MUMBAI: Amagi, a media processing service that targets advertising for TV and OTT, today announced that SonyLIV is using its Thunderstorm cloud-based platform for targeted OTT dynamic ad insertion. As part of the deal, Amagi will monetise premium GEC and movie channels on SonyLIV OTT platform, generating additional ad revenues.

Using Amagi Thunderstorm, SonyLIV will be able to insert targeted mid-roll ads without the need to change its existing broadcast workflows. The service leverages new-age machine learning techniques to detect ads in channel feeds and replace them with new, targeted ads on the server-side.

Sony Pictures Network India business head-digital Uday Sodhi said, “SonyLIV is growing its subscriber-base at an impressive rate, making it an ideal digital platform for advertisers to target clearly defined audience segments. We are continuously looking to enhance value for our advertisers. Amagi is a pioneer in the targeted advertising space and this technology partnership provides additional options for advertisers to work with us.” 

SonyLIV has integrated Amagi Thunderstorm with its in-house ad-decision system and partner ad networks. This allows SonyLIV to maximise ad revenue opportunities in real-time by serving ad spots to the highest bidder. Amagi CEO Deepakjit Singh said, “We are delighted to partner with SonyLIV, and deploy our next-generation ad tech solutions that create new revenue opportunities. The Thunderstorm platform is designed for high concurrency, and to deliver frame-accurate ad insertions at scale. These capabilities become vital for SonyLIV, especially since many of its premium channels have high number of concurrent users.”