India’s first Hybrid DTH set-top box powered by Android TV
Sector
User Experience Design
Impact
A considerable improvement in the Average Rate per User (ARPU) along with higher consumption of data.
Enhancing Smart TV viewing experience with intuitive UI
Content and TV viewing experience is constantly evolving. While in the western countries like Europe or USA, many people have already started shifting from cable viewing to favouring streaming platforms. In India, people still resort to the traditional ways of watching television like cable, DTH and video. Streaming platforms are recently gaining popularity.
Bharti Airtel - a leading DTH service provider and a broadcast and telecom company, came to Tata Elxsi for a strategic design and indigenous technology solution, to transform the TV viewing experience for Indian consumers.
The result is ‘Airtel Internet TV’, which promises to marry the two forms of media consumption together 'seamlessly'.
A breakthrough solution designed for a seamless TV viewing experience
Airtel Internet TV is India’s first Hybrid DTH Set-top box powered by Android TV, which brings the best of Online World to the TV screen along with a bouquet of 500+ satellite TV channels.
Our multi-disciplinary teams consisting of Product Designers, UI/ UX designers, software technology experts worked very closely along with Bharti Airtel’s marketing and branding team, to meet the overall business intent. Tata Elxsi provided an end-to-end solution right from design, development; integration of key software components to testing.
Alongwith a classy set-top box design, we came up with UX concepts, which addressed Bharti Airtel’s interest, and was approved by Google, meeting the Android requirements.
We lent our technology expertise to not just developing the complete TV application solution, but also integrated the 3rd party App stores and gaming apps to provide a truly larger than life experience for the gaming enthusiasts.
Tata Elxsi’s highly robust, scalable and customizable Over the Top (OTT) IP was also integrated and tested into the hybrid Android TV solution which resulted in enabling seamless software upgrades after the launch of Airtel Internet TV.
