Eros Now ties up with Microsoft's Azure platform

EROS NOW announced a collaboration with Microsoft today (19) to build a next-generation online video platform on Microsoft Azure targeted at its consumers across the globe.

This is expected to be a major association for Microsoft in India in the online video space.

Eros Now is a South Asian entertainment OTT (over-the-top) video platform by Eros International Plc, a multinational Indian entertainment company.

The Mumbai-based business will leverage Microsoft Azure for technology development in three areas - intuitive online video platform, interactive voice offerings and personalised recommendation engine.

Using Microsoft Azure and Azure Media Services, Eros will develop a new, intuitive online video platform. The new platform will provide seamless delivery of content for its consumers across geographies and languages, supported by a robust infrastructure, including Azure Content Delivery Network.

The Asian firm will work to create new interactive voice offerings for consumers, powered by Azure AI tools, including OTT application video search experiences and voice search, for video content across 10 Indian languages.

To increase consumer satisfaction and loyalty, Eros will create an engine to deliver personalised content recommendations for consumers by leveraging its own user data, combined with Azure AI, analytics, Cloud Data Warehousing solutions and Azure Media Services

Rishika Lulla Singh, Chief Executive at Eros Digital, said: “…The objective and the goal of this collaboration is to ensure we become the primary innovators for the video business and a gold standard for the others to follow. We have immense respect for Microsoft as a company to help us innovate and pave the path for the next generation of online video.”

Eros’ work with Microsoft will help it transform not only how it delivers streaming services to its consumers but also to reimagine the offerings it can provide.