MUMBAI: This is an Indian tech company which has been winning rave views in every market in which it operates. In fact, in most places it is mistaken for an American firm. Now, Amagi – one of the top companies globally in cloud-based SaaS technology for broadcast and connected TVs (CTVs) – is gearing up to add some more trophies to its already well-stacked award gallery. The company has acquired Argoid AI - a company specialising in recommendation engines and programming automation for OTT platforms.
Amagi believes the acquisition strengthens its mission to empower media companies with intelligent content planning, distribution, and monetisation solutions.
Argoid AI has as developed innovative AI products that enhance content recommendations and enable real-time programming decisions. Its solutions have been pivotal in increasing viewer engagement and optimising channel operations for customers in the streaming media space. By integrating Argoid AI’s advanced algorithms into Amagi’s existing platform, the acquisition will significantly boost the functionality of Amagi’s product suite, Amagi Now and Cloudport’s offerings, enabling media companies to make faster, smarter, and personalised content scheduling decisions at scale.
It will also allow Amagi to deepen its AI-powered content programming, metadata enrichment, and recommendation engine services, which are crucial for transforming to personalised streaming as part of the FAST 2.0 innovation.
"Amagi has been investing in AI/ML over the last couple of years. We strongly believe in AI/ML’s pivotal role in transforming the media and entertainment industry, creating efficiencies, enhanced monetisation, and a superlative viewer experience," said Amagi co-founder & CEO Baskar Subramanian. "With this acquisition, Amagi will integrate Argoid’s AI components into its award-winning cloud solutions, significantly enhancing value for our customers. The combined tech expertise of both companies will address key challenges in the streaming industry, such as content discoverability, viewer retention, and intelligent programming.”
Argoid’s founders, Gokul Muralidharan, Soundararajan Velu, and Chackaravarthy E will join the Amagi team, contributing to the future roadmap and further integrating AI into Amagi’s offerings. The three founders have one commonality: they all worked at the Walmart-owned Flipkart in Bengaluru around the same time.
“We are thrilled to join forces with Amagi, a true leader in media technology,” said Gokul Muralidharan. “This partnership allows us to scale our AI-driven solutions, delivering even greater customer value. Together, we will revolutionise how content is programmed and distributed in the digital era.”
Amagi provides a complete suite of channel creation, distribution, and monetisation solutions. The company’s clients include some of the world’s biggest names, including Hearst Networks UK, ABS-CBN, Astro, Cox Media Group, DAZN, Globo, Lionsgate Studio, NBCUniversal, Tastemade, and VIZIO.
