Our Philosophy

Our Philosophy

Amagi was founded in 2008 with a clear purpose of launching new technologies to positively impact the media and entertainment industry. We work with broadcasters, content owners, post-cable networks, vMVPD platforms, and advertisers to manage, move and monetize content, and reach audiences regionally and globally. Amagi was incubated at the Indian Institute of Management Bangalore’s (IIMB) N.S. Raghavan Center for Entrepreneurship and Learning (NSRCEL), and has now grown rapidly to manage 200+ channels across 40+ countries, with sales offices in Los Angeles, New York, London, Singapore, Mumbai, New Delhi, and an innovation and operations center in Bangalore.

Every Viewer Matters

Over the years, the TV broadcasting and advertising industry has gone through, and continues to undergo dramatic change. At the center of this shift is the viewer, and how their new habits are driving technology innovation and business strategies across the media and entertainment vertical.

5 habits of the new-age viewer

5 habits of the new-age viewer

These habits of new-age viewers essentially translate to them requiring greater flexibility, personalization, and control of what content they would like to consume on a screen of their choice. As a result, now every viewer matters. Therefore, all the stakeholders in the broadcast industry value chain need to evolve their offerings to leverage this dynamic shift.

Opportunity for broadcasters,
content owners and advertisers

Content personalization
Content personalization

Personalize or regionalize content to attract and retain viewers with relevant content

Multi-platform availability
Multi-platform availability

Offer content on traditional linear TV, OTT and VOD platforms to provide greater choice to viewers

Demand for<br/>targeted advertising
Demand for
targeted advertising

Deliver better value for advertisers be it on traditional TV or OTT

Arrival of new-age<br/>content owners
Arrival of new-age
content owners

Reach wider audiences through channel launch and distribution platforms

Amagi, the pioneer in cloud technologies
for media and entertainment industry


Amagi is among the first few technology players in the industry to use cloud technologies for broadcasting and targeted advertising. To enable broadcasters, TV networks and OTT platforms address changing viewer habits, Amagi has built cloud solutions that are cost-effective, scalable, reliable, and broadcast-grade. Amagi is at the intersection of changing viewer dynamics and advancements in cloud technologies to create unique and transformative solutions for the industry. Some of the application areas of Amagi’s innovation include:

  • Cloud managed broadcast services for TV and OTT
  • Launch and operate live linear channels on a pay-as-you-go model
  • Orchestrate live sports and events
  • Regionalize content and ads on common satellite feeds
  • Spin up pop-up channels on demand
  • Deliver personalized ads on OTT
  • Monetize content on vMVPD platforms through auto ad detection and ad insertion
  • Automation-led 24x7 monitoring of channels

A tribute to Morse Code


The development of Morse Code has been one of the most significant milestone in the broadcasting and telecommunications domain. It was unique and transformative. Our design language draws inspiration from Morse Code as we lead the industry into infinite possibilities using cloud technologies.

A tribute to Morse Code

Across this website and our communications, you will see the Amagi adaptation of Morse Code. Every design can be deciphered to unravel meaningful words!

Industry recognition for innovation and leadership

Amagi wins IBC Innovation Award for regionalizing Sundance Channel Global
Amagi wins IBC Innovation Award for regionalizing Sundance Channel Global
Amagi wins BroadcastPRO Middle East Innovation Award for regionalizing NDTV
Amagi wins BroadcastPRO Middle East Innovation Award for regionalizing NDTV
Amagi wins Pitch50 Award for Amagi MIX Media Planning Platform
Amagi wins Pitch50 Award for Amagi MIX Media Planning Platform
CII Design Excellence Award for Amagi MIX
CII Design Excellence Award for Amagi MIX
Frost & Sullivan Global Product Innovation Award for CLOUDPORT
Frost & Sullivan Global Product Innovation Award for CLOUDPORT

Ethics and Code of Conduct

Ethics and Code of Conduct

Zero-tolerance policy

As a company, Amagi is committed to conducting ourselves with ethics, transparency, and accountability. To this effect, we are developing strong governance structures, practices, and procedures which ensure that ethical conduct is promoted at all levels across our value chain. We are dedicated to ensure that the work environment across all our locations is conducive to fair, safe, and harmonious relations, based on mutual trust and respect between all Amagi employees.

We also strive to guarantee a safe and welcoming environment to all those who visit any of our locations in any capacity, such as customers, vendors, etc. Discrimination and harassment of any type is strictly prohibited. We wish to promote and maintain this culture to ensure that associates of the company do not engage in practices that are abusive in any form or manner whatsoever.

We are committed to provide our employees a safe working environment and prohibit any form of sexual harassment. For India, in compliance with the The Sexual Harassment of Women at Workplace (Prevention, Prohibition and Redressal) Act 2013, an Internal Complaints Committee has been created which comprises employees from Amagi and our External Advisor. The committee meets on a regular basis, discusses relevant issues related to sexual harassment in the industry and is responsible for conducting a fair investigation process in case of any complaints related to sexual harassment. Our employees can speak directly to any of the committee members or reach the committee at internal.committee@amagi.com .

Members of the Internal Complaints Committee
  • Ritu Sharma, Head - Global Sales (Presiding officer)
  • Sanjay Kirimanjeshwar, Head - Global Marketing
  • Vijay Sagar Vinnakota, Head of Cloud Engineering
  • Anshu George, Head of UX Strategy & Design
  • Sujata Gaddemane, Lead Software Engineer
  • Anitha M, HR Business Partner
  • Prabhu Mamidi, Global Finance Controller
  • Shubha Chacko, (External Advisor), Exec Director - Solidarity Foundation