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.
Kerala: Deepak CR has switched channels and pace. The broadcast-industry hand has joined Big TV 24×7 as chief manager, media solutions, betting on sharper monetisation as regional television and digital video chase the next ad dollar.
The move caps a steady climb across ad sales, digital strategy and distribution. Deepak CR brings experience spanning OTT, product analytics and management, UX, web development and hosting, digital marketing, and television and digital ad sales, a toolkit built for a market where content is plentiful but revenue is fought for.
He arrives from Bharat Media & Entertainment Group, where as senior manager, business development he worked the ad market and client pipeline. Before that, at Reporter Broadcasting Company, he handled media solutions and ad sales, from client onboarding and pitch proposals to payment cycles and yield management, helping the channel hold share in a crowded territory.
The longest stint came at Flowers TV, nearly seven years in digital ad sales and time sales. There he chased new business, worked with agencies, built cross-platform media plans and ran display and video campaigns through Google Ad Manager. He also developed working knowledge of web hosting, SEO and digital marketing, increasingly useful as broadcasters blur into digital publishers.
Earlier, at WebMobi Network Solutions, he sold content delivery network services, managing client relationships and hunting fresh revenue in the streaming ecosystem.
The timing is telling. As broadcasters juggle linear TV, streaming and hybrid ad models, media solutions roles are becoming commercial nerve centres. Big TV 24×7 is signalling it wants a bigger slice of that pie.
New chair, same game. Find the clients, grow the yields and keep the ads flowing. In a market that never sits still, neither does Deepak CR.
