ITV

Tag: Amazon Web Services

  • NBA takes a shot at AI with AWS as its official cloud partner

    NBA takes a shot at AI with AWS as its official cloud partner

    MUMBAI: From slam dunks to cloud chunks, basketball is getting a digital makeover. The National Basketball Association (NBA) has inked a multi-year deal with Amazon Web Services (AWS), making the tech giant its official cloud and cloud AI partner across the NBA, WNBA, NBA G League, Basketball Africa League and NBA 2K League.

    The partnership will tip off with the launch of NBA Inside the Game powered by AWS, a basketball intelligence platform designed to crunch billions of data points and spin them into real-time insights, snappy stats and interactive fan experiences. Think play-by-play breakdowns, AI-driven analysis, and content that takes fans closer to the action than ever before whether on the NBA App, NBA.com, or social channels.

    “Partnering with AWS provides us with an opportunity to elevate the live game experience through innovation and offer fans a deeper understanding of the game of basketball for years to come,” said NBA executive vice president and head of media operations and technology Ken DeGennaro. “AWS has a proven track record of delivering unique statistical insights and offering transformative experiences that will resonate with NBA fans around the world.”

    For AWS, it’s a chance to show off how its AI infrastructure and cloud firepower can change the game. “At AWS, we’re excited by the NBA’s vision to push the boundaries of what’s possible in sports. This partnership will showcase how cloud and AI can reimagine the game of basketball from generating new insights to creating experiences that bring fans closer to the game they love,” said AWS vice president of professional services & agentic AI, Francessca Vasquez.

    The deal not only strengthens AWS’s growing sports tech portfolio but also positions the NBA as a pioneer in using AI and cloud-driven storytelling to keep fans dunking into data and drama. With this courtship, the game won’t just be played on hardwood—it’ll be streamed, simulated, and supercharged in the cloud.

  • Amazon elevates Milind Pande to spearhead India marketing push

    Amazon elevates Milind Pande to spearhead India marketing push

    MUMBAI: Amazon Web Services has promoted Milind Pande to head of marketing for India and South Asia, as the cloud computing giant seeks to strengthen its grip on the country’s $7.2 billion market.

    Pande, who has spent six years climbing AWS’s ranks, was previously head  of independent software vendor marketing, overseeing the company’s startup and software-as-a-service portfolio. His elevation comes as AWS faces mounting pressure from Microsoft Azure and Google Cloud in India’s notoriously price-conscious market.

    The appointment reflects AWS’s determination to maintain its lead in a region where it has pledged $12.7 billion in infrastructure investments through 2030. Industry insiders suggest Pande’s promotion signals the company’s shift towards a more aggressive, marketing-led growth strategy as artificial intelligence adoption accelerates across Indian enterprises.

    Pande brings 16 years of diverse experience spanning telecommunications at Vodafone, media at Viacom18, and consulting at PwC. His track record with Fortune 500 companies and deep enterprise exposure positions him to drive AWS’s next phase of expansion in the subcontinent.

    The move underscores the strategic importance of India to AWS’s global ambitions, as tech giants battle for dominance in one of the world’s fastest-growing cloud markets. With competition heating up, Pande’s challenge will be translating AWS’s technical advantages into sustained market leadership through sharper brand positioning and customer engagement.

  • Fremantle gets its cloud moment with AWS and PFT in the director’s seat

    Fremantle gets its cloud moment with AWS and PFT in the director’s seat

    MUMBAI: Fremantle is stepping into the future with a bold new production upgrade this time, behind the scenes. The global content powerhouse has roped in Prime Focus Technologies (PFT) and Amazon Web Services (AWS) to build a slick, scalable, and AI-powered content supply chain platform that promises to make their operations as binge-worthy as their shows.

    The new setup currently in the works isn’t just a digital spring-cleaning exercise. It’s a full-blown transformation, aiming to unify Fremantle’s workflows across international markets, speed up distribution, and give real-time visibility into content lifecycles. Think of it as streamlining the journey from storyboard to screen, with fewer traffic jams.

    At the heart of this digital makeover is PFT’s Clear Smart MAM, a media asset management solution packed with “agentic AI” smarts. It’ll help Fremantle automatically enrich content with metadata, optimise workflows, and cut through operational clutter like a content butler with machine learning for manners.

    Fremantle CEO for commercial and international, Jens Richter said, “A robust content supply chain that will cater to the dynamic business requirements of monetizing content is paramount, and we look forward to working with PFT and AWS to see what we can achieve together. This collaboration will provide us with the agility, visibility, speed and scalability required across Commercial and International, Digital and Global channels to streamline our media supply chain and digital processes.”

