Business impact
in action
India’s first
fully IP-based sports playout system
7-frame ad
insertion capability
₹2,000 crore
sports rights protected through improved agility
The Challenges
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Legacy baseband playout technology built for scheduled television, not live sports
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Inability to react quickly enough to fleeting ad break opportunities
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Operators juggling three separate systems - playout, automation, and graphics during high-pressure live events
The Solution
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A unified IP-based automation engine, enabling playout, graphics, promos, and secondary events from a single control layer
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Frame-accurate ad insertion, with the ability to monetise windows as short as seven frames
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Instant crash-to-live and live-to-crash transitions
The Result
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Live breaks shifted from high-stress events to monetisation opportunities
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Operators moved from firefighting to orchestrating live broadcasts
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The playout chain’s responsiveness finally matched the speed of live sport