The Indian telecommunications group Bharti Airtel, commonly referred to as Airtel, has introduced its video platform as a service (CPaaS) – “Airtel IQ Video”. Developed by Airtel’s in-house engineering teams, the solution will essentially enable entertainment companies and broadcasters to offer OTT video services with minimal investment by leveraging Airtel’s video cloud platform.
Airtel IQ is the cloud communication suite that eliminates the need for multiple communication platforms for different channels. With just one piece of code, companies can embed communication services such as voice, SMS, IVR, video into their applications and digital properties on desktops and mobile devices, all via a unified platform.
Airtel IQ Video works in all Airtel data center offerings, but is also interoperable with Google Cloud and Amazon Web Services.
Raj TV and Eros Now are among the first customers in India. CG Telecom of Nepal also uses the platform.
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Various functions in Airtel IQ Video
Airtel IQ Video encompasses a wide variety of functions ranging from app development, content hosting, curation and lifecycle management to search and discovery, analysis and monetization models (advertising, subscriptions, transactions).
Adarsh Nair, Bharti Airtel’s Chief Product Officer, was quoted in a press release as saying, “Airtel IQ Video provides an easy-to-use platform that enables anyone to quickly build and scale their video streaming business. This will encourage businesses to focus on content as Airtel IQ Video anchors the end-to-end technology to deliver a great viewing experience for customers. With Airtel IQ Video, we expect more content startups and traditional content companies to go online and interact directly with consumers digitally. “
How Airtel IQ Video helped Raj TV
In short, Airtel offers the digitization of services. Traditional content providers such as regional TV broadcasters want to digitize their content libraries using OTT applications.
Airtle himself set the example of the Tamil entertainment television broadcaster Raj TV. Raj TV had a content library of over 30,000 hours – Tamil, Telugu, Kannada and Malayalam films. But most of this content was in tape / analog formats. But with Airtel IQ Video, Raj TV was able to digitize its content, host it on Airtel’s cloud platforms and offer it to audiences in India and worldwide via its own OTT app.
According to RBSA Advisors, the Indian video OTT market is projected to reach $ 12.5 billion by 2030, down from $ 1.5 billion currently.
Airtel expects to integrate more than 50 brands on the platform in the coming year.
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