    Prime Focus Technologies founder and global CEO Ramki Sankaranarayanan said, “Our offering is designed to meet the most demanding needs of global content studios like Fremantle. We’re thrilled to partner with them on this transformative journey and enable their vision of a modern, AI-powered supply chain that fuels creativity and revenue.”

    AWS head of broadcast for media, and sport for UK at Andy Stephenson said, “We are proud to support Fremantle on its digital transformation journey. By harnessing technologies like cloud computing and AI, Fremantle will be able to drive innovation across its business, scale quickly, easily, and securely, and extract new value from its content.”

    As streaming, syndication, and social media redefine how stories are told and sold, Fremantle’s cloud-powered leap is less about catching up and more about setting the pace. For a company with storytelling in its DNA, its supply chain is finally getting a plot twist of its own.

  • Adobe teams up with AWS and Amazon Ads to boost customer experiences

    Adobe teams up with AWS and Amazon Ads to boost customer experiences

    MUMBAI:  Adobe has announced a strategic partnership with Amazon Web Services (AWS) to create new offerings that help marketing and creative teams deliver better customer experiences more efficiently. The collaboration, revealed at Adobe Summit, combines Adobe’s customer experience expertise with AWS’s cloud capabilities.

    Building on Adobe experience platform’s availability on AWS, the partnership introduces new integrations with AWS’s generative AI services, Amazon connect and Amazon ads. These tools will enable businesses to create more meaningful customer interactions while leveraging AWS’s security and global infrastructure.

    “The growing digital economy demands more engaging and personalised content to drive customer loyalty,” said Adobe experience cloud vice president Sundeep Parsa, “These new integrations will help businesses deliver impactful customer experiences using deep data insights, while maintaining high privacy and security standards.”

    The collaboration will bring several new offerings to market:

    1    Enhanced omnichannel experiences: Integration between Adobe experience platform and Amazon connect will provide comprehensive visibility into customer journeys while protecting privacy. This combines Adobe’s customer profiles with Amazon connect’s customer care insights.

    2    AI-driven interactions: Using Amazon Q in connect alongside Adobe’s AI assistant and AI agents, businesses can deploy personalised experiences based on unified customer data, enabling more contextual interactions across touchpoints.

    3    Marketing performance boost: Adobe real-time customer data platform collaboration will integrate with Amazon marketing cloud, allowing marketers to combine customer data with performance insights from Amazon Ads to measure segment performance and improve ad spend return.

    4    Streamlined creative workflows: Direct integration between Amazon ads and Adobe creative cloud applications will help businesses create and publish high-quality ads more efficiently. Creative teams will access professional templates for Amazon ads within Adobe Photoshop and Adobe Express.

    Applications powered by Adobe experience platform will also be available in AWS marketplace, making it easier to find, test and deploy solutions.

  • Lightfury hits it out of the park with e-cricket reveal at GDC 2025

    Lightfury hits it out of the park with e-cricket reveal at GDC 2025

    MUMBAI: Lightfury Games is taking India’s gaming industry global, announcing its highly anticipated AAA title E-Cricket at the Game Developers Conference (GDC) 2025 in San Francisco. The teaser and demo, unveiled today, showcase a groundbreaking, high-fidelity cricket gaming experience built on Unreal Engine 5, with next-gen visuals and AI-powered mechanics.

    Developed in collaboration with Amazon Web Services (AWS), E-Cricket leverages Amazon Gamelift Streams to bring console-quality gameplay to virtually any device with a browser with no high-end hardware required. Designed for both Esports athletes and cricket lovers, the game promises a competitive multiplayer ecosystem with live tournaments, immersive gameplay, and innovative mechanics that redefine the sport in a virtual arena.

    “AWS is proud to support LightFury Games as they showcase their ground-breaking work on this new title at GDC,” said AWS head of immersive technologies Chris Lee. “Amazon GameLift Streams empowers studios like LightFury Games to deliver exceptional experiences without hardware limitations and unlocks new opportunities for game developers worldwide.”

    “It’s an impactful opportunity for an Indian AAA game studio to showcase at GDC, marking an incredible milestone for the industry,” said Lightfury Games CPTO and co-founder Anurag Banerjee. “Amazon GameLift Streams is going to revolutionise mobile gaming in India – the world’s second-largest mobile market. By delivering high-fidelity visuals on mobile devices through any web browser (without app installations) and requiring only high-speed internet, this technology makes premium gaming more accessible and affordable. It reshapes the industry, unlocking bold new opportunities for gameplay, engagement, and monetisation, allowing us to take this game to the masses like never before,” he added.

