Eros Now partners with Google Cloud for AI-enabled subtitles

Streaming service provider Eros Now will use Google Cloud’s artificial intelligence (AI) technology to stream its movies and originals with automated subtitles.

With the use of AI frameworks and pre-existing data, Eros Now has the capability to generate subtitles in desired languages across movies and originals, the company said in a statement.  

“The innovative use of artificial intelligence and machine learning will give customised subtitled content for the global audience, allowing us to target a wider set of subscribers and drive engagement across Eros Now’ rich consumer offering," Ali Hussein, CEO, Eros Now said.

The automation process has taken over six months for data scientists to perfect, the statement added. The new subtitling feature will be first available in the Arabic language, followed by other significant markets that consume Indian entertainment, globally.

"With the power of AI built on Google Cloud, Eros Now can deliver automated subtitles to further enhance the viewing experience of its users," Bikram Singh Bedi, managing director, Google Cloud India, said.

In November last year, Eros Now had partnered with Microsoft to deliver OTT content in low bandwidth geographies across India. In the month-long pilot, the system mechanism from cloud to end consumer service was tested. Eros Now uploaded content to a central content repository, built on Microsoft Azure, that could quickly process large volumes of data to distribute to hubs. Consumers could then connect to these hubs to securely download high-quality content to their mobile devices without internet connectivity. 

Eros Now is owned by Eros STX Global Corporation. Eros STX is a global media firm created last year when UK-based Eros International, which operates film production and over-the-top Eros International Media, merged with US-based STX Entertainment. 

The combined entity has a strong focus on the US and Indian markets, the two countries where the Burbank headquartered Disney has made a strong play in the past few years.

According to a recent PwC report, India will be the tenth largest market for OTT in terms of revenue in 2022. Mobile internet subscribers are expected to double from 406 million in 2017 to 805 million in 2022. Local content remains the game changer for OTT in India.

OTT platforms Disney+ Hotstar, Amazon's Prime Video, Netflix, Viacom18’s Voot, BCCL’s MX Player and Zee’s Zee5 look to capture consumer attention through a mix of original programming and signing deals with production houses for existing properties.