Tubaah (NDTV)

Tubaah is NDTV's foray into online social media. Backed by rich content which is updating all the time, Tubaah aims to become a media marketplace for NDTV, as also an aggregation platform for exclusive content from other partners. The bottom line is to bring a paradigm shift into the way video is consumed in India.

Details

Company: Tekriti Software Private Limited
Inquiry e-mail address: info@tekritisoftware.com
Amazon Web Services Used: Amazon CloudFront, Amazon EC2, Amazon S3
Solution URL: http://www.tubaah.com
Audience: Amazon Associates, Businesses, Consumers
Pricing: Free of charge
How does this application use Amazon Web Services?: Hosting, Storage, Streaming, Dynamic Scaling, Request Prioritization
Created On: April 27, 2009 2:00 PM GMT
Last Updated: April 28, 2009 9:50 PM GMT

NDTV (New Delhi Television) is one of India's largest media houses. The company has nine channels which beam to the homes of one billion people all across India, the Middle East and South East Asia.

Tekriti is an implementation partner of NDTV Convergence and pioneered the end to end, design, development, deployment and release to web of the Tubaah platform. Tubaah is NDTV's foray into online social media. Backed by rich content which is updating all the time, Tubaah aims to become a media marketplace for NDTV, as also an aggregation platform for exclusive content from other partners. The bottom line is to bring a paradigm shift into the way video is consumed in India.

From the day the project started, it was apparent that Tubaah will need the ability to scale infinitely to cater to the huge demand for online video. Besides this, true to the nature of the television industry it needed to be always on, with enough redundancy in place. Moreover the platform had to be a stable publishing platform to enable publishing of several thousand videos each day.

Amazon Web Services and more specifically EC2, S3 and EBS were chosen as the infrastructure solutions to build the Tubaah platform on. Based on the experiences Tekriti had with TekMedia (which powers the front-end of Tubaah), Tekriti utilized a similar architecture to demonstrate creation of a redundant scalable system at an inexpensive cost. The current infrastructure is capable of even allowing user generated content, even though currently all content generated is editorial.

Tubaah uses S3 to store all the image and thumbnail elements associated with the videos. EC2 is used for processing and assimilating editorial content, which EBS acts as a back-up and storage volume for the content generated.

"I must mention that the response time for page loads from Amazon AWS has been pretty consistent", says Arunava Sinha, Chief Products Officer at NDTV Convergence.

"We look forward to using AWS more extensively in the future for most of our media serving needs", he adds.

Read Press Release on the Hindu Business Line or check out Tubaah.
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