Important Players - amagi | Frame 25

Published: 14.02.2020 Organisations in Broadcast and Media

Traditionally, broadcasters have wanted to buy technology, build a system, install it and pay for it. Today, broadcasters are increasingly turning to a new model in which they pay only for the technology and services they use for any given period, which can help to spread costs.

And that means opportunities arise continually.

Many of those opportunities are snapped up by those individuals and businesses who are both sharp enough to spot them before their competitors and have the nous to execute and achieve commercial success.

Here, Frame 25 looks at five such companies: what they’re doing, who they’re doing it with, and why they matter.

Who: Amagi

Based: Born in 2008 at Bangalore’s incubation and innovation hub, the N.S. Raghavan Center for Entrepreneurship and Learning, Amagi have grown rapidly to manage more than 200 channels across 40-plus countries.
The company have sales offices in Los Angeles, New York, London, Singapore, Mumbai and New Delhi, and an operations centre in Bangalore.

What they do: Essentially, cloud-based TV and OTT broadcasting and advertising services. More specifically, they work with broadcasters, content owners, post-cable networks, vMVPD platforms (virtual multichannel video programming distributors) and advertisers to manage and monetise content.
Amagi also offer content delivery and monetisation solutions on platforms such as YouTube TV, Sony PlayStationVue, SonyLIV, Twitch, Amazon Prime Video, Xumo and YuppTV.

Why they’re important: Because they manage such a large number of channels, across so many countries and for such a wide base of clients including traditional broadcasters and newer but significant players, Amagi demand attention.
“Our intention is to run thousands of channels in the future,” says Baskar Subramanian, co-founder of Amagi, “and we are building capabilities, infrastructure, processes and people for managing that kind of scale.”

Who they work with (selected): Sky, BT, Discovery, Turner Broadcasting, Viceland, IMG

In the news: A new report, suggesting that the playout solutions market is likely to grow exponentially by 2024, lists Amagi as a “top, leading vendor” most likely to play a central role.

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