MUMBAI: In the OTT jungle, the bots are now doing the heavy lifting
Gone are the days when content teams had to wrestle with Excel sheets and caffeine-fuelled late nights to build programming schedules. In a move that gives human schedulers their long-overdue coffee break, Amagi has just launched Amagi Smart Scheduler — an AI-powered scheduling solution designed to make sure your content hits the right eyeballs at the right time, without the daily data gymnastics.
The company, a major player in cloud-based SaaS solutions for TV and streaming, announced the launch on 7 April 2025, positioning this slick new tool as a saviour for content teams, streaming platforms and broadcast networks alike. Built on Argoid’s AI scheduling platform — following Amagi's acquisition of Argoid AI — Smart Scheduler marks the company’s latest bet on AI to revolutionise media operations.
“The future of media programming lies in intelligent automation,” said Amagi co-founder & CRO Srinivasan KA. “With Amagi Smart Scheduler, we offer programmers and content owners a solution that reduces manual workload and enhances audience engagement and revenue potential.”
Smart Scheduler doesn’t just slap AI on a spreadsheet and call it magic. It offers two modes of operation:
1. Fully automated mode: One click, and your channel schedule is AI-optimised using machine learning models trained on historical viewership data, content preferences, and real-world trends. No tarot cards involved.
2. Rules-based automation mode: Want a little more control? Teams can set custom rules and let the AI play within those lines — ensuring precision without paranoia.
In both cases, editorial control stays intact. You can tweak, finesse, and fine-tune like the artsy genius you are. But now, you won’t need three screens, two assistants and a prayer circle to do it.
The Smart Scheduler uses a buffet of data sources — historical content performance, metadata, audience trends, and even social engagement signals — to craft schedules that are actually smart, not just buzzword-flavoured.
Traditional content scheduling has long been the media world’s necessary evil — time-intensive, manual, and prone to human error (and burnout). With Smart Scheduler, Amagi says it will scale multi-channel programming, improve operational efficiency, and crucially, boost ad revenue.
The product is now generally available, ready to enter the workflows of media companies everywhere that are sick of spreadsheets and starving for streamlining.
The timing couldn’t be better. With audience behaviour evolving faster than Tiktok trends and ad budgets getting squeezed like toothpaste tubes, content teams need tools that are sharp, swift and smart enough to keep up. Amagi’s Smart Scheduler might just be the solution that gives programmers their weekends back — or at least, fewer panic attacks.
