Prasar Bharati News Services (PBNS), the digital arm of the public broadcasting service Prasar Bharati, will use Amazon Web Services (AWS) to host and scale its expansive network.

By moving to AWS, PBNS will have the capacity, reliability, and scalability to deliver news to over 894 million viewers and listeners in more than 190 countries.

Through its partnership, PBNS aims to provide innovative digital content formats and better engage its target audience, particularly younger viewers and listeners.

As per an Amazon press release, PBNS hosted its applications with a colocation IT provider and experienced high latency, resulting in performance and availability issues resulting in website downtime, and disrupted video streaming.

Commenting on the partnership, Samir Kumar, Head, PBNS and Digital Platform, Prasar Bharati, said,  “At Prasar Bharati News Services, we have a responsibility to provide timely and accurate news. We inform and educate the public about India’s development and cultural diversity. AWS is instrumental to PBNS’s digital transformation roadmap, helping us reach existing and new audiences, who consume content digitally.”

“With AWS, we have the reliability and scalability to distribute news across the nation at speed, constantly updating our growing audience with trusted information, even during peak periods. We are confident that our cloud-first approach to creating, transforming, and delivering digital content quickly, enabled by AWS, will help us continue to make information more accessible and relevant to the growing requirements of our audience. Using the cloud, PBNS drives its mission to be a trusted public broadcaster by innovating our operations, driving content reforms, and delivery”, Kumar added.

Pankaj Gupta, Leader, Public Sector Enterprises and Government, Healthcare, AISPL, AWS India and South Asia, said, “India’s media industry is transforming rapidly as the public consumes more digital news content, such as videos and podcasts, online, and on mobile apps. Media and entertainment organizations are among the major users of cloud services, and AWS is honoured to support Prasar Bharati News Services’ goal to be a leader in delivering reliable news and information across India in the digital age.”