    “We have announced the release of a blockbuster AAA E-Cricket game made in India, for India and the world. We are fully committed to launching it in early 2026 and are moving full steam ahead. With the right combination of world-class tech, and global and Indian talent, we are confident of building India’s AAA gaming ecosystem, and positioning the country as a key player on the global Esports stage,” said Lightfury Games CEO and co-founder Karan Shroff.

    With E-Cricket, LightFury Games is swinging for the fences, aiming to bring world-class gaming innovation to India and beyond.
     

  • Orient Technologies partners with AWS to advance AI and GPU solutions

    Orient Technologies partners with AWS to advance AI and GPU solutions

    MUMBAI: Orient Technologies has joined forces with Amazon Web Services (AWS) India to advance AI with GPU-powered solutions, supporting the IndiaAI mission and driving innovation, scalability, and sustainable digital growth.

    By integrating AWS’s state-of-the-art GPU chips and AI services, Orient Technologies aims to accelerate AI adoption across industries, enabling businesses to leverage cutting-edge technology while reducing costs. AWS GPUs offer over 50 per cent cost savings and 25 per cent higher energy efficiency compared to traditional alternatives, making AI development more accessible and sustainable.

    Orient Technologies director Umesh Shah stated, “We are excited to collaborate with AWS in shaping the future of AI in India. This alliance strengthens our role in supporting Ministry of Electronics and IT’s (Meity) IndiaAI mission and expanding AI-driven solutions on a global scale.”

    With AWS’s support, Orient Technologies is set to drive large-scale AI deployment, enhance digital infrastructure, and position India as a global leader in AI development. This collaboration marks a significant step towards building world-class AI solutions that will benefit businesses and communities alike.

  • Airtel-AWS partner to offer cloud services to M&E firms

    Airtel-AWS partner to offer cloud services to M&E firms

    MUMBAI: It’s hoping to take Indian companies further into the cloud. Telco Bharati Airtel has signed a multi-year, strategic collaborateon agreement with Amazon Web Services (AWS.) to deliver a comprehensive set of innovative cloud solutions to large enterprise and small and medium enterprise (SME) customers in India. The duo will offer industry-specific solutions to customers across different sectors including banking and financial services, manufacturing, IT/ITeS, and media and entertainment.

    Airtel serves over 2500 large enterprises and more than a million emerging businesses and companies with an integrated product portfolio, including Airtel Cloud, a multi-cloud product and solutions business.

    Airtel Cloud will build an AWS Cloud Practice supported by AWS Professional Services, as well as develop differentiated Airtel Cloud products and capabilities leveraging AWS services, Airtel’s data center capabilities and its network and telecom offerings. Airtel customers will benefit from an integrated sales, consulting, and support approach from both companies and improved security, scalability, and cloud management capabilities.

    Airtel Cloud will offer customers a range of AWS services including Windows on AWS, SAP on AWS, VMware Cloud on AWS, database migration, and security and risk governance solutions. In addition, it  will leverage AWS’s innovation and transformation services across analytics, data warehousing, internet of things (IoT), and machine learning (ML) to help customers adopt new services and migrate to the cloud from legacy infrastructures.

    “At Airtel, our endeavour is to enable enterprise customers to stay focused on their core businesses while we drive end-to-end digital transformation for them. As part of their cloud adoption journey, enterprises are looking for agility, faster migration from legacy systems, and want to work with trusted partners who have the experience and depth in doing this. This collaboration brings AWS, the world’s leading cloud platform, together with Airtel’s deep reach and proven expertise in handling network, data centers, security, and cloud as an intergrated solution,” said Bharti Airtel CIO & head-cloud and security business Harmeen Mehta.

    Additionally, Airtel leverages AWS services for development of its digital applications. Airtel is also an AWS Direct Connect Delivery Partner. AWS Direct Connect is a cloud service solution that makes it easy to establish a dedicated network connection from a customer’s premises to AWS, providing customers with increased bandwidth throughput, consistent network performance, and private connectivity.

    “I am delighted with the expansion of our relationship with Airtel. Indian companies are using the cloud to innovate, and in order to operate at an increased scale and speed. Many need partners like irtel, with deep cloud expertise and an industry-focused approach to support them,” said Amazon Internet Services president commercial business, India & south Asia Puneet Chandok. “This collaboration gives customers a single point of contact when dealing with complex migrations or custom-built solutions. Airtel has demonstrated a strong commitment to our shared customers, and we look forward to continue working with them to bring innovative solutions to market.”

