Tata Elxsi and France’s Ateme have joined forces to hasten the launch of free ad-supported Television (FAST) services.

What Happened: The partnership brings together Tata Elxsi’s over-the-top (OTT) delivery platform, TEPlay, and Ateme’s ad insertion solution. This integrated solution will help linear TV providers shift from satellite-only services to streaming platforms, helping video-on-demand players broaden their user base and revenue sources.

In addition, the FAST solution will have pre-integration with leading ad delivery platforms. This will allow for a quick launch of ad-based services and the creation of new revenue streams. The combined solution will also enhance viewer experiences through Tata Elxsi’s design digital proposition and Ateme’s manifest manipulation technology.

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Commenting on the partnership, KP Sreekumar, vice president – media and communication at Tata Elxsi, stated, “Through this collaboration with Ateme, we are simplifying the complexity of deploying FAST channels by overseeing it end-to-end while ensuring a great experience.”

Ahmed Swidan, Director of Personalized TV at Ateme, expressed his excitement about the partnership, saying, "We are excited to enable this with Tata Elxsi. Our joint solution for FAST channels empowers content and service providers to leverage their VOD archives to engage more audiences and create new revenue streams."

Why It Matters: As linear TV providers transition towards streaming platforms, this partnership not only simplifies the process but also opens up potential new revenue streams for existing players. The integration of leading ad delivery platforms with the FAST solution is likely to boost ad-based services, thereby contributing to the growth of the sector.

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