Bharti Airtel made its debut into media and entertainment services with the launch of the Airtel Digital Media Business. With this, the company will be able to offer content delivery solutions for media and entertainment sector. Bharti is expected to invest about Rs 400 crore spread over 4-5 years in this venture.
The new venture is aimed at offering the industry a secure digital distribution capability across multiple media platforms. This ensures that content producers can have an integrated content delivery and aggregation platform that repackages content for all media formats.
This platform will benefit a range of users including producers, creative agencies, production and post production houses, animation, gaming firms, visual media firms, news channels, cinemas, banking institutions, and distribution agencie. The move will also pave the way for over 16,000 cinema screens across the country to potentially offer high quality international viewing experience for consumers in India.
Addressing the critical areas of operations for media organisations, Airtel through its Teleport services would offer content gathering, distribution services to television channels. This would also include complete content management services such as playout, archival, collocation and storage. Besides, Airtel will also offer content producers an integrated content delivery and aggregation platform that can repackage content for all formats.
Airtel Digital Media Business will help establish India as an innovation hub for global content and format delivery. This significant step takes brand Airtel ahead from being just a telecom brand to a lifestyle enabler. The move will open up the market opportunity for the Indian media and entertainment industry that is estimated to grow from Rs 61,100 crore to Rs 92,900 crore at 11 per cent compounded annual growth rate of over 2009-13, according to PWC Entertainment & Media Outlook 2005-09.
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