All about Amagi: A Next-Generation MediaTek Company
Amagi is a firm that specializes in next-generation media technologies. It provides content owners, broadcast and cable TV networks, and OTT platforms with end-to-end cloud-managed live and on-demand video infrastructure.
Its primary competencies include broadcast-quality 24-hour linear channel production, channel distribution to Free Ad-Supported Streaming TV platforms, live orchestration for sports and news, OTT server-side ad insertion, and monetization analytics, as well as cost-effective disaster recovery.
- Website: https://www.amagi.com/
Amagi – Latest News
Amagi, a cloud-based media SaaS technology business, recently announced a $95 million fundraising round headed by Accel and included current investors Norwest Venture Partners and Avataar Ventures. It has now been valued at more than $1 billion, making it a unicorn and one of the most valuable media tech businesses in the world.
Amagi – About
It is a firm that specializes in next-generation media technologies. It provides content owners, broadcast and cable TV networks, and OTT platforms with end-to-end cloud-managed live and on-demand video infrastructure.
It’s primary competencies include creating broadcast-quality 24×7 linear channels, distributing channels to Free Ad-Supported Streaming TV platforms, live orchestration for sports and news, OTT server-side ad insertion, and analytics for monetization, as well as cost-effective disaster recovery.
In the Americas, EMEA, and APAC regions, It’s clients include top-tier broadcast TV networks, digital-first networks, content owners, Free Ad-Supported Streaming TV (FAST), and OTT platforms. Over the previous two years, the firm has expanded by 100% and is profitable.
It has broadcast operations in New Delhi and an innovation centre in Bangalore, as well as offices in New York, Los Angeles, Toronto, London, Paris, and Singapore. It employs over 350 people and continues to hire and expand its operations across the globe.
Founder and Team:
Amagi was founded by Baskar Subramanian, Srividhya Srinivasan, and Srinivasan KA.
During their graduating years at the Government College of Technology in Coimbatore, Baskar, Srini, and Vidhya met and became friends. After their previous entrepreneurial venture, Impulse soft was acquired by Nasdaq-listed SiRF, they co-founded the company in 2008.
The company currently employs over 400 people and is quickly expanding. The organization has extended to more locations in the last two years, including Latin America, Canada, and various parts of Europe. In India and its foreign sites, the founders are looking to hire top tech talent in Engineering, Product Management, and Global Sales jobs.
History:
Baskar Subramanian, Srividhya Srinivasan, and Srinivasan KA created Amagi in 2008 to pioneer cloud-based broadcast and advertising technology solutions. The firm began in India as a provider of tailored television advertising solutions.
They picked conventional TV’s ‘targeted advertising’ as a business model since there was a true need for technological intervention in this area to democratize TV advertising and make it accessible to small-time advertisers.
The creators traveled to the United States and other nations to look at what was currently available in this field as part of their study of the potential of this technology. They discovered that the existing technology was prohibitively costly and unscalable. The technology needs to be low-cost and easy to scale in order to be a success in India.
It was founded when they chose to construct this technology from the ground up and grow it to 3000 towns at a time. Large firms spent billions of dollars on national television advertising in the late 2000s, a luxury that small-time regional marketers couldn’t afford. The problem statement for Amagi’s creators was ad democratization.
They made the decision to develop a targeted advertising infrastructure in the country by dividing satellite signals in specified regions and adding new advertisements.
Advertisers were fascinated by the concept. They could now choose to target several places (individually) for less than the cost of a national TV ad slot (the total cost of the individual locations was less than the total cost of the national ad spot), earning more visibility for a fraction of the cost. That was the start of It’s entrance into the world of television advertising, which later led to bigger breakthroughs on a wider scale.
The firm soon shifted its focus from targeted advertising to cloud adoption and evangelism for broadcast technology.
Name & Logo:
It’s first products and solutions were created with the goal of giving marketers more control over their advertising through technology. Amagi means “freedom” in Sumerian, and it felt like a good match for what the firm wanted to do: provide local advertisers the freedom to do more and achieve more despite their limited resources.
Over the years, the company’s logo has changed multiple times. The company’s primary market and expertise were clearly demonstrated in the original iteration of the logo, which featured a little TV screen as a brand mnemonic.
The logo was modified to have a worldwide appeal as the firm evolved and became more multinational in its activities. Amagi’s logo is simple and font-based. It can be readily replicated in a variety of formats and on a variety of surfaces.
Revenue:
When it comes to Amagi income, the company’s sales from operations have increased by 2.3X, from Rs 96.1 crore in FY20 to Rs 219.3 crore in FY21. The company’s overall income from the United States increased 3.3 times year on year to Rs 143.7 crore in FY21, accounting for 65.5 percent of total sales. Furthermore, it’s revenue from the rest of the globe surged by 99.4% to Rs 31.5 crore.
