Microsoft Breaks into New Era of Connected Entertainment

With a $500 million contract, Microsoft is breaking into the new era of connected entertainment with IPTV, and leveraging its Mediaroom platform. The Redmond company announced the inking of a new partnership with Reliance Communications for the delivery of content via Internet Protocol Television. Reliance's IPTV service will be centered on the Microsoft Mediaroom IPTV software platform and will serve connected and personalized TV experiences to Indian customers. The strategic partnership between the two companies has been estimated at in excess of $500 million.

"As consumers today are becoming more sophisticated, they are demanding more compelling and personalized entertainment to suit their individual needs and preferences. Until now, TV has been a broadcast, 'one-size-fits-all' experience. Backed by powerful Microsoft Mediaroom software, IPTV promises to offer our subscribers more choice, control and convenience, and at the end of the day, a unique and more satisfying user experience. We're excited to partner with Microsoft to unlock the potential of television and offer Indian subscribers the very best TV and connected entertainment experiences", commented Anil D Ambani, chairman, Reliance Communications.

"Reliance is about to change the way consumers experience television," stated Steve Ballmer, Microsoft Chief Executive Officer. "TV is the only major digital device that has been left out of the networking revolution, and Microsoft and Reliance are now making the TV a first-class citizen in the connected entertainment landscape. By connecting the TV to an intelligent two-way network and adding powerful software, new connected and personalized experiences will become possible here in India."

According to Microsoft, Mediaroom will act as a two-way interactive medium designed to truly connect advertisers with the general public. The Redmond company revealed the increasing need for a platform set up to bridge advertising, content and the audience. Via Mediaroom, Indian users will be able to enjoy video on demand, digital video recording, instant channel changing, and personal media sharing.