RComm and Microsoft deliver IPTV in India
Reliance Communication and Microsoft has announced their partnership to deliver a high connected and personalized TV experience through Reliance’s IPTV service that features Microsoft Mediaroom Internet Protocol Television (IPTV) software platform.
“As consumers today are becoming more sophisticated, they are demanding more compelling and personalized entertainment to suit their individual needs and preferences,” said Anil D Ambani, Chairman, Reliance Communications. “Until now, TV has been a broadcast, ‘one-size-fits-all’ experience. Backed by powerful Microsoft Mediaroom software, IPTV promises to offer our subscribers more choice, control, and convenience, and at the end of the day, a unique and more satisfying user experience. We’re excited to partner with Microsoft to unlock the potential of television and offer Indian subscribers the very best TV and connected entertainment experiences.”
Developed for Indian consumer, IPTV comes with an array of enhanced features that includes video-on-demand (VOD), digital video recording (DVR), instant channel changing, and personal media sharing.
“Reliance is about to change the way consumers experience television,” said Steve Ballmer, CEO, Microsoft. “TV is the only major digital device that has been left out of the networking revolution, and Microsoft and Reliance are now making the TV a first class citizen in the connected entertainment landscape. By connecting the TV to an intelligent two-way network and adding powerful software, new connected and personalized experiences will become possible here in India.”
For the first time, this new platform enables the Indian user to watch popular standard definition content along with high definition content by just a click of a button from the comfort of their homes.
This service plans to aim an area of great degree of ambiguity as far as TV content and advertising goes, in the country. Currently, there is no clear indication of how much of the content and advertising is really reaching the target audience and what the returns for spends are. It is said that a two-way interactive medium can rectify this.
The IPTV service will be launched by March 2008.
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