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India begins to embrace cloud technology

Cloud-based technology will change the way Indian television and movie content is consumed if producers serve viewers' digital demands, delegates to Mumbai's Ficci Frames 2012 conference have heard.

Web-based cloud technology is projected to create two million jobs in India by 2015 and will generate nearly 14 million new jobs globally, research company IDC has said in a Microsoft-commissioned study.  Furthermore, the Google-owned YouTube digital video site has announced it now hosts a total of 19,000 episodes from over 300 Indian television shows.

Bigflix, India's subscription-based online video on demand service from Reliance Entertainment, is already run entirely on cloud technology, said Manish Argarwal, the company's chief operations officer for digital business during the event's Digital Entertainment with Connected Devices and Cloud Based Services panel.

Television and movie producer UTV, meanwhile, now digitises its content for digital distribution. Sameer Pitawalla, senior vice president for UTV interactive added that his company's content is uploaded on UTV's YouTube channels and Facebook, due to the increasing demand from the sites' users for accessing and exchanging content.

Consumer demand has also led to the creation by Adobe of a cloud-based creative hub for users to explore, create, publish, and share work using Adobe services, said the company's regional managing director for South Asia, Umang Bedi.

"In simple terms, cloud knows the person and will help to dissect what the consumer wants. From [the] consumer's perspective it's about the content that they want," said Bedi.

Global revenues from cloud innovation are estimated by ICD to reach US$1.1 trillion per year by 2015.

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