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Amagi bolsters global presence with office in London

MUMBAI: TV ad network Amagi has been on an expansion spree. After entering Japan through a dedicated office last year, the company has now started its office in London with the objective of further expanding its operations in Europe and Middle East.

The company said it is witnessing a surge in demand for its cloud-based channel play out, content regionalisation and OTT platforms in the EMEA region.

The company already has multiple customer engagements across Europe for its services and the UK is an important broadcasting hub in the EMEA region. Amagi’s local presence will augment its sales support services and enhance customer experience.

“We couldn’t be more excited about our new office in the broadcasting epicentre of Europe; the London office is a key milestone in our growth path. It reflects the growing confidence of TV networks on our platforms and Amagi’s commitment to invest in the region. We are now closer to our clients and with our local presence we are building a strong reseller network to accelerate adoption of Amagi’s cloud technologies,” said Amagi co-founder KA Srinivasan.

Amagi is also setting up an experienced team in Europe and has made its first appointment with Nick Wrinch to lead its march in the EMEA region. Nick Wrinch has spent over two decades in the TV broadcast industry in a variety of senior management roles across companies including Irdeto, Pace and Cable and Wireless. He joins Amagi from Ericsson TV, where he drove the company’s growth in his role as Director and Head of Indirect Channels.

“We are delighted to have Nick join the Amagi team. He is an accomplished industry executive who has the expertise to support Amagi through our significant period of growth. In Nick, we have an able leader in Europe to not only strengthen client relationships but also to build a highly efficient local team,” added Srinivasan.

Commenting on his appointment as head of sales for EMEA region, Nick Wrinch said, “The broadcast industry is embracing cloud technologies at a rapid pace. Amagi has exciting products that meet the current and future needs of TV networks. I am very excited to be a part of Amagi. I look forward to scaling Amagi’s footprint in EMEA for our channel playout, regionalisation, and OTT platforms.”

Amagi had recently raised an undisclosed amount in Series C funding led by Premji Invest, the family office of Wipro chairman Azim Premji, besides participation from existing investor Mayfield Fund.

Amagi has established itself as a leading ad network in India selling over 30 million ad seconds. Using its patented content watermarking technology, Amagi replaces ad spots at hundreds of headends to cater to a growing market of regional advertisers. It works with both large and niche TV networks such as Zee TV, ETV, Viacom18, Horse & Country TV, AMC Network and Bloomberg TV.

Amagi claims that its geo-targeted ad network is used by more than 30 of the country’s top 50 advertisers to target their advertisements to specific markets or regions depending on their requirements.