Maa TV reaches Singapore with Amagi Media

The Andhra Pradesh-based Telugu language channel is using the services of Amagi Media to send customised local feeds to Singapore for Maa TV and Maa Movies.

Maa TV is using Amagi Media's localisation platform to launch customised channel feeds to Singapore for its channels, Maa and Maa Movies. The four hour daily feeds will be especially for the Singapore audience of the channel.

Maa TV had earlier gone live with custom feeds from the parent channel on SingTel mio TV in April, 2013.

The channel is paying a monthly fee for using Amagi's technology, the cost of which was not disclosed by Amagi Media Labs. The network uses its existing satellite feed play out for India as the base feed for Singapore as well, but masks a few hours of programming and all advertising every day on its feed to Singapore using Amagi's technology.

J Shekar, COO, Maa TV, says, "We are able to 'reliably' and 'cost effectively' comply with all regulatory aspects related to programming and advertising for Singapore on both channels. Amagi gave us an end-to-end solution which has seamlessly merged with our existing systems and workflows."

Baskar Subramanian, co-founder, Amagi Media Labs, says, "We have provided the solution that Maa TV was looking for to air customised feeds in Singapore for its audience. It will help them reach their specific target audience."

Amagi Media Labs is still awaiting patent for its technology that allows broadcasters to fine tune programming played out in individual countries. Broadcasters can 'opt out' of specific programmes or even specific spot advertising in a country and replace it with some other locally appropriate content by utilising Amagi's cloud-based localisation platform.

Amagi is a new-age broadcast technology company offering cloud-based broadcast distribution and play out infrastructure for TV networks. It works with broadcasters across genres like news, sports, movies and general entertainment. The company offers two separate and distinct platforms, Cloudport and Localization. Cloudport platform is a full-featured and SLA guaranteed 24x7 cloud based channel distribution and play out infrastructure. The localisation platform augments existing broadcast feed of a broadcaster and helps create localised feeds in select regions.