The video on demand (VOD) download platform announced on 5 December by Indian direct to home (DTH) satellite TV operator Tata Sky is being provided by Ericsson.
It is one of the first deployments based on the Swedish firm's Media Delivery Network (MDN), and follows an earlier contract from Tata Sky for an Ericsson headend system for Tata Sky's high definition (HD) service, launched earlier this year.
"The pay-TV market in India has now reached over 100 million subscribers. Considering the market potential, operators are looking at offering differentiated services in this increasingly competitive environment," said Fredrik Jejdling, president and head of region, Ericsson India.
"We take pride in supporting our customers to deliver the best experience possible to consumers. We're pleased that Tata Sky has once again trusted our technology and services capabilities for the system and managed services support," he added.
In addition to the technology, Ericsson is also providing managed services for the operation and project maintenance.
"As we continue to offer our viewers new services that further enhance the value and enjoyment of their subscription, we are pleased to provide the ability to select their favourites from our exciting range of programmes on-demand, whenever they want to watch them," said Yigs Riza, chief technology officer, Tata Sky.
"With Ericsson's global experience of delivering VOD and content management platforms, it made perfect sense to continue our great relationship and we are pleased to work with their team to roll out on-demand services to our viewers."
Through the technology, Tata Sky's high definition subscribers will be able watch movies and TV shows on demand, as well as 'catch up' TV for up to a week after the programme was initially transmitted.