Info-tech

Red Bull inks deal with Tata Comm for TV content broadcasting

Amrita Nair Ghaswalla Mumbai | Updated on January 23, 2018 Published on October 26, 2015

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Supplier of extreme sports content, Red Bull Media House, has teamed up with Tata Communications for its new television channel, due to launch next year.

As its global partner for connectivity and innovation, Tata Communications has also been selected for Red Bull events globally, and will be transmitting live data over its 2,40,000-km-long fibre network to the headquarters in Austria.

Red Bull Media House is a brand aligned with action sports and extreme adventure. The energy-drink maker’s media outfit produces footage on events and highlights from the world of sports and motorsports, including major world series and championships like Formula 1, MotoGP, and Red Bull’s own events.

Tata Communications’ partnership with F1, which has been delivering the connectivity backbone to every Formula 1 race for the past three years and beaming the action to millions of fans online as well as on television, has helped the Indian company push ahead in fostering innovation in service and product development for Red Bull Media House.

“This year, Tata Communications has managed to bag 52 clients. In the media and entertainment services space, Red Bull Media House is one of our customers,” Mehul Kapadia, Managing Director (F1 Business), Tata Communications, told BusinessLine.

Terming the F1 showcase as an articulation of the company’s capabilities, Kapadia said Tata Communications has entered the next milestone in its relationship with Formula 1.

“We are also the official supplier of broadcast feeds for GP2, GP3 and Porsche Supercup, and will be providing fibre and satellite solutions to broadcasters across the globe. Red Bull Media House will use Tata Communications’ video connect service to ensure maximum uptime, reliability and video delivery, so as to optimise consumers’ viewing experience.

Even as Tata Communications will be helping Red Bull bring its full-time TV channel to a planned 30-50 countries, the latter already produces an exhaustive amount of content for a multitude of platforms including video on demand, feature films, live broadcast of sport events, and reality TV formats.

“Red Bull Media House specialises in adventure sports content. Wherever they shoot content across the world, we take the content back to their Austria headquarters, and help them take it to customers,” said Kapadia.

The energy drink maker already produces enough video content to feed the Red Bull TV online video channel and the Red Bull-branded YouTube channel with over 4.2 million subscribers.

It offers more than 1,000 hours of content to broadcast channels and digital platforms around the world, and has chosen Tata Communications as its connectivity partner.

The writer was in Singapore at the invitation of Tata Communications.

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Published on October 26, 2015
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