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Amagi – An Inspiration to many!

Portrait of Amagi Media Labs's Co-Founders from L-R KA Srinivasan, S.Srividhya and Baskar Subramanian

Success always comes from perseverance and the zeal to make your own brand one day. Here is one such inspirational story that made heads turn. The Millennial-Hub caught up with Baskar Subramaniam Co-Founder and CEO of Amagi – a next-generation media technology company.  

About Amagi

It provides cloud broadcast and targeted advertising solutions to broadcast TV and streaming TV platforms. Amagi enables content owners to launch, distribute and monetize live linear channels on Free-Ad-Supported TV and video services platforms. Amagi also offers 24×7 cloud managed services bringing simplicity, advanced automation, and transparency to the entire broadcast operations. Overall, Amagi supports 400+ channels on its platform for linear channel creation, distribution and monetization with deployments in over 40 countries. Amagi has offices in New York, Los Angeles, and London, broadcast operations in New Delhi, and an innovation center in Bangalore.

The Journey of Amagi

1. Taking the decision to be an entrepreneur requires a lot of insight and pre-planning. Can you tell us one incident that motivated you to start up your business in this sector?

I became an entrepreneur at the age of 24. The big motivation to become an entrepreneur was seeded in our college days. Those were the ‘Bill Gates’ days, with Microsoft becoming a large software enterprise. It was an encouragement for a lot of us who were passionate about software development. This motivated to start our own company.

2. What led to the inception of Amagi? What was your sole vision?

Srinivasan K A, Srividhya Srinivasan and I are the Founders of Amagi. There is a story that I like to tell people. One day, we were sitting in a park in JP Nagar and a young boy offered to tell us our future. It was inevitable that the boy knew we were in need of guidance and targeted us. This triggered a conversation on how critical targeting is for every business. That’s how we started with the idea of ‘targeting’ as a service. That’s the genesis of how we started with Amagi.

3. How do you manage to work with your partners and sync with each other’s ideologies?

Running a business is like any other enterprise and relies on teamwork. It is essential to have a common value system and the same vision for the organisation. Personally, I have learnt to respect diversity of thought processes. Accommodating that diversity of thought and the singularity of the goals is an angle you need to manage.

The Challenges

4. According to you, how has streaming changed over the years?

If we look at streaming television or any other business, the first thing to look at is what is not changing. Storytelling – its core values and the emotions related to wanting to listen and relate to stories will not change. What has changed is the way we listen to stories now. It is an opportunity and a challenge for us to keep pace with the industry. We believe that we need to reinvent ourselves again and again and be reborn with a different set of thought processes.

5. The streaming platforms and its consumers are rapidly changing. How do you manage to stay updated?

Most of our customers know the problem and the solution as well. By keeping our ears to the ground in terms of listening to our customers, learning from their perspectives and driving some of our own thought process, along with it is the way to do this. The interactions with the customers are enriching, as they are receptive to our ideas. It is their receptiveness that drives some of these capabilities.

Amagi – An Inspiration!

6. As a mentor to various start-ups and businesses, what is the one advice you would give aspiring entrepreneurs?

I work with a lot of upcoming promising entrepreneurs who are trying to build businesses today in the country. There are two key messages that I share with them. A) Choose your own path and don’t try to emulate somebody else’s thinking that it is going to work for you. There is no one formula for success. B) I want to tell them that this journey is the destination for all of us in a philosophical sense. Do not assume that being a startup means success is only measured in terms of the success of the business or financial access. It is the effort and experiences that come along with it.

Written by Ruth Prarthana

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