India’s leading carrier and broad band service provider announced its entrance into digital media business, where it would contribute and distribute content to a wide range of users including producers and media companies. Thought Airtel would not produce any content on its own however market and distribute a number of services like animation, gaming firms, news channels, cinemas and banking institutions and bodies.

A senior executive of Airtel sited this as an effort by the company to establish India as an innovative hub for global content and format delivery. This would allow 16,000 cinema screens across the country to offer and show up high quality international viewing experience for consumers in India.

Bharti Airtel would provide content gathering and distribution services to television channels including content management services like as playout, archival, collocation and storage. More, it would provide content producers an integrated delivery and aggregation platform for packaging content of all formats. According to an international report the Indian media and entertainment industry is expected to grow at 11 per cent CAGR (compounded annual growth rate) from the current Rs 61,100 crore (Rs 611 billion) to Rs 92,900 crore (Rs 929 billion) by 2013.

airtel into digital media