Microsoft ties up with India’s Eros Now to host digital platform


India’s Eros now and technology giant Microsoft are collaborating together to build a next-generation online video platform on Microsoft’s Azure cloud platform.
The new online video platform will provide uninterrupted content for its consumers across the globe. AI and intelligent cloud tools will be the next drivers of the media business and will impact everything from content creation to consumer experience. We have been working in India across many categories but ErosNow will be using our Azure media services,” said Peggy Johnson, Executive Vice President, Microsoft.

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This will be the first entry of Microsoft in India’s digital video space. For now, it is dominated by Hotstar followed by Amazon’s Prime Video and SonyLIV. “The overall competitive landscape in India amongst cloud providers is heating up, especially between AWS and Microsoft, with Google catching up too,” Naveen Mishra, of tech researcher Gartner told Reuters.

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Microsoft has a similar partnership with giants like Disney. Eros will create new interactive voice offerings for consumers powered by Azure AI tools. Voice search for video content will also be available in 10 different languages.

Rishika Lulla Singh, CEO- Eros Digital, said, The online video market has brought a paradigm shift in the way technology is used and will be used to enhance the customer journey and user experience.

We, at Eros Now, have been the earliest movers in the adoption of technology, which is a core strength of the brand.

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.”

Saurabh Singla
Saurabh Singla is a former Mechanical Engineer turned digital marketer. He has been in the digital marketing industry for over 6 years and has worked with clients across different sectors including FanFare, BitMachina, Bayslope amongst others. Saurabh is also an Author and has written over 30 websites for his clients including INC42, Yourstory etc. After founding CaphIQ in 2020, he is helping businesses and Personalities for their Personal Branding and online visibility.

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