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India’s, Eros, Now, the links on Microsoft’s Azure platform

MUMBAI (Reuters) – India’s Eros Now, EROS.(N) said on Thursday it is tying up with Microsoft (MSFT.(O) Azure cloud platform for hosting and streaming of digital video content, in the whole of europe at the AMERICAN software giant’s push to expand in the Indian market.

A FILE PHOTO of The Microsoft mark is displayed at the top of the Microsoft Theater in Los Angeles, California, USA, October 19, 2018. REUTERS/Mike Blake

As part of its tie-up with Microsoft will be building an online video platform for the Bollywood production house, which will offer interactive, voice search functions in multiple Indian regional languages.

“AI is more intelligent cloud, the tools to be the next drivers of the media and will make an impact having everything from the creation of the content to the consumer experience,” Anant Maheshwari, President, Microsoft India, said in a press release

This is one of Microsoft’s first steps into the world of India is full of the digital video space, up to now, has been dominated by the market leader, Amazon Web Services (AWS), which is used by all the players, including Walt Disney-backed (DIS.(N) portal-Hotstar Indian cinema and video-streaming platform ALTBalaji, among other things.

Last year, Microsoft tied up with ZEE5, a video-on-demand platform owned by Indian media company Zee Enterprises (ZEE.NS-Dutch railways).

The deal comes just a few weeks after Reliance Industries Ltd (RELI.NS), led by Asia’s richest man, Mukesh Ambani, has announced tying up with Microsoft to build data centers in India, which will be hosted on Microsoft’s Azure cloud.

Here, where the Trust was in the possession of a minority stake, is betting big on its online streaming platform.

Two sources familiar with the matter told Reuters that the Brother, who says that it has 18.8 million subscribers worldwide, and it is making the move to the Azure platform, AWS.

The american indians have begun to stream online video and audio content, the Sound from the mobile unit to Jio began operations in late 2016, with a cut-price tariffs, have forced rivals to slash the data rates.

“The overall competitive landscape in India for, among other cloud providers is heating up, especially between the AWS, and Microsoft, Google is catching up to it,” Naveen Mishra, tech researcher Gartner, told Reuters.

India had the world’s highest average monthly data usage per smartphone to hit 9.8 gb by the end of 2018, according to a June 2019 at the latest report, the Swedish telecoms gearmaker, Ericsson (ERICb.ST).

The rise of the online content, consumer-driven, online video streaming sites such as Hotstar-and-Eros-Now-for the provision of services to improve the user experience, and the increased use of cloud computing services.

Reporting by Shilpa Jamkhandikar; Additional Reporting by Sankalp Phartiyal; Editing by Euan Rocha and Emelia Sithole-Matarise

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