Tata Communications has become Net Insight's first customer to implement its live over-the-top (OTT) solution globally.
The two companies have signed a framework agreement that enables Tata Communications to integrate Net Insight's solution in its media ecosystem, including its Video Connect service, underpinned by the company's global network. This will allow Tata Communications to provide its media and entertainment customers with a range of live OTT content management and delivery services.
Traditional OTT content delivery is not built for live OTT, as it is optimised for video on demand (VOD) and catch-up TV. Because of this, solutions are ill equipped for the delivery of live OTT, with unpredictable delay and critical synchronisation issues. They are unable to deliver multiscreen TV so that every viewer, using any device, experiences the exact same content at the same time.
Net Insight's live OTT solution synchronises content across screens, and allows a second screen to serve as an extension of the viewing experience. This allows new approaches to advertising; interactivity in gaming and betting, voting and polling; and for devices to interact via social media – all within the real-time TV viewing experience.
"The OTT market is growing rapidly, driven by people's hunger to watch their favourite shows, any time, anywhere, on any device, but to date, the time lag with OTT content delivery has prevented its widespread use with live events," said Brian Morris, vice president and general manager, Global Media and Entertainment services, Tata Communications.
"By building Net Insight's innovative technology into our global media ecosystem, we can empower 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."
"We have worked closely with Tata Communications for many years and as a result of the company's willingness to drive market innovation and ability to move swiftly, Tata Communications' global customers can now experience a truly live OTT service,” added Fredrik Tumegård, CEO, Net Insight. "Net Insight's ability to support truly live OTT services and harmonise TV across multi-user or multi devices is game-changing and will put service providers back into the OTT value chain."
