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“On the other hand, networks have recall and brand loyalty. “If I’m in OTT, I have to promote every show from ground zero,” he argued. Many still want a curated experience which allows them to serendipitously discover content with ease.”Īside from the end user, Srini argued that retaining linear delivery makes business sense for content owners and broadcasters, as it significantly reduces their marketing expenses. “People do not want a lean forward experience all the time. “A few years back, everyone thought linear would be dead, but we have seen that people are creatures of habit,” he told us. It then distributes these channels on both linear broadcast and OTT, providing dynamic ad insertion services for the latter. “The parameters Peacock expects are different from other CTV platforms we’ve worked with.”Īmagi creates live linear channels for a range of clients, including content owners, studios, broadcasters, and sports rights owners. “Peacock requires a more broadcast-grade quality stream,” he explained. Srini said that working on Peacock was a pleasant experience, although Peacock was technically a step up from previous projects. It allows OTT services to program a 24/7 schedule and organize playout, allowing for a mix of library channels and live feeds. So long as platforms keep the channels, the money keeps coming in.Ĭloudport is Amagi’s cloud-based channel creation platform, described by Srini as “an automation playout platform”. With all Amagi’s cloud playout deals, the company operates on a SaaS revenue model, charging a monthly fee for channels to use the distribution service. “What people once thought impossible to do is now a necessity,” Amagi’s CEO and Co-founder, Srinivasan KA (aka Srini), told Faultline this week.įaultline probed as to whether cloud playout deals with niche linear channels – such as the one Amagi inked with Tastemade to launch the channel to Peacock earlier this month – were of much value. But when we look at cloud-based uptake in the video market this year, with migrations directly accelerated by the pandemic, Amagi has a right to be. Claiming to be one of the first companies to build a cloud playout service, undertaking the task nearly 8 years ago in the face of many concerns about the scalability and reliability of the cloud, Amagi is starting to get cocky.