
“The system is designed in a manner such that the content masking process works in parallel to the satellite broadcast’s processes and scheduling,” said Amagi co-founder and CTO Srividhya S. “Unlike the traditional triggering mechanism used, Amagi’s barcoding based approach offers workflow flexibilities and 100 per cent accuracy in identifying and replacing content assets.”
Recently Amagi has perked up on its geo targeted advertising for Nickelodeon and HUL as well as Zee TV.
Regional
GTC Punjabi launches Sweety Beauty Parlour, a bold small-town drama
New show blends ambition, love and grit in a story rooted in Punjab’s heart
MOHALI: GTC Punjabi has premiered its latest fiction series, Sweety Beauty Parlour, a coming-of-age drama that places the dreams and dilemmas of small-town Punjabi women firmly in the spotlight.
Airing from today at 6:30 PM, Monday to Friday, the show follows Sweety, a young woman determined to build her own beauty parlour and carve out an independent life despite social pressures that quietly push her to aim lower. The narrative blends ambition, love and vulnerability, offering a portrait that feels both intimate and familiar.
At the heart of the story is the dynamic between Sweety, played by Mannat, and Goldy, portrayed by Navdeep. Their relationship adds emotional texture to the show, shifting between warmth, tension and tenderness as their lives intertwine.
The series is directed by Gaurav Rana, known for his work on acclaimed Punjabi films Chauser and Mohre. Rana brings a cinematic sensibility to television, with a focus on character depth and understated storytelling. The beauty parlour setting becomes more than just a backdrop, doubling as a space where personal stories unfold and unspoken truths surface.
Speaking about the show, GTC Network founder and MD Rabindra Narayan said, “Sweety is not a character. She is every girl from every small Punjabi town who has sat in her room at night and imagined a bigger life and then woken up the next morning and actually tries to build it. Gaurav Rana has brought cinematic craft to this story that Punjabi television has never quite seen. Mannat and Navdeep make you believe every word. We are proud of this show the way you are proud of something that tells the truth.”
The launch also signals a broader content push by GTC Punjabi. The network has announced a new singing reality show, Surtaaj of Punjab, and confirmed additional fiction series and short film projects in development, pointing to an ambitious programming slate ahead.
Available across DTH platforms and streaming services including JioTV and YuppTV, the show is positioned to reach both domestic and global Punjabi audiences.
With Sweety Beauty Parlour, GTC Punjabi appears to be betting on authenticity over spectacle, telling stories that feel lived-in rather than staged, and in doing so, giving voice to a generation that refuses to shrink its dreams.
