Customer Stories / Media & Entertainment

ABP Network

ABP Network Uses Generative AI to Produce Images Improving Time to Production by 50%

Find out how a media powerhouse in India transformed its operations and boosted audience engagement through generative AI on AWS, setting a new standard for digital media innovation.


Distinct image variations created


Cost savings on image acquisition and production


Faster production time


In an era dominated by digital content, India's ABP Network stands out for strategically employing generative artificial intelligence (AI) on Amazon Web Services (AWS) to revolutionize media content creation and procurement. This innovative approach significantly reduced costs and time, enhancing the media conglomerate's competitiveness in the dynamic media landscape. It also marked ABP Network as the first major news organization in India to lead the way in utilizing generative AI for news generation.

By automating the creation of diverse and visually appealing images, ABP LIVE—the network's digital arm—streamlined its processes. This innovation not only elevated user engagement and aesthetics across its digital platforms, it also underscored the company’s commitment to using advanced technology for operational excellence and deeper audience connection.

ABP Network

Opportunity | Streamlining Media Production Time and Cost

ABP Network publishes millions  of stories, videos, social media posts and multimedia content across eight languages annually on ABP LIVE, leveraging high-quality images to boost engagement and click-through rates. Traditionally, securing these images was both time-consuming and recurring costs in licensing fees. Moreover, the editorial workflow, involving the daily handling of 300-500 archival and new images, took on average three to four hours per day to download, process, and upload depending on the content flow and topical coverages.

In response to these multifaceted challenges, ABP Network was compelled to rethink its approach to media production. The goal was clear: streamline both image procurement and video localization workflows, and reduce associated time and costs without compromising on visual quality and the relevance of the content delivered.

In June 2022, the media company — an early adopter of AWS Cloud since 2019 — pivoted to generative AI on AWS for greater efficiency, innovation, and cost savings.


In the diverse media landscape of India, delivering timely and relevant news used to be a costly and time-consuming endeavour. But with generative AI on Amazon Bedrock, we've turned a corner. We're not just keeping pace; we're setting the pace. Now, we can efficiently scale our image procurement and video localization, significantly reducing costs while ensuring our news reaches the audience faster than ever.”

Vijay Thapa
Chief Digital Officer, ABP Network

Solution | Revolutionizing Image Acquisition with Generative AI on AWS

ABP Network's journey in 2023 to deploy Amazon Bedrock marked a transformative step. This service simplifies the development and scaling of generative AI applications using foundation models, streamlining media production workflows for the company and significantly reducing costs.

One notable advancement is an image-generating application, seamlessly integrated with the Content Management System. This application empowers the editorial team to generate upwards of 170 variations of the same image in under 10 seconds, using just simple text prompts. With such flexibility, the editorial team can now pick and choose the most impactful visuals, contributing up to 10 percent boost in audience engagement and click-through rates on ABP LIVE, depending on the platform and the language.

Additionally, the tool has streamlined the image procurement process and has the potential of eliminating the need to purchase costly stock images. Consequently, image turnaround time is now five-fold faster, with image acquisition costing 50 percent less.

Expanding on its AI-based innovations, ABP Network has introduced a video production application. With this, the editorial team can now transcribe, translate, and dub a single 300 to 600-second video into four languages within four to six minutes. Time taken for video localization has also been reduced by 88 percent.

Elsewhere, ABP Network uses Amazon Elastic Compute Cloud (Amazon EC2), a cloud compute scaling service, to scale the compute capacity required for running its generative AI applications. The media leader also utilizes Amazon Relational Database Service for MySQL (Amazon RDS for MySQL), a fully managed database service, to operate and scale up to 100 terabytes of media content in the Cloud, underpinning the seamless operation of ABP Network's content delivery ecosystem.

Outcome | Advancing Generative AI Capabilities Across the Network

With the AWS services being fully managed and highly scalable, the media company successfully implemented its AI-based solutions within seven days with a four-member team. AWS also worked closely with ABP Network’s editorial team to upskill their AI capabilities. They are now adept at creating more effective text prompts, elevating the quality of the images produced.

The success with Amazon Bedrock has inspired the media conglomerate to explore its use of generative AI in other areas, including text translation, article generation, and story summarization. This move will enhance the efficiency of media production across ABP Network’s ecosystem, achieving both speed and cost-effectiveness.

Additionally, ABP Network is set to transform its content archive with generative AI. The company aims to optimize the quality of up to 500 terabytes of lower-resolution videos in its library. Looking ahead, the network plans to develop its own generative AI model to search and repurpose archival news articles, thereby streamlining the creation of new content from existing resources. 

“In the diverse media landscape of India, delivering timely and relevant news used to be a costly and time-consuming endeavour. But with generative AI on Amazon Bedrock, we've turned a corner. We're not just keeping pace; we're setting the pace. Now, we can efficiently scale our image procurement and video localization, significantly reducing costs while ensuring our news reaches the audience faster than ever,” said Vijay Thapa, chief digital officer of ABP Network. 

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About ABP Network

ABP Network is one of the largest media groups in India, offering news and entertainment content across 100+ platforms including broadcast, digital, and social media channels. ABP Live, the official app of the ABP Network, delivers news and trending stories in eight languages, namely Hindi, English, Marathi, Bengali, Gujarati, Punjabi, Tamil, and Telugu. As of 2024, ABP Network served over 50 million viewers per week digitally, the majority of whom were from the Asian sub-continent. 

AWS Services Used

Amazon Bedrock

Amazon Bedrock is a fully managed service that offers a choice of high-performing foundation models (FMs) from leading AI companies like AI21 Labs, Anthropic, Cohere, Meta, Mistral AI, Stability AI, and Amazon through a single API, along with a broad set of capabilities you need to build generative AI applications with security, privacy, and responsible AI. 

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Amazon EC2

Amazon Elastic Compute Cloud (Amazon EC2) offers the broadest and deepest compute platform, with over 750 instances and choice of the latest processor, storage, networking, operating system, and purchase model to help you best match the needs of your workload. 

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Amazon RDS for MySQL

MySQL is the world's most popular open source relational database and Amazon RDS makes it easier to set up, operate, and scale MySQL deployments in the cloud. With Amazon RDS, you can deploy scalable MySQL servers in minutes with cost-efficient and resizable hardware capacity.

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