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The leading telecom service provider in the Indian region by subscriber base, Bharti Airtel, after making a dominant and established position in the telecom sphere in the Asian market, is now foraying in the media and entertainment (M&E) sector.

Bharti Airtel has announced the launch of Airtel Digital Media Business, a new vertical of the company that will be offering Content Delivery Solutions for (M&E) sector. By means of Digital Media Exchange service, a more secure distribution platform across multiple media platforms will be enabled. This ensures that content producers can have an integrated content delivery and aggregation platform that repackages content for all media formats.

Remarking over this new venture, Sanjay Kapoor, CEO-India and South Asia, Bharti Airtel says in a prepared statement, “There is a clear demand for secure digital distribution capability across multiple platforms. Airtel Digital Media Business will help establish India as an innovation hub for global content and format delivery. This significant step takes Brand Airtel ahead from being just a telecom brand to a lifestyle enabler.”

This digital platform will be beneficial for a range of users including producers, creative agencies, production and post production houses, animation, gaming firms, visual media firms, news channels, cinemas, banking institutions, and distribution agencies.

“Airtel’s Digital Media Business is integrated with our global network of submarine cable systems, international points of presence (PoPs) and our Content Delivery Network (CDN) services. It will now be able to deliver on a secure platform, high quality content across geographies” says Rajan Swaroop Executive Director, Enterprise Services, Bharti Airtel.

The services offered via this digital media exchange platform would range from content gathering; distribution services to television channels; complete content management services such as playout, archival, collocation and storage.

“Being both content and access agnostic, Airtel’s Digital Media Business will open up the market opportunity for the Indian media and entertainment industry that is estimated to grow from Rs. 611 bn to Rs.929 bn at 11% CAGR over 2009-2013. (Source: PWC Entertainment & Media Outlook 2005-09),” says the company in a press statement.