The Broadcast India Show’s opening day at the Jio World Convention Centre in Mumbai buzzed with excitement, as the broadcast media and infotainment sectors came together to celebrate innovation. In an industry where rapid technological advancements shape the future of content delivery, the event stands out as a rare opportunity to experience these cutting-edge developments firsthand. For more than 30 years, the Broadcast India Show has not only showcased groundbreaking advancements in infotainment technology but also fostered meaningful connections between attendees and the innovators driving these changes.
In a rapidly evolving digital landscape, where quality control in broadcasting and streaming is becoming a cornerstone of content delivery, Interra Systems stands at the forefront. With a legacy spanning over two decades, the company has earned its stripes by championing the advancement of video and audio quality assurance. To dive deeper into their strategies and challenges, we sat down with Bibhas K Samanta, head of sales and presales for India & MENA at Interra Systems, to discuss how they navigate this dynamic industry.
“We specialise in identifying what is inside the video quality,” Samanta begins, setting the stage for an in-depth look at the company’s unique approach. According to him, any entity utilising video or audio—from small cinema houses to large post-production studios—has a potential need for Interra’s products. Whether it’s a niche film production or a global OTT platform, video quality assurance is vital across the spectrum. “Everyone who is using any audio or video needs some quality checking tool, and they could be our potential clients.”
Differentiating in a crowded market
When asked how Interra’s offerings stand apart from other automated quality control (QC) systems, Samanta emphasises the company’s deep industry roots and technological capabilities. “Interra has been in the market for about 24 years,” he notes, “and if you talk about the highest number of quality checks, we are number one.” The company supports all major video and audio formats, with its solutions being deployed globally in over 700 client locations. This extensive experience allows them to understand and anticipate client needs accurately, offering superior performance and seamless workflow integration.
Impact of shifting workflows
The industry’s shift towards IP and OTT workflows presents both challenges and expanded opportunities. With the majority of traditional television channels migrating to OTT, Samanta sees an increased demand for quality assurance tools that can cater to both live and on-demand content. “For us, it is not really shrinking; it is rather an expanded opportunity,” he explains. As clients transition from file-based workflows to more dynamic OTT environments, the need for quality control solutions only intensifies, ensuring content meets audience expectations across various platforms.
Addressing challenges in a competitive market
Samanta acknowledges that while OTT offers immense potential, it is not without its hurdles. “In OTT, it is very difficult to make money,” he admits, citing intense competition for viewers' attention and limited revenue models for smaller operators. This financial constraint creates a challenging sales environment for advanced technology solutions. To address this, Interra adapts its approach based on the client's size and financial capabilities. “We work pretty much on a one-to-one basis,” Samanta says, providing tailored solutions that can grow alongside the client’s business.
Staying ahead in an ever-changing industry
As the media landscape evolves, staying updated on emerging technologies and trends is crucial. For Interra Systems, this involves a combination of close collaboration with clients and active participation in industry forums. “Whenever any new codec or decoder is getting developed, we are part of that,” says Samanta, underscoring the company’s commitment to innovation. This proactive approach ensures that their solutions are always at the cutting edge, meeting the demands of a rapidly changing market.
Interra’s portfolio also includes 'Vega', a product widely used for developing new codecs and decoders. Through these innovations, the company works hand-in-hand with clients to co-create technologies that benefit both parties. “It's a win-win situation for everyone,” Samanta concludes, reflecting the collaborative ethos that drives the company’s success.
