Irdeto will enable Tata Sky to not only rapidly re-launch its service, but also have the flexibility to easily adapt it and the business model to meet changing demands.
Irdeto notes that while the pay-TV market in India is highly competitive, there is tremendous growth potential for OTT services as disposable incomes rise. According to the Tetra Pax Index 2017, 82% of the Indian population spends their time on mobile phones, and 2017 saw a 23% rise in internet users who spend an average of eight hours a day online compared to 2016.
Commenting on the agreement with Irdeto, Pallavi Puri, CCO, Tata Sky, said: “To take advantage of the growing trend of consumption of video on-the-go, 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.
“We are confident that we can deliver the best Tata Sky OTT experience to our customers quickly with the help of Irdeto’s solutions, expertise and support. Irdeto’s long-standing presence in India is also a testament to their strong commitment in helping the industry mature and develop.”
Bengt Jonsson, senior VP of sales & services, Irdeto, added: “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 and the confidence to take risks and be in control of their future.
“This will be our first time working with Tata Sky and we are heavily invested in helping them meet their business goals. 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.”
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 is managing the planning and deployment of the project for Tata Sky, including both implementing Irdeto’s own solutions and working with third parties to ensure successful end-to-end integration.