Invidi Technologies and Tata Elxsi have announced an extension of their relationship, to bring addressable television capabilities to pay-TV operators in India, Asia-Pacific and MEA.


Pai: ‘an organic and natural extension to our existing and successful five-year relationship’

Invidi Edge is described as a combination of single view addressability across both OTT and linear TV audiences, providing a one-stop solution for pay-TV operators and premium video publishers. It supports all distribution schemes for the latter, including satellite, cable, IPTV, AVOD, OTT. According to the company, Invidi Edge is uniquely able to work in the satellite distribution environment on non-connected set-top boxes, which in India represents the largest segment of pay-TV devices. With over 160m subscribers, India is one of the world’s largest pay-TV markets.

Tata Elxsi notes that, as linear advertising revenues remain under pressure due to the increasing shift of advertising spend to digital platforms, pay-TV operators in emerging markets like India, Asia-Pacific and MEA regions can now offer their broadcast partners targeting and addressability, thus increasing revenue potential.

Prasad Sanagavarapu, senior vice president, corporate development, emerging markets, Invidi, said: “With seamless audience addressability across linear TV and digital OTT platforms, the Invidi Edge Solution has been widely deployed in the North American and European markets. Tata Elxsi, with its deep technical expertise and domain knowledge in the broadcast and pay-TV market, is an ideal partner to support and accelerate our deployments in these developing markets.”

Nitin Pai, chief marketing officer and chief strategy officer at Tata Elxsi, said: “Targeted and addressable advertising represents new untapped revenue streams for pay-TV operators, especially in emerging markets. We see this Centre of Excellence as an organic and natural extension to our existing and successful five-year relationship. It will help combine the benefits of Invidi’s market-leading technology and Tata Elxsi’s deep solutioning and integration expertise, with proximity and ease of post-deployment support to ensure operator success in India as well as the larger Asia Pacific and MEA regions.”

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