Amagi Media Labs say they have a unique Cloud-based TV broadcast infrastructure that’s potentially able to change the way transmissions are made. They have secured a deal with India’s Viacom-18, the local joint-venture between Viacom and Network-18.

Unilever’s Hindustan operation will use Amagi’s technology to “micro target” viewers on Viacom’s Nickelodeon channel in India.

Amagi calls this technology “creative-versioning, [and] where different television creative in terms of product variant or a different creative rendition of the same advertiser is played in different regions on the same channel simultaneously. Creative versioning addresses critical needs of both broadcasters and advertisers seeking to optimize their Return on Investment (ROI) from the television spot. Given the [Indian regulator] TRAI’s recent 12 minute ruling on advertising, broadcasters and advertisers have been seeking ways to optimise their Return on Investment and stretch the time within the limited inventory.”

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