Bharti Airtel has entered the digital media distribution business, establishing what they're calling a "digital media exchange". The exchange will enable the transference of digital content from media houses, producers and distributors to multiple platforms and locations, including Live Media (digital signages), mobile, Internet and other platforms. Distribution will also get a boost if Airtel succeeds in acquiring 3G and WiMax spectrum. Speaking at the launch, Airtel CEO (India & South Asia) Sanjay Kapoor said that this is a long term play, and company expects that in about 4-5 year time, this will be anywhere between Rs. 300-400 crores business. "This is a large media exchange, agnostic to which screen, and which part of the screen you're talking about," he said, adding that "We're not trying to control here. We're the enablers, the platform. The timing of the content, and what is going to be sent to each screen is going to be controlled by the producer. Anyone can create content and piggyback on the exchange," he said. To Start With B2B, Digital Cinema Airtel is going to begin with a B2B focus, and the low hanging fruit in this space is evidently the B2B digital cinema distribution which has been attempted previously, but clearly not at this scale. "There are more than 16,000 cinema screens operating in India, and they've being digitized. Serving content digitally is a great opportunity - starting from B2B and then moving to B2C," Rajan Swaroop, Executive Director (Enterprise Services) for Airtel said. Swaroop said that…
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