Industry
Communications, Media and Information Services
Connect. Curate. Comprehend: Unlocking Value Beyond Boundaries
Highlights
- Astro, Malaysia’s leading media and broadcasting company, sought to overcome the inefficiencies of metadata generation and tagging across its web and mobile app platforms, which limited scalability, slowed time to market, and impacted personalisation.
- Astro spearheaded the ideation and conceptualisation of an artificial intelligence (AI)-powered metadata automation solution and partnered with TCS to bring the vision to life.
- Leveraging TCS AI VX Studio, Amazon Bedrock, and the NOVA multimodal model, TCS implemented an agentic AI-powered system that automated content classification, adapted seamlessly to evolving UI layouts, and integrated human-in-the-loop feedback for continuous learning.
- The transformation delivered a 90% reduction in manual tagging effort with a fivefold increase in productivity, leading to higher operational efficiency, improved personalisation, and a projected 20% uplift in customer satisfaction.
Overview
Astro partnered with TCS to transform media operations with agentic artificial intelligence (AI), driving speed, scale, and smarter personalisation.
Astro is Malaysia’s leading media and broadcasting company.
As part of its growth strategy, it wanted to overcome the inefficiencies of manual metadata management in its web and mobile app platforms.
By deploying TCS AI VX Studio powered by Amazon Bedrock and the NOVA multimodal model, Astro transformed its content operations with agentic AI, achieving automation, adaptability, and scalability in media intelligence.
Challenge
Manual content metadata management slowed media operations and limited scalability for Astro’s OTT platform.
For Astro, delivering a seamless digital entertainment experience depended on fast and accurate metadata generation and tagging across thousands of content assets. However, manual operations proved slow, inconsistent, and expensive, especially with frequently changing web and mobile apps user interface (UI) layouts. The challenges included:
- Inconsistent content classification impacting personalisation and discovery
- Long turnaround times for tagging new or updated assets
- Limited scalability to support expanding content volumes
- Rising costs and human error in tagging processes
Astro envisioned a solution that could automate metadata management, adapt to evolving UI designs, and deliver both speed and precision. TCS was the the ideal partner to turn this vision into a working reality.
TCS Solution
TCS enabled Astro’s content operations with an agentic AI-powered media intelligence solution using TCS AI VX Studio.
Built on Amazon Bedrock and the NOVA multimodal model, the solution leverages autonomous AI agents that can perceive, reason, and act intelligently.
Key features:
- Automated metadata extraction and tagging: AI agents analyse web and app visuals, detect UI elements, and generate semantic metadata, including titles, genres, and categories.
- Adaptive intelligence: Continuous learning ensures the system evolves with new layouts, themes, and content formats.
- Human-in-the-loop feedback: Integration of product and content team inputs improves tagging accuracy and enriches contextual knowledge.
- Scalable architecture: Modular agents process visual data in parallel, delivering speed, precision, and long-term scalability.
Business impact
Adaptive intelligence unlocked scale and efficiency for superior customer experiences.
The reimagined media operations for seamless digital content experience led to multiple benefits, including:
- Enhanced customer insights: 90% reduction in content-metadata management effort, accelerating downstream content consumption analytics.
- Improved efficiency and reliability: Highly efficient and reliable media operations with fivefold increase in content classification, and greater degree (~80%) of consistency across platform UI.
- Continuous process optimisation: An estimated ~30% YoY incremental gain by leveraging human-in-the-loop (HITL) feedback for adaptive prompt refinement.
- Smarter personalisation: Automated tagging enriches analytics across Astro’s digital platforms, powering more relevant recommendations and seamless customer experience, with a projected two-point rise in net promoter score (NPS) and a 20% improvement in customer satisfaction.
Dr. Grace Lee
Group Chief Financial Officer, Astro Malaysia
At Astro, we had a clear vision for an AI-powered metadata automation solution, and TCS proved to be the perfect partner to bring that vision to life. Their expertise, innovation, and collaborative approach transformed our ideation into a powerful, real-world solution. We are truly impressed with the way TCS delivered, and we look forward to continuing this partnership.
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