Internet and software firm Microsoft has partnered with Indian telecoms service provider Reliance Communications.According to the two companies, the strategic agreement will allow them to deliver a personalised, "highly connected" TV experience to consumers within the south Asian country.
The service is to be powered by Microsoft's Mediaroom Internet Protocol Television (IPTV) software platform and provided through Reliance's IPTV service.
Reliance has secured the exclusive deployment rights in India for Microsoft's Mediaroom platform, which will enable it to provide customers with a range of new options, including video on demand services, digital video recording and personal media sharing.
Additionally, subscribers to the service will be able to choose between watching content in standard definition and high definition, simply pressing a button to change settings.
During a press conference in Mumbai, Reliance Communications chairman Anil Ambani stated: "As consumers today are becoming more sophisticated, they are demanding more compelling and personalised entertainment to suit their individual needs and preferences."
"TV is the only major digital device that has been left out of the networking revolution and Microsoft and Reliance are now making the TV a first-class citizen in the connected entertainment landscape," added Steve Ballmer, chief executive officer of Microsoft.
The new service is set to be launched by the end of March 2008.
Formerly known as Reliance Infocomm, Reliance Communications is part of the Reliance Anil Dhirubhai Ambani Group and has a customer base of over 38 million.
