MUMBAI: India’s pay TV market is highly competitive, yet there is tremendous growth potential for OTT services as disposable incomes rise. According to Tetra Pax Index 2017, 82 per cent of the Indian population spends its time on mobile phones, and 2017 saw a 23 per cent rise in internet users who spend an average of eight hours a day online compared to 2016.

To take advantage of the growing trend of consumption of video on-the-go, Tata Sky aims to offer its customers a high-quality viewing experience with superior navigation within a reliable and scalable service. Irdeto has been selected by Tata Sky, a leading content distribution platform providing pay-TV and over-the-top (OTT) services, to enhance its end-to-end solution for OTT services. The first phase of the project has been launched with Android devices, and the follow-on phases will extend Tata Sky’s OTT service to PC and iOS devices.

Irdeto’s OTT solutions will simplify the operations and workflow of supporting multiple digital rights management (DRM) systems, configuring consistent business policies across different devices and managing a massive library of media assets. This will enable Tata Sky to not only rapidly re-launch their service, but also have the flexibility to easily adapt their service and business model to meet changing demands.

Irdeto will enable Tata Sky to not only rapidly re-launch their service, but also have the flexibility to easily adapt their service and business model to meet changing demands.

“In India, it is important for us to offer our customers the best user experience on their devices. This means a high-quality, multi-lingual viewing experience of live channels and on-demand content with superior navigation within a reliable and scalable service,” said Tata Sky chief commercial officer Pallavi Puri.

“There is a tremendous growth opportunity for OTT services in India, which brings about fierce competition in the industry. As such, it is crucial for operators like Tata Sky to have the freedom to innovate,” said Irdeto senior vice-president of sales and services Bengt Jonsson. “We can offload the complexity of managing security, fragmented technologies and backend workflow for them, and enable them to focus on delivering value to their customers,” he added.