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SPUUL CHOOSES TOOLS IN THE CLOUD Indian content provider Spuul has turned itself into a one-stop shop for its audience with the help of cloud-based tools
TT video is becoming an increasingly viable mode of content delivery, allowing niche players from regional broadcasters to businesses to deliver content in a more targeted way. Singapore-based OTT service Spuul serves Indian content to viewers both in India and abroad across a range of platforms. The streaming service includes 150 linear TV channels that are also available in Australia and New Zealand. “The consumer is always the focal point for us, so when we initially started to think about global expansion and the type of content the consumer wants, we knew it would need to extend beyond our collection of Bollywood movies,” says Spuul CEO, Subin Subaiah. “That’s when we started to pull in linear TV and synthesize it with
right bandwidth and to the right device, you also need to do so at the right time. “An Indian broadcaster, for instance, is broadcasting content on Indian prime time, which may not be prime time in other regions where your customers are. AWS Elemental MediaPackage video origination
our movie catalogue to develop a one-stop content platform.” Spuul knew it would be a challenge to build its own OTT video infrastructure from scratch, so the company sought a technology partner. AWS, with its suite of cloud-based Media Services, offered a flexible, scalable solution. AWS Elemental’s MediaLive video processing service allowed Spuul to give even customers with a low-end mobile phone and a weak connection an optimum viewing experience. South Asian audiences overwhelmingly consume media on mobile devices rather than TVs, so this type of encoding optimisation was essential. “With linear TV, you also have to factor in an additional plot twist,” says Subaiah. “It’s not just about delivering content to the customer in the right rendition within the
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