Tata Communications and Net Insight announce new OTT initiative
Tata Communications has announced that it has joined forces with Net Insight to enable media organisations to manage and deliver live OTT content globally, in complete sync across all devices, for the first time.
Traditional OTT content delivery results in a lag of anything from several seconds to even minutes between the live TV broadcast and the online feed of a football match or a concert viewed on a tablet or smartphone, for example, which has a negative impact on the viewing experience. This delay prevents real-time social media interaction and engagement between viewers watching the same content on different devices.
The combination of Tata Communications’ Media Ecosystem, including its Video Connect service, and Net Insight’s industry-first OTT solution, enables media organisations to manage and distribute a video feed from any location globally to any device. This is achieved without any delay for a truly real-time, interactive and social TV experience, and to better monetise high-value live sports and music events.
“The OTT market is growing rapidly, driven by people’s hunger to watch their favourite shows, anytime, anywhere, on any device, but to-date, the time lag with OTT content delivery has prevented its widespread use with live events,” says Brian Morris, vice president & general manager, Global Media and Entertainment services, Tata Communications. “By building Net Insight’s innovative technology into our global Media Ecosystem, we are empowering media companies to manage, deliver and broadcast live OTT content in sync, anywhere in the world, and to harness live sports and music events for additional revenues, as people’s evolving content consumption habits continue to disrupt the industry.”
“With Net Insight’s live OTT solution, the game has changed for live content consumption,” says Fredrik Tumegård, CEO of Net Insight. “The combination of our technology and Tata Communications’ Media Ecosystem is groundbreaking as it provides a ready-made live OTT infrastructure for media organisations to capitalise on what might be the biggest revenue generation opportunity that the industry has seen in many years.”
Tata Communications’ Media Ecosystem – underpinned by the largest wholly-owned subsea cable network in the world – combines traditional video contribution services with IP-based connectivity to create a highly innovative global media platform. The ecosystem, now with live OTT capability, enables seamless global transport, management and delivery of live content as a cloud-based managed service.