SonyLIV Partners with Amagi to Further Grow OTT Ad Revenues

NEW YORK, Aug 12, 2018

SonyLIV deploys Amagi THUNDERSTORM OTT Dynamic Ad Insertion Platform for mid-roll ads

Amagi, a leader in media processing services and targeted advertising for TV and OTT, today announced that SonyLIV is using its THUNDERSTORM cloud-based platform for targeted OTT dynamic ad insertion. SonyLIV is the premium OTT platform of Sony Pictures Networks India and its library consists of 23 years of content from the network channels in India- Sony Entertainment Television, SONY SAB, SONY MAX, AXN, SONY PIX, SONY TEN to name a few. As part of the deal, Amagi will monetize premium GEC and movie channels on SonyLIV OTT platform, generating additional ad revenues for the hugely popular on-demand and linear OTT service.

Using Amagi THUNDERSTORM, SonyLIV will be able to insert targeted mid-roll ads without the need to change its existing broadcast workflows. THUNDERSTORM leverages new-age machine learning techniques to detect ads in channel feeds, and replace them with new, targeted ads on the server-side. “SonyLIV is growing its subscriber-base at an impressive rate, making it an ideal digital platform for advertisers to target clearly defined audience segments. We are continuously looking to enhance value for our advertisers”, said Uday Sodhi, Business Head, Digital at Sony Pictures Networks India. “Amagi is a pioneer in the targeted advertising space and this technology partnership provides additional options for advertisers to work with us.”

SonyLIV has integrated Amagi THUNDERSTORM with its in-house ad-decision system and partner ad networks. This allows SonyLIV to maximize ad revenue opportunities in real-time by serving ad spots to the highest bidder. “We are delighted to partner with SonyLIV, and deploy our next-generation ad tech solutions that create new revenue opportunities,” said Deepakjit Singh, CEO, Amagi. “The THUNDERSTORM platform is designed for high concurrency, and to deliver frame-accurate ad insertions at scale. These capabilities become vital for SonyLIV, especially since many of its premium channels have high number of concurrent users”, added Deepakjit Singh.

Many ‘Digital first’ media companies in the US and Europe are already benefiting from Amagi THUNDERSTORM. The platform can integrate with cloud playout platforms like Amagi CLOUDPORT and live events orchestration services like Amagi BLIZZARD. It is packed with powerful analytics dashboards with an intuitive web UI. Amagi will be showcasing THUNDERSTORM at the IBC Show in Amsterdam, September 14-18, Booth #2.B19

For more information about Amagi and its cloud-based broadcast and advertising solutions, including THUNDERSTORM, visit

About Amagi

Amagi is the world’s leading cloud-managed broadcast services and targeted advertising solutions company. Amagi brings simplicity, advanced automation, and transparency to the entire broadcast operation, be it for traditional TV or next-gen multiscreen platforms. Amagi has deployments in over 40 countries, enabling TV networks to launch, operate, and monetize channels anywhere in the world. Amagi also provides targeted advertising solutions to 3,000+ brands, shaping the future of TV advertising. Amagi Corporation is based in New York, with offices in Los Angeles, London, Singapore, Hong Kong, New Delhi, Mumbai, and a R&D center in Bangalore.

About SonyLIV

SonyLIV is the first premium Video on demand (VOD) service by Sony Pictures Networks’ (SPN) providing multi-screen engagement for users on all devices. Launched in January 2013, it enables users to discover 20 years of rich content from the network channels of Sony Pictures Networks’ Pvt. Ltd. It also provides a rich array of movies, strong line-up of events across all sports, shows, music, product reviews.

With over 63 million app downloads so far, SonyLIV is the first amongst its competition to provide original exclusive premium content. As a true pioneer in its space, SonyLIV launched India’s first-ever original show exclusively for the online platform earlier this year. With #LoveBytes, it became the country’s first digital video-on- demand (VOD) platform to introduce an innovation of this nature. SonyLIV also launched YOLO - You Only Live Once, the first-ever regional language web-series on an OTT platform in India and LIV FIT the first-ever health and wellness segment on an OTT platform in the country. The digital platform is also extending its English content offer under SonyLIV Premium with launch of award winning shows.

Streaming the biggest football tournament of 2018 FIFA World Cup Russia World Cup and making SonyLIV the most preferred online destination for football fans. Visit:

Amagi Contact:
Sanjay Kirimanjeshwar
Head of Global Marketing