Reliance scores Mediaroom IPTV exclusive for India

Stephen Withers
Tuesday, 06 November 2007 08:55

IT Industry - Deals

Major telco Reliance Communications has secured the exclusive right to deploy Microsoft's Mediaroom IPTV platform in India.

The service, to be launched by March 2008, will deliver SD and HD content to PCs and televisions via Reliance's fibre network. Features will include digital video recording and video on demand.

"As consumers today are becoming more sophisticated, they are demanding more compelling and personalized entertainment to suit their individual needs and preferences," said Reliance chairman Anil Ambani.

"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."

Microsoft hopes the platform will help advertisers determine whether they are getting value for money. "There is, at present, no clear indication of how much of the content and advertising is really reaching the target audience and what the returns for the investments are. A two-way interactive medium can rectify this," said Microsoft officials.

"Reliance is about to change the way consumers experience television," said Microsoft CEO Steve Ballmer.

Mediaroom, previously Microsoft IPTV, was launched in June 2007. In addition to conventional programming, it supports multiple camera angles on one screen, interactive multimedia applications, and the presentation of digital audio and photos stored on home PCs.

Existing customers include AT&T, Deutsche Telekom and British Telecom.