launches media technology platform to enhance video ads


MUMBAI: has launched its media technology platform "Media Player version 4.2.4" developed in-house for its video-on-demand website

This media player is launched with an objective to enhance the video streaming capabilities for advertisements and other online content on the website.

Until recently was using Jivox and Vidopia technology for its online video advertising and aggregation platform. The player further supports both pseudo-streaming as well real time streaming protocol. Depending on the source the player is capable to be configured. player will support "Overlay Ads" along with pre, mid and post rolls.

Considering that there are different bandwidth speeds in different geographies, the video player is designed to adjust the "buffering" based on the speed at which a user can play-back the video. This is technology feature is very innovative and will help viewing of video in Indian Market like never before. chief technology officer Sanjeev Singhal said, "The Media Player Version 4.2.4 will be a very important addition to our already existing robust technology infrastructure and will set an impetus to introduce newer technology innovations developing our own core competency in this space. The BIGFlix Video Player has been a result of our constant endeavour to provide best user experience while playback of video. The capabilities built into our player not only includes playback of FLV, but supports MPEG4 with H.264 thus making it quality of video the best-in-class. Further, the design and management of advertisement integrations is done such that it becomes very simple and easy to configure the ad-spots for different length of content." business head Video-on-Demand Murtuza Kagalwala added, "This technology will enhance our user base as well as our clientele base advertising on our website ensuring good advertisement revenues and a loyal kitty of advertisers with hi-end content on our website. We are confident that the media player technology will be a unique and effective alternative to traditional pre- and post-roll video advertising which will enhance viewer experience and generate higher rates of engagement with our website. Currently at, we get 10 million video streams per month with an average time spent of 75 minutes by any visitor on the website, and with our newly launched media player we expect our advertising clientele base to increase multifold and enhance user experience like never before. The all new media player with its enhanced advertising capabilities will bring about a definitive 30-40% increase in video advertising revenues." is also planning to share the Media Player Version 4.2.4 technology with other group companies in Reliance BIG Entertainment.