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A Paradigm Shift in Entertainment Marketing using Artificial Intelligence

An impact of Epic proportions!

In recent months, Artificial Intelligence has had a significant impact on numerous industries and will most likely become increasingly prominent in the coming years. Google, IBM, Apple and Amazon are only a few companies that have incorporated AI into their business practices, but this technology is not reserved for the tech giants of the world and its impact will be felt on everyday life far sooner than most realize.

Today, AI is helping business, brands and enterprises of all sizes in a variety of fields to offer better products and services allowing them to compete with bigger companies and give them an edge over their competition. AI based services are even seeping into the world of organic television where their presence is definitely being felt.

How IA and AI helped Epic climb the ratings chart!

Epic TV, India’s one-of-its-kind infotainment channel that hosts a myriad of shows exploring everything from mythology and history to cricket and food was looking to reach out to newer customer segments to showcase curated content and ensure meaningful engagement. Reaching out to previously untapped customer segments posed a unique challenge that required a radical approach that went beyond the simple modeling provided by Facebook and various other social media platforms.

Epic TV employed our Artificial Intelligence platform, “ian” to drive targeted ‘Customer Acquisition’ campaigns.

The Infinite Analytics Nucleus or “ian” uses cutting edge AI and Deep Learning algorithms to analyze and understand consumer behavior and target specific audiences with a level of precision previously unseen. At this point you might be thinking what exactly does all this mean from a business point of view?

Impact of Infinite Analytics Nucleus (ian) on Epic Channel’s Brand Campaign

Simply put, with ian steering the campaigns to the right audiences Epic TV saw a near 300% increase in conversions but also a reduction in Customer Acquisition Cost (CAC) by over 50% in just under 2 months.

Aditya Pittie, Managing Director, Epic TV: “Infinite Analytics has shown us how AI, Machine Learning and Data Science can create an impact by micro segmenting our audiences based on each show, its audiences, the tastes of these audiences, and the various dimensions these micro segments show. Its a new way of acquiring quality audiences that are interested in our shows, eventually increasing our TV ratings.”

How is ian able to deliver such impressive numbers in such a short period of time? Our platform takes the guesswork out of conventional marketing methods used by digital ad agencies, generating intelligent campaigns that engage audiences.

So where does that leave us ?

Epic TV climbed in the BARC ratings and is currently in the top 5 infotainment channels in India setting a benchmark in the television industry.

ian is capable of far more than just Customer Acquisition and can optimize your business in numerous ways. At Infinite Analytics we seek to take the best in groundbreaking AI technologies and bring them to your everyday life. If you are interested in how ian can help increase the top line of your business, then reach out to us at [email protected]

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wasim basir

marketing, board member

It’s most obvious in the digital media space, from click buys to personalized web experiences. For marketing, the AI journey has just kick-started, while in the tech sector it has been applied for a while now. We are still at an early stage where inroads are being made into AI content via chatbots and even some explanatory content creation but what will make anyone jump up and embrace it is when we will start seeing a lot of mainstream content being created by AI.

rich arnold

board member

Prior to joining Infinite Analytics, Richard served as the CFO of CrowdFlower, COO and CFO of Phoenix Technologies, as a member of the board of directors and chairman of the Audit Committee at Intellisync, and previously as CFO and executive vice president strategy and corporate development at Charles Schwab.

pravin gandhi

board member

Pravin Gandhi has over 50 years of entrepreneurial operational and investing experience in the IT industry in India. He was a founding partner of the first early stage fund India - INFINITY. Subsequently a founding partner in Seedfund I & II. With over 18 years of investing experience, he is extensively well networked in investment and entrepreneurial scene and is an active early stage angel investor in tech & impact space. Pravin holds a BS in Industrial Engineering from Cornell University, and serves on the board of several private corporations in India. He is on the board of SINE, IIT Mumbai Incubator.

Purushotham Botla

co-founder & cto

Puru has his Masters in Engineering and Management from MIT. Prior to MIT, he worked with Fidelity Investments building electronic trading products and high volume market data processing applications. He has completed his BE from VJTI, Mumbai.


Deb Roy

Executive Director, MIT Media Lab

Deb Roy is Professor of Media Arts and Sciences at MIT where he directs the MIT Center for Constructive Communication, and a Visiting Professor at Harvard Law School. He leads research in applied machine learning and human-machine interaction with applications in designing systems for learning and constructive dialogue, and for mapping and analyzing large scale media ecosystems. Deb is also co-founder and Chair of Cortico, a nonprofit social technology company that develops and operates the Local Voices Network to surface underheard voices and bridge divides.

Roy served as Executive Director of the MIT Media Lab from 2019-2021. He was co-founder and CEO of Bluefin Labs, a media analytics company that analyzed the interactions between television and social media at scale. Bluefin was acquired by Twitter in 2013, Twitter’s largest acquisition of the time. From 2013-2017 Roy served as Twitter’s Chief Media Scientist.

Erik Brynjolfsson

Board Member

Erik Brynjolfsson is the Jerry Yang and Akiko Yamazaki Professor and Senior Fellow at the Stanford Institute for Human-Centered AI (HAI), and Director of the Stanford Digital Economy Lab. He also is the Ralph Landau Senior Fellow at the Stanford Institute for Economic Policy Research (SIEPR), Professor by Courtesy at the Stanford Graduate School of Business and Stanford Department of Economics, and a Research Associate at the National Bureau of Economic Research (NBER).

Akash Bhatia

Co-Founder and CEO

Akash co-founded IA while studying for his MBA from MIT. Prior to MIT Sloan, he co-founded Zoonga. Before this, Akash was an engineer with Oracle in Silicon Valley. He has completed his M.S from University of Cincinnati and B.E from the College of Engineering, Pune.