  • Amazon Web Services appoints Manoj Padmanabhan as M&E business development head

    Amazon Web Services appoints Manoj Padmanabhan as M&E business development head

    KOLKATA: Amazon Web Services has appointed Manoj Padmanabhan as media and entertainment business development head. Prior to this, he was associated with Horizon Broadcast Electronics Pvt Ltd as director. 

    Padmanabhan’s experience spans over more than two decades in several industries including durables, telecom, broadcast, digital media. He has handled leadership roles in general management, P&L, sales & business development, marketing/brand management. 

    He worked with brands like Videocon, Sansui, Toshiba, Tata Indicom, Zee. He was associated with Zee for eight years where he also served as business head of Ditto TV.

  • Global video streaming market forecast to reach $184.3 billion by 2027

    Global video streaming market forecast to reach $184.3 billion by 2027

    MUMBAI: The global video streaming market size is expected to reach $184.3 billion by 2027, registering a CAGR of 20.4 per cent from 2020 to 2027. Rising technological advancements such as the implementation of block-chain technology in video streaming and the use of artificial intelligence (AI) to improve content quality are expected to boost market demand over the forecast period. Furthermore, growing adoption of cloud-based streaming solutions to increase the reach is directly influencing market growth. This trend is observed in numerous parts of North America and Asia Pacific. Factors behind the growth of these regional markets include rapid digitalization, increasing use of mobiles and tablets, and growing popularity of online viewing.

    Globally, the rising demand for on-demand video and extensive growth of online video are key drivers of the market. Moreover, increasing demand for high-speed internet connectivity acts as an advantage for the market. The growing acceptance of smartphones in combination with an extensive range of high-speed internet technologies such as 3G, 4G, and LTE has substantially led to the trend of online broadcasts. In addition, the growing demand for devices that can support digital media is helping consumers' access media content anywhere in the world.

    Key findings from the report:

    Increasing usage of videos in corporate training and in the education sector are anticipated to drive the market

    The over-the-top (OTT) segment held the largest revenue share and is also expected to grow at the fastest pace over the forecast period

    Asia Pacific is expected to witness significant growth over the forecast period, majorly due to increasing demand for high-speed internet connectivity and on-demand video streaming

    Key players in the video streaming market include Akamai Technologies, Amazon Web Services, Inc., Apple Inc., Cisco Systems, Inc., Google, Kaltura, Inc., Netflix, International Business Machine Corporation (IBM Cloud Video), Wowza Media Systems, LLC, AT&T Intellectual Property, and Hulu.

  • Amazon Web Services acquires video solutions company Elemental

    Amazon Web Services acquires video solutions company Elemental

    MUMBAI: Amazon Web Services (AWS) has agreed to acquire Elemental Technologies, Inc., which is a software-defined video solutions company for multiscreen content delivery.

     

    The acquisition brings together Elemental’s video solutions with the AWS Cloud platform to provide media and entertainment (M&E) companies with integrated solutions to scale video infrastructures as the media industry increasingly moves to internet based delivery.

     

    Elemental software makes it easy for M&E companies to take live and on-demand video destined for traditional networks like cable, satellite, or over-the-air broadcast and re-format that content for distribution to PCs and smart phones, tablets, and TVs. 

     

    “Elemental shares Amazon’s passion for invention and putting the customer first. Together, we’ll collaborate on deeper technology integrations and new infrastructure offerings so that media and entertainment companies can evolve their hybrid and cloud models as they continue to innovate their services for viewers,” said Amazon Web Services SVP Andy Jassy.

     

    Elemental will continue to operate its business under its existing brand, delivering the full range of solutions for pay TV operators, content programmers, broadcasters, governments, and enterprise customers. Elemental will also expand the integration of its offerings with AWS, and through close collaboration with AWS, accelerate the innovation of next-generation services that feature a range of solutions for customers leveraging on-premises assets, hybrid architectures, and cloud.

     

    “The media and entertainment industry is at a unique inflection point, and as a part of Amazon, we will be in an even stronger position to help our customers delight their viewers globally. We’re thrilled to have Amazon supporting our growth and ongoing commitment to our customers’ success,” said Elemental co-founder and CEO Sam Blackman.

     

    Elemental has more than 700 media franchise customers and powers over-the-top (OTT) TV applications like the BBC’s iPlayer, CNNGo, ESPN Score Center, HBO Go, MSNBC Shift, and Sky Go & Sky Now. Additionally, Elemental is supporting the world’s first 4K Ultra HD services including those that were delivered by the BBC during the 2014 World Cup.