SonyLIV picks TCS to leverage AI for better user experience

Information Technology (IT) services major Tata Consultancy Services (TCS) has entered into a strategic partnership with OTT streaming platform SonyLIV to create an innovative business model enabled by digital technologies, enhance customer experience and pave the path to future growth. 

The partnership will leverage TCS’ digital capabilities, global expertise, domain knowledge and innovation ecosystem to define SonyLIV’s platform transformation roadmap for India and global markets, TCS in a statement said.  

The IT services major will also help enhance its core OTT platform to leverage AI (artificial intelligence) and machine learning (ML) so to provide personalised experiences to its subscribers across devices.  

TCS will further help SonyLIV use data and insights to monetise content and create new revenue streams. 

Additionally, TCS will set up an Experience Design Centre leveraging its innovation labs, where it will deploy its Location Independent Agile Model to accelerate innovation by rapidly prototyping and helping SonyLIV launch new features ahead of the market.  

The partnership will help SonyLIV reimagine the customer experience and engagement, enhance its brand, establish competitive differentiation in the marketplace and drive growth. 

“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 centres of excellence to bring innovations that will improve engagement and provide a delightful consumer experience,” Danish Khan, business head, SonyLIV, Sony Entertainment Television and Studio Next, said. 

“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,” Ujjwal Mathur, country head, TCS India, said.