On the heels of its successful transformation to aha 2.0 last year for Telugu audiences, India’s aha streaming service intends to significantly increase its potential market footprint by using the same backend to deliver localized services to the Tamil audiences .
Firstlight Media’s cloud native platform is now supporting aha 2.0 in Telugu and Tamil (CNW Group/Firstlight Media)
Using Firstlight Media’s cloud-native OTT platform and multi-dynamic storefront technology, aha is delivering its entire content catalog to both Telugu and Tamil language audiences, while dramatically optimizing costs and time to market. The award-winning Firstlight Media technology runs on Google Cloud and is the backbone of aha’s first-to-market “glocal” strategy.
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More than 70 million Tamil speakers worldwide now have the ability to access the same features that have been available since launch to 75 million Telugu speakers: fast, smooth, smart aha 2.0 experiences across multiple devices including mobiles, tablets, browsers, SmartTVs (miTV, AndroidTV, Samsung, LG, ROKU), and connected devices (AppleTV, FireTV, ROKU); enhanced personalization, customized recommendations, and exclusive content—all supported by flexible monetization options depending on customer preference and profile.
“Rapid and cost-effective entry into new regions is something that could only be supported by a 100% cloud-native platform,” said Ajit Thakur, CEO of aha. “Firstlight Media provides us with the ability to engage viewers in each market on their own terms, without the time and expense of creating an entirely new backend for each language or region. It also enables us to offer combo packs in Telugu and Tamil with 4K and Dolby through our Special Plan, which will be a super attractive feature for dual language speakers.”
aha’s lineup of blockbuster content for the 2.0 service includes digital premieres of highly anticipated Tamil shows and films acquired and produced specifically for the aha 2.0 platform. The lineage of Aha’s includes the uniquely packaged “Writer” blended with a strong lineup of originals like Akashvani, IRAI that sizzle the netizens with unique story plots that make the service bingeworthy and present the audience with one chartbuster after another.
Firstlight Media is expediting OTT’s transformation to ultra-scalable, cloud-based platforms that use artificial intelligence to drive true engagement and monetization for Tier 1 operators.