Amagi Media Labs Limited has announced a landmark advancement to its CLOUDPORT cloud-native broadcast playout platform, describing it as the platform's largest upgrade to date. The disclosure was made pursuant to Regulation 30 read with Schedule III of the SEBI (Listing Obligations and Disclosure Requirements) Regulations, 2015, and is dated May 12, 2026. The upgrade reflects the company's broader strategic shift from a point solution provider to a comprehensive cloud platform for broadcast.

"Over the past year, Amagi has prioritized a fundamental shift in how broadcast infrastructure is designed—moving beyond simple cloud migration to reengineering the core of playout operations," said Srinivasan KA, Co-founder and President - Global Business at Amagi. "The latest set of upgrades directly impacts uptime, control, and scalability for broadcasters operating in high-pressure, always-on environments."

Key Highlights of the CLOUDPORT Upgrade

With 250+ features shipped in FY25-26, the platform delivers a wide range of enhancements across scalability, resiliency, user experience, and cloud infrastructure. The following table summarizes the major capabilities introduced:

Proactive Operations with Amagi Monitoring

A key addition in this upgrade is Amagi Monitoring, a proactive monitoring platform purpose-built for CLOUDPORT deployments. The tool is designed to anticipate and mitigate operational risks before they impact on-air output. It surfaces missing assets, schedule gaps, ingest failures, audio misconfigurations, and delivery anomalies, while delivering customer-level analytics on playout duration and asset processing. Since late 2025, Amagi Monitoring has helped avert over 80% of potential disruption scenarios.

Resiliency and Security Enhancements

CLOUDPORT is engineered for 99.999% availability, with resiliency embedded across network, infrastructure, and operational layers. At the network level, support for SMPTE ST 2022-7 enables hitless protection switching for RTP-based workflows, ensuring uninterrupted playout even in the presence of network failures. At the infrastructure level, Active-Active multi-region redundancy and multi-availability-zone deployments eliminate single points of failure. The on-premises Disaster Recovery Box provides localized continuity with support for up to 72 hours of survivability during extended cloud or network outages.

On the security front, the platform has achieved SOC 2 Type II certification for the second consecutive year, reinforcing robust controls across infrastructure, access, and data protection.

Broadcast UX, Viewer Experience, and Cloud Efficiency

The upgrade reimagines broadcast workflows with a ~70% faster playlist publishing capability through new show-level playlist editing. A horizontal timeline view supports proactive conflict management, while a unified interface enables 16-channel synchronized playout. For viewer experience, the platform integrates ultra-low-latency JPEG-XS workflows that reduce transmission lag by up to 1.3 seconds, alongside support for 4K HDR 10-bit video and Dolby Atmos audio across HDR10 and HLG formats. Google Speech-to-Text V2 has been added for real-time AI captioning and translation, catering to global accessibility requirements.

On the infrastructure side, CLOUDPORT deepens its integration with AWS through next-generation compute instances and Amazon EKS, Karpenter-based autoscaling, and migration to GP3 storage—improving resource efficiency and deployment agility. All enhancements are available as part of the ongoing CLOUDPORT 4.x release cycle.

About Amagi Media Labs

Founded in 2008, Amagi Media Labs Limited is a cloud-native SaaS platform serving the global media and entertainment industry. The company manages 9,000+ channel deliveries across 300+ distributors in 40+ countries, enabling media companies to launch, manage, distribute, and monetize live, linear, and on-demand content across cable, OTT, and FAST platforms.

Amagi Media Labs Limited has announced the launch of its In-Content Ads offering via the Amagi ADS PLUS marketplace. This strategic expansion is designed to unlock incremental impact for advertisers beyond the traditional ad pod, operating at programmatic scale. The new marketplace is immediately available across hundreds of streaming channels, encompassing premium news, sports, and entertainment content.

Powered by THUNDERSTORM, Amagi’s server-side ad insertion (SSAI) and dynamic ad stitching platform, In-Content Ads have been deployed in premium streaming environments for over a year. This latest phase streamlines programmatic access for advertisers through the ADS PLUS marketplace. The solution connects advertisers to ad formats stitched directly into linear video content in real-time, potentially boosting campaign results while enabling seamless activation across the streaming ecosystem.

Ad Formats and Benefits

The marketplace introduces several high-impact ad formats at launch, including overlays, squeezebacks, and picture-in-picture (PIP) ads. These formats are designed to enhance performance alongside existing mid-roll campaigns. Content owners and streaming platforms can utilize these tools to grow ad revenue without extending ad pod length or disrupting the viewer experience.

Industry Collaboration and Performance

The initiative has garnered support from various ad platforms and advertisers, including Olyzon. In a collaboration with a leading European luxury fashion house, Olyzon reported that Amagi's In-Content Ad formats delivered a +2.9% lift in brand desirability and a +2.1 point increase in brand awareness. This case study highlights the effectiveness of content alignment in driving campaign performance.

"The L-Band format proved highly effective in driving brand awareness, thanks to its strong visibility and seamless, non-intrusive integration within content," said Jules Minvielle, CEO of Olyzon. He noted that the placement within premium content environments enhances message impact while preserving brand image.

Ecosystem Expansion

The marketplace is gaining traction across a network of premium platforms and content partners, such as Plex, TCL, Telus, Banijay, Racer Select, and OTT Studios. By leveraging its cloud-native streaming solution and global partner ecosystem, Amagi aims to continue enhancing ad formats and expanding the breadth of channels available for programmatic in-content advertising.