Tata Communications, a leading
telecom company has entered into a a five-year contract with global sports company World Athletics as the technology broadcast partner worldwide. Dhaval Ponda, Global Head, Media and Entertainment Services at Tata Communications, added that World Athletics' partnership is anticipated to add over 20 international events to Tata Communications' media business, which has emerged 20-25% over the past few years and enabled the firm to acquire 25% market share in global sports.
“World Athletics is the third most watched sport across the world hosting events such as road running relays, track and field events, marathons, race walking, cross country etc. and reaching hundreds of millions of households across the world,” he said.
“Their Championship event alone draws a global viewing audience of one billion people across 180 countries. So the partnership is going to deliver thousands of million hours of content watched over multiple platforms such as mobile phones, TV and web.”
The organization will offer live satisfied to telecasters across continents guaranteeing low latency, quality video feeds over dedicated bandwidth on 5G networks, localized content, analytics of viewership propensities and training feeds for athletes.
“And in terms of technology that we'll deploy, Tata Communications has already invested in
next generation cloud and edge capabilities that have been fine tuned for the
media and entertainment industry,” Ponda added.
The markets of North America and Europe account for the majority of Tata's media business. The firm is a leading provider of managed video services for all major sporting events in India, including the Indian Premier League.
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