Bharti Airtel on Thursday forayed into specialized offerings for the Media & Entertainment industry by setting up a new business unit, Airtel Digital Media Business.

The new unit will offer content delivery solutions to the mentioned sector.

Airtel says that the new unit’s Digital Media Exchange will provide a secured digital distribution ecosystem across multiple media platforms and enable content producers to have an integrated content delivery and aggregation platform.

While unveiling plans about the new business unit, Sanjay Kapoor, CEO-India and South Asia, Bharti Airtel comments, “There is a clear demand for secure digital distribution capability across multiple platforms. Airtel Digital Media Business will help establish India as an innovation hub for global content and format delivery. This significant step takes Brand Airtel ahead from being just a telecom brand to a lifestyle enabler.”

“Airtel’s Digital Media Business is integrated with our global network of submarine cable systems, international points of presence (PoPs) and our Content Delivery Network (CDN) services. It will now be able to deliver on a secure platform, high quality content across geographies” says Rajan Swaroop Executive Director, Enterprise Services, Bharti Airtel.

Over 16,000  cinema screens in India can also offer enhanced experience to viewers using Airtel’s platform. Other services to be covered under the initiative include content management services such as playout, archival, collocation and storage.

Target markets for these offerings include producers, creative agencies, production and post production houses, animation, gaming firms, visual media firms, news channels, cinemas, banking institutions, and distribution agencies.