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Tata expands cloud services to include HD video transmission

Veronica C. Silva | July 16, 2013
Service helps Viacom18 address piracy issue and generate more revenue.

Tata Communications has recently expanded its cloud-based services to include high definition, broadcast quality video transcoding and delivery. 

The India-based company said its first client for the services is Viacom18, a 50-50 joint venture in India between Viacom, Inc. and the Network18 Group. Viacom 18 Media Pvt. Ltd. operates six general entertainment channels, which are some of the top entertainment brands in the West, such as MTV, Nickelodeon, Vh1, COLORS, SONIC, and Comedy Central. 

Tata Communications is providing HD content transcoding and delivery to allow Viacom to maximise its return on investment and to address the piracy issue by “enabling simultaneous syndication play-out anywhere in the world”. 

The new service is aimed at content creators, service providers and media professionals to allow them to move HD content to the cloud and transcode them into broadcast quality formats for immediate delivery and transmission globally. Tata Communications said these capabilities help reduce delivery time in transmitting HD data compared to traditional modes of transporting media. 

Addressing piracy 

Sameer Kanse, business head, Media Services, Tata Communications, noted that the content creators, service providers and even media professionals are easy prey to piracy.  The new cloud service can help them address the issue. 

“By speeding up monetisation of creative content through more efficient production and distribution of digital content globally, we are helping the industry to bridge the gap between broadcast and the Internet, and to remain competitive in the rapidly evolving digital media economy,” said Kanse. 

Viacom18 is using the Tata service to deliver Indian soap programmes to customers in Pakistan on the same day of syndicated play-out. This capability discourages viewers from getting the same up-to-date shows from unauthorised websites. For Viacom18, this also means it can generate more revenues. 

“Authorised content available for simulcast in HD format has resulted in more revenue for us while also discouraging piracy,” said Rajasekharan Harikrishnan, chief technical officer, Viacom18. 

Harikrishnan added that the service is cost-effective as international customers get their content according to the format that they require. 

The transmission is fast since the service uses Tata Communications’ network and global data centre facilities. Real-time monitoring of the transmission uses a simple browser interface. 

The new cloud service is available on a pay-as-you-go business model. 


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