Financials
| Amagi Financials | FY21 | FY20 |
|---|---|---|
| Operating Revenue | Rs 219.30 cr | Rs 96.1 cr |
| Total Expenses | Rs 197.94 cr | Rs 115.15 cr |
| Profit/Loss | Profit of Rs 20.71 cr | Loss of Rs 18.70 cr |
| EBITDA Margin | 12.7% | -11.7% |
Funding & Investor:
It has raised a total of $240.2 million in six fundraising rounds so far. Amagi’s most recent investment round took place on March 16, 2022, when the firm raised $95 million in a funding round initiated by Accel and later joined by other existing investors such as Norwest Ventures, Avataar Ventures, and others. The firm received a unicorn value as a result of this fundraising round, making it the 12th Indian start-up to enter the unicorn club in 2022.
It previously secured $100 million from a group of investors in September 2021. Emerald Media, Mayfield Fund, and others are among Amai’s top investors.
| Funding Date | Name of the Funding Round | Amount | Lead Investors |
|---|---|---|---|
| March 16, 2022 | Private Equity Round | $95 mn | Accel, Norwest Venture, Avataar Ventures |
| September 10, 2021 | Private Equity Round | $100 mn | – |
| December 15, 2016 | Series D | $35 mn | Emerald Media |
| January 19, 2015 | Series C | – | Premji Invest |
| June 1, 2014 | Series B | $4.7 mn | – |
| June 17, 2013 | Series A | $5.5 mn | Mayfield Fund |
Amagi recently coordinated a $12 million stock buyback from its founding team and workers. According to regulatory documents, the Amagi board of directors has approved a repurchase of 76,533 equity shares at Rs 11,998.63 per share, for a total of $12 million (Rs 91.8 crore).
Only two of the company’s co-founders, Baskar Subramanian and Srividhya Srinivasan, were able to sell their $8 million worth of shares as a consequence of the repurchase (Rs 61.2 crore).
Revenue Model:
It offers three business models for customers to choose from –
- Software-as-a-Service (SaaS)
- ‘Bring your own license’, and
- Fully Managed Service
It also offers a revenue share model with content owners and platforms based on ad insertions enabled.
Other Services Offered by Amagi:
Amagi’s Managed Broadcast Services is a first-of-their-kind, cloud-managed end-to-end solution for live linear channels that includes content preparation, scheduling, creative services, channel playout, content distribution, 24×7 MCR operations, and monetization.
Unlike typical managed services, it can speed up broadcast operations by using innovative automation techniques at every level of the process.
Competitors :
Amagi is up against so many of the competitors in the same business. Here are a few of it’s main competitors:
- Globecast
- Grass Valley
- Imagine Communications
- Encompass
- Frequency
- Evertz
- Harmonic
- Wurl
- OTTera
- Bitcentral
- Yospace
Future Plans:
Amagi achieved a revenue milestone of 136 percent in the fiscal year ending March 2021 and a sequential rise of 18 percent in the quarter ending June 2021. Its strategy is to maintain the current commercial momentum by introducing new cloud-based product capabilities and services to assist new-age content providers and platforms in their growth.
- Content owners now have additional chances to build, distribute, and monetize channels thanks to the streaming TV revolution. While having more options is appealing, viewers also want the programming to be of broadcast quality. Smaller, new-age content owners may use Amagi’s low-cost playout alternatives to help them create captivating watching experiences for their viewers, putting them on a level playing field with huge, deep-pocketed broadcasters.
- Amagi intends to provide its clients with a self-service portal – a single platform – via which they will be able to access all of the company’s goods. Customers will be able to use all of it’s technology stack products in one browser window, including its channel playout solution, its CLOUDPORT, its server-side ad insertion solution, and Amagi THUNDERSTORM, its live orchestration, and lightweight content scheduling platforms, Amagi LIVE and AMAGI PLANNER, and more.
FAQs:
What is the Amagi Corporation?
It is a firm that specializes in next-generation media technologies. It provides content owners, broadcast and cable TV networks, and OTT platforms with end-to-end cloud-managed live and on-demand video infrastructure.
Who is the founder of Amagi?
If you’re wondering who founded Amagi, it was Baskar Subramanian, Srividhya Srinivasan, and Srinivasan KA. It is a successful advertising solution that has evolved into a SaaS-based monetization platform for TV networks and content owners. As a result, he appears to be very passive on social media platforms.
His presence on social networking sites of any kind has not been confirmed as of this writing. He appears to be completely absorbed in his studies and his goals.
What exactly does the word ‘Amagi’ mean?
Amagi means “freedom” in Sumerian, and it felt like a good match for what the firm wanted to do: provide local advertisers the freedom to do more and achieve more despite their limited resources.
How much money does Amagi Technologies make?
In FY20, Amagi Technologies reported revenue from operations of Rs 96.1 crore. In FY21, this increased by 2.3X to Rs 219.3 crore.
Is Amagi a corporation based in India?
Yes. Bangalore, Karnataka, India is home to it’s headquarters. The company’s headquarters are also located in New York, USA.
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