Mumbai: In the rapidly evolving landscape of digital media consumption, technology continues to redefine how we engage with content, particularly through OTT platforms. These platforms are not just changing how we watch videos but are also shaping personalized experiences driven by AI and machine learning, and exploring innovative avenues like AR and VR.
Amidst this dynamic environment stands Logituit, a pioneering force since its inception in 2010, dedicated to enhancing the OTT experience globally. Serving some of Asia’s leading media entities like SonyLIV, JioCinema, Mediacorp, and ErosNOW, Logituit integrates cutting-edge technologies - from AI and ML to advanced video analytics — ensuring seamless user engagement and robust content delivery.
Indiantelevision.com caught up with Logituit CEO Sandeep Chandak to gain deeper insights into their offerings, media trends, growth plans and more…
Edited Excerpts:
On Logituit’s contribution to shaping the landscape of online video and OTT platforms since its inception in 2010
We architected and developed India's first OTT platform and began our IP-led services in 2013 with the launch of LogixPlayer, a world-class video player. LogixPlayer currently powers the viewing experience for over 200 million viewers across the globe and was rated as the second-best video player in India by voice & data for its exceptional streaming quality.
We are proud to serve six out of India's top ten OTT platforms, having delivered more than 50 solutions in the past decade. Presently, we cater to over 20 customers, with a global presence extending to Singapore, the Middle East, Canada, and the USA. Our dedicated team of over 180 engineering and design professionals is committed to solving the most pressing OTT and video challenges. At Logituit, we offer a comprehensive range of products and services under one roof, eliminating the multi-vendor hassle for our clients.
Today, our product portfolio is comprised of end-to-end OTT video platform Logix Stream, Logix Engage (makes watching videos more fun with interaction and engagement elements such as interactive games, widgets, live chats and so on), and Logix Enrich (AI-ML-enabled product offers OTT platforms with analytics, automated subtitling, dubbing, and object detection to bring a high-end user experience)
Logituit continues to invest in research and development of new products based on our customers and market knowledge.
On the unique value propositions that Logituit offers to its clients in the OTT and media industry
Logituit distinguishes itself by dedicating all its resources and efforts to developing world-class OTT services and products. Like the 300 soldiers of Gideon, who excelled in their expertise, Logituit focuses on one thing and does it exceptionally well. Our passion lies in creating truly memorable video experiences that leave a lasting impression on viewers. To achieve this, we have adopted a "video first" approach, prioritising unparalleled video playback performance across all platforms, including web, mobile, set-top boxes, casting devices, smart TVs, and gaming consoles.
In the competitive media and entertainment space, speed to market is crucial. Our industry-tested and proven products and services are designed to offer our clients the best total cost of ownership while providing their users with an unmatched viewing experience. We are dedicated to leveraging the latest and greatest technology available. Our demonstrated track record of success makes us the ideal partner for any business looking to launch or improve its OTT applications.
At Logituit, we are committed to excellence, and our relentless focus on innovation and delivering exceptional user experiences sets us apart from the competition.
On some key challenges that you've faced in delivering seamless video experiences across different platforms
OTT landscape is diverse. We can’t expect similar requirements from all of them. Each platform comes with different requirements and is equally challenging. But that’s our job to get deep down the challenges and bring out the best product that provides top-notch user experiences. Every project has its own set of challenges, and our expert engineers are there to solve each of them. However, the few common challenges if I had to say would be:
1 Ensuring consistent video quality and performance across a wide range of devices and network conditions.
2 Integrating diverse monetization models, such as ad-supported, subscription-based, and hybrid approaches, while maintaining a smooth user experience.
3 Safeguarding content against piracy and unauthorised access requires robust DRM solutions and secure streaming protocols, which must be continuously updated to counter evolving threats.
4 Personalising content recommendations for diverse audiences involves sophisticated data analytics and machine learning algorithms to accurately interpret viewer preferences and behaviors across different regions and demographics.
On Logituit utilising AI, ML, and other advanced technologies to enhance user engagement and video content delivery
Technology upgradation is the utmost priority when it comes to video technology. When AI-ML is taking over industries across, Logituit makes sure we leverage AI-ML to its best to provide a robust user experience. When in video and OTT industry personalisation is the key we use AI-ML to analyze the vast user data to bring personalisation and relevance forefront.
Be it content recommendation, ad insertion, or adjusting video quality based on real-time network, we employ AI-ML to analyse data based on user’s preference, click-through rate, demographics, time-spent etc. to avail them with relevant content.
Logituit also employs machine learning to process large language models (LLM) and create multilingual automated subtitles and dubbing using AI-ML technology. Other than that object detection, automatic intelligent ad insertion, highlight generation, scene analysis, etc. are also done using AI-ML technologies.
On Logituit's approach to integrating video analytics into its services and its benefits to both content creators and distributors
Certainly! At Logituit, we integrate video analytics into our services by leveraging advanced AI and machine learning algorithms to process and analyze vast amounts of viewer data in real time. This approach provides actionable insights into viewer behavior, such as watch time, engagement levels, and content preferences.
For content creators, these insights enable them to tailor their content more effectively to meet audience demands, enhance viewer engagement, and optimize content strategies.
For distributors, video analytics help in understanding content performance across different demographics and regions, allowing them to make data-driven decisions on content acquisition and distribution. Also, the analytics support targeted advertising by identifying the most relevant audience segments, thereby increasing ad effectiveness and revenue.
On the role that UI/UX design plays in ensuring a user-friendly experience across Logituit-powered applications
UI/UX design is crucial in ensuring a user-friendly experience across Logituit-powered applications. Our focus on intuitive, seamless, and visually appealing interfaces helps users navigate content effortlessly, enhancing overall satisfaction. We prioritise responsive design, ensuring that the experience is consistent across various devices and screen sizes.
By incorporating user feedback and conducting regular usability testing, we continually refine our UI/UX to meet evolving user needs. This attention to detail in design not only improves engagement and retention but also ensures that users can easily discover and enjoy content, making their interaction with the platform as smooth and enjoyable as possible.
On the trends that you foresee shaping the future of digital media consumption, and Logituit preparing for these changes
As pioneers in the OTT domain, we foresee several key trends shaping the future of digital media consumption. These include the rise of personalised content experiences driven by AI and machine learning, increased demand for interactive and immersive content such as AR and VR, and a shift towards hybrid monetisation models combining subscriptions and ad-supported content. There will also be a greater emphasis on data privacy and security.
Logituit is preparing for these changes by continuously innovating our AI and ML capabilities, developing advanced content delivery technologies, and enhancing our security protocols. We're also exploring new formats and interactive features to keep our clients at the forefront of digital media trends, ensuring they can deliver cutting-edge experiences to their audiences.
On Logituit’s future growth plans, both in terms of expanding its client base and introducing new technological capabilities
The company is taking a two-pronged approach to growth, focusing on both expanding our client base and introducing new technological capabilities.
For our client base, we’re strategically targeting adjacent markets with solutions tailored to each sector's needs. This includes guest entertainment systems for hospitality, in-vehicle infotainment for automotive, and video learning management systems for education.
On the technology front, we're investing in R&D to develop innovative AI solutions like automated workflows, multi-language auto-subtitling, statutory warning addition, enhanced meta data for better content discovery and more for OTT services. These advancements will not only strengthen their existing offerings but potentially open doors to entirely new markets.
By combining this client base expansion with cutting-edge technological development, the company is well-positioned for significant future growth.
