Tata Consultancy Services (TCS) has entered into a partnership with SonyLIV, an Indian OTT streaming platform, to help the latter create an innovative business model powered by digital technologies for improving customer experience and lay the path to future growth.

The partnership will tap into the next-gen digital capabilities, domain knowledge, global expertise, and innovation ecosystem of Tata Consultancy Services for defining the platform transformation roadmap of SonyLIV for India as well as global markets.

Tata Consultancy Services said that it will help improve SonyLIV’s core OTT platform to utilize artificial intelligence (AI) and machine learning to offer customized experiences to subscribers across devices. It will also help the OTT streamlining platform to utilize data and insights for monetizing content and generate new revenue streams.

In addition to that, Tata Consultancy Services will establish an experience design center leveraging its innovation labs. The company will deploy its location independent agile model at the experience design center to fast track innovation by quickly prototyping and helping SonyLIV roll out new best-in-class features ahead of the market.

Ujjwal Mathur – Country Head, TCS India said: “We are pleased to partner with SonyLIV in their growth and transformation journey to become one of the best OTT platforms in the country and the world.

“Through this partnership, TCS will bring its deep domain knowledge in the media and OTT industry along with world-class technology capabilities to enable SonyLIV to innovate at speed and scale. TCS will leverage its global innovation ecosystem to introduce next-gen immersive and interactive features to enrich the overall customer experience.”

Tata Consultancy Services said that the partnership will enable SonyLIV in reimagining the customer experience and engagement, improve its brand, create competitive differentiation in the marketplace and bring in growth.

Danish Khan – Business Head, SonyLIV, Sony Entertainment Television and Studio Next, said: “We are delighted to have TCS on board as our technology partner. We will work closely with the TCS leadership team in India, US and UK to enhance the user experience of SonyLIV.

“Further, we hope to harness the TCS global talent reach, infrastructure and global centers of excellence to bring innovations that will improve engagement and provide a delightful consumer experience.”

  artificial intelligence, Danish Khan, India, machine learning, OTT, SonyLIV, Tata Consultancy Services, Ujjwal Mathur