Bharti Airtel, one of Asia’s leading providers of telecommunications services has decided to step into digital media business. The company would distribute content to a range of users like producers and media companies. The officials made it clear that they would not generate content, but act like a third part association and make it available for potential users.

The prospective target group would include animation and gaming firms, news channels, cinemas and banking institutions.

Sanjay Kapoor, CEO, said, “There is a clear demand for secure digital distribution capability across multiple platforms. Airtel Digital Media Business will help establish India as an innovation hub for global content and format delivery.”

The company will concentrate on content gathering and distribution services to television channels, along with complete content management services such as playout, archival, collocation and storage. An integrated delivery and aggregation platform would also be a part of the deal where the content can be repackaged for all formats.

“The company’s digital media business is integrated with our global network of submarine cable systems, international points of presence and our content delivery network services,” concluded Rajan Swaroop, executive director of Enterprise Services.