Start India selects Accenture for OTA programming

Star India has selected Accenture to develop, launch and deliver its over-the-air (OTA) programming via Hotstar.

The hotstar service was build on the Accenture Video Solution (AVS) software platform and introduced through Start India’s wholly owned subsidiary.

The service will be available to India’s entire population once it is fully deployed.

Official said the new service will be funded primarily through advertising, using the platform’s new digital advertising functions.

Hotstar will serve the entire country with a catalogue of more than 45,000 movies and television series with the help of cloud based infrastructure.

According to Accenture, it helped Star India develop and launch the online video service.

The AVS helps Star India deliver content over a wide variety of devices and via Wi Fi, 4G, 3G as well as 2G networks.

The content available on the platform can be streamed even on mobile data connections with limited bandwidth, including those available on 2G feature phones.

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The service supports over 7,000 different digital devices with its mobile-friendly platform, which delivers video streaming and downloads in any of India’s urban and suburban areas.

Accenture’s AVS will also provide Star with ability to predict and help drive user behaviors with personalized content recommendations.

The technology solutions company also highlighted its role in enabling Star TV manage 25 million video views during an Indian-Pakistan cricket match which was the most watched sports event online.

“With hotstar, our ambition is nothing less than the establishment of a whole new model for on demand video consumption in the world,” said Sanjay Gupta, Star India COO.

Few days ago, Accenture acquired Axia, a U.S.-based strategy consulting services provider to enhance its capabilities to assist clients to improve competitiveness by delivering growth through strategic cost management and organizational agility.

Shilpa Khatri
[email protected]