Amagi, a global name in cloud-based SaaS technology for broadcast and connected TV, on Tuesday announced that it has partnered with the global smartphone brand Xiaomi, to manage and monetise their linear TV and video-on-demand offerings to their mobile and connected TV consumers across multiple countries. The content would be a part of Xiaomi’s direct-to-consumer app.

Xiaomi is a consumer electronics and smart device manufacturing company with smartphones and smart hardware connected by an IoT platform at its core. The company has also established the consumer AIoT (AI+IoT) platform, with 374 million smart devices connected to its platform. Xiaomi products are present in more than 100 countries around the world.

Xiaomi has chosen Amagi to be their partner for linear TV and video-on-demand distribution, as well as ad monetisation services. Amagi would manage the workflows of multiple streaming TV channels and other video-on-demand assets for Xiaomi using Amagi CONTENT PLUS, and enable them to monetise the content using Amagi THUNDERSTORM, the dynamic ad-insertion solution, as well Amagi ADS PLUS, a virtual ad sales solution.

“Xiaomi is the undisputed leader in smartphone and smart TV technology and distribution in Asia. We are excited to see them venture into the linear TV ecosystem, partnering with premium content brands to boost their global growth and revenues. As their technology partner, Amagi is offering them agility and flexibility in key areas of their operations, helping them scale new heights quickly and effortlessly,” Srinivasan KA, co-founder, Amagi, said.

Amagi provides a complete suite of solutions for content creation, distribution, and monetisation. The company also has a state-of-the-art cloud broadcast operations center that can support over 1000 live linear channels. Amagi clients include ABS-CBN, A+E Networks UK, beIN Sports, CuriosityStream, Discovery Networks, Fox Networks, Fremantle, NBCUniversal, Tastemade, Tegna, USA Today, Vice Media, and Warner Media, among others.

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