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WideOrbit and Amagi Partner to Enable Seamless Broadcast Transition to OTT and CTV

WideOrbit extends linear inventory and revenue workflow management expertise to help local TV broadcasters address streaming TV business needs.

SAN FRANCISCO, September 2, 2020WideOrbit, the market leader in broadcast linear TV and Radio inventory and revenue workflow management, today announced a new partnership with Amagi, a global leader in cloud-based technology for streaming and OTT TV, to enable dynamic ad decisioning and insertion in live stream TV. This strategic partnership will extend WideOrbit’s $38 billion in annual ad spending System of Record and best in class workflow management expertise to OTT streaming for local TV broadcasters.

Together, WideOrbit and Amagi will empower broadcasters to leverage existing linear workflows for digital streaming via OTT (over-the-top) and CTV (connected TV), allowing them to converge broadcast ad breaks with the power of digital ad insertion. Specifically, the ad server within WideOrbit’s Digital Suite and Amagi’s THUNDERSTORM technology allows local TV broadcasters to dynamically insert ads into livestreams within their existing broadcast infrastructure.

“This partnership brings together Amagi’s expertise in streaming and OTT with WideOrbit’s expertise in linear broadcast TV,” said Srinivasan KA, Amagi co-founder. “We’re providing the best of both worlds to local TV broadcasters as they move into streaming via OTT and CTV.”

Amagi’s patented “fingerprint” technology allows WideOrbit to address the absence of cue tones (or SCTE markers) to indicate ad breaks in broadcasters’ live newscasts and other livestreams. This technology, based on advanced machine learning, identifies ad breaks, then communicates with the WideOrbit ad server to indicate the ad break duration and other targeting parameters, so the server knows exactly where the ad should be inserted. This enables WideOrbit to provide targeted, broadcast-TV quality ads which are stitched into OTT and CTV streams by Amagi’s THUNDERSTORM Server-Side Ad Insertion (SSAI) solution. WideOrbit’s Digital Suite, which includes WO Steaming and WO Ad eXchange, also allows broadcasters to schedule ads, target ads, and leverage our programmatic ad exchange to maximize the value of any unsold inventory opportunities.

“Our partnership with Amagi allows local TV broadcasters to provide a linear-quality ad break experience to their streaming audience, using the same workflows and WideOrbit tools they’re already familiar with,” said John Morris, WideOrbit VP of Digital Solutions. “Currently available for streaming via OTT and CTV, the technology also lays the foundation for monetization in the emerging ATSC 3.0 environment. Our partnership with Amagi sets the stage for the addressable advertising capabilities needed to fully maximize the additional revenue opportunities all of these services represent.”

About WideOrbit

WideOrbit helps media companies do more business by making it easier to buy and sell advertising. Say hello to a Wider World with WideOrbit, the one platform that ties everything together, from pitch to payment. In a rapidly evolving media landscape, doing more business means doing less paper-chasing, less chair-swiveling, and less data re-re-entry. Only WideOrbit brings a Wider-World approach, providing the broader capabilities, bigger insights, and better connections that media companies need. That’s why so many industry leaders – including NBCUniversal, ABC/Disney, Fox, ViacomCBS, AMC, Univision, Meredith, and Entercom – have partnered with us since 1999.

WideOrbit is the system of record for more than $38 billion in advertising transactions annually. WideOrbit is headquartered in San Francisco with offices worldwide. Learn more at

About Amagi

Amagi is a next-gen media tech company that provides cloud broadcast and streaming TV solutions to TV networks, content owners and streaming TV platforms. Amagi enables content owners to launch, distribute and monetize live linear channels on Free-Ad-Supported TV and SVOD platforms. Amagi also offers 24×7 cloud managed services bringing simplicity, advanced automation, and transparency to the entire broadcast operations for traditional TV networks. Amagi delivers 350+ channels 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. Learn more at

Amagi Contact:
Sanjay Kirimanjeshwar
Head of Global Marketing

Katie Cessna
BLASTmedia for Amagi


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