Bengaluru: Home-grown video streaming platform, ZEE5, has successfully implemented the Common Media Application Format (CMAF) to improve content delivery and viewer experience. Developed by the company’s Technology & Innovation Centre in Bengaluru, this move ensures smoother video playback across devices and maintains high audio-visual quality, even in low bandwidth areas.
CMAF optimizes bandwidth consumption and reduces operational costs, enabling ZEE5 to reach 100 million users. Key benefits of CMAF include low-latency streaming for live events, efficient data usage in low-bandwidth environments, and cross-device compatibility with both HLS and DASH formats. It also utilizes Widevine CBCS technology for secure content protection across platforms.
Reflecting on the impact of CMAF, Shiva Chinnasamy, Chief Technology and Product Officer, ZEE said, “Our strategic focus is to provide best-in-class AV experience even in areas with low internet. CMAF allows us to serve content more efficiently, ensuring no data wastage while delivering high-quality immersive experiences to every viewer, no matter their bandwidth. ZEE5 is focusing on building in-house capabilities to provide robust services and experience to their consumers and adoption of CMAF is a crucial step to achieve the same.”
Manish Kalra, Chief Business Officer, ZEE5 India, said, “At ZEE5, we remain focused on enhancing viewer experience through cutting-edge technology. Adopting the Common Media Application Format (CMAF) is a step forward in ZEE5’s vision to democratise access to quality entertainment. This ensures that even in regions with low internet connectivity, our users can enjoy seamless viewing experiences. This strategic move reflects our commitment to bring quality content to a broader audience, which also aligns with our goal of delivering immersive entertainment across multiple devices. CMAF represents a significant step in further refining how our viewers engage with content on our platform.”
Commenting on the success of the format, Suneel Khare, Senior Vice President and Head of Video Engineering, ZEE, said, “The implementation of CMAF is strategic. It allows us to streamline and improve our content delivery, enabling real-time low-latency streaming while significantly reducing data requirements. This enhancement ensures smoother playback even in regions with low bandwidth, expanding ZEE5’s reach to a broader audience, including those with limited internet access.”
The adoption of CMAF has reduced storage requirements by over 30% while keeping CDN costs stable. This scalable solution allows ZEE5 to expand its global presence in more than 12 languages, ensuring consistent performance during peak usage.
Rahul Banerjee, Principal Architect of Video Engineering, ZEE, added, “With CMAF, the real-time improvements in video quality and reduced buffering have significantly enhanced viewer engagement. This upgrade ensures viewers enjoy higher-quality streams with minimal delays, even in regions with weaker internet connectivity.”
By implementing CMAF, ZEE5 reinforces its commitment to delivering high-quality content while adapting to the evolving landscape of OTT consumption.
