Mumbai: In the heart of a burgeoning Indian sports market, where over 1.3 billion people are fueling an incredible surge in enthusiasm, live streaming has emerged as the driving force behind an anticipated $100 billion industry by 2025. With an expanding middle class boasting disposable income, sports organisations are racing to engage fans on a global scale.

It's about more than just the game; it's about delivering high-quality video content seamlessly to anyone, anywhere. Advanced AI and machine learning have stepped onto the field, making every click count, serving fans an all-access pass to live games, replays, and exclusive behind-the-scenes insights. In this dynamic landscape, sports enthusiasts revel in a world of endless possibilities, united by their love for the game.

Delving deeper, Indiantelevision.com spoke to ViewLift co-founder & president Manik Bambha on the idea behind its launch, ensuring the security and protection of copyrighted sports content and more…

Manik Bambha heads sales, product, tech, and marketing for ViewLift in his role as co-founder and president. With over 15 years of experience, he has been a strategic leader with experience in the media and entertainment industry. He also has a deep understanding of social, web, mobile, OTT, CDN, live, stats, and distribution.

Edited Excerpts:

On ViewLift’s launch, the idea behind its launch and its USP

ViewLift is a cloud-based streaming platform, begun in 2008 as an operator of its own consumer service, streaming full-length films, television programs and shorts to over 160 countries. We became a launch or near-launch partner for nearly every over-the-top device. ViewLift has created and operates applications (digital channels) native to each device platform for content owners in sports, entertainment, broadcasting, publishing, fitness, gaming and more.

ViewLift's mission is to offer market-leading streaming solutions with an extensive set of features to grow your business. With the application of advanced data science and real-time analytics, we equip our customers to accomplish your business objectives and stay ahead of competition.

We are technology support providers and don’t compete with any service providers like Netflix or Disney+ Hotstar. Our clients offer their own unique content and consumer solutions to audiences who are passionate about the specific topics; they are not competing with general entertainment services.

On data-driven approaches that ViewLift uses to deliver personalised ads to viewers in the context of targeted advertising and sponsorship deals, and its contribution to revenue growth for sports organisations

We offer a range of revenue models which can be applied at the content level, giving our customers the highest level of flexibility with the hybrid revenue models. For broadcasters, we offer Live and 24×7 Linear streaming services with several built-in features like news widget, weather widget, and integration with major ad networks and exchange platforms for AVOD monetisation. Some of our broadcasting clients are TEGNA, Nexstar Media Group, to name a few.

Our customers can leverage advanced programmatic ad deliveries such as server-side ad insertion (SSAI), common client-side ad insertion (CSAI) from leading ad networks to power linear FAST or AVOD business. ViewLift has inbuilt capabilities to support IAB-compliant video ad standards VAST, VMAP and VPAID, and support video overlays, companion ads and pre-, mid- and post-roll ad placement for Live events.

On ViewLift ensuring the security and protection of copyrighted sports content in the age of online piracy and illegal streaming

ViewLift uses DRMs, watermarking, geo-restricting, and other AI-based security tools -

1.   Digital Rights Management (DRM) - AES is a safe encryption system that is used by technologies like Digital Rights Management (DRM). AES-encrypted content can only be accessed by approved devices that have the required decryption keys.

2.   Watermarking is used to stop efforts at piracy that happen after content has been sent safely and has appeared on screens. To identify the source of pirated content, watermarking entails encoding a distinctive digital signature into each copy of the content.

3.   Geo-blocking is the practise of placing geographic limits to prohibit people in particular regions from accessing material that you are delivering via a CloudFront distribution. Users should only use one or a small number of devices to view material, depending on their membership plan.

4.   Tools for AI security - ViewLift offers operators improved consumer behavioural insights and retention capabilities using the most recent data science and artificial intelligence technology. The ViewLift platform includes several analytical and retention capabilities, which enable businesses to implement targeted churn reduction strategies across a variety of channels, including social, email, in-app, and push alerts, among others.

On the challenges and opportunities presented by the diverse and fragmented Indian market, in terms of content preferences and regional variations

Our clients want to focus on their content, their audience, and the necessary marketing to connect fans to content. They want a technology partner which is deeply experienced; possesses a comprehensive solution that gets them quickly to market; scales as they build their business; and is responsive to their specific needs. It is a challenge to provide this across the full universe of OTT devices (each of them with different tech and operating standards) on a global basis, but our ability to do so has created a growing business that provides our clients with real value.

On the vision and mission for the next three years

We have ambitious plans to double its client base in India and cater to the surging demand for regional content in the country. Recent partnerships with VGK and NHL demonstrate our commitment to supporting global sports leagues and clubs. Another aspect of our expansion strategy involves increasing our workforce on a global scale. ViewLift aims to differentiate itself through innovation in user experience and hyper-personalisation. Furthermore, we are actively expanding the application of AI technology to enhance their streaming platform.

ViewLift’s vision and mission for the next three years is to be the leading provider of carrier-grade streaming solutions, delivering exceptional service management and rapid deployment, revolutionising the sports and media industry and empower media and entertainment excellence by enabling leagues, teams, and content owners to maximise streaming opportunities and reach viewers in the ever-changing sports and media landscape.